Meet Personas.

Discover what's most important to each user from a heap of raw data. Then, personalize every interaction.

What is Personas?

Personas is the brain that sits on top of your Segment data. 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

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.

Trait & Audience 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

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.

Create any segment imaginable

Use behavioral data in a drag and drop UI or tap directly into your data warehouse with SQL Traits to build any Computed Trait or Audience you can dream up.


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.

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.

Operationalize customer data in your warehouse

Use cloud source data, like Zendesk or Salesforce, to improve email personalization. Activate data science models in ad tools for better targeting and bidding.

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