Wiland™ Launches MarketSignals™ Custom Personas: Data-Driven Segmentation to Find, Keep, and Grow High-Value Customers

Wiland, the leading provider of data-driven marketing intelligence, announced the launch of MarketSignals Custom Personas, a new custom segmentation solution that uses proprietary consumer spend data to help brands and agencies precisely identify, understand, and activate their best customer segments.

“MarketSignals Custom Personas give marketers the missing piece in their personalization and growth strategies.” – Mike Gingell, CEO

With MarketSignals Custom Personas, marketers can go beyond “one size fits all” traditional, survey-based persona models or generic canned segmentation systems to gain an accurate view of their customers—based not on assumptions, but on real-world spending behavior. By combining each client’s first-party data with Wiland’s vast transactional spending dataset, MarketSignals Custom Personas create behaviorally rich, actionable audience segments across marketing channels.

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“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 designed to be easily integrated into marketing strategies across industries, offering:

• Tailored personas based on actual spending behavior
• Appended persona data directly to the client’s customer file
• Use of personas for personalization, retention, and acquisition
• Expansion audiences for prospecting across digital platforms

MarketSignals Custom Personas offer businesses and nonprofits across industries a smarter path to segmentation—bridging strategy with real-world execution at scale.

“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.