1. Who am I?
I am a seasoned data analytics and monetization expert responsible for helping my business make more data driven decisions.
People see me as a creative problem-solver who is deeply analytical and technically savvy. I manage a team of analysts, data
scientists or economists who help me define, design, and deliver key insights and data assets for the product and user marketing
teams. Sometimes my role also covers data engineering, reporting BI, and managing some analytics infrastructure.
Role in Purchase Process:
Key Decision Maker who is likely to collaborate with,
Marketing, Product or Customer Insights before a final
decision.
Resources I trust:
Peers, Quora, discussion boards/blogs dedicated to
advanced analytics, a company website, developers
and partners.
Influential Marketing Material
Armor Piercing Bullets (Competitor Analysis), Technical
Documentation, Case Studies, IAM Guide, Data-Sheets &
Product Guides.
Perceived Barriers -
Why I won’t buy:
• Not convinced of data accuracy, ease of integration
or how the data flows in to existing data warehouse
or architecture.
• Demo is weak and has nothing to do with my
business or what my app user looks like.
• Need a tool that will not get too costly or complex
as my needs change.
• All the providers provide the same functionality.
How are we any different?
• Built in-house solution or will look to solve the
problem internally before trying a SDK.
• Already have an analytics provider that does the job
that we need.
Success Factors - What I would
like to hear or see:
• Customers has access to logs and raw data.
• Technical Documentation and a dedicated Account
Manager with a solutions consulting team to help
onboard and ensure success.
• A demo that is close to what I envision with my
business, detailed product roadmap and a technical
expert on the demo call.
• Ease of Integration and data flow with existing
enterprise data warehouse.
• Ready access to relevant key metrics for retention,
monetization, marketing and product.
• Best in class analytics with data that enhances the
customer insights toolkit.
— MAYA —
HEAD OF ANALYTICS
Tech Expertise
Availabilty
Org Influence
LOW HIGH
AKA — Data Scientist, Head of BI, Director – Advanced Analytics,
Director – Digital/Marketing Analytics.
Primary
User
Champion InfluencerDecision
Maker
ConsulterEvaluator
We're not reaching out to clients
— we're reaching out to people.
Here's how to make these key
players into raving fans.
PERSONAS
Who am I?
I am a marketing and tech expert with experience in emerging media and online product development. People see me as a
visionary and an ambitious business leader with a record of innovation, creativity, and success. I manage a team of professionals
who define our digital strategies from conception through delivery. I champion the consumer’s experience constantly balancing
our offerings that maximize revenue, improve customer satisfaction and enhance the value of our brand. I also work with our sales
team to set rates, budgets, and goals for our overall product marketing strategy.
Role in Purchase Process:
Primary Decision Maker with big budget and
organizational constraints. Will likely consult users of
the tool before making final choice. Consult Legal,
Finance and IT to determine vendor requirements.
Resources I trust:
Recommendations from colleagues/friends, Gartner,
Forrester and Industry Conferences, start-up blogs,
external consultants.
Influential Marketing Material
Armor Piercing Bullets (Competitor Analysis), List of
similar customers and references, case studies, IAM
Guide, Product Guides, Thought Leadership material.
Perceived Barriers -
Why I won’t buy:
• Already have web analytics provider or a
homegrown application. Cost of switching from an
incumbent is very high.
• Need to ensure cohesiveness and integration of
digital and non-digital initiatives.
• Hate brands that send salesforce generated robot
emails. Expects us to do our homework before
presenting our case.
Success Factors - What I would like
to hear or see:
• An innovative solution that’s designed to give you
the ability to personalize the mobile experience.
• Ease of use and integration with key revenue
metrics for attribution, retention and monetization.
• A dedicated Account Manager with a solutions
consulting team to help onboard and ensure
success.
• Successes with related firms and similar digital
objectives.
• Bring clarification to digital marketing and sales
challenges.
• The only tool in the marketplace that can help you
to understand, segment and take action using an all
in one SDK.
— GUS —
HEAD OF MARKETING
Tech Expertise
Availabilty
Org Influence
LOW HIGH
AKA — CMO, Director of Product Marketing, VP, Audience Development and
Channel innovation, VP Digital Marketing
Primary
User
Champion InfluencerDecision
Maker
ConsulterEvaluator
Acquire: Know where to spend your next dollar to acquire
your most valuable users.
Engage & Grow: Have confidence in your mobile
engagement strategy. Use multiple channels to connect
with your users and personalize their mobile experience.
Retain: Understand why users defect and focus on factors
that help retention and engage users before they churn.
Lifecyle
Acquire Engage &
Grow
Retain
Acquire: Partnership with major ad networks to precisely
track acquisition sources.
Engage & Grow: Gather deep user insights that enable rich
targeting. Test, iterate and report on product or feature
changes.
Retain: Predict user behavior and churn patterns to enable
smarter marketing and product initiatives.
Lifecyle
Acquire Engage &
Grow
Retain

2. — WREN —
PRODUCT MANAGER
Who am I?
I am a young manager or professional with a background in UX, design, technology or business. People see me as detail-oriented,
an astute multi-tasker and a control freak. In my role as a mini-CEO of my product, I'm in charge of the various activities that ensure
the app meets users' needs, as well as its profitability. I have considerable say over product features, design and UI and I am
looking for data to prove my case. I also need to keep feelers on customers, competitors, and the market to see where the product
should be going.
Role in Purchase Process:
Primary user of the tool and will greatly influence final
decision. Often responsible for leading the effort to
evaluate SDKs, gather feedback from senior stakeholders,
and deal with IT/Legal and Finance internally.
Resources I trust:
Recommendations from peers/seniors, websites/blogs
dedicated to data analytics, Quora.
Influential Marketing Material
Armor Piercing Bullets (Competitor Analysis), Technical
Documentation, Case Studies, Data-Sheets &
Product Guides.
Perceived Barriers -
Why I won’t buy:
• Can we produce the same information internally?
• Believe in multiple sources of data. Need to be
convinced of accuracy and how the data flows in to
existing data warehouse.
• Want to see how different features in an SDK can
be customized. Tend to be very feature and
metric centric.
• Demo Fatigue – pitches from multiple vendors. Be
creative and informative when reaching out and
prove value relative to competition.
• Cannot be a very complex tool to use or learn.
Success Factors - What I would like
to hear or see:
• Focus on readily available key metrics: installs,
DAU, purchase events, retention, LTV and ROI to
inform product and marketing strategy.
• Ease of integration with existing data warehouse
and other BI tools.
• Ease of use, reporting features and an intuitive
dashboard.
• Invitations to product betas and a dedicated
account manager with technical expertise.
• Detailed onboarding and technical documentation.
• Access to data and reports that will enhance the
functional specification, tech requirements and
product requirements documentation.
• Chance to go beyond product strategy and also
inform marketing and customer insights.
Tech Expertise
Availabilty
Org Influence
LOW HIGH
AKA — Analyst, Acquisition Manager, Growth and
Engagement Manager, Social Media Manager
Primary
User
Champion InfluencerDecision
Maker
ConsulterEvaluator
Acquire: Alleviate concerns about new user onboarding flow
and process.
Engage & Grow: Optimize the ultimate app experience for the
end user.
Retain: Predict churn and in-app behavior; balance
monetization and retention.
Lifecyle
— THEO —
MARKETING MANAGER
Who am I?
I used to be a web analyst or manager with experience in SEO/SEM, database, email marketing or social media. Now I collaborate
with digital marketing, content and creative teams to integrate mobile into the organization. I manage the company’s mobile web
presence and app portfolio. I develop user acquisition campaigns via mobile ads and retargeting and keeping my customers
engaged with smart customer relationship management. I need a tool that helps me to identify trends and insights and optimize
marketing spend and performance.
Role in Purchase Process:
Primary user of the tool and will manage relationship
with vendors and app SDKs. Likely to be our product
champion internally and will influence final selection.
Resources I trust:
Recommendations from colleagues/friends and
seniors. Company websites, conferences, blogs and
thought leadership material.
Influential Marketing Material
Case Studies, Data-Sheets & Product Guides, blog
articles, IAM Guide, Product Guides, & thought
leadership material.
Perceived Barriers -
Why I won’t buy:
• How does the tool help me to measure what I don’t
already know?
• All vendors are the same when it comes to
functionality and features. What stands out is
Customer and Technical Support.
• Needs a tool that adds to the customer insights
toolkit and works seamlessly with existing BI and
reporting tools.
• Looking for more than just A/B testing. Would
want to see a product roadmap and a case
related demo.
• Tool cannot have a steep learning curve.
Success Factors - What I would like
to hear or see:
• Easily measure and report performance on all
digital marketing campaigns with key metrics:
installs, DAU, purchase events, retention, LTV, ROI,
and average revenue per user (ARPU).
• Analyze conversion points and optimize user
funnels to inform new growth strategies.
• Invitation to product betas, dedicated AM and a
customer success team to help with onboarding
and continued success.
• Related case studies, use cases and thought
leadership material.
• Ability to hook up Localytics data via API.
• An innovative solution that brings together analytics
and marketing to retain ownership and dictate the
mobile app strategy from its inception.
Tech Expertise
Availabilty
Org Influence
LOW HIGH
AKA — Analyst, Acquisition Manager, Growth and
Engagement Manager, Social Media Manager
Primary
User
Champion InfluencerDecision
Maker
ConsulterEvaluator
PERSONAS
Acquire: Impress with sophisticated attribution metrics and
partnerships with major media players.
Engage & Grow: Personalize with segments, demographic
behavior and preferences.
Retain: Use campaign level data to optimize ROI while
keeping current and new users in mind.
Lifecyle
We're not reaching out to clients
— we're reaching out to people.
Here's how to make these key
players into raving fans.
Acquire Engage &
Grow
Retain
Acquire Engage &
Grow
Retain