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Tuesday, August 23, 2011

Your Customer is Not a Number. Using Persona Development to Breathe Life into Otherwise Deadly Dull Marketing Statistics.

To a lot of marketers, statistics are just about dull, one-dimensional numbers. If they see any nuance to them, it’s in varying shades of gray along a black-white scale. So many marketers struggle to make effective use of stats in their efforts to move past the limited and limiting world of statistical gray-scale. The ones who “get it” of course, are thinking not about numbers but about the humans behind the numbers. And no, I am not talking about the overreach of behavioral targeting-I’m talking about persona development, one of the most difficult, yet (ROI) rewarding strategies a marketer can master.