Personas Overview fixes [DOC-394]

Author: pwseg

src/personas/index.md

@@ -2,7 +2,7 @@
 title: Personas Overview
 ---
 
-Personas is a powerful personalization platform that enables you to create unified customer profiles in Segment, to build and enrich audiences, and to activate audiences across marketing tools.
+Personas is a powerful personalization platform that helps you create unified customer profiles. With Personas, you can build, enrich, and activate audiences across marketing tools.
 
 <!-- With Personas, you compile lists of _traits_ for each user, then create _audiences_ which are lists of users that meet criteria you define. You can send user traits to your Segment destinations, and audience lists to specific Personas destinations. -->
 
@@ -15,53 +15,53 @@ Personas is a powerful personalization platform that enables you to create unifi
 ## What can you do with Personas?
 
 #### Create unified customer profiles
-Personas uses [Segment Identity Resolution](/docs/personas/identity-resolution/) to take event data from across devices and channels, and intelligently merge it into complete user- or account-level profiles. This gives your organization a single view of your customer base. See the [Identity Resolution documentation](/docs/personas/identity-resolution/) to learn more.
+Personas uses [Segment Identity Resolution](/docs/personas/identity-resolution/) to take event data from across devices and channels and intelligently merge it into complete user- or account-level profiles. This gives your organization a single view of your customer base. To learn more, read the [Identity Resolution documentation](/docs/personas/identity-resolution/).
 
-{% include components/reference-button.html href="https://segment.com/customers/frameio/" icon="personas.svg" title="Personalizing customer interactions" description="Support teams rely on Segment’s unified profiles to make real-time and informed decisions about customers when answering tickets, or taking support calls. Read about how the support team at Frame.io reduced time to respond to tickets by 80%." %}
+{% include components/reference-button.html href="https://segment.com/customers/frameio/" icon="personas.svg" title="Personalizing customer interactions" description="Support teams rely on Segment’s unified profiles to make real-time and informed decisions about customers when answering tickets or taking support calls. Read about how the support team at Frame.io reduced ticket response time by 80%." %}
 
 #### Enrich profiles with new traits
 Add detail to user profiles with new traits, and use them to power personalized marketing campaigns. You can add new traits to your user or account profiles in Segment using:
 
 - [**Computed Traits:**](/docs/personas/computed-traits/) Use the Personas drag-and-drop interface to build per-user (B2C) or per-account (B2B) metrics on user profiles (for example, “lifetime value” or “lead score”).
-- [**SQL Traits:**](/docs/personas/sql-traits/) Run custom queries on your data warehouse using the Personas SQL editor, and import the results into Segment. This allows you to pull rich user data that you aren’t capturing using your Segment implementation, back into Segment.
+- [**SQL Traits:**](/docs/personas/sql-traits/) Run custom queries on your data warehouse using the Personas SQL editor, and import the results into Segment. With SQL Traits, you can pull rich, uncaptured user data back into Segment.
 
 #### Build Audiences
-Create a list of users or accounts that match specific criteria, for example “inactive accounts” (paying accounts who haven’t logged in in 60 days), and push that to your marketing and analytics tools. Learn more about [Personas audiences](/docs/personas/audiences/).
+Create lists of users or accounts that match specific criteria. For example, after creating an "inactive accounts" audience that lists paid accounts with no logins in 60 days, you can push the audience to your marketing and analytics tools. Learn more about [Personas audiences](/docs/personas/audiences/).
 
 #### Sync audiences to marketing tools
-Once you create your Computed Traits and Audiences, Personas sends them to your Segment Destinations in just a few clicks. You can use these to personalize messages across channels, optimize ad spend, and improve targeting. You can also use the [Profile API](/docs/personas/profile-api) to build in-app and onsite personalization. Learn more about [using Personas data](/docs/personas/using-personas-data/) and the [Profile API](/docs/personas/profile-api).
+Once you create your Computed Traits and Audiences, Personas sends them to your Segment Destinations in just a few clicks. You can use these Traits and Audiences to personalize messages across channels, optimize ad spend, and improve targeting. You can also use the [Profile API](/docs/personas/profile-api) to build in-app and onsite personalization. Learn more about [using Personas data](/docs/personas/using-personas-data/) and the [Profile API](/docs/personas/profile-api).
 
 {% include components/reference-button.html href="https://segment.com/customers/drift/" icon="personas.svg" title="Personalizing marketing campaigns" content="Marketing teams use Personas to run real-time multi-channel marketing campaigns, based off specific user attributes they’ve computed in Personas. Read about how Drift used Personas to increase prospect engagement by 150% in 2 month." %}
 
 {% include components/reference-button.html href="https://segment.com/customers/consulting/" icon="personas.svg" title="Optimizing Advertising ROI" description="Marketing teams can use rich profile data to run powerful advertising campaigns and reduce wasteful ad spend. Examples include lookalike campaigns based on their best customers, exclusion campaigns of existing customers, and reactivation campaigns to warm up inactive users." %}
 
 ## Personas core components
 
-Before you start setting up Personas, here are some features and terms that we’ll use in this documentation. The main parts of Personas are your Personas space(s), Audiences, and the Profile Explorer, and Traits (Computed, SQL, and Custom).
+Before you set up up Personas, review the features and terms that we’ll use in this documentation. The main parts of Personas are your Personas space(s), Audiences, the Profile Explorer, and Traits (Computed, SQL, and Custom).
 
 ## Personas Spaces
 
 A space is a separate Personas environment. There are two main reasons you might use spaces:
 
 - To separate your development and production environments (highly recommended)
-- To separate environments for distinct teams or geographical regions.
+- To separate environments for distinct teams or geographical regions
 
 ![](images/personas-spaces_example.png)
 
 ## Audiences
 
-An [Audience](/docs/personas/audiences/) is a list of either users (B2C), or accounts (B2B), who match a specific criteria. An example of a basic Audience that Segment’s Marketing team might build is an “active sign ups” audience for an email marketing campaign. This Audience is contains all users who signed up in the last seven days, and who also added a source within 7 days of signing up. The example below shows how you could define this audience in the Audience Builder.
+An [Audience](/docs/personas/audiences/) is a list of either users (B2C) or accounts (B2B) that match a specific criteria. For example, Segment’s Marketing team might build an active signups audience for an email marketing campaign. This Audience could contain all users who signed up in the last seven days and added a source within seven days of signing up. The example below shows how you could define this audience in the Audience Builder.
 
 ![](images/personas-newaudience.png)
 
 
 ## Profile Explorer and Traits
 
-The profile explorer is the single view of your customer in Personas. *Traits* are user or account attributes that you can see in the Profile Explorer.
+The Profile Explorer is the single view of your customer in Personas. *Traits* are user or account attributes that you can see in the Profile Explorer.
 
-- The **Profile Explorer** contains all of the data that you have on a user - from their event history to their traits and identifiers.
+- The **Profile Explorer** contains all data that you have on a user, from their event history to their traits and identifiers.
 - **Computed Traits** are per-user or per-account traits that you create or “compute” in Personas using a drag-and-drop interface. When you build a Computed Trait, Personas adds it to relevant user profiles. Personas recomputes these traits once an hour to make they are always accurate. See the [Computed traits documentation](/docs/personas/computed-traits/) for more detailed information.
-- **SQL Traits** are per-user or per-account traits that you create by running queries against your data warehouse, which can include data not captured using your Segment implementation. Segment imports the results into Personas, and appends these traits to the user profile. Personas recomputes these traits every 12 hours to make sure they are always accurate. See the [SQL trait documentation](/docs/personas/sql-traits/) for more detailed information.
-- **Custom Traits** are user or account properties collected from all the events you send to Personas.  For example, you can add any properties that you send as a part of your track calls or identify calls (`email`, `first_name`, `last_name`) as custom traits. You can then view them in the profile explorer, and use them in your audiences, computed traits and SQL traits.
+- **SQL Traits** are per-user or per-account traits that you create by running queries against your data warehouse, which can include data not captured using your Segment implementation. Segment imports the results into Personas, and appends these traits to the user profile. Personas recomputes these traits every 12 hours to ensure accuracy. See the [SQL trait documentation](/docs/personas/sql-traits/) for more detailed information.
+- **Custom Traits** are user or account properties collected from all events you send to Personas.  For example, you can add any properties that you send as a part of your track calls or identify calls (`email`, `first_name`, `last_name`) as custom traits. You can then view them in the Profile Explorer and use them in your Audiences, Computed Traits and SQL traits.
 
 ![](images/personas-userprofile.png)