Personas are fictional representations of a product’s users based on real information collected directly from talking with and/or observing users (the ideal), or collected from other sources such as analytics, social media, clients, etc.
One of the main reasons for using personas is that when business target everyone it actually target no one. The art of segmentation is about narrowing its focus in on people in the market more likely to become its users/customers so business can better serve them. This applies not only to business product and/or service, but its content as well.
Ultimately, though, professional should try to tell the most actionable story with their data. Think of it as another layer to the analytics. The most important layer. The people layer.
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