Overview
An introduction to the PersonaLive platform and its main features.
What is PersonaLive?
PersonaLive is a U.S. household segmentation platform. Households are classified from behavioral and demographic signals so you can understand customer segments and use them for analysis, mapping, and activation.
How households are segmented
Every U.S. household is assigned to one of 80 behavioral segments. These segments roll up into 17 groups—for example, A: Ultra Wealthy Families—with segments like A01–A06 capturing behavioral variation within a group. Segmentation is based on behavior, not just demographics.
Segments update as behavior changes. You can inspect what people follow, where they visit, what they spend on, and how they relate to brands—at the category, brand, DMA, or national level.
The four data sources used to classify households
PersonaLive combines four data sources to build each household profile:
- Social media — accounts and brands people follow
- Spend data — credit and debit card patterns
- Location data — places visited via mobile signals
- Demographic data — age, income, marital status, and similar attributes
These signals work together to classify each household into a segment.
Core workflow
Bring your own data in with Append, rank segments in Analyze, then send the result to Map or Activate.
From Analyze you can Confirm & send to map to see where those segments are concentrated, or Confirm & activate to turn them into an audience for media targeting.
Tools
Primary tools
| Tool | What it does |
|---|---|
| Projects | Folders for saved Views—snapshots of Explore, Analyze, Map, and other tools so you can reopen an analysis instead of rebuilding it |
| Segments | Full behavioral profiles for any PersonaLive group or segment—demographics, visitation, spend, interests, and media habits |
| Append | Enrich Locations, Mobile Reports, or Customer Lists with PersonaLive segmentation, then use them in Analyze and Map or export them |
| Analyze | Rank your best customer segments from Locations, Mobile data, or Customer lists |
| Activate | Turn selected segments into an audience and send it to destinations such as Meta, direct mail, and other media |
| Map | Visualize segment concentration as a heat map (zip, CBG, DMA, or state) and overlay your locations and customers |
Analytics Studio
| Tool | What it does |
|---|---|
| Explore | Rank customer segments for a brand or account—for example, search Lululemon to see its distribution. On The Strategist plan, include credit card transactions |
| Trends | Track your brand and competitors over time across sales, audiences, and geography (The Strategist plan) |
| Cross Shop | Find closest competitors and potential co-tenants from customer cross-shopping behavior (The Strategist plan) |
| Share of Wallet | See which competitors are taking customer dollars from your brand, and which brands you are taking dollars from (The Strategist plan) |
| Competitive Dashboard | Benchmark market share, penetration, geography, and growth drivers against category competitors (The Strategist plan, Beta) |
Spend access
Trends, Cross Shop, Share of Wallet, and Competitive Dashboard appear only on The Strategist plan. Credit card data in Explore is gated the same way.
Related guides
- Site Selection — Find, validate, and prioritize your next best locations.
- Marketing Activation — Turn your top segments into live audiences across channels.
- Dataset Structure — Segment and group codes for files and APIs.
- Delivery Format — Geographic files delivered via Spatial Cloud.
- Accessing Data — Cloud, partners, API, and custom delivery.
- FAQ — Common questions about segments, groups, and indexes.