Wiland Launches MarketSignals Custom Personas for Precision Segmentation

As marketers face growing pressure to deliver personalization that actually drives revenue, data quality and segmentation accuracy have become central to modern MarTech strategies. Wiland has introduced a new solution aimed at addressing this challenge with the launch of MarketSignals Custom Personas, a segmentation offering designed to help brands and agencies identify, retain, and grow their highest value customers using real consumer spending behavior.

Wiland, a provider of data driven marketing intelligence, announced the launch of MarketSignals Custom Personas as an alternative to traditional persona models that rely heavily on surveys, assumptions, or generic audience templates. The new offering uses proprietary consumer transaction data combined with a client’s own first party data to create personas grounded in actual purchase behavior rather than inferred attributes.

“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.”

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The introduction of MarketSignals Custom Personas reflects a broader shift in marketing toward behavior based intelligence. As digital channels multiply and consumer journeys become more fragmented, marketers are increasingly challenged to understand who their most valuable customers really are. By anchoring segmentation in verified spend data, Wiland aims to provide a clearer and more actionable view of customer value across channels.

Rather than offering static profiles, MarketSignals Custom Personas are designed to be operational from the start. Persona data is appended directly to a client’s customer file, allowing teams to activate segments immediately for personalization, retention, and acquisition efforts. This approach helps bridge the gap between strategic planning and execution, enabling marketers to move from insight to action without extensive manual modeling.

The solution also supports expansion and prospecting by enabling brands to identify new audiences that closely resemble their highest performing customers. By using spending based signals to inform targeting, marketers can reach prospects with a higher likelihood of conversion and long term value, improving efficiency across paid media and digital engagement programs.

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MarketSignals Custom Personas are built to support organizations across industries, including both commercial brands and nonprofits. The focus on real world transaction behavior allows marketers to move beyond broad demographic assumptions and toward segmentation that reflects how consumers actually spend, engage, and respond to offers.

“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.

With the launch of MarketSignals Custom Personas, Wiland is reinforcing its position in the MarTech ecosystem as demand grows for more accountable and measurable marketing intelligence. By turning consumer spend data into usable segmentation, MarketSignals Custom Personas offer marketers a more reliable foundation for personalization, customer growth, and long term value creation in an increasingly competitive marketplace.