How to Create Filters in Delve AI: Build Product Personas, Country Personas, & More

Buyer personas are the foundation of a successful marketing strategy or product launch. After all, to create a marketing campaign or develop a product/service that attracts and converts customers, you need to understand their preferences. Products must be built for the people who will use them, and marketing messages should resonate with the intended audience.

All of this is only possible if you have a good understanding of the people you want to target with your services and marketing messages. Personas, in general, are an excellent way to achieve this understanding.

You can create specific user or product personas (personas centered around the users of a single product) to learn more about the problems they’re seeking a solution to (with your product) and the jobs they want to get done. This will increase your understanding of what the target user truly needs, guiding product design, features, and functionality.

Marketing personas, on the other hand, stop you from making blunders in your content, SEO, or advertising campaigns. You can create personas for various marketing use cases, like SEO personas, content marketing personas, and PPC personas. What's more, with AI persona generators like Delve AI, you can now create personas tailored for different channels, social networks, products, locations, and periods.

In this post, we’ll walk you through the process of creating product personas, country-specific personas, and more using Delve AI’s persona filters.

Definition of Buyer Personas + Persona by Delve AI

Before we start, it’s imperative to know what buyer personas are. Simply put, a buyer persona is a semi-fictional representation of your ideal customers – people most likely to purchase your products or solutions. Customer data is collected and individuals with similar traits or attributes are grouped into segments based on age, gender, location, job profile, goals, challenges, personality traits, hobbies, values, buying behavior, and more.

Derived from the concept of user personas first used by a software designer named Alan Cooper in 1983, personas are now heavily used in the fields of marketing, sales, product development, and customer service.

Traditionally, they were built with quantitative data – mostly demographic – and did not provide qualitative context about the buyer. With the advent of technology, it has become possible to analyze and incorporate multiple sources of information to build credible customer personas. We can take website analytics and social media data, then enrich it with Voice of the Customer data (surveys, focus groups, reviews, ratings) to build data-driven personas.

There are many persona templates and tools online that you can use for this purpose, like Persona by Delve AI, Make My Persona by HubSpot, and Xtensio.

Persona by Delve AI is an online persona generator that automatically combines your first-party (web analytics, CRM, Search Console) and second-party data (competitor intelligence, social media) with 40+ public data sources – reviews, ratings, community forums, news, blogs, and more – with the help of AI and machine learning technologies to generate AI personas for your business, competitors, and social media audiences.

Currently, we offer four persona products, which utilize different data sources:

• Customer Persona – integrate CRM/upload data to get in-depth consumer insights.
• Social Media Persona – add social media handles to gain rich social audience data.
• Website Persona – connect Google Analytics account to better understand website visitor/buyer behaviors.
• Competitor Persona – provide competitors’ domain names to uncover their marketing and keyword strategies.

Each persona is auto-updated with new customer data – one of the many things that sets the platform apart from other persona tools in the marketplace.

You can generate both B2C and B2B personas, depending on your business type. Once created, you get access to everything from demographics to psychographics to user behavior. You can find out more about their lifestyles, goals, challenges, interests, hobbies, personalities, favorite content types, and how they like to communicate. Plus, industry-specific insights provide structured keyword data tailored to your industry.

You can explore device types, traffic channels, social networks, and keywords — both organic and paid. Each persona profile also provides insights into the distribution of demographics (age, gender, language, and job profile), geographic data (city, region, and country), and behavioral patterns (actions, purchase intent, and decision-making process) of people in this segment.

In Website Persona, you can explore sample journeys for e-commerce/B2C and B2B websites. For B2C, you see user journeys, while for B2B, you can view organization journeys. It’ll help you spot where users are in the decision-making process and eliminate potential bottlenecks.

Also, you can find leads and analyze web analytics metrics to answer key questions involving:

• Devices, Search queries, Connections
• Pages/Screens, Actions, Conversions
• Day & time, Weather
• Urbanicity, Zones, Places
• Organizations, Languages

Customer Persona and Social Persona further give you a list of popular influencers – people and organizations – that your audience resonates with and follows.

How to Use & Create Filters in Delve AI: For Product Personas, Country Personas, & More

Let’s address the first question that comes to mind: what are filters in Delve AI? You might have come across different filters in your daily life – filtering products by ratings on Amazon or filtering search traffic on Google Analytics according to a specific channel or device type.

Currently available for Website Persona and Customer Persona, Delve AI Filters allow you to create personas using only a subset of the traffic on your website or a subsection of your customer data. Data filters can be set up to filter incoming audience data (include or exclude customer/traffic data) based on how, what, where, and when dimensions, like:

• HOW: Channel, Social network, and Device type
• WHERE: Continent, Country, Region, and City
• WHAT: Landing/exit page and Products
• WHEN: Date range

Each dimension includes values based on the audience data provided. For instance, in “Channels” you can include/exclude channels like “Organic Search”, “Direct”, “Referral”, “Email”, or “Others.” Similarly, in Device types, you can include/exclude devices like “Computer” or “Mobile.”

Note: Filters are add-ons that you can purchase at $39/month per filter. They are not included in the Website Persona or Customer Persona subscription plans.

Adding persona filters in Delve AI

As mentioned above, filters are only accessible to Website Persona and Customer Persona users. Let’s start with how you can create filters in Website Persona by Delve AI. Here, filters help you create location-specific, channel-specific, device-specific, social network-specific, and URL-specific personas for your website.

So there are two ways to do this; either start a free trial and upgrade to a paid plan or directly purchase a Website Persona plan. In the paid plan workflow, you need to:

1. Sign up or log in to Delve AI.
2. Select Website Persona from the product overview dashboard.
3. Select a subscription plan (starting at $89/month for businesses).
4. Connect your Google Analytics account.
5. Choose the business property.
6. Set the persona generation process in motion.
7. Purchase an add-on filter for $39/month.

The workflow is similar for free trial users – just upgrade to a paid subscription plan after you’ve connected your Google Analytics account and created the personas, i.e., step 6.

During the free trial, 1 to 5 personas will be automatically generated using 3+ days of historical data – restricted to 15k monthly visitors. You’ll have access to features for the first persona, including persona details, distribution, web analytics, industry-specific insights, and up to three sample user journeys. However, the other segments will remain locked. Upgrade to a paid plan to view them or create detailed personas using longer historical data.

You cannot add filters unless you’re a paid plan user.

Once you’ve generated personas for your website, you can use the Filter feature to limit web traffic to a channel, social network, device type, continent, country, region, city, page URL, and date range. This lets you create personas for users that match your chosen criteria, such as those who visit a specific page URL or via a particular channel.

That said, here’s how you add filters in Delve AI:

• Click on the filter icon in the Website Persona dashboard page

• Select the Dimension (e.g. "Channel") > Criteria (e.g. "Include") > Value (e.g. "Referral")
• Enter the Filter Name (e.g. "Only Referral")
• Click the Add button to create/purchase a new filter

Additionally, you can access the filters feature for your business via Settings (at the bottom of the left navigation bar) > Filters page. So, if you want to create a country-specific persona for your website for Australia, under WHERE, choose the Dimension "Country", select Criteria "Include", and Value “Australia” in the drop-down. You can see the personas generated for Australia in the sidebar under AI Persona Generator > Website Persona > Only Australia.

To access the filters feature for your business, navigate to Settings (located at the bottom of the left navigation bar) and select the Filters page. So, if you want to create a country-specific persona for your website targeting Australia, follow these steps:

1. Under the WHERE section, choose the Dimension as "Country"
2. Select Criteria as "Include"
3. In the Value drop-down, pick "Australia"
4. Set the filter name as “Only Australia”

Once configured, you can view the personas generated specifically for Australia in the sidebar under AI Persona Generator > Website Persona > Only Australia.

Build product personas using filters

Customer Persona by Delve AI is another product wherein you can use the Filters feature. Unlike Website Persona, you can only add filters for two dimensions – Social network and Product (type).

The process is simple, all you need to do is:

• Sign up or log in to Delve AI.
• Select Customer Persona from the product overview dashboard.
• Contact sales to get a pricing plan based on the number of contacts (e.g. 2k, 10k, 50k).
• Connect your CRM (HubSpot or Klaviyo) or upload customer data (Shopify, Salesforce, Stripe, or CSV) to generate personas.
• Contact sales to buy an add-on filter.

For example, simply select the Dimension (e.g., "Product") > Criteria (e.g., "Include") > Value (e.g., "iMac") to create a filter for users who have purchased or shown interest in an iMac. This is an excellent way to develop product personas for your brand and study the actual buyers of one of your products, with all of their demographic and psychographic attributes, behavioral characteristics, shopping preferences, JTBDs, and buying barriers.

Note: Whether it is Website Persona or Customer Persona, keep in mind that filters cannot be edited. If you want to delete a filter, please go to Settings (bottom of the left navigation bar) > Filters and click "Delete" on the filter(s) you wish to remove.

A Way Forward

The Filter feature in Delve AI is extremely useful for generating personas based on specific criteria such as a product, location, marketing channel, or webpage. Instead of creating a broad buyer persona that accounts for all possible variations, this feature allows you to refine personas to match distinct market segments more accurately.

This is critical to both marketing and product development – it empowers you to build marketing and product personas to dig deeper into the minds of your audience.

The platform offers a data-driven approach to persona generation, allowing you to make smarter marketing and product decisions. You can not only create personalized marketing campaigns but also develop customer-centric products or solutions. With auto updated personas from multiple data sources, you get a holistic view of buyers and can easily track evolving consumer behavior and industry trends.