Abstract
This case study investigates how a marketing persona may be created with the use of data gathered by cookies and with the use of Google Analytics. The data gathered originates from the largest IT e-learning platform VITA. The basis of our research was measurement in the Google Analytics tool and the WooCommerce plug-in within the WordPress content management system. Our case study shows how a marketing persona may be created and recommends that once such a persona is created it needs to be validated repeatedly with data on real customers before it may be used for marketing purposes.
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