JT on EDM

Scott had a great article on segmentation and personas this week that is a nice, quick read. I think the use of analytics in persona design can make a big difference (as I have noted before) and that decision management can use good customer segmentation as a first step towards extreme personalization.
If you are not [...]

Some time ago the folks over at the Analytical Engine had a post about Data Driven Persona Development. I loved the way they described taking a very qualitative approach - persona development - and adding some analytic rigor to it. Given my interest in using analytics for segmentation and in developing different websites/experiences for different [...]