Posts Tagged ‘Persona Expertise’

Yahoo Personati


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 —… 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.




Prediction and Persona Marketing


A Persona mask represents behaviours and may be worn or removed by someone as needed.  We use the idea of a Persona to illuminate stories, processes and probabilities to serve people behind the Persona.  I have trained marketers, accountants and executives in the art of Persona Marketing and to employ Persona Behaviour analysis techniques quickly and effectively.  Two of the most powerful tools that help us understand Persona Behaviour are the Story Lens and Storyboard Maps. 

Stories are at the core of a Persona mask and the Story Lens  is the set represented by stories, processes, software, brands and KPIs or measures–stories on the left and numbers on the right, 

Storyboards allow us to map, understand and communicate stories across the Story Lens quickly and simply.  Numbers and coordinates are at the core of any map which is much more than a series of lines or a maze to be traversed. 

The art of prediction, highly valued by marketers, accountants and bookmakers, starts with understanding what has happened to  determine which activities may repeat (processes), whether the same tools (cars, software…) might be used again and the core drivers of previous activities.  A critical component in successfully preparing for the future is the use of measures such as time, dollars, distance and others to add context to past behaviours and to probabilistically determine when and under which circumstances they might reoccur.  Scenarios lift the art of preparing for future success to new heights and should be studied carefully once Personae and their relationship to stories and numbers become familiar.

A Persona mask combined with a Story Lens–stories, processes, software, brands and KPI’s or numbers, link vastly different perspectives required by marketers, accountants and executives.  This is done by associating stories and numbers common to the different perspectives to infer probabalistic behaviours.

What is probabilistic behaviour?

Since a Persona is a mask worn by a person, understanding future Persona Behaviour allows us align our future products and services to the people behind the mask.  Since we can never know exactly how behaviours will occur in the future we use Scenarios to determine a range of behaviours and to get a sense of the probability that some behaviours might occur in the future.  If this seems a little strange consider the profession of Finance and how accountants forecast.  A financial forecast is made to plan where a business is going and determine measures of success. 

What is behind all those numbers carefully constructed by accountants in plans of one, two or more years? Stories, pure and simple.  Accountants convert stories to numbers and place them in a structure called a chart of accounts.   Then accountants manipulate numbers for the rest of the year in a way that separates them from the stories that were at their core.  Indeed accountants ‘map’ out the future of the business with numbers rather than stories.

Our practice is to blend stories, numbers, maps and storyboards to avoid the common trap that marketers and accounts fall into as they manipulate numbers and stories independently of each other.  This ‘split’ causes stories and numbers that started at the same place to get out of sync with each other.

Stories and numbers continue to be aligned to Personae or the business gets out of harmony with customers and suppliers.  The lack of harmony is a dis-ease which typically results in something breaking.

More about the link between numbers and stories may be found at