7. Case Studies: Buyer Persona
@brettkobo
Buyer Persona Users
Technical – End User 81%
Technical – Decision Maker 11%
Business – End User 5%
Business – Decision Maker 3%
81%
11%
5% 3%
Carousels do not work. It is a way to satisfy every by putting their content on the page but
Eliminate the blue (noise)
What have you replaced it with and what has worked better/
What is the analysis -> and what was the decision or take away.
Always have known that our main audience was developers. This validates that, but also we need to start caring about our other users.
Intermediate
With out the support of your executive leadership an organization will not get far with their “data-driven” culture.
They will being the ones that support the analyst as they dig deeper into the data.
With out the support of the senior management, an analyst is a “fish out of water”. They will not be able to affect any change because the right people are not supporting them.
Leadership – Support those below you to make smart choices.
Implementers – Trust your leadership and their business knowledge.
With out the support of your executive leadership an organization will not get far with their “data-driven” culture.
They will being the ones that support the analyst as they dig deeper into the data.
With out the support of the senior management, an analyst is a “fish out of water”. They will not be able to affect any change because the right people are not supporting them.
Spend some more time explaining how to gain the support of your leadership.
Small win. Data quality. Avoid people doubting the data.
Leadership – Support those below you to make smart choices.
Implementers – Trust your leadership and their business knowledge.
The one thing they will allow an organization to flourish.
Why did this happen? What is happening?
Leadership – Allow your analysts and employees to explore and find answers. Equip them to be able to answer their own questions.
Implementers – Never stop exploring. Ask more questions. Questions your leadership to get deeper into the problems.
None of this will happen over night. Culture is something that takes years and persistence to build.
Take any small win you can because every piece of evidence helps create and support the culture.
It enables the person you are reporting to find the time to ask more and better questions.
Leadership – Analyst will need time to work to find the insights.
Implementers – An organization will not listen to every insight that you come up with.
Look at the organization and determine what is necessary to answer the business questions?
Want to understand effort of marketing activity? Higher or equipper team members with marketing skills.
Need to have the ability to explore unknown data sources and ask questions.
Pull useful information out of that data.
Provide way to improve you efforts.
Social Media Platform: Used to keep track of your social networks, ie Twitter, Facebook, Linkedin
Tag Management System: Used to house all of the tracking code that will send data to the analytics platform. Very flexible. Helps reduce the amount of the analyst need to work with the development team to introduce new or updated tracking code.
Search Engine Optimization Platform: Helps understand all of the organic traffic that is coming to your website.
Analytics Platforms: Collects and houses all of the information and allows for reports to be generated to show performance.
Mention that is this web analytics
Social Media Platform: Hootsuite, Sproutsoclal, Buffer
Tag Management System: Tealium, Google Tag Manager, Signal
Search Engine Optimization Platform: SEMRush, SEOmoz, Majestic
Analytics Platforms: Google Analytics, Adobe Analytics, Piwik
We all know how important documentation is but how many of us actually take the time to write things down and organize it.
Start with unorganized notes and throw it in one place. Over time sort through and determine what is relevant.
Allows for faster onboarding and bringing on new staff.
Leadership – Support those below you to make smart choices.
Implementers – Trust your leadership and their business knowledge.
