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Crafting Better Digital Personas with Attitudinal Segmentation
August 22 @ 6:00 pm - 8:00 pmMembers: Free | Non-Members: $65 | Students: $35 | $75 at the Door
We can see a lot about our digital audiences based on their activity online. Where they click, when they click, how long they stay, where they were before and where they go next. We’ve got what they looked at, what they bought, and how often. Our digital audience personas are full of information about who they are, where they live, how much they make and how much they spend.
What none of this tells us is WHY.
Oh, we can (and often do) make our own assumptions about why they do what they do. Female, 35, has a job and two kids under 5 and drives a Volvo? She must be stressed and safety-driven! Male, 65, looking for a home in a rural location? He loves the great outdoors!
No wonder so much of our marketing fails to break through the barrage of messages our audiences receive. Nobody’s going to respond to an email that basically says, “Hello, woman 25-49.”
With all the information we have in hand, we still need to understand the underlying attitudes, motivations, challenges, and goals of our buyers — why they do what they do, who they are comparing us to, the kind of information they want to help them on their journey and where they’re looking for it. And we need to know that the information we’re using is statistically reliable and relevant to our unique business, our unique geography, and our unique target audiences.
Welcome to quantitative attitudinal segmentation. Learn how to understand YOUR customers and prospects in a whole new way, and turn your digital marketing from mundane to mind-blowing.
About the Speaker, Susan Baier
Susan has worked in marketing strategy and research for over 30 years, both for brands and for agencies. Over the last 10 years her company Audience Audit has conducted custom attitudinal segmentation research for organizations including Gap, Nestlé, Kona Grill, Infusionsoft, Jayco, Tufts University, AT&T, Pella and more.
Before striking out on her own, Susan worked in marketing strategy for Dial, ConocoPhillips, Circle K and Off Madison Ave. She has been featured on podcasts including Jay Baier’s Social Pros, Build a Better Agency and Jason Swenk’s Smart Agency Master Class. She regularly speaks at conferences including INBOUND and Content Marketing World.