Persona Targeting

6sense aggregates B2B persona data from top-tier data vendors, including Bombora, Netwise, BlueKai, and others, to offer ad targeting by job seniority level and/or functional area. The data is onboarded via identity providers and made available on our real-time bidding platform. Persona Targeting can be activated in addition to 6sense’s proprietary account-level segments to find the right people at the right accounts.

Persona Targeting uses predictive signals and AI to determine which individuals are likely to be included in each classification. Data vendors ingest multiple datasets including first- and third-party inputs, along with additional demographic and behavioral data based on website and app activity. Confidence scores are applied as the final criteria for inclusion. The results are maintained frequently and made available in programmatic auctions via industry-standard cookie-based technology.

By design, Persona Targeting decreases the potential reach of campaigns because it makes the targetable audience pool more selective. However, adding more than one job seniority level will increase the size of the applicable audience pool compared to picking just one (e.g., both ‘Vice President’ and ‘Director’ vs. either ‘Vice President’ or ‘Director’). The same is true of job functions. On the other hand, applying both job seniority level and job function (e.g., ‘Director’ and ‘Human Resources’) will decrease the available audience pool, compared to using just one of those sets, by only targeting the overlapping audience. Also, because Persona Targeting is implemented via cookies, the audience pool may be more restricted in privacy-forward environments such as GDPR nations (Europe) or on iOS browsers.

Different industries and companies use a wide variety of naming conventions. Persona classifications are meant to group related job titles and functional interests into actionable segments. More precise division by exact titles is not supported due to the nature of how persona classifications are determined and matched to programmatic auction opportunities. The chart below provides examples of the types of titles and functional areas included but should not be considered as a comprehensive list.

Job Level and Seniority:

CXO Level	People at the topmost management level of an organization, such as CEO, COO, or President.
Vice President Level	People that are second or third management tier employees within an organization or high-level senior executives who oversee day-to-day operations of a broad division, multiple departments or Director Level and Manager Level staff.
Director Level	People heading a department within an organization, managing Manager Level staff or who are administrative decision makers.
Manager Level	People managing a specific group and/or leading or managing a team within an organization.
Senior Level	The group of people above entry level, with a specific background, expertise or qualification and experiences.
Staff Level	People at the entry level of an organization.

Departments and Functional Areas:

Accounting	People who are responsible for financial transactions, budget forecasting, taxation, accounts payable/receivables and managing financial data within an organization. Example titles include Accountant, Senior Accountant, Manager/Director of Finance, Credit Supervisor, CGA, Actuary, Tax Advisor, Auditor.
Administrative	People working in the Administration department within an organization and responsible for organizing, directing, planning. Example titles include Clerical Assistant, Secretary, Admin Manager, Technician, Bid Writer, Administrative Assistant.
Arts & Design	People who are responsible for graphic designs, logos, print media, visual images, styling, or designing. Example titles include Graphic Designer, Visual Designer, Art Director, Photographer, Animator.
Business Development	People responsible for driving business growth with an organization, attracting new clients, researching new market opportunities. Example titles include Business Development Executive, Business Development Manager, Partnership Coordinator, Industry Analyst.
Consulting	People acting in an advisory capacity, providing counsel and advice to organizations. Example titles include Strategic Consultant, Compensation Consultant, Safety Associate.
Customer Service & Support	People who handle customer complaints provide appropriate solutions and alternatives within the time limits. Example titles include Support Specialist, Customer Service Representative, Customer Experience Personnel, Case Manager.
Cybersecurity	People who are responsible for discovering vulnerabilities in networks, software systems and data centers and ensuring hardware and software applications are updated. Example titles include Security Specialist, Network Security Engineer, Information Security Manager, SOC Analyst, Quality Assurance Manager.
Education	People who are involved in the educational field. Example titles include Trainer, Teacher, Curator, ESL Specialist, Certification Trainer, Staff Development Coordinator.
Engineering	People who apply scientific, economic, and other knowledge in the design, creation, and maintenance of systems. Example titles include Engineer, Developer, Video Game Developer, Full Stack Engineer, Applications Engineer, SQA Manager.
Finance	People involved with saving and investing money on an individual, institutional, or public basis. Example titles include Controller, Accountant, Financial Officer, Account Payable Associate, Financial Analyst.
Healthcare Services	People involved in healthcare services, promoting medical/healthcare products. Example titles include Clinical Trial Manager, Medical Management Specialist, Medical Coder, Nurse, Health Aide, Physical Therapy Specialist.
Human Resources	People responsible for the overall management and development of an organization’s workforce. Example titles include HR Manager, Payroll Specialist, Benefits Administrator, Leadership Coach, Talent Acquisition Specialist, Training Coordinator.
Information Technology	People involved in the design, creation, development, deployment, management, and support of computer-based information systems. Example titles include Network Manager, Information Analyst, IT Developer, Project Manager, Web Developer, Database Administrator.
Legal	People engaged in the field of law. Example titles include Corporate Cousel, Case Manager, Attorney, In-House Associate, Legal Administrator, Paralegal, Lawyer.
Management	People who work on Planning, directing and coordinating the operations of a business, division, department or operating unit. Example titles include Branch Manager, Program Manager, Facilities Manager, Site Supervisor.
Marketing	People whose chief focus is the creation of consumer demand for organizations’ product and service offerings. Example titles include Marketing Manager, Promotions Manager, Brand Strategist, Content Manager, Digital Marketer, SEO Specialist, Insights Analyst.
Media & Communications	People responsible for building, maintaining and managing reputation using all forms of media and communications. Example titles include Corporate Communications Officer, Public Relations Associate, Media Relations Manager, Corporate Affairs Manager, Communications Assistant, Copy Writer.
Military & Protective Services	People involved in law and order, law enforcement, armed forces, private security positions, counter surveillance activities. Example titles include Protective Service Specialist, Officer, Detective, Security Guard, Correctional Officer, Campus Police Agent, Transport Guard, Surveillance Officer, Screener.
Operations	People involved with the day-to-day, recurring processes of an organization. Example titles include Examiner, Operations Advisor, Program Manager, Portfolio Specialist, Process Manager, Asset Management Analyst.
Product Management	People who work on a product’s lifecycle in an organization, from development to positioning. Example titles include Product Manager, Product Owner, Product Development Technician.
Purchasing	People who are involved in evaluating vendors, negotiating contracts and preparing reports (e.g. on orders and costs.) Example titles include Operations Manager, Logistics Manager, Purchasing Clerk, Procurement Associate, Buyer, Logistics Manager.
Quality Assurance	People who are involved in monitoring, inspecting and proposing measures to correct or improve an organization’s final products in order to meet established quality standards. Example titles include QA Analyst, Quality Engineer, Test Engineer, Technician, Quality Analyst.
Real Estate	People who are involved in providing guidance and assisting sellers and buyers in marketing and purchasing property. Example titles include Real Estate Agent, Leasing Consultant, Property Manager, Business Partner.
Risk Management	People concerned with ensuring organizations adhere to regulatory directives, that stakeholder interests are adequately addressed, and with evaluating, limiting, and mitigating exposure to various types of operational and other risk. Example titles include Compliance Specialist, Loss Control Consultant, Risk Analyst, Compliance Investigator, Regulatory Affairs Manager.
Sales	People who work to gain new customers and increase market penetration and the number of products/services used by existing customers. Example titles include Sales Associate, Account Manager, Sales Operations, Seller or Sales Executive.