Persona Insights

In this article, we'll discuss: 

• What is Persona Insights?
• Why you should use Persona Insights
• How Persona Insights works
• How you activate Persona Insights 
• GDPR compliance

What is Persona Insights? 

Benefits of Persona Insights? 

Persona Insights makes it easier to understand who is actually engaging with your website. Instead of only showing which companies visit, it helps you identify the types of people behind those visits.

What Persona Insights helps you do

• See whether your marketing activities are reaching the right people.
• Identify warm contacts and hidden champions who interact with your website.
• Understand exactly who from a company submitted a form or engaged with your content.
• Reach out to the most relevant person at larger organizations instead of guessing.
  Improve your marketing analysis with clear data on which users responded to your outreach.

In short, Persona Insights gives you a clearer picture of the individuals behind each visit, helping you make smarter sales and marketing decisions.

How does Persona Insights work in detail? 

Persona Insights helps you understand which people might be visiting your website. It does this by collecting different signals and matching them to contacts already known in Leadinfo.

How it works in simple terms

• Your website sends small signals when someone visits, clicks a link, or submits a form.
• Persona Insights compares these signals to contacts stored in Leadinfo.
• Based on this match, it suggests which people might be behind a visit or session.
• Even if a visitor does not fill out a form, Persona Insights can still make an educated guess using these signals.
• Sometimes more than one person could match a session. In that case, the system scores and ranks them from most likely to least likely.

Persona Insights uses different methods to collect clues about who may be visiting your website. Each method provides a small piece of information, and together they help Leadinfo suggest the most likely contact behind a visit. The more signals we receive, the more accurate the suggestion becomes.

Persona Insights methods

• Form submissions: When someone fills in a form on your website, we can directly link the form details to a known contact. This works both when the form is submitted and when fields are changed.
• Cookies and local storage: If a visitor has been recognised before, their visit can be remembered through cookies or local storage. This helps connect multiple sessions to the same person.
• URL parameters containing email addresses: Some links include an email address in the URL. If a visitor clicks such a link, Persona Insights can use this to identify them.
• Campaign-specific URLs: Marketing tools often add special tracking information to links. These details help us make stronger, more confident matches.
• HubSpot Integration: If your CRM stores identity cookies (such as HubSpot), Persona Insights can use these to recognise existing contacts or enrich sessions with extra information.

Once a person is highlighted via Persona Insights, it will look as follows:

How do I activate Persona Insights?

To make full use of Persona Insights, the following features should be enabled before you activate Persona Insights:

       📂 Form Tracking 

       ✉️ Email Campaign Tracker

       🔎 HubSpot Contact recognition (if HubSpot is used as CRM) 

 

Activate Persona Insights 

Step 1:  Log in to the Leadinfo portal and go to settings.    

Step 2: Under trackers, select the website you want to activate Persona Insights for. 

Step 3:  Go to "Persona Insights" and switch the toggle to enable the feature. 

Once you enable Persona Insights, it will start working for all future website visits. Only visitors who generate new recognition signals – for example by submitting a form, clicking an email link, or arriving with identifiable campaign parameters – can be suggested going forward. Past visits will not be enriched retroactively.

When a visitor is recognised, the suggested contact will appear directly in your Activity tab. Instead of “Anonymous visitor”, you will see the most relevant known contact linked to that session.

GDPR Compliance and Persona Insights 

Persona Insights builds on Form Tracking and additional signals to suggest contacts relevant to website interactions.

Using Persona Insights is GDPR compliant as Leadinfo acts strictly as your data processor. Leadinfo processes the signals needed to suggest relevant contacts, stores no association between IP addresses and email addresses, and keeps all insights accessible only to your account. Keep  the following Key GDPR criteria in mind: 

• Captured data: Includes signals from form submissions, field changes, cookies, local storage, URL parameters, campaign-specific URLs (e.g., Mailtrack links), and integrations (e.g., HubSpot).
• Matching: Captured signals are matched to known contacts in the customer’s database. Only if a matching contact exists, the session is enriched with person-level data. Unmatched sessions remain anonymous. Leadinfo never stores a link between a session’s IP address and an email address. The algorithm processe the signals to display possible contacts and enrich them with available profile data.
• Transparency: Multiple detection events in the same session (e.g., typos, corrections) are logged separately to maintain transparency.
• Sensitive data is handled securely. Passwords and other confidential inputs are hashed to comply with GDPR principles such as data minimization.
• Data scope: All recognition and matching occur within the customer’s tracker and settings. Data is not shared across customers or used outside the customer’s environment.
• Customer responsibility: Customers are responsible for informing website visitors and obtaining consent for processing personal data, e.g., via the privacy statement or cookie banners. 
  
  

The example below can be used as inspiration to add Persona Insights to your privacy statement.
 

When you interact with our communications or features; for example by submitting a form, opening our emails, or engaging with our content we may process personal data such as your name, email address, and interaction data. This information is used to optimize our communication and tailor our services to your needs.