30/11/2018
Innovation in customer profiling: Dynamic Personas® and Artificial Intelligence
On November 27th, 2018 our CEO Andrea Boaretto held, in collaboration with Giovanni Pola, Great Pixel CEO, a webinar about “Innovation in customer profiling: Dynamic Personas® and Artificial Intelligence”. The aim of the webinar was to state how the present digital and socio-economical context implies a natural evolution for companies, for what concerns marketing and UX approaches.
Starting by explaining why this change is necessary leveraging on a customers-users’ behavior analysis, our CEO underlined the need to adopt an approach able to detect the deepest drivers that push an individual to act, the so-called “Pains”, as well as how these pains change according to context and situation in which the individual finds himself. This approach is called Dynamic Personas®, an innovative model developed by Personalive which aims at the identification of the individual not only as a product consumer, but in all the contexts relevant for the company.
Afterwards, Giovanni Pola stepped in to demonstrate how this innovative model for customer profiling can be applied thanks to digital technologies, more specifically through Artificial intelligence, in an integrated framework that well represents the joint working method of Personalive and Great Pixel on the topic.
Artificial Intelligence operates upstream and downstream of Dynamic Personas ® to gain not only statistical relevance (AI), but also exponential hyper-relevance given by the design of the whole system starting from deep dynamics (Pains, Needs, Intentions) that individuals show in the different context in which they are in and that are unrelated to the brand.
Combining the qualitative approach of Dynamic Personas® with the potential of dynamic data analysis enabled by A.I. that interprets them according to statistical and probabilistic approaches, it is possible to trace data back to random factors of the “real world” to be able to generalize and make reliable forecasts, with a continuous improvement approach.
Do you want to dig deeper into these topics or receive the webinar video? Fill the request formindicating in the message “Webinar Dynamic Personas® and AI documentations”