Best Practice Report

Optimizing Personas With Predictive Analytics: From Cluster to Buyer

January 1st, 2018


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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