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Automatic Persona Generation

Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data

APG logo with three team members
Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data

Creating personas from large amounts of online data is useful but difficult with manual methods.

To address this difficulty, we present Automatic Persona Generation (APG), which is an implementation of a methodology for quantitatively generating data-driven personas from online social media data.

APG is functional, and it is deployed with several organizations in multiple industry verticals.

APG employs a scalable web front-end user interface and robust back-end database framework processing tens of millions of user interactions with tens of thousands of online digital products across multiple online platforms, including Facebook, Google Analytics, and YouTube.

APG identifies audience segments that are both distinct and impactful for an organization to create persona profiles. APG enhances numerical social media data with relevant human attributes, such as names, photos, topics, etc. Here, we discuss the architecture development and central system features.

Overall, APG can benefit organizations in distributing content via online platforms or with online content that relates to commercial products. APG is unique in its algorithmic approach to processing social media data for customer insights. APG can be found online at https://persona.qcri.org.

Here is a nice two pager about the Automatic Persona Generation (APG) system!

Jung, S.G., Salminen, J., and Jansen, B. J. (2020) Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data. ACM Conference on Intelligent User Interfaces (IUI2020)(Demo Paper), Cagliari, Italy. 17-20 March, 132-133

By Jim Jansen

Dr. Jansen is a Principal Scientist in the social computing group of the Qatar Computing Research Institute, and a professor with the College of Science and Engineering, Hamad bin Khalifa University, and an adjunct professor with the College of Information Sciences and Technology at The Pennsylvania State University. He is a graduate of West Point and has a Ph.D. in computer science from Texas A&M University, along with master degrees from Texas A&M (computer science) and Troy State (international relations). Dr. Jim Jansen served in the U.S. Army as an Infantry enlisted soldier and communication commissioned officer.