Segment Releases Personas, Allowing Companies to Organize, Synthesize and Act on Their Data

According to a new press release, “Segment, the customer data platform, today announced the general availability of Personas, a new product which helps businesses intelligently organize, synthesize and act on their customer data. With Personas, companies can effectively leverage Segment’s first-party customer data infrastructure to provide a consistent user experience across email, web, advertising, push notifications, in-store and more, while also being respectful of customer privacy. Previously, leveraging first-party customer data for consistent personalization across all channels was a massive data and infrastructure problem. Customers expect businesses to remember who they are based on their past interactions — whether through a mobile app, website, emails, ads, push notifications, live chats, in-store, or the support and sales team. Each conversation with customers should incorporate context from their past interactions, no matter where those occurred. This requires an infrastructure that allows companies to leverage and activate their customer data across all channels.”

The release continues, “Built on Segment’s customer data infrastructure, Personas automatically organizes a customer’s history with a business into a central record that updates in real-time. With this unified profile, marketing, product and support teams can easily understand and act on what’s important to each customer… Improve user acquisition by dynamically targeting high-value prospects. Automatically update advertising audience segments based on the traits of their best customers, and then programmatically refresh advertising campaigns targeting lookalike audiences while excluding current customers. For, an online education platform for entrepreneurs, this ability has allowed the company to increase the ROI of its advertising spend by 10 percent.”

Read more at Globe Newswire.

Photo credit: Segment

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