White Paper: 6 Templates to Identify Your Top Consumer Personas

SIX TEMPLATES
Brought to you by
TO HELP YOU IDENTIFY AND ACTIVATE
TODAY’S KEY CONSUMER SEGMENTS

GIGYA.COM |
SEGMENTING MODERN CONSUMERS
In the 1950s, leading brands began to bucket their audiences based on demographic insights
collected via publicly available sources like surveys and census data. Basic personas like “moms” and
“teens” were developed using information like age, gender and household income in attempt to reach
consumers with more relevant and timely marketing.
Today, as modern consumers share real-time insight into their relationships, hobbies and interests
across social and mobile channels, they are defying consumer stereotypes and demanding
personalized experiences. In today’s big data landscape, audience segmentation requires a totally
new set of tools, technology and strategies.
2

3 KEYS TO SEGMENTATION
Marketing to connected consumers requires a lot more information than age and gender. Leading
brands are developing strategies to understand and segment their audiences based on a number
of influential, actionable and behavioral attributes.
GIGYA.COM | 3
To do this successfully, your business will need to leverage the 3 A’s of Audience Segmentation:
1. Access to Consumer Identity
2. Aggregate Cross-channel Data
3. Actionable Insights

GIGYA.COM |
After the demographic-restricted days of the 1950s and before consumers sent over 100K tweets per
minute (Domo), brands often relied on mass third-party data to fill in the gaps and more effectively reach
their audience at large.
But with the rise of big data, there’s hardly need for modern marketers to make “educated” assumptions
about customers. Today, innovative brands are placing increasing emphasis on collecting and analyzing
their own first-party login data to gain a more current, accurate and identity-centric view of consumers.
4
ACCESS TO CONSUMER IDENTITY
By giving users the option to
login using their existing social
identities, brands can gain
permission-based access to the
insights housed in their social
profiles, including their locations,
relationships, hobbies, media
preferences and more.

AGGREGATE CROSS-CHANNEL DATA
Most 3rd party data collection techniques, like cookies, track consumers as they move across the
Internet on a given device - an obsolete strategy in a world where 67% of online shoppers admit to
having recently made a purchase involving multiple channels (Zendesk).
To truly understand consumers, businesses must ditch siloed data management in favor of a
centralized database that offers a single view of identity and activity across channels. This database must
be able to handle traditional data like name and email address, as well as the surge of unstructured
data, such as interests and media preferences.
GIGYA.COM | 5

GIGYA.COM | 6
ACTIONABLE
INSIGHTS
A clear picture of consumer identity is
useless without the ability to tie these
insights to your bottom line. Connect
social and behavioral data to traditional
KPIs like revenue, time spent and repeat
conversions to gain a deeper
understanding of how your customers are
impacting your business. Most
importantly, you can take action on these
insights by developing user experiences
that drive more meaningful interactions
and valuable behaviors.

GIGYA.COM | 7
6 KEY SEGMENT
TEMPLATES
To help you get started, we’ve
mapped out the defining
characteristics of 6 key audience
segments, and the data points you
need to effectively identify and
activate these consumers in relevant
and meaningful ways:
With actionable insight
into cross-channel
consumer identity, you
can start segmenting
your audience on a
highly strategic and
impactful level.

GIGYA.COM | 9
DEFINING CHARACTERISTICS
Think of influencers as the prom kings and queens of consumers. Consumers that fall into this
segment have a natural ability to connect with and influence the decisions of others, and are
extremely outspoken about their opinions. Whether they savored that delicious steak or were
offended by the waiter, everyone will know about it - and follow suit.
WHY THIS SEGMENT MATTERS
90% of consumers admit that their purchase decisions are influenced by
consumer ratings and reviews
()MarketingLand)
KEY OPPORTUNITIES
The ability to recognize influencers opens the door to maximizing their social reach and impact on behalf of
your brand, effectively turning them into brand ambassadors. But beware: these trendsetters move on to
“the next thing” quickly, and often require some incentive to stick around.
Here’s an interactive template of the data points you should collect to identify and activate your Influencers.

GIGYA.COM |
DATA POINTS TO COLLECT WHAT TO EXPECT YOUR FINDINGS
Number of Social Connections A large numbers of friends and followers
across networks
Social Shares Frequent shares to multiple networks
Referrals A high volume of referred traffic
iRank Score
Ranks customer influence according to those who drive the most
engagement across your site
Top ranking among customer base
Reviewed Purchases High quantity and quality of reviews
Up-Voted Reviews A high number of up-votes per posted
review
Reactions
Allow consumers to give feedback with the click of a custom button
Frequent reactions to content and products
DATA POINTS TO COLLECT WHAT TO DO YOUR FINDINGS
Friends and Followers
Maximize influencers’ community visibility
and impact by enabling connectivity with
their individual social circles directly from
your site.
Interests
Recommend content and products that are
inline with influencers’ expressed interests
for tailored and streamlined experiences
that influencers love.
Previous Purchases
Drive brand loyalty by sending thank you
notes and exclusive discounts for items
inline with past buys.
SEGMENTATION TEMPLATE | INFLUENCERS
ACTIVATE IDENTIFY

GIGYA.COM |
INFLUENCERS
SUCCESS STORY
11
24 Hour Fitness is a great example of a brand that has successfully identified
and activated its influencers. To foster member loyalty while increasing new
fitness club sign-ups, 24 Hour Fitness created an online referral program that
allows members to share free 3-day gym passes with their social networks.
As customers refer their friends socially, 24 Hour Fitness uses Gigya’s iRank
influencer reporting to rank its top referrers by number of friends, number of
shares, volume of referral traffic, and activity frequency and timing. After
discovering its top influencers, 24 Hour Fitness rewards these high-value
customers with a tailored thank you package.
By turning influencers into highly valuable, long-term brand ambassadors, 24
Hour Fitness has driven over 331K direct contact referrals, worth over $3
million in online media, in just 3 months.

Perhaps the most valuable customer segment of all, brand loyalists exhibit a deep, often emotional
connection to your brand. They are in it for the long haul, choosing your brand time and again, even
over newer or less expensive options.
GIGYA.COM | 13
Repeat shoppers represent just 8% of all site visitors, but account for 40% of
total online sales.
(PracticalEcommerce)
KEY OPPORTUNITIES
Recognize and foster long-term brand loyalty by rewarding this segment for its dedication. While loyalists
can be highly engaged in brand communities, they are not necessarily the most vocal. However, loyalists
make the best advocates if you know how to spot and nurture their potential.

GIGYA.COM |
Purchase History A long list of purchases over time
LOYALISTS
Average Transaction Value Large cart sizes
BRAND Purchase Frequency A series of recurring purchases
| TEMPLATE Quantity/Quality of User-Generated
Active, valuable participation in your brand
Content
community
SEGMENTATION Tailor recommendations and offers toward
items and content your loyalists have actively
expressed interest in to show that you value
their relationship and are paying attention. DATA POINTS TO COLLECT WHAT TO DO YOUR FINDINGS
iRank Score
Loyalists with a high iRank score can be
nurtured as brand advocates, and given
incentive to drive awareness and referral
traffic for your brand.
Interests
Build lifetime value by recommending
content and products relevant to loyalists’
favorite brands, sports and more.
Favorited Items
ACTIVATE IDENTIFY

It happens even to the best of brands: potential customers show up to your site, fill their carts to the
brim and POOF - they’re gone. Serial abandoners are notorious for sharing items and adding them to
their wish lists, but never following through and completing checkout.
GIGYA.COM | 16
TIPS TO REDUCE ABANDONMENT
Request only necessary information at login and checkout
Give users the option to register via payment providers like Amazon and
PayPal, which can pre-populate mandatory checkout fields with existing data
Leverage progressive profiling, which allows you to capture additional data over
time via interactions like sharing and comments
KEY OPPORTUNITIES
In addition to making the checkout process as simple and seamless as possible, presenting serial
abandoners with highly relevant opportunities to complete the path to purchase is key in decreasing
shopping cart abandon.

GIGYA.COM |
Abandonment Rate High percentage of incomplete purchases
Time on Site Short durations
Page Views Minimal views per visit
Login Frequency Moderate frequency
Abandoned Items Follow up with emails reminding abandoners
of the items they left behind.
Socially Shared Items
Encourage abandoners to complete the path
to purchase by sending them exclusive
discounts and offers toward desired items.
Social Connections
Highlight items previously purchased and
review by members of users’ individual social
circles to increase likelihood of conversion.
SEGMENTATION TEMPLATE | SERIAL ABANDONERS
ACTIVATE IDENTIFY

This growing segment of users visits your website on desktop, returns to buy via mobile and leaves you
reviews using their tablets. Multi-channel consumers are constantly connected, interacting with your brand
across a series of devices and touchpoints along the path to conversion, sometimes simultaneously.
Over 20% of consumers ages 18-49 visit websites from 4 different devices each week,
and 36% of US organizations interact with consumers across 5 or more channels.
(Experian)
KEY OPPORTUNITIES
Meet multi-channel consumers wherever they are by enabling unified, real-time user experiences
across preferred devices. Connect the dots across channels in a cohesive and purpose-driven manner
to encourage valuable actions on-the-go.
GIGYA.COM | 19

GIGYA.COM |
CONSUMERS
Check-Ins Frequent check-ins at various locations
CHANNEL Event-Based Shares
MULTI-| TEMPLATE SEGMENTATION Once you discover the points at which
consumers are switching or leaving devices,
you can optimize the user experience
accordingly. High volume of shares prompted by mobile
apps; i.e. chips won via Zynga poker or miles
run via the Nike+ Running app
Social Login Preferences
Large share of total logins captured by
networks with a majority of mobile users,
such as Instagram and Pinterest
Mobile vs. Desktop Activity:
Email opens, shares, ad clicks, checkout, etc.
A fairly even mixture of mobile vs. desktop
actions, with a possible inclination toward
mobile activity
Check-Ins
Reach consumers in real-time by text
messaging exclusive offers when they check-in
to your store, or information about a
location in their current area.
Media Preferences
Expand connectivity beyond mobile and desktop
channels and find ways to incorporate other
devices, like the TV, based on customers’ favorite
shows, music artists, etc.
Drop-Off Points Per Device
ACTIVATE IDENTIFY

GIGYA.COM | 21
MULTI-CHANNEL CONSUMER
SUCCESS STORY
Dick’s Sporting Goods identifies and engages multi-channel shoppers with its personalized, virtual Gift
Lockers. Users can login socially to their gift lockers on any device and add desired items to their lockers
not just by browsing online, but by taking mobile photos of items in store or scanning catalogue QR codes.
They can also share their gift lockers directly with their social networks.
Tying all activity to a single user
identity enables Dick’s Sporting
Goods to create seamlessly
tailored experiences across
devices, as well as spot and
address channel preferences
and trends.

At first glance, passive users exhibit all the qualities of your best customers - they login, browse your site
and even checkout on a fairly regular basis. However, if you take a deeper dive into your customer data,
you will discover that they are totally and completely unengaged with your brand - a dangerous pitfall in
today’s connected and highly competitive marketplace.
Consumers that engage with a brand online spend 20-40% more with that company.
(Inc)
KEY OPPORTUNITIES
The key to engaging passive users is to provide them with such relevant and timely user experiences that
they can’t help but interact! Show members of this silent segment that you value their relationships and
want to connect closer with personalized messaging and communications.
GIGYA.COM | 23

GIGYA.COM |
Login Frequency Consistent logins over time
Time On Site Average
USERS
Page Views Average
PASSIVE Purchase History Repeat purchases
Number of Comments / Reviews Minimal to none
| TEMPLATE Number of Social Shares Minimal to none
Social Media Activity Minimal posting
SEGMENTATION Highlight actions taken and content created
by individual social circles to encourage
participation and similar actions. DATA POINTS TO COLLECT WHAT TO DO YOUR FINDINGS
Relationship Status / Life Events
Send special emails offering specific content
or discounts in honor of events like an
engagement.
Offer Redemption and Purchase
History
Prompt passive users to share these
meaningful events with their social networks
as they occur.
Interests
Tailor content and product recommendations to
users’ expressed social interests to increase
chances of engagement.
Social Connections
ACTIVATE IDENTIFY

Not to be confused with serial abandoners, opportunists do abandon frequently - but only when they find
a better deal elsewhere. As the saying goes, opportunists go where “the getting’s good,” showing little
loyalty when presented with a more customized user experience or free shipping.
GIGYA.COM | 26
KEY OPPORTUNITIES
Opportunists are savvy decision
makers who wield a lot of
buying power. By building sticky,
customized user experiences
that encourage valuable
behaviors at prime points of
influence, your business can
grow opportunists into valuable
repeat customers.
TIPS FOR A STICKY USER EXPERIENCE
!
Gamify your website or app to reward users points and
badges for taking valuable on-site actions
Make these virtual points and badges redeemable for real-life
rewards like free merchandise and exclusive discounts
Stimulate feelings of prestige and friendly competition by
publicly ranking participating users via leaderboards
Tailor user experiences and rewards to consumers’ individual
preferences

GIGYA.COM |
Brands Liked / Followed Follows a large number of brands across
social networks
OPPORTUNISTS
Brands Mentioned Frequent brand interactions across social
networks
Abandonment Rate Higher than average
| Offers Claimed & Redeemed on
Higher than average
Facebook
TEMPLATE Percentage of Checkouts with
Above average
Coupons / Discount Codes Used
SEGMENTATION Strengthen relationships and build loyalty by
matching coupons and content to the items
in which opportunists have shown interest. DATA POINTS TO COLLECT WHAT TO DO YOUR FINDINGS
Social Connections
Gamify your site or app and rank users’
actions or engagement directly against their
real-life social connections. Showcase their
achievements via leaderboards and offer
rewards for high ranking.
Check-Ins
Reach opportunists in the moment with
relevant product recommendations and
discounts when they check-in to your store
or at a location nearby.
Social Shares
ACTIVATE IDENTIFY

GIGYA.COM |
Hotel and casino giant Boyd Gaming turns opportunists
into repeat customers with its B Connected Social loyalty
program. Participants can earn points by booking hotel
rooms, linking their social media accounts, sharing
promotions with friends and checking in at any Boyd
Casino. These virtual points can then be exchanged for
real-world rewards like vacations, iPads, slot dollars and
gift certificates. This gamified reward system has led to
exceptional results, including:
Over 700,000 visits to B Connected Online a
month after launch
Over 115,000 game-based actions each
month by members
Over 35,000 social media shares, resulting in
more than three social referrals per share
A 30.4% increase in social check-ins to Boyd
Gaming outlets
OPPORTUNISTS SUCCESS STORY:
BOYD GAMING
28

In collecting all of this data and segmenting your user base, you will uncover unifying characteristics
of consumers driving the most value for your business. For example, your brand may discover that
users who leave reviews spend 5x more than those that don’t. Or, you may learn that your repeat
customers all seem to have an affinity for country music.
These are all actionable insights that can be strategically grouped together to create a segment that
looks like your ideal customer. These “look-alike” consumers can then be targeted across channels
to increase acquisition and conversion.
GIGYA.COM | 29
BONUS SEGMENT:
LOOK-ALIKES

Here is a basic template with a list of data points you should consider when
identifying your ideal look-alike segment:
ALIKES DATA POINT YOUR NOTES
DATA POINTS YOUR NOTES
LOOK-Age
Check-ins
| Gender
TEMPLATE Favorite Brands
Relationship Status
Favorite Celebrities
Education
SEGMENTATION Number of Social
Favorite Music
Connections
Mobile vs. Desktop
Usage Patterns
Favorite Movies
Number/Frequency of
Social Shares
Favorite Sports
Number/Frequency of
Reviews
Number/Frequency of
Activities
Comments
GIGYA.COM 30
|

GIGYA.COM | 31
ONE LAST THING BEFORE YOU GO…
To effectively activate each of these segments, your user database needs to have a
seamless, bi-directional feed into all your 3rd party marketing platforms. This enables
your business to maintain a single, current view of consumer identity and create
targeted, cohesive experiences across campaigns.

GIGYA.COM | 32
ADDITIONAL SEGMENTS
We’ve provided templates to map out the data you need to effectively identify and
activate 6 key audience segments. While this is by no means an exhaustive list of
segments, it’s a great place to start. Here are some additional segments to consider:
Big Spenders
Millennials
Bargain Hunters
Early Adopters
Previously Engaged
Content Creators

ABOUT GIGYA
Gigya's Customer Identity Management Platform helps companies build better customer relationships by turning unknown
visitors into known, loyal and engaged customers. With Gigya’s technology, businesses increase registrations and identify
customers across devices, consolidate data into rich customer profiles, and provide better service, products and experiences
by integrating data into marketing and service applications.
Gigya's platform was designed from the ground up for social identities, mobile devices, consumer privacy and modern
marketing. Gigya provides developers with the APIs they need to easily build and maintain secure and scalable registration,
authentication, profile management, data analytics and third-party integrations.
More than 700 of the world’s leading businesses such as Fox, Forbes, and Verizon rely on Gigya to build identity-driven
relationships and to provide scalable, secure Customer Identity Management.
!
For more details about Gigya, visit www.gigya.com.
!
Gigya, the Gigya logo, and Customer Identity Management Platform are either registered trademarks or trademarks of Gigya Incorporated in the
United States and/or other countries. All other trademarks are the property of their respective owners.
© 2014 Gigya Incorporated. All rights reserved.

White Paper: 6 Templates to Identify Your Top Consumer Personas

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (11)

More from Gigya

More from Gigya (20)

Recently uploaded

Recently uploaded (20)

White Paper: 6 Templates to Identify Your Top Consumer Personas