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We can start with the Audience Builder, which is where we will find our sociodemographical segments. 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 segments provide a foundation sort of skeleton 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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