Will Site Analytics and Advertising metrics match if the same page filters and audience filters are applied?
Yes, that is the expected behavior.
What do we do if we don’t know what a persona is searching for? How are we going to find the persona without knowing their intent?
The process would bear similarity to the way one crafts a Google Ad Words campaign. How do you find the Google Ad Words persona without knowing what keywords they're searching for? It's an iterative process. You know the company's products, space, and present/ broad customers. You cast wide as well as narrow nets, monitor traffic coming in to the websites, check UTMs, and update campaigns as needed. We would do the equivalent with Keyword Sets. The general recommendation (will vary based on customer complexity, savviness, etc) is to have a minimum of 2-3 Keyword Sets - 1 generic and 2 specific touching on a few different aspects of their target markets/customers. Based on performance, you can then tune the Keyword Sets.
What is the value of the Trend Graphs? How does a marketer use them?
The funnel provides you a snapshot of accounts reached, visited, and clicked. The Trend Lines provide you an idea of the overall journey and allows you to scan for patterns. The sample image below shows Trend Lines in Demandbase Advertising.
For the Trend graphs are there labels for the X and Y axis? Or, are they just ‘visual’ graphs?
If you hover your mouse over the Trend Graph you can view the date, value and % of total. The date is the 'X axis', the value and % are the 'Y axis'. The image below shows an example of the information that displays when you hover over a Trend Graph.