5-Department Personas
Published 2026-05-14Updated 2026-06-306 min read
Five departments use the same data through their own KPIs, languages, and decision units. The department persona switcher changes the sidebar order, card emphasis, and chatbot tone all at once.
At a Glance
| Code | Department | Mission | Core KPIs | Primary Scenarios |
|---|---|---|---|---|
| P1 | Brand Marketer | Own-brand campaign ROAS · New product launch | ROAS / CTR / New product adoption rate | S1 · S2 · S5 |
| P2 | Consumer & Trend Insights | Persona · Trend · Competitor analysis | LTV / Persona share / SOV | S2 · S4 · S6 |
| P3 | D&A · MarTech | Data · model quality · MarTech operations | Model accuracy / Drift / Pipeline SLA | S2 · S3 · S6 |
| P4 | CRM · LG Members | Member tier · Journey · Loyalty | Tier conversion / Active members / NPS | S2 · S7 · S8 |
| P5 | MD · Channel Sales | SKU · Channel sell-through · Inventory | Channel GMV / Inventory turn / New product adoption | S1 · S2 · S5 |
P1. Brand Marketer
Profile
- Position: Brand Marketing (by BU — Beauty: The History of Whoo · Su:m37 · OHUI / HDB: Elastine · Perioe / Refreshment: Coca-Cola · Fanta)
- Language tone: Campaign / ROAS / Conversion / Response rate / Retargeting / New product launch
- Decision unit: Weekly campaign operations, monthly budget reallocation, quarterly new product launches
- Data perspective: Channel × Campaign × Segment × Brand
KPIs
| Metric | Definition |
|---|---|
| ROAS | Campaign revenue ÷ Campaign cost |
| CTR / Response rate | Actions vs. impressions/sends |
| New product adoption rate | 30-day post-launch sales target achievement |
| Revisit rate | 30/60/90 days |
Chatbot Tone Examples
- "Break down this month's The History of Whoo new product launch campaign response rate by channel"
- "Predict SNS reaction for next week's Coca-Cola Zero campaign"
Primary Scenarios
- S1 Natural language search — "Women in their 30s, unpurchased for 90 days + organic preference" → instant targeting
- S2 Chatbot — invokes
campaign_simulator,attribution_calc - S5 Campaign ROAS — Bayesian channel mix
P2. Consumer & Trend Insights
Profile
- Position: Consumer & Market Insights / Trend Lab
- Language tone: Cohort / LTV / Persona / SOV / Trend / Churn
- Decision unit: Quarterly segment definitions, monthly trend reports
- Data perspective: Cohort × Behavior × External signals (social · trends · competitors)
KPIs
| Metric | Definition |
|---|---|
| LTV | Cumulative purchase amount over 12/24 months |
| Churn rate | Ratio of members with no purchase in 90/180 days |
| Persona share | Distribution across lifestyle personas |
| SOV | Share of voice in SNS · search for a category/brand |
Chatbot Tone Examples
- "Common patterns among members entering top 10% LTV in the last 3 months"
- "Newly emerging keywords in Olive Young reviews + connected first-party SKUs"
Primary Scenarios
- S4 Persona matching + clustering — Kids mom · Gold miss · Single household · Senior · Trendsetter
- S6 External signal fusion — All 4 types combined
P3. D&A · MarTech
Profile
- Position: AI/ML / Data Platform / MarTech operations
- Language tone: Accuracy / Drift / Pipeline / RMSE / AUC
- Decision unit: Model deployment cycle, data quality SLA
- Data perspective: Model performance × Data quality × Pipeline health
KPIs
| Metric | Definition |
|---|---|
| Model accuracy | Per recommendation/prediction/classification model |
| Data quality score | Missing · duplicate · outliers |
| Pipeline SLA | Daily/hourly processing success rate |
| Model drift | Input distribution change |
Chatbot Tone Examples
- "Cohorts where recommendation-model CTR dropped in the last 30 days + drift"
- "Statistical detection of anomalous transaction signatures"
Primary Scenarios
- S3 Insight cards — Code Interpreter + matplotlib
- S6 External signal fusion — correlation · lag analysis
P4. CRM · LG Members
Profile
- Position: Membership operations / Loyalty / CS
- Language tone: Tier / Points / Benefits / Retention / Consent / NPS
- Decision unit: Monthly tier-conversion campaigns, quarterly benefit revamps
- Data perspective: Tier × Payment × Channel × Time
KPIs
| Metric | Definition |
|---|---|
| Tier conversion rate | Regular → Silver → Gold → VIP |
| Active members | Active members over 30/90 days |
| Point usage rate | Used vs. accrued |
| NPS | Membership satisfaction |
Chatbot Tone Examples
- "Common patterns of members whose activity dropped 6 months after entering VIP"
- "Absolute send-block guard for non-consenting members"
Primary Scenarios
- S7 Omnichannel journey — Owned mall → SNS → Olive Young → Mart → Repurchase
- S8 Guardrails — Bedrock Guardrails + consent + minor cosmetics
P5. MD · Channel Sales
Profile
- Position: Merchandising (MD) / Channel sales (owned mall · marts · H&B · convenience stores · QSR)
- Language tone: GMV / Inventory / Shelf / Order / Turn / Sell-through / PB / New product
- Decision unit: Weekly orders, monthly category reviews, quarterly channel evaluations
- Data perspective: Brand × Category × Channel × Time
KPIs
| Metric | Definition |
|---|---|
| Channel GMV | Per-channel revenue |
| Inventory turn | Revenue ÷ average inventory |
| New product adoption rate | 30-day post-launch revenue |
| Channel share | Owned mall vs. Mart vs. H&B vs. Convenience store |
Chatbot Tone Examples
- "Top 5 channels/stores where Perioe sales dropped last week and the causes"
- "Order guide for hot packs, hand creams, and cocoa when -5°C is forecast"
Primary Scenarios
- S5 Campaign ROAS — channel · store unit
- S1 Natural language search — SKU turn · new product shelves
How the Persona Switcher Affects the UI
| UI Element | P1 | P2 | P3 | P4 | P5 |
|---|---|---|---|---|---|
| Sidebar emphasis | S1·S2·S5 | S4·S6 | S3·S6 | S7·S8 | S1·S5 |
| Insight card order | Campaign/ROAS | LTV/SOV | Drift/Quality | Tier/NPS | GMV/Inventory |
| Chatbot system prompt | Marketer | Analyst | Data scientist | Operations manager | MD/store manager |
| Recommended queries | "This week's campaign ROI?" | "High-value cohort?" | "Anomalous transactions?" | "VIP churn risk?" | "Channels where Perioe sales dropped?" |
| Guardrail strength | Marketing consent required | PII masking | Answer confidence | Consent · tier | Protect store sales info |
Demo Usage Tips
- During S2 chatbot stage, demonstrate the persona switcher — issue the same query "What caused Perioe's sales drop this month?" in P1·P3·P5 sequentially to emphasize differences in answer tone, KPIs, and tool calls
- S8 Guardrails stage should be demoed in the P4 persona — consent · minor cosmetics guards activate automatically
- S7 Omnichannel journey should be demoed in the P4 persona — a 90-day timeline of a single member, emphasizing member behavior crossing BUs