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Let’s take a basic example of a small cosmetics brand that wants to create a local marketing campaign in which their target market is women in their mid 20s to mid 30s in California, US. We can start to build a persona for this audience by selecting the Female segment from “Gender”. To have a better probability of only female users, we can raise the quantile to higher than 10. We can also change the recency if we wish to see matching users from 1 up until the last 30 days, and increase the surf intensity to suit our needs.
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We can then continue by using the AND or NOT option to include or exclude other criteria. For this example, we will use the AND option to add the other relevant criteria; age segment 25-34, Cosmetics centered segments, and located in California. This will give us the number of unique users matching this criteria within the last 30 days. We now have an idea of possible volumes for this persona and can present this to the client which will help them understand how to proceed with their marketing campaign. We can save our audience by clicking on “Save Audience” in the upper left.
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