Personas creation using Google Analytics
Keyword(s):
This case study investigates how a marketing persona may be created with the use of data gathered by cookies and with the use of Google Analytics. The data gathered originates from the largest IT e-learning platform VITA. The basis of our research was measurement in the Google Analytics tool and the WooCommerce plug-in within the WordPress content management system. Our case study shows how a marketing persona may be created and recommends that once such a persona is created it needs to be validated repeatedly with data on real customers before it may be used for marketing purposes.
2011 ◽
pp. 216-236
Keyword(s):
2016 ◽
Vol 1
(1)
◽
pp. 22-28
2015 ◽
Vol 58
(3)
◽
pp. 271-288
◽
Keyword(s):
2017 ◽
pp. 88-95
◽
Keyword(s):