IMS Health Personas

Jim has the deepest understanding of Nexxus Marketing. He spends eighty percent of his work week executing new digital marketing strategies created by his boss, Ben, and monitoring and updating existing ones. He also works directly with Harmony to get and test tactic assets, but he doesn’t generally talk directly with customers.

He’s the magic behind the scenes for several large accounts and brands. His biggest pain points are problems that cause him to slow down – like slow performance or inefficient workflows for which he’s had to create lengthy workarounds.

Ben’s a very experienced digital marketing strategist and agnostic about tools – as a Director in his Marketing Agency he is happy to use Nexxus Marketing if that’s what his client Owen wants. If he loves it, he might even recommend Nexxus Marketing to some of the other clients he’s supporting.

He certainly has a broad understanding of the capabilities of the application and more importantly how he can leverage each of them to achieve an overarching strategy.

He takes his client’s goals and turns them into a specific game plan. He’s also the main client liaison, often having weekly calls with Owen, and ensures that any tactics created are approved before being launched.

Linda loves to crunch numbers and slice and dice data.

She doesn’t monitor campaigns right when they launch – she leaves that to Jim to look for confirmation that everything went according to plan. She’s here to verify sometimes months later that the plan itself was good, and prove it using analytics.

Linda sometimes uses Segmentation capabilities and Customer Database Management, but more so to check numbers than for their intended use. Really she’s interested in getting the data out of Nexxus Marketing and creating reports that can show her the rollup metrics and give her the bigger picture on Program performance. Her ultimate goal is ROI for Owen.

Owen set the goals for what he wants to achieve every quarter with his brands. He’s mostly interested in ensuring that people execute against Key Performance Indicators (KPIs). Being able to calculate a Return on Investment (ROI) for each strategy is the most valuable assessment for him, but it is a challenge to calculate accurately. To help, he’s purchased Nexxus Marketing with IMS Health data.

Owen leans on a Digital Marketing Agency to create a detailed digital marketing strategy and execute it, but he has weekly calls with their director Ben to shape the strategy together and stay aligned.

Harmony creates digital marketing strategy assets such as email content. She is not a frequent Nexxus Marketing user, but needs to know and design around its limitations.

She works with Ben to make sure her assets are approved by the client’s marketing team for brand alignment and legal team for compliance. Her workflow is done outside of Nexxus Marketing by sending links over email to assets hosted elsewhere in cloud services, iterating until assets are approved.

She sometimes has to help Jim with troubleshooting problems or iterate again if something has proven to gone wrong during his test passes in Nexxus Marketing.

What's Next

These personas were used to help create the Experience Map that was created by Molly, the senior UX designer on my team. They also helped us better understand how potential users complete tasks within Nexxus Marketing when we created user flow diagrams.