Chapter 7

At this point in time, creating buyer personas is still something you can do yourself using basic tools. As personas become increasingly data-driven, however, persona modeling will use artificial intelligence (AI) and machine learning (ML) more and more. The vision behind automatic persona generation (APG) is to eliminate manual steps completely, resulting in high-quality personas that serve the user’s decision needs while accurately representing the underlying data about customers.

The End of the Cookie Era

Until now, the use of third-party cookies has been an important way to collect data on how users behave while they roam the internet. That’s all about to change, though, since search engines’ announcements that they will end support for cookies. Even though this development is likely to find favor with online privacy pundits, for businesses that spend a lot of resources turning cookies into leads, the death of the cookie is going to cause a huge headache. The fact is that the end of cookies has been on the cards for some time, because it’s well-known they are used not only to serve personalized ads but also by the government for surveillance and by hackers to steal data. Regardless, the end of cookies will mean companies have to find other ways to discover what their users are looking at online.

How AI Can Help

AI has the ability to study millions of users’ data anonymously at great speed and to create accurate personas for each customer based on their buying patterns. In the future, companies could use AI or machine learning to create simulated customer personas that have a “proxy representation” of customers’ interests. Technology can model existing known behaviors and preferences, using GDPR-compliant insights from publicly available sources or companies’ own customer data. These representations of audience segments aren’t tied to any “real” person data, so they don’t invade anyone’s privacy. Brands can then explore opportunities with different audiences by using the representations as a proxy for human focus groups. Companies can even test messaging and uncover new content possibilities without actually spending any money.

Using algorithms

The use of algorithms will give you a head start on your customer’s journey so you can not only meet them where they are, but also already be there when they arrive and direct them to what you know they’ll want to see. Algorithms are a way to predict your customer’s behavior based on their current actions, past actions, and the behavior of similar consumers. For example, through your past data, you may know that visitors who click through to your website from a search engine are likely going to visit the sales page of your website. Therefore, you may want to offer a pop-up to those individuals about your current promotions.

Chapter 7

At this point in time, creating buyer personas is still something you can do yourself using basic tools. As personas become increasingly data-driven, however, persona modeling will use artificial intelligence (AI) and machine learning (ML) more and more. The vision behind automatic persona generation (APG) is to eliminate manual steps completely, resulting in high-quality personas that serve the user’s decision needs while accurately representing the underlying data about customers.

The End of the Cookie Era

Until now, the use of third-party cookies has been an important way to collect data on how users behave while they roam the internet. That’s all about to change, though, since search engines’ announcements that they will end support for cookies. Even though this development is likely to find favor with online privacy pundits, for businesses that spend a lot of resources turning cookies into leads, the death of the cookie is going to cause a huge headache. The fact is that the end of cookies has been on the cards for some time, because it’s well-known they are used not only to serve personalized ads but also by the government for surveillance and by hackers to steal data. Regardless, the end of cookies will mean companies have to find other ways to discover what their users are looking at online.

How AI Can Help

AI has the ability to study millions of users’ data anonymously at great speed and to create accurate personas for each customer based on their buying patterns. In the future, companies could use AI or machine learning to create simulated customer personas that have a “proxy representation” of customers’ interests. Technology can model existing known behaviors and preferences, using GDPR-compliant insights from publicly available sources or companies’ own customer data. These representations of audience segments aren’t tied to any “real” person data, so they don’t invade anyone’s privacy. Brands can then explore opportunities with different audiences by using the representations as a proxy for human focus groups. Companies can even test messaging and uncover new content possibilities without actually spending any money.

Using algorithms

The use of algorithms will give you a head start on your customer’s journey so you can not only meet them where they are, but also already be there when they arrive and direct them to what you know they’ll want to see. Algorithms are a way to predict your customer’s behavior based on their current actions, past actions, and the behavior of similar consumers. For example, through your past data, you may know that visitors who click through to your website from a search engine are likely going to visit the sales page of your website. Therefore, you may want to offer a pop-up to those individuals about your current promotions.

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