Month: February 2019

Automatic Persona Generation for Online Content Creators: Conceptual Rationale and a Research Agenda

In this perspective manuscript, my co-authors and I propose an approach of employing personas as an alternative form of making large volumes of online user analytics information useful to end users of the user and customer analytics, with results applicable in software development, business sectors, communication industry, and other domains where understanding online user behavior …

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Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data

In this research, we propose a novel approach for isolating customer segments using online customer data for products that are distributed via online social media platforms. We use non-negative matrix factorization to first identify behavioral customer segments and then to identify demographic customer segments. We employ a methodology for linking the two segments to present …

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Research Concerning: Are Personas Done? Evaluating their usefulness in the age of digital analytics

In this research led by Joni Salminen, we conceptually examine the use of personas in an age of large-scale online analytics data. Based on the criticism and benefits outlined in prior work and by practitioners working with online data, we formulate the major arguments for and against the use of personas given real-time online analytics …

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How to use a persona? 13 persona use cases listed

In this post, we list some of the many ways to use a persona. This list considers mostly business cases for personas. Brand Discovery: Uncover how your core customers feel about your product or service and how they rationalize the purchase decision. Channel and Offering Alignment: Align every piece of offerings and marketing activity to …

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What is a Data-Driven Persona?

A data-driven persona is derived from verifiable facts about the represented segment of the target population in sufficient amount for quantitative analysis. An ideal persona is a proxy for a person. The person is the targeted user group, audience, or customer segment. An ideal persona both describes a segment and predicts the segment behavior. Jansen, …

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What is a persona profile?

A persona profile is the end product of the persona creation process. A common layout of a persona profile that is usually 1 page containing a textual description and typically one photo. The textual description will include, along with humanizing elements such as name, demographic information (e.g., education, job, age, etc.) and behavioral information (e.g., …

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How to create a persona?

There are many persona development methodologies. Yer, persona creation tends to involve five general steps, which are: Identify: Categorize the population of customers, users, or audience members Collect: Gather data about the identified populations specifically concerning behaviors (or goals, pain points, etc.) and demographics. (Data can be gathered through persona interviews or automatically.) Segment: Group …

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