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 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 -
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."
Online Behavior -
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 -