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How APG Assigns the Marital Status of a Data-Driven Persona

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
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Here we talk about how the APG system enriches a data-driven persona by adding personality attributes to the persona profile, like marital status.

After APG creates a base persona for a set of user data by following its unique sequential method [1]:

  • Identifying distinct user interaction patterns from the data,
  • Linking these distinct user interaction patterns to user demographic groups,
  • Identifying impactful user demographic groups from the data,
  • Creating base personas via demographic attributes, and
  • Enriching these base personas to create rich personas description.

The above method is explained in detail when we talk about how the systems finds picture & age of a persona.

Now that we have a base persona.

How APG decides the Marital Status of a Data-Driven Persona
How APG decides the Marital Status of a Data-Driven Persona

The system queries a Facebook Application Program Interface (API) to collect information like related demographics such as the personas marital status by feeding the API details of the base personas interests and demographics data.

These are the steps taken by APG to add an Education Level to a Persona Profile.

Reference

Jung, S. G., Salminen, J., and Jansen, B. J. (2020) Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data. In Proceedings of Intelligent User Interfaces (ACM IUI2020). 17-20 March. Cagliari, Italy.

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.