Yahoo has used personae for close to ten years now to help them serve their customers better and maximize revenues to achieve success in the brutally competitive search market.
However, Yahoo uses personae strictly to group user interaction behaviours of their customers as indicated here:
Yahoo recently sent a Yodel Ancedotal message to customers focused on (Neuro)Persona behaviour surveys:
we look at the story of Jewellery repair and FedEx.
|What’s your social mojo?Posted: 13 Aug 2009 10:08 PM PDT As Twitter becomes more mainstream, everyone and their mother (and grandmother… and mayor… and daytime TV host) is trying their hand at the tweet. But what they might not realize is that how you use Twitter can say a lot about you. In honor of our new Yahoo! Homepage, which was designed to be customized to reflect your true personality, we’ve launched a new tool that helps you analyze your social mojo. Just enter your Twitter username and our highly scientific pipe thingy goes to work to determine exactly what kind of Twitter persona you possess. You might be a:
Now why is this important to Yahoo? Simple, if Yahoo can accomodate behaviours the actual people exhibiting the behaviours are irrelevent in that it doesn’t matter if they are young, old, rich, poor, strong or weak.
Elementally (Neuro)Personae render marketing segmentation analysis redundant. I would have said useless, but in my view it has been that way for decision making for a considerable period of time.