Wiland has introduced MarketSignals™ Custom Personas, a data-driven segmentation solution that leverages real consumer spend data and client first-party information to create tailored, behaviorally accurate personas, enabling brands and agencies to more effectively find, retain, and grow high-value customers across marketing channels.
Wiland™, a leading provider of data-driven marketing intelligence, today announced MarketSignals™ Custom Personas, a new custom segmentation offering designed to deliver precise, behaviorally grounded insights. Unlike conventional survey-based or off-the-shelf persona models, this solution uses proprietary consumer spending data to reflect actual purchase behavior, providing marketers with a more reliable foundation for strategy and activation.
By integrating each client’s first-party customer data with Wiland’s vast transactional spending dataset, MarketSignals Custom Personas generate highly tailored audience segments that can be applied across digital, direct, and multi-channel campaigns.
"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."
MarketSignals Custom Personas are engineered for seamless integration into existing marketing ecosystems, offering:
Tailored personas derived directly from verified spending patterns, ensuring relevance and accuracy.
Direct appending of persona attributes to a client’s customer database for enhanced personalization, loyalty programs, and retention efforts.
Actionable segments for high-value customer acquisition through expansion audiences on digital platforms and programmatic channels.
Support for businesses and nonprofits across diverse industries seeking performance-driven segmentation over generic approaches.
The solution addresses common challenges in modern marketing, where assumptions about customer preferences often lead to suboptimal results. By anchoring personas in real-world transaction data, brands gain defensible, high-performing segments that drive profitable outcomes.
“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.
This launch reinforces Wiland’s focus on transforming consumer spending and intent signals into precise, privacy-conscious audiences that deliver measurable improvements in acquisition, retention, and customer lifetime value.
About Wiland™
Wiland™ is a data science company that helps brands and nonprofits find, keep, and grow their best customers. Powered by advanced predictive analytics and machine learning, our solutions transform extensive consumer spending and intent signals into precise audiences and actionable insights. The result is smarter marketing that drives profitable acquisition, stronger retention, and greater customer lifetime value across every channel. With a foundation of ethical data practices and privacy-first innovation, Wiland delivers the intelligence organizations need to achieve measurable outcomes with confidence.
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