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Personas creation using Google Analytics

Author

Listed:
  • 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)

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.

Suggested Citation

  • Miroslav Reiter & Ondrej Čupka & Andrej Miklošík, 2021. "Personas creation using Google Analytics," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 16(4), pages 26-33.
    • Handle: RePEc:cub:journm:v:16:y:2021:i:4:p:26-33
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    More about this item

    Keywords

    GDPR; personal data; user data; cookies; Google Analytics; personas; marketing;
    All these keywords.

    JEL classification:

    • C8 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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