A persona is created under Target Groups with a click on + New/Persona.
You create a persona in the folder Target groups.
Similar to a target group, a persona represents a profile filter, which is precalculated in contrast to a target group. Another difference is the matching threshold. This specifies the percentage of matching criteria from which a profile should be assigned to a persona. Thus "fuzzy" definitions are possible.
The first step in configuring a persona is to specify a matching threshold that the profile must reach in order to be assigned as a persona. A matching threshold of 100% means that all criteria must be met. A matching threshold of 0% (deactivated) means that all criteria are ignored and therefore all profiles from the data source are assigned to the persona. In general a profile can be assigned to any number of personas.
In the second step, you select a target group or pool in which the profiles are located.
Under the Configuration tab, you specify the matching threshold and pool or target group in which the profiles are located.
The following field types are available for a persona calculation:
- Form of address (system field)
- Single selections
- Multiple selections
In order to use your own fields in the field configuration, the checkbox Profile Matching must be set for the respective field in the pool configuration.
The function Profile Matching must be activated for the available field types so that the field can be used for a persona calculation.
In addition to the criteria to be fulfilled, a weighting must be configured for each criterion. This specifies how large the share of the criterion in the final result should be. A weighting of 100 points means that this field is included in the calculation with 100 points.
The sum of all weightings results in the maximum possible points that a profile can achieve. Multiplying the sum of all weightings by the matching threshold results in the value to be achieved, from which a profile is assigned to the persona.
The weighting of a criterion is specified in points, in the following example with 100 points. The persona has three criteria with 100 points each, equal to 300 points, multiplied by 50% matching threshold, results in 150 points. So a profile needs at least 150 points to be assigned to the persona.
Under the item Field configuration you can add a field (salutation) for the query, select a value and assign a weighting in the form of points.
If several options are selected in a multiple selection, the total weighting of the field configuration is divided equally between the individual options. With 4 selected options in the persona, each option in the profile would correspond to a quarter of the weighting, so with 100 points weighting, 25 points per option.
In order to guarantee a high-performance and smooth workflow even with complex persona configurations, the persona affiliations of the profiles are precalculated overnight. If a profile is changed, e.g. by a form, a new assignment of the profile is immediately triggered.
A persona is used to:
- move profiles into automated campaigns or to check within a campaign whether a profile is assigned to a persona.
- select profiles in simple target groups, e.g. to realize article individualizations.