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CREATING AND OPTIMIZING PERSONAS FROM DATABASES' INTERACTION: A FRAMEWORK PROPOSAL

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dc.contributor.author Teixeira, J.M.
dc.date.accessioned 2017-09-28T10:27:12Z
dc.date.available 2017-09-28T10:27:12Z
dc.date.issued 2017
dc.identifier.citation Teixeira, J. M.(2017). CREATING AND OPTIMIZING PERSONAS FROM DATABASES' INTERACTION: A FRAMEWORK PROPOSAL.International Conference on Advanced Marketing 2017. Department of Marketing Management, University of Kelaniya, Sri Lanka.p 84. en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/17634
dc.description.abstract The use of personas as a methodological tool was quite widespread in the last decade in the areas related to digital marketing and UX (User Experience). Despite that, the number of scientific publications is still not very significant. The paper’s aim is to present a framework that helps the process of creating and optimizing personas by a case study. The methodological procedures were: framework conceptual building and its application as a digital marketing case study. The application involved: dataset preparation; spreadsheets analysis and clusters analysis. For the last one, two types of process analysis were used: discoverer and organizer (by Vortx Software). As a result the research presents a framework with six steps: 1Idealization; 2 Interaction; 3 Analysis; 4 Adjustments; 5 Predilection and 6 Prescription. The framework was applied through a case study and the results emphasize steps 3 and 4, demonstrating their relevance to the full process that involves 06 steps. From the spreadsheets analysis it was possible to notice that the most representative profile (25% of database) had not been idealized, revealing the necessity to create a new persona. The cluster analysis tool identified nine groups of individuals with similar behaviors, showing a better way to communicate using a different digital marketing strategy for each persona. en_US
dc.language.iso en en_US
dc.publisher Department of Marketing Management, University of Kelaniya,Sri Lanka. en_US
dc.subject Personas en_US
dc.subject Digital Marketing en_US
dc.subject Interaction en_US
dc.subject Personas Framework en_US
dc.subject Cluster Analysis en_US
dc.subject Personas case study en_US
dc.title CREATING AND OPTIMIZING PERSONAS FROM DATABASES' INTERACTION: A FRAMEWORK PROPOSAL en_US
dc.type Article en_US


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