Ad:tech Presentation on Building Persona's

About LabAbout Reed LearningBusiness ObjectivesPersonasPersonalisationOutcomes

Ad::tech21/10/214

Reed Learning is part of the REED family of

companies.

Founded in 1960, REED now operates in Europe, the

Middle East and Asia Pacific.

REED has more than 3,000 permanent employees

working across 420 business units in over 150

locations worldwide.

• Reed customers

• Multiple products

• Changing marketplace

Brief

Challenger response

• Change the KPI’s

• Quality of leads

• Engagement scoring

Redesign

From: To:

Fictional characters encapsulating typical behavior

• Understanding your brand• Consistent customer journey

• UX

User Personas

You Your Team Your Company

Transactional Tracey Information Ingrid Outsource Olly

Reed’s Personas

Persona 1: Transaction Tracey

Persona 1: Transaction Tracey

Arrive at Course Category page Go to a course page

Go back to Category page

Select another course

Select a date & Click ‘Book Now’

Arrive at Basket page

Arrive checkout page Complete ‘Checkout’

Persona 2:

Information Ingrid Arrive at Home page Go to Learning Solution landing page

Go to Course Category page Go to Course page

Request a Quote / Call back

Persona 3: Outsource Olly

Arrive at Home

View Case studies

Call

Personalised Homepages

Transaction Tracey

Information Ingrid

Outsourced Olly

Engagement Points

85% of respondents said it is fundamental to their future

business success to provide experiences that are

responsive to customers based on real-time behaviours.

Furthermore, those that are currently implementing real-

time marketing reported a 26% uplift in their conversion

rate on average.

Source: E-Consultancy Personalisation report 2013

A Better Experience TM