HomeResearch Articles Optimizing Personas With Predictive Analytics: From Cluster to Buyer

Optimizing Personas With Predictive Analytics: From Cluster to Buyer

  • Current persona development processes often result in personas that are not clearly distinguished from similar prospects who are less likely to buy
  • The data available to marketers today enables the creation of more powerful personas, but using it effectively requires the use of statistical algorithms
  • Statistical process, like those used in predictive lead scoring, can be employed to help marketers build personas and predict their behavior
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