video1.0<iframe src="https://www.loom.com/embed/0eaac9d41d70498cb36e4fed2ea8997a" frameborder="0" width="1662" height="1246" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>12461662Loomhttps://www.loom.com12461662https://cdn.loom.com/sessions/thumbnails/0eaac9d41d70498cb36e4fed2ea8997a-86af35d4e1a151dc.gif286.002This Loom provides an overview of how Persona Live segments U.S. households and how to use the platform to identify and activate customer segments. Persona Live classifies every household into one of 80 behavioral segments using four data sources: social media follows, credit and debit card spend, mobile location visits, and demographics. These segments nest into 17 higher-order families, and the segments are real time, updating based on current activity. The video outlines a three-step process called Append, Analyze, Activate, emphasizing Analyze as the workhorse that ranks the best customer segments within 30 minutes using catchment areas and optional customer lists. It also shows mapping at zip code, CBG, and DMA levels and the Explore tab for brand or social account customer distributions.