Personas

Use the personas menu to add your marketing personas into Adestra and:

• Automatically assign customers to segments based on behavioural engagement data​.
• Learn about your audience and enhance your buyer personas.
• Use data driven marketing to help optimise content.
• Incorporate personas more closely with your day-to-day marketing strategy.
• Use split testing best practice with the persona variant campaigns.
• Use Adestra's avatar builder to help visualize personas that are solely text based.

To get started with personas:

1. Open a workspace.

2. In the data menu, select Personas. Here you will see existing personas and persona groups.

3. Press the Create Persona Group button to create a new group.

4. Within a persona group, press the Create Persona button to create a persona within that group.

The persona allocation algorithm

To allocate recipients to personas, Adestra gives each recipient a confidence score that is updated based on engagement data from your persona campaigns.

When you run a persona campaign:

1. Recipients already assigned to a persona, either manually or because the algorithm has high confidence in their allocation, will be assigned to that persona's mailing variant.

   The persona variant campaign will allow you to tailor the content recipients receive based upon their persona.

2. Recipients not yet assigned a persona will be randomly assigned to one of the persona variants.

3. Based on behavioural data, Adestra adjusts the confidence score for the assigned persona.

   Example:

   • Recipient A receives and reads a mailing from a persona campaign. The confidence score for the allocated persona is increased.

   • Recipient B receives a mailing from a persona campaign but takes no action. The confidence score for the allocated persona is decreased.

   • Recipient C receives, reads, and clicks a link in a mailing from a persona campaign. The confidence score for the allocated persona is increased. This score increase is higher than for recipient A as they have shown more positive interaction with the persona variant.

4. Every time a persona campaign runs, the persona assignment is checked.

   • If the persona confidence score is above the confidence threshold, the recipient remains in that persona.

   • If the confidence score is not above the confidence threshold, they are randomly assigned to a persona.

   • When the confidence score falls below a diffidence threshold, they are no longer considered for that persona.

5. Recipients continue going through the process of assignment, scoring, and reassignment until they are matched to the appropriate persona.

   Note: should a recipient stop engaging with an assigned persona's mailings, they will drop in confidence score until they are eligible for random assignment to determine a more suitable persona allocation.