Want to learn more about personas? Check out What they are and how to use them. How about common terms we use? Check out the companion terminology table.


How many personas will I have?

  • The algorithm determines the number of personas based on your customer data. When clustering for personas, Faraday applies a version of the k-means clustering algorithm to sort your enriched customer data into groups based on a variety of consumer attributes from the Faraday Identity Graph (FIG).

Are all persona clusters the same size?

  • No -- the size depends on how the k-means algorithm grouped your customers, primarily by finding similar groups based on the clustering attributes for your industry.

Can I choose the number of personas?

  • No. However you can play around with using various fields to cluster off of, if we allowed you to arbitrarily select the number of clusters, you would be implementing your own personal bias to determine how many groups you want, versus allowing the data to determine the groups. Take a look at our blog post on bias in machine learning for more info.

Can I create personas for each product?

  • Faraday recommends initially creating personas based on all of your customers. From there, we can add a post hoc analysis to include a breakout by product type to easily know which personas prefer specific products. This will allow you to easily manage who buys what and visualize changes over time.

Can I choose the fields that are used to cluster/create personas?

  • Our data science team has spent a lot of time curating and reviewing the data fields chosen to use as clusters. These are ones that help provide distinct groupings as well as high coverage fields to allow 100% assignment to your customers, new customers, leads, and more.

  • We do not recommend selecting fields outside of the pre-selected options chosen by our team.

Can I include first-party data to be used to create the clusters?

  • Similar to choosing your own clusters, we cluster using FIG data because doing so allows 100% persona assignment to your customers, new customers, leads, and more. By requiring a specific action such as purchasing a product to be a part of the clustering, most new customers and leads will not be able to be assigned to persona until that action is taken.

  • We do not recommend including first-party data as clustering but do recommend leveraging post-hoc analysis to further understand the personas.

Will my personas change over time?

  • They certainly can! Our methodology for creating personas allows us to apply personas to all of your new customers over time and combined with leveraging our dashboard, you can easily monitor shifts in persona groups, and even reflect on growth in groups to recent marketing efforts.

How often will we refresh/re-run the persona clustering?

  • Usually, we recommend once per year, but if there have been drastic changes to your customer base or product line, this may represent a good time to re-run the clusters.

  • You will always be able to monitor personas in your dashboard.

There are too many personas, how do I activate all of them?

  • It is common for our algorithms to come up with five or more personas, which at times can feel a bit overwhelming. The easy answer is you don't have to! Start taking a closer look at the persona groups that are of higher value for you. Can you focus on one to two creative variants? Are some similar enough that you could treat them the same way and not need to come up with five creative variants?

  • Work with your AM to help discuss strategies!

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