- Angel Evan, Director of Data Science, T-Mobile Marketing Solutions
Personas are a useful way for marketers to dimensionalize users based on one or more behavioral characteristics. While personas vary in nature, their construction is often based on qualitative attributes meant to embody something unique about the underlying population. However, there are other approaches to creating personas—quantitative approaches—using data, logic, and mathematics. A quantitative approach enables a much deeper understanding of current and prospective customers and allows marketers to be more surgical in their targeting approach.