Generating demand in ecommerce requires an understanding of the customer, including who they are, how they behave and the journey they take. Creating customer segments and personas can help develop this understanding and in the delivery of more relevant and engaging content and messaging. This chapter covers:

  • Methods of segmentation: What are the four key types of data that segments can be based on, and how do they relate to different types of customer journey?
  • Creating customer personas: How should different customer personas be described and what key attributes should they include?
  • Mapping customer journeys: What factors should be considered when mapping customer journeys?