In order to assist companies in creating personas and segmenting their customers, we can use sociodemo in the Weborama Audience Manager (WAM). In WAM, we can create, manage, monitor and transfer our audiences to media partners.
We can start with the Audience Builder, which is where we will find our sociodemographical data. In the Demographics section under “3rd Party”, we can see our sociodemo criteria; age, education, gender and income. In the Behavioral section, we can see our taxonomies. To create a persona we should use both the Generic Taxonomy and custom MoonFish segments; the Generic Taxonomy provides a foundation while the custom segments help to shape the persona, depending on the client’s needs. We can also use the Geography and Technology sections if we want to create a persona for a target audience in a particular location or who is using a specific type of technology (browsers, devices, operating systems) to access content.
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