Customer personas in the era of AI
Beware of Bias in your data sets and practices. Putting together building blocks and syncing audiences across marketing platforms.
The revolution in marketing analytics is thanks to advanced algorithms and machine learning (ML), which have allowed marketers to personalize their approach at every stage of the customer journey. And the early stage is important because, with consent from a customer, you can begin delivering.
Marketers can better understand customers by knowing when someone will most likely buy from them and how much value each individual provides for advertisers. This shift means higher engagement rates on both sides. The data also helps measure success, whether you’re looking towards future campaigns or measuring past successes. These metrics matter to marketers.
The world is changing, and so are the ways we do business. This reality can’t be talent lightly; just the rate and pace of change are staggering. How do we respond when consumerism now accounts for the impact of climate change. AI has changed everything from marketing strategies to how consumers interact with brands, but it’s only powerful if you take advantage of its insights- which come in many different forms.
By delivering new predictive customer journey analytics, this technology provides enlightenment for marketers who want a better understanding of their customers’ needs on an emotional level. They may also get hidden surprises along each step of someone’s browsing experience online or even when they call up one company directly- now there will be data points related to the customer on hand.
How can you connect customers with the right product they are willing to purchase? This is the fundamental question of retailers. To answer that question, top retailers rely on technology that combines geography, GIS, artificial intelligence, and machine learning to predict and understand customer behavior and forecast store performance.
Personas involving interests and preferences
Especially for B2C brands, segments really can’t function without understanding the proper “why.” The best and most efficient way is to ask them. Understanding customer attitudes within segments point to the specific reasons why customers consider and buy products from your brand. We all do things for a reason. For example, we pick up pre-packaged food because we are always going. Or we choose to get fit once the promotion is available.
Using marketing personas made websites 2–5 times more effective and easier to use by targeted users.- HubSpot
Collect the data tied to the customer even if you are unsure what you need for something just yet. When you start collecting these attributes at scale, you can perform AI clustering, allowing marketers to identify the most important customer attributes and then use those findings in their marketing efforts. The input may not make sense when put together, but with AIs help, they will know what aspects are truly relevant or impactful.
Behaviorally targeted ads are twice as effective as non-targeted ads. HiP
BEWARE: Biases Ahead
The input data allows machine learning algorithms to learn and adapt, but it can also cause problems if the information coming into an AI system isn’t accurate. And since humans are constantly generating new biases as they go about their daily lives without even realizing how much this affects other people’s thoughts on certain topics or events — let alone anything else!
A major problem with using automation in business settings, though? It often leaves us feeling powerless: “This doesn’t seem like something I should be able to control.”
To ensure that AI accurately reflects our diverse world, the next generation of leaders will need to spot those biases and advocate for more inclusive data instead of using historical data that is misogynistic, racist, and homophobic. Instead, we should look out and have a critical eye when algorithms are being used in order not only to understand but appreciate how people interact with your business so that marketers can create even better experiences than before! You need permission, and it is better.
In the marketing technology (#martech) space, we at VIEWN focus on unbiased business practices associated with artificial intelligence (#AI). We are looking at double randomization to reduce biases while ensuring a sufficient sample size to make any assumptions when we send out digital surveys for psychographics- the final piece in effective personalization.
To ensure that AI accurately reflects our diverse world, the next generation of leaders will need to spot those biases and advocate for more inclusive data. They’ll also have a critical eye when algorithms are being used in order not only to understand but appreciate how people interact with them so as they can create an even better experience than before!
Practical uses of Personas in Marketing Technology
Ok, so personas in the age of AI can just mean AI-driven personas. You just need another way to modularize the data you need. Another way to build and connect audiences is to think of them as toy blocks.
Build Audiences other platforms
Create lists of users or accounts that match specific criteria for persona audiences. For example, you can push the audience to your marketing and analytics tools by creating an “inactive accounts” audience that lists paid accounts with no logins in 60 days. This method is a fast way to include everyone in “inactive accounts” — like two building block pieces coming together.
Sync audiences to marketing tools
Many eCommerce stores make sure there are as many audiences as possible on Facebook & Instagram. In 2022, they include youtube and TikTok, two more social media platforms on the list. You can use these Traits and Audiences to personalize messages across channels, optimize ad spend, and improve targeting. Once you create the factors, you need to sync between marketing tools.
The consumerization of business is a major reason why customer experience has become so important. Your brand must provide an engaging digital ecosystem if you want consumers’ attention! When people purchase products and services online, they often do it because its website provides them with information about how to use those goods or offers easy access compared to brick-and-mortar stores.
Now more than ever, the power of AI is being leveraged in marketing to define and update customer personas. Marketers, citizen data scientists, and data scientists can create personas using data sets or practices that put together building blocks as customer experience maps with AI modeling to build better personas across your channels. If you’re interested in seeing how this can happen at your organization, contact us.