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Data-Driven Personas Persona Analytics Personas Segment Analytics

Making Meaningful User Segments from Datasets Using Product Dissemination and Product Impact

Making Meaningful User Segments from Datasets Using Product Dissemination and Product Impact
Making Meaningful User Segments from Datasets Using Product Dissemination and Product Impact

As paper-based personas move to interactive persona analytics systems, online companies face large user populations, making segmentation a daunting exercise, along with creating actionable data-driven personas from these large datasets.

In this research, we demonstrate an approach that facilitates user segmentation. The approach leverages product dissemination and product impact metrics with normalized Shannon entropy. Using 4,653 products from an international news and media organization with 134,364,449 user-product engagements, we isolate the key products with the widest product dissemination and the least product impact using entropy-based measures, effectively capturing the engagement levels.

We demonstrate that a small percentage (0.33% in our dataset) of products are so widely disseminated that they are non-discriminatory, and a large percentage of products (17.02%) are discriminatory but have so little dissemination that their impact is negligible.

Our approach reduces the product dataset by 17.35% and the number of user segments by 8.18%. Implications are that organizations can isolate impactful products useful for user segmentation to enhance the user focus.

Jansen, B. J., Salminen, J. O., & Jung, S. (2020). Making Meaningful User Segments from Datasets Using Product Dissemination and Product Impact. Data and Information Management. doi: https://doi.org/10.2478/dim-2020-0048

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.