Computers can take social media data and make marketing personas

Computers can take social media data and make marketing personas. Marketing research professionals typically create these personas to help editors and marketers better understand the behaviors of specific consumer groups, he added. "But it's hard to make a decision looking at a bunch of complex numbers that most people don't understand. Marketers, who create personas manually with data from focus groups, ethnography methods and surveys, can then hold conversations and make decisions based on these personas. "The problem with that, though, is that, in addition to being time consuming and expensive, they can rapidly become obsolete," said Jansen. Computer-drawn personas, on the other hand, not only can be created in real time and at relatively low costs, but they can be updated quickly as economic conditions and demographics continue to change. The data included the subscribers' YouTube profiles, which included demographic information such as gender, age and country location, and their interactions with videos on the site, such as the topics of videos watched by the users. "They can use that information to reach readers with better titles, content and article framing." Jansen said the technology is also scalable and could use other types of social media to analyze consumer behavior and create marketing personas. "We're now scaling this up to millions of users," he said.

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Social media data can help build marketing personae
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In a study, computers used information from social media accounts to automatically build marketing personas, said James Jansen, professor of information sciences and technology, Penn State. Marketing research professionals typically create these personas to help editors and marketers better understand the behaviors of specific consumer groups, he added.

“A lot of times we have to use numbers in decision making, whether that’s using numbers in understanding a market segment or an audience base or demographics, for instance,” said Jansen. “But it’s hard to make a decision looking at a bunch of complex numbers that most people don’t understand. One way that has been proposed and implemented in a wide number of domains to understand consumers is through personas. Researchers take a bunch of market data and condense it into a fictitious person.”

Marketers, who create personas manually with data from focus groups, ethnography methods and surveys, can then hold conversations and make decisions based on these personas.

“The problem with that, though, is that, in addition to being time consuming and expensive, they can rapidly become obsolete,” said Jansen.

Computer-drawn personas, on the other hand, not only can be created in real time and at relatively low costs, but they can be updated…

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