Marketing is both an art and science. The art of marketing includes design elements like color, imagery and layout. And regarding the science, it’s all in the power of data and getting to know your customers, one persona at a time. Personas are developed based on extensive research that reflects the behaviors and personality characteristics of the key segments brands market to. These personas help guide brands to a deeper consumer conversation and assist marketers in the development of their personalization strategy so they know when, how and in what channel to communicate the message.