How CENIT Implemented Data-Driven Digital Marketing
From experience-based personas to data-driven buyer personas—an accurate reflection of target audience needs as the foundation for data-driven marketing.
The challenges and desires
Aligning digital marketing, the corporate website, and social media channels as customer-centric as possible with the needs of the target groups - that's the goal behind CENIT's data-driven approach to digital marketing.
For this purpose, CENIT developed personas in-house and in cooperation with an agency, which were based on surveys of the specialist departments and empirical values. The result: a common picture of the target groups - but one that was not 100% data-based.
Verifying Experience-Based Personas Using Scientific Data
Verification, falsification, and enrichment of experience-based personas using scientific data from the Persona Institute.
Find statistical twins
- Based on the extensive, structured market data from the Persona Institute, statistical twins were identified for the personas that were created.
- The basis was the core data from the existing, experience-based personas—such as job title and career level.
Calibration & Correction
- The Persona Institute compared this data with its existing, experience-based personas.
- Based on this, the personas were corrected, expanded, or confirmed.
Data-Driven Buyer Personas
- Data-driven buyer personas were developed to provide a realistic representation of the target audience's needs.
- They form the foundation for data-driven marketing—ready to use and employed in the daily work of many employees.
Data-Based Buyer Personas as the Foundation for Data-Driven Marketing
A shared, though not entirely data-driven, understanding of the target audience evolved into a realistic, scientifically sound representation of the target audience’s needs.
Accurate representation of the target groups
The buyer personas reflect the actual needs of the target groups—verified, validated, and enriched with scientific market data.
The Foundation for Data-Driven Marketing
Digital marketing, websites, and social media channels can now be consistently tailored to the needs of target audiences in a customer-centric manner.
Personas the team works with every day
The data-driven personas are ready for use—and many employees are already actively working with them. What were once abstract assumptions have become a shared, robust tool for everyday work.
“Thanks tothese outstanding resources, we were able to data-driven personas insightful, transparent, and data-driven personas that are now ready for use—and that many employees are now working with.”
CENIT Shapes Sustainable Digitalization
CENIT shapes sustainable digital transformation. With CENIT by their side, customers have extensive opportunities to optimize their horizontal and vertical business processes. Innovative technologies in the areas of product lifecycle management, the digital factory, and enterprise information management lay the foundation for this.
As a full-service partner to its customers, CENIT takes responsibility for everything from consulting and the implementation of innovative IT solutions to cost-effective operations. For over 30 years, CENIT has been delivering competitive advantages to leading clients in key industries—with approximately 900 employees worldwide—including the automotive, aerospace, mechanical engineering, tool and mold making, financial services, retail, and consumer goods sectors.
How well do you really know your target audiences?
Data-driven buyer personas reveal who your target audiences really are—and where your messaging misses the mark. The Persona Institute’s Persona Audit shows you where the greatest leverage lies.
Go to the Persona Audit →- Assessing Your Current Approach to Targeting Audiences
- The Potential of Data-Driven Buyer Personas
- Specific Next Steps for Your Company
Understand your target audiences with data-driven buyer personas.
Would you like to take a data-driven approach to marketing that’s tailored to the actual needs of your target audiences—just like CENIT? Talk to the Persona Institute.
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