Persona Insights – The new generation of market analysis
This is Persona Insights
Persona Insights is a groundbreaking new add-on tool to OTC Insights that enables companies in the consumer healthcare market to analyze their online personas in the overall market, identify market opportunities and make data-driven decisions. If you want to be successful, you need to know exactly who your customers are, what their needs are and how you can reach them. Persona Insights is the answer to these questions.
Functions
Persona Insights combines state-of-the-art data analysis, intelligent segmentation and intuitive dashboards – providing you with actionable insights in real time. The tool therefore goes far beyond traditional market research.
Real data-based customer clusters instead of assumptions: Persona Insights analyzes the behavior of real personas based on sales figures, socio-demographic characteristics and long-term trends.
Understanding personas precisely
Analysis of your buyer clusters according to age, gender and other socio-demographic characteristics.
Segment markets precisely
Identify your buyer clusters in the market and discover potential.
Targeted optimization of strategies
Place budgets where they deliver the highest ROI.
Your position in the overall market
Comparisons with the overall market or specific competitors.
Overview
Performance
Top 100
Overview: Market structure & cluster analysis
Each submodule in Persona Insights has been specifically designed for marketing, sales and market research to make data-based decisions faster and more accurately. The Overview in Persona Insights gives you a complete market overview – broken down by gender: Which customers buy which products, how are market segments distributed and which target groups are growing the fastest?
Main functions
- Socio-demographic analysis of buyers by age, gender and other characteristics
- Benchmarking with markets, brands, products, product groups and companies
- Individual persona profiles with realistic customer types
- Comparison of your buyer structure with the overall market or specific competitors
- Selection of KPIs such as APU (average price per unit), rAVP (relative average value per persona) and units (units sold)
- Analysis over different time periods: MAT (12 months), YTD (since the beginning of the year) or last 3 months
- Direct export of your markets to CSV or Excel
Benefits for your company
- Immediately recognize which personas are most valuable
- Develop targeted campaigns for high-growth personas
- Direct comparison with competitors for a better market strategy
- Identification of long-term trends and seasonal fluctuations
Integration with the Insights Hub
The Persona Insights can be accessed directly via the Insights Hub. This interactive BI tool allows you to dynamically explore the data and gain deep, visual insights into your specific business questions.
Performance: developments & trends over time
The “Performance” submodule in Persona Insights shows how personas, product sales and market shares develop over time. Companies can see which personas are growing and which products have long-term potential. The Performance submodule gives you additional insights into the relative market share of each persona over different time periods.
Main functions
- Analysis of buyer trends over different time periods
- Measuring the success of marketing campaigns & target group shift analyses
- Recognizing seasonal fluctuations and market changes
- Display of the relative market share per persona over 12 months
- Filter by products, brands, companies, custom markets and KPIs
- Value table with absolute, relative and growth (YOY) values
- Direct download function of your view
Benefits for your company
- Identify new market developments at an early stage
- Measure the success of your marketing and sales strategies
- Understand how your customers change over time
- Make data-based decisions on market orientation
Top 100: The most purchased products per persona
Discover the 100 best-selling products for each persona and gain valuable insights into the purchasing behavior of your target groups. Detailed sales figures, growth rates and shopping basket analyses give you a clear picture of which products are particularly popular and how the market is developing.
Main functions
- Display of the 100 best-selling products for each persona
- Track ranking changes over time
- Filter by products, product groups, brands or companies
- Selection of relevant KPIs (APU, rAVP, units) for detailed sales analysis
- Recognizing growth opportunities through trend analysis
Benefits for your company
- Understand the preferences of your buyer personas
- Optimize your product range based on real sales data
- Increase your sales through targeted product placement
- Analyze the competition and discover new market potential
Unique:
Data basis & methodology
Persona Insights is based on a unique combination of aggregated shopper clusters with market-leading OTC sales data from the largest panel in mail-order pharmacy. This combination enables precise, data-driven analysis based on real purchasing behavior data – without relying on assumptions.
Persona Insights maps the entire market and provides a comprehensive market overview. For a more detailed analysis, an individual deep dive into specific buyer clusters with relevant socio-demographic characteristics is possible at any time in order to make targeted strategic decisions.
Your advantages at a glance
Clear
persona profiles
Who are your customers? What do they buy?
Representative
personas
Qualitatively assured market view through the DatamedIQ panel.
Dynamic
Trends
Optimize your product range continuously.
Strong entry into market analysis
Quick, data-based overview – ideal for initial market analyses and strategies.
Data-based campaign planning
Use advertising budgets efficiently, minimize wastage.
Exclusive
Insights
Gain deeper insights that go far beyond traditional market analyses.
Who is Persona Insights made for?
Marketing
Use Persona Insights to better understand your target groups, target advertising measures more effectively and use budgets efficiently. You can analyze which personas have particularly high purchasing power and which channels deliver the best results.
Distribution
Use Persona Insights to identify which buyer groups have the greatest sales potential, where new market opportunities lie and how buying behavior develops over time. This enables them to adapt sales strategies and strengthen specific regions or product segments.
Market research
Gain deep insights into buyer structures, market changes and competitive comparisons. With Persona Insights, you can analyze which target groups are growing, which are shrinking and which trends are emerging in the long term in order to derive data-based recommendations.
Product management
Recognize which products are particularly popular with which target groups and optimize their product range accordingly. You can identify new product opportunities, adapt the pricing strategy and place products specifically for the most relevant personas.
The new dimension of personas analysis
With Persona Insights, you gain a comprehensive understanding of your customers – who they are – new customers or existing customers – what they order and how you can reach them. Revolutionize your marketing and sales strategy with powerful, data-driven insights.
Contact us
We are here for you!
Are you interested in DatamedIQ solutions or do you have questions about the details? Contact our sales team!
Steffen
Hofbauer
Head of Sales & Solutions
Maaike
Meibert
Customer Service Manager
Oliver
Fenske
Senior Account Manager
Vincent
Clover
Account Manager
Tim
Noack
Account Manager
Marius
Ziller
Customer Service
Manager
Tel: +49 221 999 895 30
Mail: sales@datamediq.com