Getting to know your customer in the age of big data: A data-driven approach to developing buyer personas

By April 26, 2018
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Date(s) - Thursday, April 26, 2018
8:00 am - 9:30 am

B8ta Austin

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Join us for “Getting to know your customer in the age of big data: A data-driven approach to developing buyer personas”! This event is $18 for members and $30 for non-members.

To purchase tickets, visit:

Enjoy networking before Joe McDonald presents on Thursday, May 26th, at B8ta Austin in the Domain.

Most of what Marketing professionals do can be traced back to one ultimate goal – sending the right message to the right person at the right time. Of course, before you can craft an effective message, you first have to know who you will be sending the message to. This essential task has traditionally been left up to key stakeholders’ industry wisdom and occasional results from a one-off market research survey.

In today’s digitally connected world with no shortage of consumer data at our disposal, there is an unprecedented opportunity to move beyond traditional, subjective methods of defining buyer personas towards a more data-driven, objective approach. So, the big question now is – Where do I start with all of this data?

Joe McDonald describes an objective approach, called Cluster Analysis, used to effectively segment your consumer population into relatable personas that you can target in your next Marketing campaign. In this presentation, you will learn how to let statistical programs clean up your messy data for you, and how the results can go beyond simply defining personas to answering important questions such as:

How many market segments should we have? What are the needs, attitudes, demographics and behaviors that best define our target customers?, and Which messages will resonate with our customers at both the emotional and cognitive levels?

Applying this objective approach will reassure you that your Marketing messages are not falling on deaf ears, and enable you to gain greater visibility on the KPIs that matter most to you across your consumer population.

About the Speaker:
Joe McDonald | Head of Business Development and UX / HF Researcher at Human Interfaces, Inc

Joe holds an M.S. and Ph.D. in Human Factors Psychology from Georgia Tech, and works as a User Experience researcher and Head of Business Development at Human Interfaces in Austin, TX. Previously, Joe was a global Marketing analyst at an international tech company, where he evaluated national marketing campaigns and customer behavior to promote global adoption. Currently, Joe specializes in using statistical techniques and user research methods to deliver actionable advice for Designers and Marketing professionals in the tech space.


Hope to see you there!

Special thank you to our sponsor B8ta Austin!