Wiland™, a provider of data-driven marketing intelligence, has announced the launch of MarketSignals™ Custom Personas, a new segmentation solution designed to help brands and agencies more effectively identify, engage, and grow high-value customers using real-world spending insights.
The new offering moves beyond traditional persona models that rely heavily on surveys or generalized assumptions. Instead, MarketSignals Custom Personas are built using Wiland’s proprietary consumer transaction data, combined with each client’s first-party customer information. However, the end result is audience profiling based on behaviors, and not preferences.
With personas being tied to actual spending behavior, the product enables the marketer to better understand who they are actually marketing to, how they shop, and ultimately where opportunities for growth lie. Such information can then be unlocked for activation through marketing channels to enable better personalization, retention, and targeting.
“MarketSignals Custom Personas give marketers the missing piece in their personalization and growth strategies,” said Mike Gingell, CEO of Wiland. “Our clients want more than just insights—they want segmentation they can actually use. By grounding personas in real purchase behavior, we’re helping them find the right prospects, keep their best customers, and grow their business with precision.”
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MarketSignals Custom Personas are designed for practical deployment, allowing persona attributes to be appended directly to a client’s customer database. This enables teams to apply the segments consistently across campaigns, from lifecycle marketing and loyalty initiatives to acquisition and expansion efforts.
In addition to supporting retention and personalization, the personas can also be used to create expansion audiences for digital prospecting. This allows organizations to reach new consumers who closely resemble their most valuable existing customers, improving efficiency and return on marketing spend.
The solution is intended for use across a wide range of industries, including retail, nonprofit, and consumer-focused organizations seeking more accountable and measurable marketing performance.
“Don’t settle for generic segmentation that gives you mediocre results in your marketing efforts. Our MarketSignals Custom Personas are built specifically for you and provide unmatched performance,” said Gingell.
With the availability of MarketSignals Custom Personas, Wiland seeks to bridge the gap between customer understanding and the actual implementation of this understanding by helping the marketer develop a strong customer relationship through a reliable and scalable methodology.
