Detailed persona view

This view provides details about a persona. You use it to manage the personas and their definitions. To access the view, perform the following:

1. Navigate to Sitefinity Insight Analytics dashboard.
2. Click Personas.
3. If you see the persona you want to manage, click its view persona link.
4. Alternatively, click All personas.
   The All personas screen opens.
5. Click the persona you want to manage.

RESULT: The detailed persona profile page opens, and you can see the view for this persona.

The page has the following major sections:

• In the top section, you see key performance indicators of the persona for a period that you define.
• In the middle section, you see graphs visualizing data about the number of visitors who belong to the persona.
  Hover over the dates to see an exact number of visitors who passed a threshold and the respective persona's name.
• In the bottom section, you see multiple tabs that you use to manage the definition of the persona and its associated data.

You can choose the time range for which you want to see reports. To do this, use the dropdown box located below the title.

PREREQUISITES: The Custom range option is available only to customers with paid subscriptions. To upgrade, contact Sitefinity Sales.

The top section of this view presents the summary data for the personas defined for your data center. You see the following information:

• The picture of the persona as you have set it, or a placeholder icon
• The name of the persona you have set
• The description of the persona you have set.

Next, you see the following KPIs:

Visitors passed threshold

• The number of visitors who have passed the threshold for this persona during the selected time range.
• The percentage difference of visitors between the current time range and the previous one.
• The number of visitors who have passed the threshold for this persona since the creation of the data center.

Contacts passed threshold

Contacts are visitors who have provided their emails.

• The number of contacts who have passed the threshold for this persona, during the selected time range.
• The percentage difference of visitors between the current time range and the previous one.
• Number of contacts who have passed the threshold for this persona, since the creation of the data center

Share of all visitors

• The ratio of visitors belonging to this persona to all visitors stored in the data center for the selected time range.
• The percentage difference of visitors between the current time range and the previous one.
• The ratio of the visitors belonging to the persona to all visitors in the data center since the creation of the data center.

Share of all personas

• The ratio of visitors in the current persona to all visitors belonging to all personas in the data center for the selected time range.
• The percentage difference of visitors between the current time range and the previous one.
• The ratio of visitors in the current persona to all visitors belonging to all personas in the data center since the creation of the data center.

In this chart, you see how many active visitors belong in this persona for each day in the selected time range.

• On the X-axis, you see each day from the time range.
• On the Y-axis, you see the number of active visitors who belonged to the specified persona.

To see a tooltip with the exact numbers for each day shown, hover over a specific day in the chart.

In this chart, you see how many visitors have passed the threshold for this persona for each day in the selected time range.

• On the X-axis, you see each day from the time range.
• On the Y-axis, you see the number of visitors who passed the threshold.

To see a tooltip with the exact numbers for each day shown, hover over a specific day in the chart.

The bottom part of the screen enables you to manage the definition of a persona and its associated data.

Rules

Under Rules, you see a list of all rules associated with this persona.

You can sort rules in ascending and descending order by:

• The rule type
  Whether the conversion happens once or multiple times
• The points visitors score
• The number of matches.
  A match happens each time a visitor satisfies the specific persona scoring rule and scored points towards this persona. This metric is not dependent on the selected time range.
  

Click the Compare to rules for all personas link to draw insights by comparing rules for all personas. For more information, see Add and manage persona scoring rules.

Contacts

Under Contacts, you see a list of the contacts that passed the persona threshold in a period you specify.

You can also export the list of contacts in a CSV file. For example, you can use exported contacts to create personalized content in Sitefinity CMS.

PREREQUISITES: To export contacts data, your account must have permission to work with personally identifiable information.
For more information, see Manage Personally identifiable information.

To export contacts, click Export contacts.
The Preparing CSV file prompt appears.
Sitefinity Insight is preparing the full list of contacts matching your criteria. After the process completes, your browser automatically downloads the CSV file containing the contacts.

NOTE: If the search results list is long, processing the CSV file may take several minutes.

Conversions

Under Conversions you see all the visitors that have conversions to the persona during the selected time range.

For each conversion, you see the total and unique conversions of this persona, compared to the total number of conversions of this type of conversion.

The last column displays the numbers of contacts that converted to this conversion, for the selected time range.

For more information about total vs unique conversions, see Visitors and conversions.

NOTE: The conversions report does not display results for custom time ranges. If you have selected a custom time range, it displays data for the last 30 days.

Touchpoints

In the Touchpoints table, you see the touchpoints, which were hit by visitors belonging to this persona.

For each touchpoint you can see the following information:

• Total hits for this persona
  The number of hits by visitors in this persona and the number of hits by all visitors.
• Unique hits for this persona
  The number of visitors in this persona and the number of all visitors, regardless of how many times a visitor hits that touchpoint.
• Contacts with hits for this persona
  The number of contacts in this persona who hit the touchpoint and the number of all contacts who hit the touchpoint.

Topics

Under Topics, you can see the analysis of the most popular keywords and phrases, associated with pages visited by the visitors that match this persona.

Currently there are two available sources of such keywords:

• Page content or page titles
• Page categories and tags
  As defined in Sitefinity CMS.

Sitefinity Insight uses the content of visited pages only when you have enabled the option to send content of pages and content items in Sitefinity CMS.
For more information, see Collect data through the connector » Content analysis data.
Otherwise, only information for the titles of visited pages is used.

You can filter the persona topics report and exclude irrelevant topics. To do this, click Exclude words.
For more information, see Topics.

The most popular topics data for a persona is presented in two forms:

• A word cloud to quickly assess the most frequent words
• A list view of all words with their relative weight

Using this information, you can get a deeper understanding of your audience. For example, you may spot an emerging interest in certain topics.

Pages

A list of the most often visited pages by visitors belonging to this persona.
For each page, you can see:

• The page’s title
• The page’s URL
  To navigate to the page, click the URL.
• Total page views by visitors belonging to this persona
• Unique page views by visitors belonging to this persona