Personas: almost real
Their benefits to your customer behavior analytics: oh so real

If you’re not single, pretend you are. Would you go on a date with someone based solely on this information: “Female, early 20s, enjoys cats and music.” Or, “Male, early 40s, likes sports and travel.”

Didn’t think so. Not only is it not nearly detailed enough, but the facts could be misleading. Like maybe the woman is 14 cats over city code. Maybe the only “travel” the man likes is an annual trip to Duluth. People are complex – they can’t be summed up in a five demographic bullet points. Yet in the business world, it’s remarkable how little is known about current customers.

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