Customer Persona, Digital Technologies, Google Analytics
Organizations make products and services for sale. They imagine an image of a customer who would like to purchase their product. They develop the product keeping that imaginary customer in the mind. A customer persona is an imaginary representation of a large segment of customers; it is imagined and developed based on the data collected by the organization. The customer persona provides knowledge about the customers, what customers like, what do they think, how do they like to purchase, what they like to purchase, when they like to purchase, how their purchasing action is influenced.
Understanding Customer personas is important for the organization:
Development in digital technologies has changed the world; how people shop, how they find products, how they pay for the product, everything has changed because of digital technologies like Websites, online payment gateways, Internet.
The major improvements in the digital technologies are:
Artificial Intelligence (AI) technology has made computer systems intelligent; AI has helped organizations to collect and process a variety of data about their customers and produce several important information for the organizations; AI Software systems can analyze data on its own without any human intervention, generate new theories, rules from the existing data. AI has already gained success in navigation apps, speech recognition, image processing, etc.
Machine Learning is a subset of AI that has helped to automate, monitor the business processes of organizations. Several Machine learning algorithms like Decision Trees, Neural Networks, K-neighborhood algorithms for classification, clustering of data have been developed. The machine learning algorithms help to get a deeper understanding of the data, know hidden facts and figures in the data.
Robots are developed to automate several manufacturing processes, monitor places, to do jobs like cleaning, serving humans, etc. Several manufacturing companies have used Robots to automate most of their production processes like in vehicle manufacturing, computer manufacturing, or some other kind of devices manufacturing. The use of robots in manufacturing and other tasks has resulted in faster, correct, reliable product development with minimal human interventions.
These days lots of organizations are storing their data in the cloud and taking advantage of clouding computing. Data stored in the cloud takes time to download to the main computer. As the volume of data gets high, download time also gets high, there will be delays in data transfer. To reduce the delay occurred by the data transfer concept of edge computing is developed. Edge computing saves time by bypassing delays caused by data transfer from the cloud to the main processing unit. Edge computing is used to analyze, process time-sensitive data in remote locations where connectivity is low or not available. Edge computing can be used as mini data centers.
Virtual Reality (VR) technology creates an environment similar to the real world. Users can first use a virtual environment and get the feel of the environment and decide how the real world will be. It helps users to understand the real-world environment without visiting the place or product or service.
Digital advertising is a method of advertising using the digital medium or channels like emails, websites, social media sites, online video channels, blogs, applications, etc. Websites (social media, email services, online video channels, etc.) have become very useful in promoting digital advertisements. Development in the Internet Technologies, Web technologies have made organizations to publish any amount of information on Websites. The coverage of digital advertisement is all around the globe where the Internet is available, it has boundless reaches with any volume of information.
Digital advertises are easy to create, edit, update. Web Browsers are the main application software that is required to access Websites on computers. Several Web browsers like Google Chrome, Microsoft Edge, Mozilla Firefox, Opera, Safari, etc. have several features which have enabled customers to get a very different and unique kind of experience, and organizations are cashing the benefit of the Internet, Web technologies too make an impact on their customers.
In digital marketing it is very easy to track the behaviors of users. Users click on hyperlinks of the web pages; they open different websites by writing web addresses of the websites. Several tools are in existence using which the user’s online behavior can be easily tracked. Google Analytics is one of them.
JavaScript is one of the most popular scripting languages and is used for several different purposes like making dynamic web pages. It is not only limited to making page dynamic but also can be used to track website usage, content analysis. Google Analytics uses JavaScript code on the web pages to get information about the web pages. As a user visits a website, the JavaScript code is executed and it tracks data required for Google Analytics. It retrieves data like which page is visited by users, which hyperlink is clicked, from which location the request for the page came, how many users visited the pages, and many more. The tracking operation tracks and retrieves data about the web page request and sends the information to the Google Analytics server.
Google Analytics collect data from these sources: