University of Oulu

Persona based marketing strategies : creation of personas through data analytics

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Author: Malik, Abdullah1
Organizations: 1University of Oulu, Oulu Business School, Department of Marketing, Marketing
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.1 MB)
Pages: 74
Persistent link:
Language: English
Published: Oulu : A. Malik, 2019
Publish Date: 2019-06-07
Thesis type: Master's thesis
Tutor: Juga, Jari
Reviewer: Juga, Jari
Koivumäki, Timo


In this study, we purposed a novel approach of using data analytics for persona generation. We design a process which can be adoptable for companies to enhance their marketing efforts, specifically, enabled them to focus real potential audience. To carry out our research we use company’s sales data and digital analytics to generate consumer personas. These personas can be used in various actions like content creation, UX designing and creation of marketing strategies.

The research focuses on the development of marketing strategies and analyzes the impact of those marketing strategies on conversion rate. Previously researchers worked on customer segmentation by using customer data from Google Analyticsand data originated from social media analytics, however, this research focuses on giving the action-based approach to companies in order to find out their real customers and enhance their conversion rate by using all means of analytical data i.e. companies own sales data, social media analytics, and Google Analytics.

This study adopts persona development to recognize and define potential customers. Personas are fictional but with the help of data, we can develop them more closely to a real audience. The rapidly evolving digital marketing landscape required more and more technicalities to drive result-oriented marketing strategies. In this study, we employed a qualitative methodology, which includes designing a process (framework) from digital data analytics. Some of the features of personas were extracted from data analytics obtained from Facebook insights, Google Analytics, and company’s sales database while some of the qualitative feature like Bio, motivation and taglines of personas were extracted from specially designed workshop with people from company’s sales and marketing department.

This research is conducted in a company named “Quieton Oy” and the results of this research depicts the effectiveness of the process, its validity and the reliability of the process. The main objective of this thesis is to enable the creation of consumers personas based on data analytics and the efficient utilization of those personas for defining the marketing strategies.

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Copyright information: © Abdullah Malik, 2019. This publication is copyrighted. You may download, display and print it for your own personal use. Commercial use is prohibited.