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Personas and Engagement Scoring: Strategies for More Effective Audience Segmentation

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Communication |  Membership
Lena Banks |  Sylvia Salazar
48 Minutes
Audio and Video
Original Program Date:
Jul 27, 2018
Never expires.


Understand how developing personas and engagement scoring from available demographic and behavioral data, with a focus on motivations, needs, and other factors help provide a better overall picture of what persuades physicians to action (such as joining/renewing, purchasing a product, or utilizing a member service). See how these concepts can be combined to strategically segment audiences, identify and target priority groups, and produce more effective messaging that resonates with both current and potential members.

Educational Objectives and/or Takeaways:

  • Outline possible differentiator(s) for their market/audience personas
  • Understand the process of developing engagement scores
  • Understand how personas and engagement scoring can be utilized together to develop more personalized messaging



Credits Offered: 0.75


As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for credits toward your CAE application or renewal professional development requirements.

Note: This program is not endorsed, accredited, or affiliated with ASAE or the CAE program. Applicants may use any program that meets eligibility requirements in the specific time frame towards the exam application or renewal. There are no specific individual courses required as part of the applications – selection of eligible education is up to the applicant based on his/her needs.


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