Posts Tagged ‘marketstory’

Yahoo Personati

2009/08/16

Yahoo has used personae for close to ten years now to help them serve their customers better and maximize revenues to achieve success in the brutally competitive search market.

However, Yahoo uses personae strictly to group user interaction behaviours of their customers as indicated here:

Yahoo recently sent a Yodel Ancedotal message to customers focused on (Neuro)Persona behaviour surveys:

we look at the story of Jewellery repair and FedEx.

What’s your social mojo?Posted: 13 Aug 2009 10:08 PM PDT As Twitter becomes more mainstream, everyone and their mother (and grandmother… and mayor… and daytime TV host) is trying their hand at the tweet. But what they might not realize is that how you use Twitter can say a lot about you. In honor of our new Yahoo! Homepage, which was designed to be customized to reflect your true personality, we’ve launched a new tool that helps you analyze your social mojo. Just enter your Twitter username and our highly scientific pipe thingy goes to work to determine exactly what kind of Twitter persona you possess. You might be a:

  • § Headliner – You’re the star of the Twitterverse, have tons of followers, and have retweets the likes of Ashton Kutcher and Perez Hilton
  • § Crowd Pleaser – You use lots of hashtags and are in on all the hot conversations
  • § Cheerleader – Retweeting is how you roll
  • § B.F.F. – Your volume of @replies makes you everybody’s best bud
  • § Party Animal – With so many followers, you’re the life of the party
  • § Private Eye – Like any good investigator, you’re following a boatload of people
  • § Concierge – You live for links and sending people to the best stuff
  • § Word Whiz – You’re a natural wordsmith and make the most of your 140 characters
  • § Lone Wolf – You’re more of a low-profile type (some might even accuse you of lurking)
  • § Name Dropper – You use lots of @names when you tweet
  • § Matchmaker – You pass along lots of URLs to make sure everyone’s connected
  • § Wall Flower – You don’t tweet much but you’re still in on the party
  • § Novelist – You have a lot to say and tweet with a lot of characters to prove it
  • § Shadow – You follow lots of people like a good shadow would
  • § Scenester – If there’s a hashtag conversation happening, you’re there
  • § Tweethead – Your high number of retweets shows you like to spread the good stuff

 
And once you get your assessment, we suggest a number of related websites that you can add to your very own Yahoo! Homepage to help feed your mojo.

Give it a try — http://yahoo.knowyourmojo.com… and then tweet about it. (And be sure to follow us on Twitter — we’re a Concierge.)

Nicki Dugan
Blog Editor

Now why is this important to Yahoo?  Simple, if Yahoo can accomodate behaviours the actual people exhibiting the behaviours are irrelevent in that it doesn’t matter if they are young, old, rich, poor, strong or weak.

Elementally (Neuro)Personae render marketing segmentation analysis redundant.  I would have said useless, but in my view it has been that way for decision making for a considerable period of time.

Cheers,

Nick www.adscenario.com www.neuropersona.com www.speedsynch.com

Predictive Analytics Guru

2009/04/04
A Neuropersona Story Lens finds the Answer before you ask a Question

A Neuropersona Story Lens finds the Answer before you ask a Question

A simple Story Lens and a Neuropersona perspective helps you understand where you are and prepare for future opportunities quickly and simply.
Cheers,
Nick

Persona Behaviour & Marketing Value

2008/11/09

Research indicates that Persona behaviour can span multiple interaction channels and shows that an individual can pick up and remove Persona masks at will according to their objectives and their measures of success.

Understanding how someone picks up and discards a Persona can help us serve our customers sublimely.

A laser like focus on service allows Persona practitioners to step up and offer unique value to our clients and their customers.

Imagine that a Persona can span multiple channels when interacting with an organization, from bricks to clicks to call centres.  Another dimension is the possibility that the person behind the Persona may buy or interact on behalf of someone else and take on their Persona.  Indeed they may go to the same site or company again and exhibit another Persona behaviour.
 
As Persona practitioners or stewards of web sites, call centres or physical stores we should accomodate Personae behaviours first, then static Personae labels and finally market segment labels.  All three perspectives complement eachother though it is my experience the notion of probabilistic behaviour or Persona behaviour offers the most flexibility and that the only real way to predict what someone will do is to ask them to declare what behaviour that is important to them.
The bottom line is that understanding Personae behaviours is critical but you must allow the people your serve to tell you what is important and provide navigation or value options to so that they can behave according to what they value at the time they intereact with you, your web sites, call centres or stores.
Cheers,
Nick
nick@scenario2.com