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Behavioral Personas in the Mainstream

23 October 2012 | Industry Buzz

MediaPost by Bob Fetter

In the world of omni-channel offer optimization, we tend to devalue those who tout their demographic-based marketing plans. Why? Because they are based on a system developed before the data-rich consumer world of digitization. And more still because personas are far better indicators of consumer subsets and thus a statistically superior methodology for crafting content and messaging that moves the bottom line. After years of learning and unlimited means for parsing and making data actionable, we are dying for the big marketing machines to “get it” — and even more so, to “implement it.”