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.
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
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.
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Incorporate historical content to train your predictive models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!
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.
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.
“We're using Personas as our new-age CRM. We identify which prospects are most likely to convert by aggregating individual user intent signals for each account. This lets us more effectively target sales resources, advertising spend, and email campaigns.”
Guillaume Cabane - VP of Growth
“We've reduced handle time on complex tickets by up to 80% using Personas, because agents can jump right into Personas to look at event logs without having to ask an engineer to stop what they're doing and query audit logs in the hundreds of millions of rows”
Kyle Gesuelli - Head of Growth
“Before Personas, it was too much work to keep up audiences up to date in Facebook and Google. Now that our audiences refresh automatically, we’re experimenting much more aggressively. Personas helps us increase our match rate, achieve a better return on ad spend, and improve our conversion metrics.”
Andy Hattemer - Senior Developer Marketing Manager
“Using Personas allows Curology to save money by excluding unnecessary audiences from the new user acquisition campaigns. By doing so, we've been able to decrease our ad spend by more than 10% and still see the same returns.”
Fabian Seelbach - SVP of Marketing
Learn how you can drive customer engagement and revenue with Personas.