Dynamic Personas® is a new way to look at the so called "target" in marketing and communication activities. Dynamic Personas™ is natively multidimensional and dynamic in nature.

A mom in a supermarket
The traditional approach
A consumer target profiled on socio-demo and purchasing behavioural data.
Socio-demo clustering
Market basket analysis
Idea & Solution: Mobile Coupon campaign
Our approach
Silvia, a dynamic persona
Customer ID and RFID sensor on her shopping cart
Today she is pushing her shopping cart faster than usual
Living insight: She wants to get out of the the supermarket as soon as possible
Idea & Solution: real time optimized purchasing path
A mom in a supermarket
The traditional approach
A consumer target profiled on socio-demo and purchasing behavioural data.
Our Approach
Silvia, a dynamic persona
Socio-demo clustering
Market basket analysis
Customer ID and RFID sensor on her shopping cart
Today she is pushing her shopping cart faster than usual
Idea & Solution:
Mobile Coupon campaign
Living insight: She wants to get out of the the supermarket as soon as possible
Idea & Solution:
real time optimized purchasing path

Approach

We define multichannel business models and innovative ideas
based on an original approach "Dynamic Personas®".

Model

We set aside the rigid, traditional approach of translating "consumer targets" into "media target" and embrace the idea of "Dynamic Personas™", who display different facets depending on a diverse range of factors like time, location, motivations, emotions, etc. All of these factors can nowadays be easily measured/inferred and processed in real time.

The Dynamic Personas® approach enables companies to understand:

  • the "mask" an individual is displaying in different life contexts. A mask is a clear predictor of functional and emotional intents, which function as a trigger for a customer journey;
  • the State of Openness/Closure to the branded content in each micro-moment of the day life;
  • the "living insight", which is the immediate reaction by the brand to the specific need captured by mask and intents.

This information impacts on two important marketing activities:

  • the identification of one or more hyper relevant content;
  • the touchpoint mix, that is the set of moments, channels and living insight to engage an individual using hyper relevant content.

IT Ecosystem

A dramatic shift is underway in the IT-Marketing ecosystem.
Dynamic Personas® are created and continuously updated on real-time data analysis
and support marketing and communication data driven decision and actions across all touchpoints.
The Customer Data Hub becomes the beating heart of any marketing strategy,
providing real-time intelligence to all multichannel initiatives.

Contact

The Dynamic Personas® approach is continuously updated.
Download the abstract of the first white paper, or register to request the complete version for free.