APG is a data-intensive system that automatically creates rich personas representing customer segments by employing web/social media analytics. Here is an example of an APG persona. 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 […]
APG: A Data-Intensive Persona System Read More »
Quantitative data and algorithms are becoming more common for persona creation, but it is not clear to which extent this data and opaque machine learning algorithms introduce bias at various steps of data-driven persona creation (DDPC) and/or violate user rights. In this conceptual work, led by Joni Salminen, we use Gillespie’s framework of algorithmic ethics
The Ethics of Data-Driven Personas Read More »
In this research, we collect monthly content consumption and demographic data from YouTube over two years for a large media publisher. We use automation to generate 15 personas each month. Then, we examine the consistency of the generated personas over time. We find that there are 35 unique personas in total for the entire period.
Do your think your personas are stable? They probable aren’t! Read More »
A data-driven persona is derived from verifiable facts about the represented segment of the target population in sufficient amount for quantitative analysis. An ideal persona is a proxy for a person. The person is the targeted user group, audience, or customer segment. An ideal persona both describes a segment and predicts the segment behavior. Jansen,
What is a Data-Driven Persona? Read More »
