Meet Personas.

Order Completed
Computed TraitsLTV: $890 favorite_category: scarves
Pattern R 1-2

What is Personas?

Personas is a new product built on the Segment platform. With Personas, you can make sense of your customer data and use it to deliver personal experiences throughout your customer journey.

Identity Resolution

Unify user history across devices and channels into one comprehensive profile

Trait and Audience Building

Synthesize raw data into traits and audiences at the user or account level


Use these enrichments to personalize marketing campaigns and in-app experiences

Group Pattern

Identity Resolution

Combine user history across devices and channels

Merge a user’s identity across different channels into one profile, whether they browsed on the web, bought on mobile, or opened an email.

Match IDs with accuracy

Personas is built on the Identity Graph, a new technology that merges the identities that you're sending to Segment to the right profile.

Stop maintaining a million micro-services

Let Segment handle the infrastructure required to update derived user traits and push them to your marketing tools.

Viewed Product anonymousID: anon_9871 — Web In Store Purchase email: — Email userID: 920782 — Mobile Order Completed
Pattern - R 3-4

Trait Building

Surface insights from a wealth of data

Tag users with Computed Traits or per-user metrics, like average order value, and develop Audiences, like Big Spenders, to help you send more targeted messages.

Automatically update audiences with a few clicks or code

Don’t wait for analytics pulls or waste time uploading and downloading CSVs. Audiences and Computed Traits are always up to date, where you need them.

Incorporate historical content to train your predictive models

Get immediate value by calculating Computed Traits and Audiences using past user history. Choose any look back window you’d like!

Create Audience
Pattern - R 3-4


Cater your marketing to each customer

Segment syncs your Computed Traits and Audiences to your favorite marketing tools, like Facebook Ads, Marketo, and more, so you can tailor your campaigns to each person.

Develop targeted in-app experiences

Use the Personas Profile API to programmatically access user profiles and personalize your on-site and in-app experience.

Keep your messages in sync

By creating your Audiences within Segment instead of your end tools, you can test the same audience across different marketing channels.

Push Notification Email Sales & Support Advertising In-App Personalization Custom Code Menswear Big Spender David Kim

Use Cases

Make the most of your best users

Drive new user acquisition by creating look-a-like audiences of your highest value users or accounts that update automatically.

Remove recent purchasers from campaigns

Immediately suppress customers who’ve recently purchased from your campaigns to improve their experience and reduce your marketing spend.

Empower sales to engage the right prospects

Improve sales efficiency by triggering livechat when unique visitors from a single account exceed a specific threshold or targeting email campaigns to the most active user at an account.

Tailor website and apps based on content viewed

Adapt your apps and websites to showcase recently viewed products, categories, or content. Change the experience for new versus advanced users.

Pattern - R 3-4


Learn how you can drive customer engagement and revenue with Personas.

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