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Advertising and media
Where persona data comes from
| Data source | What it tells you | Watch out for |
|---|---|---|
| Sales and CRM records | Who buys what, how often and through which channel | Shows behaviour, not motivation |
| Support tickets and chats | Problems and questions in the customer's own words | Over-represents customers with problems |
| Sales team notes | Objections and reasons for lost deals | Filtered through the salesperson's view |
| Web analytics and search | What people need to know before they contact you | Shows clicks, not the reasons behind them |
| Customer interviews | Triggers, criteria and the reasons behind behaviour | Loyal fans give a flattering picture |
| Reviews (yours and competitors') | What customers value and what still annoys them | Extreme opinions are louder than typical ones |
| Data source | What it tells you | Watch out for |
|---|---|---|
| Sales and CRM records | Who buys what, how often and through which channel | Shows behaviour, not motivation |
| Support tickets and chats | Problems and questions in the customer's own words | Over-represents customers with problems |
| Sales team notes | Objections and reasons for lost deals | Filtered through the salesperson's view |
| Web analytics and search | What people need to know before they contact you | Shows clicks, not the reasons behind them |
| Customer interviews | Triggers, criteria and the reasons behind behaviour | Loyal fans give a flattering picture |
| Reviews (yours and competitors') | What customers value and what still annoys them | Extreme opinions are louder than typical ones |