users' segmentation based on personality: what do you think, will it work?

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There is an idea how to define/categorize website users into 4 categories to make targeting more personalized. Categories are status, inner values, uniqueness, and welfare.

It is better to communicate using energetic tone (exclamation marks, hyperbolization are suitable), with emphasis on brand, luxury, and status of the product with a "status" users. There should be a lot of pictures and many different bright colors.

For instance in case we have pet accessories website and we are trying to return a user through google remarketing and we are targeting users which we defined as "status" then ads texts should emphasis on brand and images should include many different bright colors.


Can such segmentation increase ROMI, CTR, etc?
#based #personality #remarketing #segmentation #users #work
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  • Profile picture of the author Kay King
    status, inner values, uniqueness, and welfare.
    What possible basis do you have to divide people based on 'personality'?

    targeting users which we defined as "status"
    What process is used to label a customer as 'status'? The price of a purchase? How could you know if a visitor/buyer is 'unique' or has 'inner values'.

    Buyers who purchase higher priced pet products could be segregated into a list that promotes high end products....that would make sense. Just as someone who buys only dog products should be sent offers for dog products....that's common sense in segregating a list.

    This sounds like over analysis to me but maybe I'm not understanding the process you describe.
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  • Profile picture of the author personaje
    First of all thank you for your reply.

    The idea is based on MBTI types: https://www.myersbriggs.org/my-mbti-...mbti-types.htm

    There is an ML algorithm which defines MBTI type based on user behavior on website of 3-5 minutes session. Then it is possible to make targeting based on MBTI type but it seems overly. There is a possibility to group 16 MBTI types into 4 groups/categories: status, inner values, uniqueness, and welfare.


    Can it work? Or maybe someone already tried MBTI segmentation and already has some results?
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    • Profile picture of the author Frank Donovan
      Originally Posted by personaje View Post

      Can it work? Or maybe someone already tried MBTI segmentation and already has some results?
      You'd have to reverse engineer MBTI personalities from an actual list of buyers of the product or service you wanted to promote. Unless those buyers have already been surveyed for the test, you'd only be guessing at what personality type might be best to target.

      Even then, you'd likely be missing potential customers who don't fit the personality criteria.

      You're trying to overcomplicate, IMO. Personality tests are theoretical, generalized, and depend on honest replies. The only truly reliable indicator is what people have spent their money on.
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  • Profile picture of the author Kay King
    Of course I'm familiar with Myers Briggs - as are most here I would think. However, I don't see how YOU can judge someone's MB results without knowing the person or how that person answers all the MB questions.


    No, I don't think it will work because YOU don't have the information to divide buyers into MB categories. How would YOU know what category I AM in the MB segmentation? You don't know and you can't know unless I tell you.


    If you had a list divided by the MB categories...yes, it could be helpful in designing a marketing campaign....but the only way you could have such a list would be accessing test results and invading the privacy of those who took the Myers Briggs tests. That's why I say 'won't work'.


    Note: ...and the self administered MB 'results' rely on telling the truth on the questions
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  • Profile picture of the author brute77
    My answer might not to applicable to this particular scenerio however, it's something I've used across wide range of marketing campaigns and has helped me.

    Before I start any marketing strategy, I create the following customer profile.


    Dream outcome : what is the magical outcome the customer is looking for

    Hair on fire problem : what is the biggest problem the customer is trying to over come


    the I make two lists..

    1. All the desired outcomes, benefits, goals, results, things that are associated with the Dream outcome

    2. All the problems, issues, urgencies, hurdles, inefficiencies that the customer might be currently facing.

    Excuse my casual wording of it.. but you get the idea.. once you deep dive into creating an exhaustive list of the DESIRES and the PROBLEMS... you get a much better idea on creating the right marketing message, choosing the right keywords, designing a better campaign.

    Hope it was helpful.. it might not sound sophisticated, but if done right - this is a powerful tool.
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    • Profile picture of the author DABK
      The OP wants something else: to segment by personality.


      The problem is how to know if someone is an INTF or an ENTJ, for instance.


      I cannot think of any way short of having them fill a personality questionnaire.





      Originally Posted by brute77 View Post

      My answer might not to applicable to this particular scenerio however, it's something I've used across wide range of marketing campaigns and has helped me.

      Before I start any marketing strategy, I create the following customer profile.


      Dream outcome : what is the magical outcome the customer is looking for

      Hair on fire problem : what is the biggest problem the customer is trying to over come


      the I make two lists..

      1. All the desired outcomes, benefits, goals, results, things that are associated with the Dream outcome

      2. All the problems, issues, urgencies, hurdles, inefficiencies that the customer might be currently facing.

      Excuse my casual wording of it.. but you get the idea.. once you deep dive into creating an exhaustive list of the DESIRES and the PROBLEMS... you get a much better idea on creating the right marketing message, choosing the right keywords, designing a better campaign.

      Hope it was helpful.. it might not sound sophisticated, but if done right - this is a powerful tool.
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  • Profile picture of the author Kay King
    That makes sense - you are targeting your market and that's what best list owners do.


    YOU can appeal to various personality types....that's good marketing.



    The OP seems to be asking to 'segment' by a customer's 'personality profile' with no explanation of where that 'profile' would come from.
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  • Profile picture of the author personaje
    We have developed an ML algorithm that can determine MB type based only on the user's website behavioral data. So users do not need to go through a personality questionnaire eventually. The algorithm is not perfect but it works for MVP.

    @Kay King, there are minimal requirements for users' actions on a website for the algorithm to be able to determine MB type (number of clicks, pages seen, etc). In general, 3-5 minutes of a session is enough to be able to determine a "profile".

    Security is really an issue here, or at least it could be (I didn't check GDPR/CCPA for the personality type belongs to sensitive information). We did not access MBTI test results so we are not invading any privacy here. As you may read below we have developed the algorithm from the scratch, we put a lot of effort into it and it is still MVP But it works!

    A customer most probably already has user data like names, emails, etc. In addition to that, we can determine and return the MB type. We don't use any sensitive information (IP, names, emails, etc), the algorithm returns only two things: sessionId which is 16 alphanumeric value which generate randomly when a user session starts, and an MB type if it was defined (depends on the number of users' actions).

    @DABK, I totally agree with you that it doesn't cover potential clients. We are focused more on remarketing and abandoned carts e-mails.

    In general, it should be more effective to use within all/majority of B2C interactions. In such a case LTV, MRR, and client loyalty should increase. It also seems good for the clients because a business will interact with him/her using the tone/language he/she understands better.

    To check the MVP and its performance we have chosen google ads remarketing since it is simple to set up. We have one "customer" (a friend of mine but traffic seems too small ).

    @Frank Donovan we are pretty sure the algorithm works because except that users passed the our own test we also talked to them personally and psychologists corrected their results to real MB.

    We are currently searching for early adopters to check performance. As far as I understood from your posts the idea might work. So I would be really thankful if you hint me where I can find someone among marketers.

    I hope I have answered all the questions, if not or if you have a new one I would love to answer.
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    • Profile picture of the author DABK
      If you have a way to segment by personality that you trust (enough), I do not understand your question.


      Since you have it, the next logical step would be to run the algo, implement personality-based marketing, monitor results.


      You go small, in the beginning, just in case there is no ROI. But you go.


      Me, or Frank or Kay, telling you it will increase ROI or it will not is so much less useful than you testing your idea. I mean, you already invested a lot in it. Why come here and ask instead of testing?



      Originally Posted by personaje View Post

      We have developed an ML algorithm that can determine MB type based only on the user's website behavioral data. So users do not need to go through a personality questionnaire eventually. The algorithm is not perfect but it works for MVP.

      @Kay King, there are minimal requirements for users' actions on a website for the algorithm to be able to determine MB type (number of clicks, pages seen, etc). In general, 3-5 minutes of a session is enough to be able to determine a "profile".

      Security is really an issue here, or at least it could be (I didn't check GDPR/CCPA for the personality type belongs to sensitive information). We did not access MBTI test results so we are not invading any privacy here. As you may read below we have developed the algorithm from the scratch, we put a lot of effort into it and it is still MVP But it works!

      A customer most probably already has user data like names, emails, etc. In addition to that, we can determine and return the MB type. We don't use any sensitive information (IP, names, emails, etc), the algorithm returns only two things: sessionId which is 16 alphanumeric value which generate randomly when a user session starts, and an MB type if it was defined (depends on the number of users' actions).

      @DABK, I totally agree with you that it doesn't cover potential clients. We are focused more on remarketing and abandoned carts e-mails.

      In general, it should be more effective to use within all/majority of B2C interactions. In such a case LTV, MRR, and client loyalty should increase. It also seems good for the clients because a business will interact with him/her using the tone/language he/she understands better.

      To check the MVP and its performance we have chosen google ads remarketing since it is simple to set up. We have one "customer" (a friend of mine but traffic seems too small ).

      @Frank Donovan we are pretty sure the algorithm works because except that users passed the our own test we also talked to them personally and psychologists corrected their results to real MB.

      We are currently searching for early adopters to check performance. As far as I understood from your posts the idea might work. So I would be really thankful if you hint me where I can find someone among marketers.

      I hope I have answered all the questions, if not or if you have a new one I would love to answer.
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  • Profile picture of the author Kay King
    You say 'it works'....


    Then say "To check the MVP and its performance we have chosen google ads remarketing since it is simple to set up. We have one "customer" (a friend of mine but traffic seems too small"


    But you also say 'hope it works'.


    As advised above - test it. Though you can market to various 'personalitiy types' I am skeptical you can accurately 'type' someone by 3-5 minutes time on the site. If you can, it's a winner.


    TEST - and let us know how the testing goes.
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  • Profile picture of the author Jason Kanigan
    Originally Posted by personaje View Post

    There is an idea how to define/categorize website users into 4 categories to make targeting more personalized. Categories are status, inner values, uniqueness, and welfare.

    It is better to communicate using energetic tone (exclamation marks, hyperbolization are suitable), with emphasis on brand, luxury, and status of the product with a "status" users. There should be a lot of pictures and many different bright colors.

    For instance in case we have pet accessories website and we are trying to return a user through google remarketing and we are targeting users which we defined as "status" then ads texts should emphasis on brand and images should include many different bright colors.


    Can such segmentation increase ROMI, CTR, etc?
    Absolutely you could do this. Even a simple tool like DISC will help.

    D - strategic value equation. Invest this, get that.

    I - novelty, cool factor. Buy this and be seen as that.

    S - comfort, choice. Not pushed to make a decision. Get this, be surrounded by that.

    C - all the details. Provide the data. Show them it makes sense, let them figure it and impress them with your thoroughness. This level of detail would bore most of the other types. Invest in this, know that you made the right choice.
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  • Profile picture of the author personaje
    Originally Posted by DABK View Post

    Why come here and ask instead of testing?
    Because I am stuck to find a customer with which I can test the algo. And it seems I do not believe in the idea anymore

    @Kay, sorry for being unclear.


    Please feel free to surf the website as you usually do with others, you can add some products to the cart, register with fake data, submit a product return form, etc. Within 3-5 minutes small blue "View Results" button will appear in the left bottom corner. Click on it to check the result. It works on DESKTOP only.

    Originally Posted by Kay King View Post

    But you also say 'hope it works'.
    The only "customer" I have is petstar.com.ua. Due to the war (I am currently in Warsaw but originally from Ukraine) I have difficulties to find a customer with enough traffic.

    @Kay, @DABK, @Frank, @Jason thank you a lot for you answers. I will definitely continue to search for a customer to check does the remarketing performance boosts with the algo.

    @DABK that was an idea, just to verify/remind myself why I started all of this

    (mod edit: links deleted - against forum rules to link to your site in discussion posts)


    You can buy a signature for $5 and put the link in that signature which will show any time you post here...you could use the permitted 3 lines of signature space to ask for opinons/testing for your site.
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  • Profile picture of the author Kay King
    Don't give up on your ideas....just because someone like me doesn't quite 'get it' doesn't mean you can't make it work in some fashion.


    Your current circumstances make it difficult to push this quickly but stick with it until you can get enough testing to KNOW if you have something good or not.
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