Overview

Persona Pathways is a product that started as a concept during 2023's WPP Data Challenge. The team on this challenge, including myself, won the biggest annual hackathon at WPP.

Persona pathways was designed on top of PredictHQ, it provides the greater geographical context regarding attendance & spend. With PredictHQ event data we know where people are trying to go. For big events, most people will arrive via travel hubs, this is the start point. What we want to know is what pathway our attendees are taking to get from travel hub to event venue - this is what Persona Pathways predicts.

How It Works

Finding paths via points of interest relevant to a specific persona (your target audience) is done by using a pathfinding algorithm. Once the pathway is predicted, we can tell the media planner where they can make a connection to their audience(s).

Impact

Winner of WPP's 2023 Data Challenge, the largest annual hackathon at WPP. The product concept demonstrates how combining event data with pathfinding algorithms can provide valuable insights for media planning and audience engagement.