Persona Analytics: a pathway to persona science

Slidedeck on Persona Analytics: pathway to persona science from QUANT UX Conference 2022 https://drive.google.com/file/d/1euyQPqUdVd0B8r249SApNOyN6hzESf2n/view Salminen, J., Jung, S.G., and Jansen, B. J. (2022) Persona Analytics: a pathway to persona science. In CN Chapman, KZ Xu, M Callegaro, F Gao, and M Cipollone, eds. (2022). Proceedings of the 2022 Quantitative User Experience Conference (Quant UX Con). …

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Personas as a Exploratory Data Analysis Technique

Exploratory data analysis (EDA) explores and analyzes a data set using descriptive statistics and visualizations to learn about the dataset. The main motivations for EDA are: detecting data errors testing assumptions about the data selecting appropriate models determining relationships among the explanatory variables accessing the direction and magnitude relationships between explanatory and outcome variables. However, …

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Algorithmically-Generated Personas paired with AI-Generated Pain Points Detection

One does not often hear personas, AI, and pain points mentioned together. However, the combination can provide better situational awareness and better brainstorming on addressing customer pain points. It is analogous to a mixed-methods approach!   Artificial intelligence carries a high potential to automatically detect customers’ pain points, which is a particular concern the customer …

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Personas: a data visualization technique

Although often touted as a design technique, personas are more accurately viewed as a data visualization option, similar to tables, charts, or graphs. Personas were proposed to represent perceived users, customers, or audience members. In practice. personas are often used to represent current users, customers, or audience members. Personas can be a valuable data visualization …

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Generate Personas from GA4 Data

What does using Google Analytics 4 mean for algorithmically generating personas? Google Analytics 4 (GA4) is an analytics service that measures traffic and engagement across websites and apps.  With the forced move from Google Universal Analytics (UA), a.k.a., Google Analytics, to GA4, on July 1, 2023, web properties using Universal Analytics will no longer be …

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Developing Persona Analytics Towards Persona Science

Much of the reported work on personas suffers from the lack of empirical evidence. To address this issue, we introduce Persona Analytics (PA), a system that tracks how users interact with algorithmically-generated personas. PA captures users’ mouse and gaze behavior to measure users’ interaction with algorithmically generated personas and use of system features for an interactive …

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Personas in the Era of Privacy-Protected User Analytics

An important observation: the value of personas in Web analytics is likely to increase with the current changes in digital privacy. This is because the platforms need to move into more non-personified systems and methods. Personas are exactly about this: making individual customer data aggregated. In fact, Google planned a system (that they already sort …

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