Nice write up about persona analytics, as created by APG, in MIT Technology Review!
How personas and data work together
With increasing analytics data, personas can now be generated using big data and algorithmic approaches. This integration of personas and analytics offers impactful opportunities to shift personas from flat files of data presentation to interactive interfaces for analytics systems. These personas analytics systems provide both the empathic connection of personas and the rational insights of analytics. With persona analytics systems, the persona is no longer a static, flat file. Instead, they are operational modes of accessing user data.
Jim Jansen, Soon-gyo Jung, and Joni Salminen (2021) Making better decisions with big data personas. MIT Technology Review. 11 March. https://www.technologyreview.com/2021/03/11/1020207/making-better-decisions-with-big-data-personas/