There is a great deal of ambiguity surrounding the definition of a segment in the industry today. In my most recent research on online personalization, I recognize a need to differentiate between a segment and a persona.
My method of describing a segment is a non-emotional characterization of a subset of site visitors. Examples include: gender, geography, IP address, new visitor, returning visitor, etc.
Alternatively, a persona implies a deeper understanding of the site visitor based on psychographic characteristics. These may include: likes and dislikes, preferences, affinity towards certain products, etc.
Stay tuned for more to follow on segments...
Better yet, what's your definition?
Friday, August 17, 2007
Segment v. Persona
Posted by John Lovett at 10:58 PM
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