Template-Type: ReDIF-Article 1.0
Author-Name: Miroslav Reiter
Author-Name-First: Miroslav
Author-Name-Last: Reiter
Author-Email: miroslav.reiter@fm.uniba.sk
Author-Workplace-Name: Comenius University in Bratislava, Bratislava, Slovak Republic
Author-Name: Ondrej Čupka
Author-Name-First: Ondrej
Author-Name-Last: Čupka
Author-Email: ondrej.cupka@fm.uniba.sk
Author-Workplace-Name: Comenius University in Bratislava, Bratislava, Slovak Republic
Author-Name: Andrej Miklošík
Author-Name-First: Andrej
Author-Name-Last: Miklošík
Author-Email: andrej.miklosik@fm.uniba.sk
Author-Workplace-Name: Comenius University in Bratislava, Bratislava, Slovak Republic
Title: Personas creation using Google Analytics
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.
Classification-JEL: C8, M31, M37
Keywords: GDPR, personal data, user data, cookies, Google Analytics, personas, marketing
Journal: Marketing Science & Inspirations
Pages: 26-33
Volume: 16
Issue: 4
Year: 2021
File-URL: https://msijournal.com/personas-creation-using-google-analytics/
Handle: RePEc:cub:journm:v:16:y:2021:i:4:p:26-33