In this webinar, Custora Head of Data Science Andy Lim presents on how to use your own first-party data to build effective customer personas. While we’re obviously biased in favor of data-driven behavioral segmentation, today we’ll take a look at how qualitative, quantitative, and gut feeling-built personas can complement each other to foster real engagement.

In this session, you’ll learn:

1. What are personas and why are they useful? Why not just target and sell to everyone?

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