Personas creation using Google Analytics

Miroslav Reiter (), Ondrej Čupka () and Andrej Miklošík ()
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Miroslav Reiter: Comenius University in Bratislava, Bratislava, Slovak Republic
Ondrej Čupka: Comenius University in Bratislava, Bratislava, Slovak Republic
Andrej Miklošík: Comenius University in Bratislava, Bratislava, Slovak Republic

Marketing Science & Inspirations, 2021, vol. 16, issue 4, 26-33

Abstract: This case study investigates how a marketing persona may be created with the use of data gathered by cookies and with the use of Google Analytics. The data gathered originates from the largest IT e-learning platform VITA. The basis of our research was measurement in the Google Analytics tool and the WooCommerce plug-in within the WordPress content management system. Our case study shows how a marketing persona may be created and recommends that once such a persona is created it needs to be validated repeatedly with data on real customers before it may be used for marketing purposes.

Keywords: GDPR; personal data; user data; cookies; Google Analytics; personas; marketing (search for similar items in EconPapers)
JEL-codes: C8 M31 M37 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:16:y:2021:i:4:p:26-33

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