What are Brand Personas reports?
Brand Personas reports are aggregate demographic analyses that reveal who your customers are as a group. These reports synthesize data across all your searched customers to identify:
Dominant demographics: Age ranges, gender distribution, geographic concentration
Common interests and hobbies: What your customers are passionate about
Occupational clusters: Career types and professional backgrounds
Income indicators: Spending power and socioeconomic patterns
Lifestyle characteristics: Family status, homeownership, life stage
Psychographic profiles: Values, attitudes, and behaviors
When do Brand Personas reports become available?
Brand Personas reports only become available on a paid plan after you've searched 1,000 customers. This threshold ensures statistical significance and protects individual customer privacy by focusing on aggregate patterns rather than individual profiles.
How often are Brand Personas reports updated?
Brand Personas reports can be refreshed on-demand, but it's generally not recommended to do so routinely. Once your Personas are up and running, we recommend only regenerating them if you've dramatically shifted the types of products you're selling or who you are selling to (e.g. going from vitamins to clothing).
If you'd like a Persona refresh, reach out to our team and we'd be happy to walk you through the process.
What does it mean to activate tagging of personas in OuterSignal and how do I do so?
Activating persona tagging is critical to unlocking the full power of personas. This is a one-time action that applies persona classifications to individual customer profiles in OuterSignal.
When you activate tagging, OuterSignal assigns each customer to their best-fit persona (not all 100% of customers will receive one as we don't force-fit customers where they don't naturally belong). These persona tags then flow via Playbooks to your connected platforms like Klaviyo and Shopify, enabling:
Personalized email flows: Create different messaging for "Holistic Health Practitioners" vs. "Corporate Strategists" vs. other personas
Targeted campaigns: Segment audiences in Klaviyo based on OuterSignal provided attributes (e.g. age, gender, etc.) for highly relevant outreach
Custom experiences: Use persona tags in Shopify Flow to trigger special packaging, notes, or fulfillment actions
Once activated, all future customers will automatically receive persona tags as they enter your system.
How should I use Brand Personas reports?
Brand Personas reports are invaluable for:
Marketing messaging: Crafting copy and creative that speaks to your audience
Lookalike group creation: Use personas to feed lookalike group creation in Meta
Product development: Understanding what products will resonate with your customer base
Channel selection: Choosing where to advertise based on where your personas spend time
Partnership decisions: Identifying brands with similar customer profiles for collaborations
Inventory planning: Stocking products that align with customer lifestyles
Content strategy: Creating blog posts, social content, and resources your customers care about