Does Your Database Have Personality?

If not, perhaps we should consider a tactic widely used in the ad agency community and now in the development of social-media strategies to understand consumer-response patterns: creating personas from our database. Personas are fictitious consumers. We create them when we segment our data in a way that gives it personality. By understanding the personalities that emerge from our database, we may construct and direct messages that take into consideration consumer preferences regarding how they receive information and the kinds of information they will act on.