Customer Profiles and Personas
Understand who your customers truly are as consumers
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Discover meaningful customer insights to guide your business strategy
Stop guessing who your ideal customer is; know who and where they are
Save time developing personas and quickly go to market with customer insights
Personalize your messaging and tactics based on your ideal customer
Customer Profiles and Personas
Know your best consumer groups
Great things happen when you understand your customers, but many organizations still lack the insights needed to take a truly customer-centric approach to business decisions. Stop guessing who your best customers are and get the answers quickly with Buxton. From foundational Mosaic-based customer profiles to more advanced personas, we give you the answers you need to unite your teams around a central definition of your customers.
- Access full-picture views of your best consumer groups, including lifestyles, media preferences, demographics, and much more, to inform your strategies
- Identify the marketing channels your best consumers prefer to optimize your channel mix from social media, email, ads, and beyond
- Avoid the pitfalls of traditional data enrichment with insights – not a data dump
- Know the markets with the highest concentrations of your ideal customers
- Discover insights even if you don't have data using Buxton’s robust analytics arsenal
Contact Database Enrichment
Enrich your contact records with personas
Put your personas into action by enriching your contact database with your Buxton customer personas. We analyze your contact records and assign the persona that is the best fit. Move your personas from the realm of marketing theory to the realm of marketing practice.
- Segment your lists based on Buxton-defined personas
- Tailor your email and SMS campaigns to specific customer personas for better personalization and an improved customer experience
- Optimize your digital ad audiences by feeding persona-specific lists into lookalike audience engines
Location-Level Persona Insights
Define the dominant persona at each of your brick-and-mortar locations
Your customer base probably isn’t the same across your entire location network, which means one-size-fits-all strategies won’t maximize the performance of every location. Buxton can analyze your location network to determine the dominant customer persona for each location. Tailor your location-level strategies to the reality of who each location serves.
- Enhance localized marketing campaigns by optimizing targeting and messaging
- Tailor merchandising and operations tactics to your dominant customer personas
- Group your locations based on dominant personas to deploy tailored strategies more efficiently
Customer Persona Impact Reports
Access monthly metrics on the impact of each persona on your business
You may know your top personas, but do you know which ones are having the most impact on your business? Customer personas are often difficult to tie back to performance metrics, which makes it challenging to optimize your marketing team's spend. Buxton’s monthly metrics help you tie KPIs to personas, so you know which personas are lagging and which are leading the way.
- Focus acquisition efforts on the personas with a track record of producing the best results
- Pinpoint customer groups that are lagging and design campaigns to bring them back
- Add context to your conversations with finance and leadership teams
Customer Potential Maps
Find pockets of potential customers using map-based visualizations
You’ve defined who your top consumer groups are, but where can you find those types of people? Integrate your ideal customer profile or customer persona with Buxton’s mapping solution to visualize concentrations of households who match your target audience.
- Illustrate geographic market opportunities to stakeholders with easy-to-understand maps
- Find trade areas with high concentrations of potential customers to inform new location decisions
- Analyze current location trade areas to determine if consumer base issues could be at the root of poor performance
Buxton Intelligence
The power behind our customer intelligence
Our customer profile and persona solutions are powered by Buxton’s unique blend of data, analytics, and AI backed by our 30 years of analytics expertise. Harness our intelligence to answer your most important marketing and location questions.
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Leading Brands Trust
“Being a business of nearly two decades, we already had an idea of our target market's demographics. But when we started utilizing Buxton, we were able to cross reference what we knew with Buxton's results to take a superhuman approach to understanding our target market.”
Frequently Asked Questions
What kind of data does Buxton use to create customer profiles and personas?
Buxton typically uses your first-party customer data combined with our household-level datasets, which cover everything from demographics, to psychographics, to observed customer behaviors, to provide customer insights. The exact datasets we use in developing customer profiles and personas vary depending on the desired outcome and what - if any - data you are providing. We also offer options for brands who are unable to supply first-party data.
How do you define customer profiles and personas?
Both customer profiles and customer personas provide descriptions of unique, important groups (customer segments) within a brand's customer base. While the terms customer profile and customer persona are often synonymous, Buxton uses these two different terms to distinguish between slightly different offerings.
Can I layer my customer personas over geographic location data?
Yes, once Buxton has defined the characteristics of your customers, we can identify all households that share those characteristics. By mapping those households in SCOUT, our mapping and reporting application, you can visualize concentrations of potential customers who match your customer profile or persona.
How do I use profiles and personas to communicate effectively with customers?
Customer profiles and personas give you an in-depth description of the lifestyles and marketing channel preferences of your current customers. Incorporating these customer insights into your creative briefs can help your team select channels and design creative that is more likely to resonate with your target audience.
Do customer profiles and personas vary across industries?
Every brand's Buxton customer profile or persona is unique to them, which means the results vary both across industries and across brands.
Can Buxton’s personas be integrated with my existing contact database?
Yes, Buxton offers the option to enrich your contact database by tagging contacts with their relevant persona. This empowers you to segment your contacts by persona to run persona-specific campaigns.