User segmentation is the practice of dividing potential or existing users into groups that share similar characteristics. As such, user segments go hand in hand with data-driven personas!
User segmentation is employed as a user understanding technique by nearly every product team. Think of it this way! The ultimate goal of product design or product strategy for that matter is to create products/services that:
are aimed at understanding user needs and pain points as best as possible,
have essential features to solve the users’ primary needs as best as possible.
In order to be able to identify user needs and pain points and serve them well, it is essential to have a good understanding of your user/customer base. Both user segmentation and data-driven personas can aid in this understanding.
We are putting the finished touches on our book,Data-Driven Personas by Bernard J. Jansen, Joni O. Salminen, Soon-Gyo Jung, and Kathleen Guan, Hamad Bin Khalifa University (HBKU) and University College London. Morgan & Claypool Publishers.
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.
Image C: Artificial male picture [A], Real male picture [B], Artificial female picture [C], and Real female picture [D]. Among the male/female personas, all other content in the persona profile was the same except the picture that alternated between Artificial and Real.
In this post, we discuss if these artificially generated pictures are good enough for use in personas profiles for real-world systems and applications, which are highly dependent on images for the personas. One of the key aspects of generating personas using a data-driven approach is to be able to represent the persona profile with a matching picture.
APG is a data-intensive system that automatically creates rich personas representing customer segments by employing web/social media analytics.
APG uses this analytics data to identify customer behaviors, generates customer segments, and then enriches these customer segments with gender, age, and nationality appropriate names and pictures; customer loyalty rating, customer interests, product interactions, brand sentiment, and segment sizes represented by the personas, … all done in a privacy-preserving process using only aggregated data.
With APG, the persona profile is the interface to a full stack persona analytics system, combining the empathy of personas with the rationality of analytics.
So, with APG, you get SO MUCH more than a persona profile!
For example, APG determines the geographical distribution of your personas, and, and therefore, the customers they represent.
APG determines the geographical distribution of your personas, and, and therefore, the customers they represent.
This is a value enhancing feature relative to flat persona profiles or complex analytics systems of APG!
Jung, S., An, J., Kwak, H., Ahmad, M., Nielsen, L., and Jansen, B. J. (2017) Persona Generation from Aggregated Social Media Data. ACM Conference Extended Abstracts on Human Factors in Computing Systems 2017 (CHI2017). Denver, Colorado. p. 1748-1755. 6-11 May.
APG is a data-intensive system that automatically creates rich personas representing customer segments by employing web/social media analytics.
APG uses this analytics data to identify customer behaviors, generates customer segments, and then enriches these customer segments with gender, age, and nationality appropriate names and pictures; customer loyalty rating, customer interests, product interactions, brand sentiment, and segment sizes represented by the personas, … all done in a privacy-preserving process using only aggregated data.
With APG, the persona profile is the interface to a full stack persona analytics system, combining the empathy of personas with the rationality of analytics.
So, with APG, you get SO MUCH more than a persona profile!
For example, APG calculates the current and potential customer segment sizes represented by your personas.
APG calculates the current and the potential customer segment size represented by your personas.
Additionally, APG shows you the opportunities (i.e., segments with growth potential).
APG shows you the opportunities (i.e., segments with growth potential).
This is a value enhancing feature relative to flat persona profiles or complex analytics systems of APG!
Jung, S., An, J., Kwak, H., Ahmad, M., Nielsen, L., and Jansen, B. J. (2017) Persona Generation from Aggregated Social Media Data. ACM Conference Extended Abstracts on Human Factors in Computing Systems 2017 (CHI2017). Denver, Colorado. p. 1748-1755. 6-11 May.
