A persona is a fictitious person that represents the goals and behavior of a real group of users. This segmentation technique is used in order to understand the website customers and optimize user experience according to user needs.

  • Data Discovery: Tell Me Something I Don't Know - Part I

    Data Discovery

    "Data: Discovery: Tell me something that I don't know" is the definition of data mining - discovering unexpected patterns and relationships in data. In Part I Neil discusses the difficulty of extracting signals from all the noise present in the overwhelming quantity of data we deal with nowadays.

    Online Behavior - October 28, 2010
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  • The role of Personas in SEO [video]

    The role of Personas in SEO

    In this video, Bryan Eisenberg goes over the importance of using Personas in order to increase conversion rates. As Bryan says: "I never met a search engine that has a credit card", so SEOs should focus more on customer conversion and less in techniques to bring organic traffic: "most websites don't have a traffic problem, they have a conversion problem."

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  • Cutting-Edge Targeting in a Multi-Platform World [slide presentation]

    Cutting-Edge Targeting in a Multi-Platform World

    This presentation, from Marco Derksen, is about delivering precise and relevant messaging when and where customers are. The slides start from the challenges advertisers are facing in order to achieve the same exposure as in the past, to achieve customer attention to their brands.

    Online Behavior - May 26, 2010
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  • Test Segmentation for Higher Conversion Rates

    Test Segmentation for Higher Conversion Rates

    Testing is one of the most important techniques when it comes to website optimization. It shows us what the users like, how they react to design, which content they are looking for, which offer is more attractive, and so on. However, "users" are not a bunch of robots with the same needs and tastes.

    Daniel Waisberg - May 22, 2010
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