How to Collect Customer Persona Data for Activation Rate Optimization?
In the previous skilleton, we discussed identifying and attracting the right customer persona as the demand-side lever to improve activation rate.
In this concept, we go into practical methods of collecting and utilizing customer persona data to do so.
Deciding the Data Collection Objective:
Setting clear objectives for data collection is essential. This means going beyond basic analytics like acquisition channels, location, and device type to uncover deeper insights into customer personas, their interests, and preferences related to your product or service.
Example and Tips: A fitness app could conduct surveys to understand users’ fitness goals, preferred workout types, and nutrition habits. These insights can inform more personalized content and recommendations within the app.
Choosing the Right Delivery Mechanism:
The method of data collection should be aligned with your target audience. Options include using online surveys, messaging platforms, or incentivizing responses with offers or discounts.
Example and Tips: An e-commerce site might use email surveys with discount codes for completed responses. Choosing an incentive that appeals to your audience can significantly increase response rates.
Acting on the Data Collected:
Merging collected persona data with existing analytics is key. Utilize unique identifiers like email addresses or phone numbers to integrate survey data with user engagement and channel performance metrics.
Example and Tips: A SaaS company can use email addresses as a primary key to link survey responses with user activity data. This combined data can then be analyzed to refine marketing strategies, personalize communication, and tailor product development to user needs.
Effectively collecting and utilizing customer persona data can unveil crucial insights into your audience, enabling the creation of targeted strategies for better user activation and engagement.