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{"sheet":"Introduction","index":0,"n_rows":7,"n_cols":1,"rows_kept":7,"cut":false,"hidden":false,"merged":[[2,0,2,2],[4,0,4,3]]}
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["BUYER PERSONA TEMPLATE"]
["NOTES AND INSTRUCTIONS:"]
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["Use this template to help you gain a full picture of the different types of customer persona you have, and want to have.\n\nINSTRUCTIONS\nGive an overview of your company/client goals in the Company Info Tab\n\nThere are four sample persona types included here across the tabs at the bottom of this document. Feel free to enter the details of your own customer types: their behavior, characteristics, interests, channels, and habits.\n\nFor each persona enter as much information about them as you can. Use the sliders at the end of each persona to broadly visualize how valuable the are to your business and how easy it is to reach them online.\n\nThe final tab, \"Summary Matrix\" will present a summary of all 4 personas on one combined chart to help you gain a snapshot of their reach and value to help you prioritize and focus your budget and efforts. You do not need to edit this chart, it pulls the data automatically from each persona chart."]
["© 2020 Digital Marketing Institute"]
["The contents of this document are copyright to the Digital Marketing Institute, unless otherwise stated. We encourage you to download this document for your professional use, however we request that it be retained in its original format, including all Digital Marketing Institute logos/branding."]

{"sheet":"Company Info","index":1,"n_rows":16,"n_cols":5,"rows_kept":16,"cut":false,"hidden":false,"merged":[[16,0,16,4],[6,1,6,4],[7,1,7,4],[8,0,8,4],[9,2,9,3],[10,2,10,3],[11,0,11,4],[12,0,13,0],[12,2,12,3],[13,2,13,3],[14,2,14,3],[15,2,15,3],[5,1,5,4],[0,0,0,4],[1,1,1,4],[2,0,3,0],[2,3,2,4],[3,3,3,4]]}
["Company Info"]
["Company Name"]
["  Industry",null,"Industry","Top/Priority Products for Your Business"]
[null,null,"e.g. Travel, Finance etc.","e.g. Accommodation, trips & packages etc."]
["Primary Market Location"]
["Overarching Digital Marketing Objective","e.g. Drive Awareness, Consideration, Conversion"]
["Strategy Statement","e.g. Drive sales through our eCommerce offering in response to changing consumer behaviors in the covid era"]
["SMART Goals\n(specific - measurable - achievable - relevant - timebound)","e.g. Increase eCommerce sales by 10% over 3 months, Oct-Dec using Google and social media channels"]
["Sales Cycles"]
["Peak Sales Periods",null,"e.g. Christmas/ Easter"]
["Planned Special Offers/Promotions",null,"e.g. free delivery/ 10% Off Spring sale etc."]
["Tools & Access"]
["Website Analytics",null,"Name",null," Tick appropriate"]
[null,null,"e.g. Google Analytics"]
["Paid Channels",null,"e.g. Facebook Ads, Google Ads etc."]
["Organic Channels",null,"e.g. Facebook, LinkedIn etc."]

{"sheet":"Persona 1","index":2,"n_rows":45,"n_cols":8,"rows_kept":45,"cut":false,"hidden":false,"merged":[[24,1,24,4],[22,3,22,4],[9,1,9,4],[10,1,10,2],[5,0,5,4],[23,1,23,4],[20,1,20,4],[8,0,8,4],[21,0,21,4],[42,1,42,4],[43,1,43,4],[44,1,44,4],[41,0,41,4],[38,1,38,2],[38,0,39,0],[39,1,39,4],[0,0,0,4],[6,1,6,4],[7,1,7,4],[19,1,19,4],[1,1,1,4],[4,1,4,4],[2,3,2,4],[11,0,18,0]]}
["Demographics",null,null,null,null,null,"Reach","Value"]
["Persona Name","Small Business Owner",null,null,null,"Persona",{"$f":"D39","v":4},{"$f":"D41","v":8}]
["Age/Gender",null,"Age","Gender",null,"Persona",0,0]
["Location"]
["Income","e.g. $50,000/year"]
["Interests & Personal Habits"]
["Likes & Dislikes","e.g. Family, being active and busy"]
["Habits & Skills","e.g. Digital Native, goes to gym, likes fine dining and spending on consumer items"]
["Media Habits"]
["Traditional Media Consumption","e.g. TV, occasional cinema, radio, daily newspaper"]
[null,"Channel",null,"Purpose","Usage"]
["\n  Digital Channels",null,"Instagram\n"]
[null,null,"Pinterest"]
[null,null,"Facebook"]
[null,null,"LinkedIn"]
[null,null,"Email"]
[null,null,"Search Engines: Google, Bing, Yahoo! etc,"]
[null,null,"WhatsApp & Messenger Services"]
[null,null,"Other"]
["Research Methods","e.g. Typically get information from reading reviews online or talking to peers"]
["Trusted Resources","e.g. Blogs, Websites, Webinars"]
["Buyer Behavior"]
["Stage in Purchase Journey",null,"Purchase Stage","Time to Purchase"]
["Buyer Type","                               How do they approach purchasing?     "]
["Reach Value Matrix\n(below)","Understand the priority of your persona by plotting its value to your business and how easy it is to reach them online using the sliders below the graph"]
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[]
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["How Easy is it to Reach them online - Use Slider","Hard",null,4,"Easy"]
[]
["Persona Value 0-10\n1 isn't very valuable\n10 is very valuable",null,{"$f":"D41","v":8},8,"Scroll \nUp or Down \nfor Value"]
["Decision"]
["Buying Power","e.g. Has sign-off authority for all purchases"]
["Monthly/Annual Spend","e.g. Business to Consumer brands: $350/year \nor  Business to Business organizations: $50,000"]
["Other Decisionmakers/ Stakeholders","e.g. Business to Consumer: Family & Spouse etc.\nor  Business to Business: CEO, Account Director etc."]

{"sheet":"Persona 2","index":3,"n_rows":45,"n_cols":8,"rows_kept":45,"cut":false,"hidden":false,"merged":[[11,0,18,0],[0,0,0,4],[1,1,1,4],[2,3,2,4],[4,1,4,4],[5,0,5,4],[6,1,6,4],[7,1,7,4],[8,0,8,4],[9,1,9,4],[10,1,10,2],[41,0,41,4],[42,1,42,4],[43,1,43,4],[44,1,44,4],[19,1,19,4],[20,1,20,4],[22,3,22,4],[24,1,24,4],[38,0,39,0],[38,1,38,2],[39,1,39,4],[23,1,23,4],[21,0,21,4]]}
["Demographics",null,null,null,null,null,"Reach","Value"]
["Persona Name","Young Professional",null,null,null,"Persona",{"$f":"D39","v":8},{"$f":"D41","v":8}]
["Age/Gender",null,"Age","Gender",null,"Persona",0,0]
["Location"]
["Income"]
["Interests & Personal Habits"]
["Likes & Dislikes"]
["Habits & Skills"]
["Media Habits"]
["Traditional Media Consumption"]
[null,"Channel",null,"Purpose","Usage"]
["\n  Digital Channels",null,"Instagram\n"]
[null,null,"Pinterest"]
[null,null,"Facebook"]
[null,null,"LinkedIn"]
[null,null,"Email"]
[null,null,"Search Engines: Google, Bing, Yahoo! etc,"]
[null,null,"WhatsApp & Messenger Services"]
[null,null,"Other"]
["Research Methods"]
["Trusted Resources"]
["Buyer Behavior"]
["Stage in Purchase Journey",null,"Purchase Stage","Time to Purchase"]
["Buyer Type","                               How do they approach purchasing?     "]
["Reach Value Matrix\n(below)","Understand the priority of your persona by plotting its value to your business and how easy it is to reach them online using the sliders below the graph"]
[]
[]
[]
[]
[]
[]
[]
[]
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[]
[]
["How Easy is it to Reach them online - Use Slider","Hard",null,8,"Easy"]
[]
["Persona Value 0-10\n1 isn't very valuable\n10 is very valuable",null,{"$f":"D41","v":8},8,"Scroll \nUp or Down \nfor Value"]
["Decision"]
["Buying Power"]
["Monthly/Annual Spend"]
["Other Decisionmakers/ Stakeholders"]

{"sheet":"Persona 3","index":4,"n_rows":45,"n_cols":8,"rows_kept":45,"cut":false,"hidden":false,"merged":[[11,0,18,0],[0,0,0,4],[1,1,1,4],[2,3,2,4],[4,1,4,4],[5,0,5,4],[6,1,6,4],[7,1,7,4],[8,0,8,4],[9,1,9,4],[10,1,10,2],[41,0,41,4],[42,1,42,4],[43,1,43,4],[44,1,44,4],[19,1,19,4],[20,1,20,4],[22,3,22,4],[24,1,24,4],[38,0,39,0],[38,1,38,2],[39,1,39,4],[23,1,23,4],[21,0,21,4]]}
["Demographics",null,null,null,null,null,"Reach","Value"]
["Persona Name","Young Couples",null,null,null,"Persona",{"$f":"D39","v":3},{"$f":"D41","v":3}]
["Age/Gender",null,"Age","Gender",null,"Persona",0,0]
["Location"]
["Income"]
["Interests & Personal Habits"]
["Likes & Dislikes"]
["Habits & Skills"]
["Media Habits"]
["Traditional Media Consumption"]
[null,"Channel",null,"Purpose","Usage"]
["\n  Digital Channels",null,"Instagram\n"]
[null,null,"Pinterest"]
[null,null,"Facebook"]
[null,null,"LinkedIn"]
[null,null,"Email"]
[null,null,"Search Engines: Google, Bing, Yahoo! etc,"]
[null,null,"WhatsApp & Messenger Services"]
[null,null,"Other"]
["Research Methods"]
["Trusted Resources"]
["Buyer Behavior"]
["Stage in Purchase Journey",null,"Purchase Stage","Time to Purchase"]
["Buyer Type","                               How do they approach purchasing?     "]
["Reach Value Matrix\n(below)","Understand the priority of your persona by plotting its value to your business and how easy it is to reach them online using the sliders below the graph"]
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[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
["How Easy is it to Reach them online - Use Slider","Hard",null,3,"Easy"]
[]
["Persona Value 0-10\n1 isn't very valuable\n10 is very valuable",null,{"$f":"D41","v":3},3,"Scroll \nUp or Down \nfor Value"]
["Decision"]
["Buying Power"]
["Monthly/Annual Spend"]
["Other Decisionmakers/ Stakeholders"]

{"sheet":"Persona 4","index":5,"n_rows":45,"n_cols":8,"rows_kept":45,"cut":false,"hidden":false,"merged":[[11,0,18,0],[0,0,0,4],[1,1,1,4],[2,3,2,4],[4,1,4,4],[5,0,5,4],[6,1,6,4],[7,1,7,4],[8,0,8,4],[9,1,9,4],[10,1,10,2],[41,0,41,4],[42,1,42,4],[43,1,43,4],[44,1,44,4],[19,1,19,4],[20,1,20,4],[22,3,22,4],[24,1,24,4],[38,0,39,0],[38,1,38,2],[39,1,39,4],[23,1,23,4],[21,0,21,4]]}
["Demographics",null,null,null,null,null,"Reach","Value"]
["Persona Name","University Student",null,null,null,"Persona",{"$f":"D39","v":7},{"$f":"D41","v":3}]
["Age/Gender",null,"Age","Gender",null,"Persona",0,0]
["Location"]
["Income"]
["Interests & Personal Habits"]
["Likes & Dislikes"]
["Habits & Skills"]
["Media Habits"]
["Traditional Media Consumption"]
[null,"Channel",null,"Purpose","Usage"]
["\n  Digital Channels",null,"Instagram\n"]
[null,null,"Pinterest"]
[null,null,"Facebook"]
[null,null,"LinkedIn"]
[null,null,"Email"]
[null,null,"Search Engines: Google, Bing, Yahoo! etc,"]
[null,null,"WhatsApp & Messenger Services"]
[null,null,"Other"]
["Research Methods"]
["Trusted Resources"]
["Buyer Behavior"]
["Stage in Purchase Journey",null,"Purchase Stage","Time to Purchase"]
["Buyer Type","                               How do they approach purchasing?     "]
["Reach Value Matrix\n(below)","Understand the priority of your persona by plotting its value to your business and how easy it is to reach them online using the sliders below the graph"]
[]
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[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
["How Easy is it to Reach them online - Use Slider","Hard",null,7,"Easy"]
[]
["Persona Value 0-10\n1 isn't very valuable\n10 is very valuable",null,{"$f":"D41","v":3},3,"Scroll \nUp or Down \nfor Value"]
["Decision"]
["Buying Power"]
["Monthly/Annual Spend"]
["Other Decisionmakers/ Stakeholders"]

{"sheet":"Summary Matrix","index":6,"n_rows":10,"n_cols":3,"rows_kept":10,"cut":false,"hidden":false,"merged":[[0,0,4,2]]}
["DO NOT EDIT THIS SHEET IT, PULLS DATA FROM INDIVIDUAL PERSONAS"]
[]
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[]
[null,"Reach","Value"]
[{"$f":"'Persona 1'!B2","v":"Small Business Owner"},{"$f":"'Persona 1'!D39","v":4},{"$f":"'Persona 1'!D41","v":8}]
[{"$f":"'Persona 2'!B2","v":"Young Professional"},{"$f":"'Persona 2'!D39","v":8},{"$f":"'Persona 2'!D41","v":8}]
[{"$f":"'Persona 3'!B2","v":"Young Couples"},{"$f":"'Persona 3'!D39","v":3},{"$f":"'Persona 3'!D41","v":3}]
[{"$f":"'Persona 4'!B2","v":"University Student"},{"$f":"'Persona 4'!D39","v":7},{"$f":"'Persona 4'!D41","v":3}]

{"sheet":"Menus","index":7,"n_rows":11,"n_cols":18,"rows_kept":11,"cut":false,"hidden":true,"merged":[]}
[]
[null,"18-24",null,"Female",null,1,null,"Awareness",null,"Daily",null,"Connecting with Friends",null,null,"Immediately",null,null,"Impulse"]
[null,"25-34",null,"Male",null,2,null,"Consideration",null,"Weekly",null,"Inspiration",null,null,"1-14 days",null,null,"Considered"]
[null,"35-44",null,null,null,3,null,"Conversion",null,"Less Frequently",null,"Research",null,null,"15-30 days",null,null,"Cautious"]
[null,"45-54",null,null,null,4,null,null,null,"Never",null,"Networking",null,null,"1-2 months"]
[null,"55-64",null,null,null,5,null,null,null,null,null,"News",null,null,"3-6 months"]
[null,"65+",null,null,null,6,null,null,null,null,null,"Special Offers",null,null,"6-12 months"]
[null,null,null,null,null,7,null,null,null,null,null,"Communications",null,null,"1-2 years"]
[null,null,null,null,null,8,null,null,null,null,null,null,null,null,"2 years +"]
[null,null,null,null,null,9]
[null,null,null,null,null,10]