The Future of Data-driven Personas: A Marriage of Online Analytics Numbers and Human Attributes

被引：11
|
作者：
Salminen, Joni [1 ,2 ]
Jung, Soon-gyo [1 ]
Jansen, Bernard J. [1 ]
机构：
[1] Hamad Bin Khalifa Univ, Qatar Comp Res Inst, Doha, Qatar
[2] Univ Turku, Turku Sch Econ, Turku, Finland
来源：
PROCEEDINGS OF THE 21ST INTERNATIONAL CONFERENCE ON ENTERPRISE INFORMATION SYSTEMS (ICEIS), VOL 1 | 2019年
关键词：
Data-driven Personas; Automatic Persona Generation; Online Analytics; Customer Segmentation; Marketing; Big Data; Automation;
D O I：
10.5220/0007744706080615
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
The massive volume of online analytics data about customers has led to novel opportunities for user segmentation. However, getting real value from data remains challenging for many organizations. One of the recent innovations in online analytics is data-driven persona generation that can be used to create high-quality human representations from online analytics data. This manuscript (a) summarizes the potential of data-driven persona generation for online analytics, (b) characterizes nine open research questions for data-driven persona generation, and (c) outlines a research agenda for making persona analytics more useful for decision makers.
引用
收藏
页码：608 / 615
页数：8
相关论文
共 50 条
  • [1] Data-Driven Personas
    Jansen, Bernard J.
    Salminen, Joni
    Jung, Soon-Gyo
    Guan, Kathleen
    Synthesis Lectures on Human-Centered Informatics, 2021, 14 (01):
  • [2] The Ethics of Data-Driven Personas
    Salminen, Joni
    Froneman, Willemien
    Jung, Soon-gyo
    Chowdhury, Shammur
    Jansen, Bernard J.
    CHI'20: EXTENDED ABSTRACTS OF THE 2020 CHI CONFERENCE ON HUMAN FACTORS IN COMPUTING SYSTEMS, 2020,
  • [3] Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics
    Jansen B.J.
    Salminen J.O.
    Jung S.-G.
    Data and Information Management, 2020, 4 (01): : 1 - 17
  • [4] Learning analytics in online education: data-driven insights into student success
    Zhu, Peixia
    Applied Mathematics and Nonlinear Sciences, 2024, 9 (01)
  • [5] The Potential and Issues in Data-Driven Development of Web Personas
    Mijac, Tea
    Jadric, Mario
    Cukusic, Maja
    2018 41ST INTERNATIONAL CONVENTION ON INFORMATION AND COMMUNICATION TECHNOLOGY, ELECTRONICS AND MICROELECTRONICS (MIPRO), 2018, : 1237 - 1242
  • [6] Integrating future trends and uncertainties in urban mobility design via data-driven personas and scenarios
    Gall, Tjark
    Horl, Sebastian
    Vallet, Flore
    Yannou, Bernard
    EUROPEAN TRANSPORT RESEARCH REVIEW, 2023, 15 (01)
  • [7] Integrating future trends and uncertainties in urban mobility design via data-driven personas and scenarios
    Tjark Gall
    Sebastian Hörl
    Flore Vallet
    Bernard Yannou
    European Transport Research Review, 15
  • [8] WHIZ: Data-Driven Analytics Execution
    Grandl, Robert
    Singhvi, Arjun
    Viswanathan, Raajay
    Akella, Aditya
    PROCEEDINGS OF THE 18TH USENIX SYMPOSIUM ON NETWORKED SYSTEM DESIGN AND IMPLEMENTATION, 2021, : 407 - 424
  • [9] Attributes of Big Data Analytics for Data-Driven Decision Making in Cyber-Physical Power Systems
    Moradi, Jalal
    Shahinzadeh, Hossein
    Nafisi, Hamed
    Marzband, Mousa
    Gharehpetian, Gevork B.
    2020 14TH INTERNATIONAL CONFERENCE ON PROTECTION AND AUTOMATION OF POWER SYSTEMS (IPAPS), 2020, : 83 - 92
  • [10] Data-driven Digital Therapeutics Analytics
    Lee, Uichin
    Jung, Gyuwon
    Park, Sangjun
    Ma, Eun-Yeol
    Kim, Heeyoung
    Lee, Yonggeon
    Noh, Youngtae
    2023 IEEE INTERNATIONAL CONFERENCE ON BIG DATA AND SMART COMPUTING, BIGCOMP, 2023, : 386 - 388
12345