Building Holistic & Data-Driven Consumer Personas

Businesses around the globe are eyeing the revenue potential of more than 650 million consumers living in Southeast Asia. Yet so few of them are equipped with the right kind of consumer data and insights that would help them set clear strategies to target this diverse market.

Consumers today interact with brands in ways that are no longer the same as what we used to know. An individual may purchase a premium smart device like iPhone 11 Pro Max but choose to own an entry-level vehicle like Perodua Axia. On the surface, we can deduce that this person is someone that would go extra mile for mobile gadgets but would not care so much about fancy cars as long as it gets him from point-A to point-B safely.

This shows that a customer journey is very specific to the physical & emotional experiences and they are different individually. Therefore, businesses need to map consumers’ touch points across their purchase journey in order to understand their customers comprehensively. However, mapping of consumer journey is only effective when we identify the correct persona of our customers.

In fact, customer personas are one of the essential building blocks of personalized marketing. Faced with the challenge of converging industries, marketers who are seeking new growth opportunities need to place consumers at the heart of everything they do.

The data-backed depictions of your buyers should deliver an overall blueprint of who they are. Like it or not, conventional methods to profile consumers must give way to a data-driven approach. 

At the forefront of Consumer Intelligence in the ASEAN region, Dattel have explored the art of building data-driven customer persona in this ever zealously emergent arena of business.

If you are keen to get a copy of this concept illustration of data-driven customer persona and know more about Dattel’s future publications on ASEAN consumers, submit your request at the following link.