Who are your ideal target personas for marketing? Marketers are an intuitive bunch, and probably you have a rough idea of those personas. However, there is a big difference in your marketing effectiveness if you can nail down target personas clearly. Identifying these personas require sophisticated data science work, such as unsupervised clustering and profile creation.
While the data science work for this is hard, the result will make your marketing efforts much more effective. The result will be cluster profiles from which your team can build personas and use them in the future for highly effective marketing.