web analytics

Personas and Analytics: A Comparative User Study of Efficiency and Effectiveness for a User Identification Task

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Personas are a well-known technique in human-computer interaction. However, there is a lack of rigorous empirical research evaluating personas relative to other methods.  In this 34-participant experiment, my colleagues and I compare a persona system and an analytics system, both using identical user data, for efficiency and effectiveness for a user identification task.  Results show […]

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Combining Empathy with Rationality for Better Insights to Analytics

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Persona is a common human-computer interaction technique for increasing stakeholders’ understanding of audiences, customers, or users. Applied in many domains, such as e-commerce, health, marketing, software development, and system design, personas have remained relatively unchanged for several decades. However, with the increasing popularity of digital user data and data science algorithms, there are new opportunities

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How can I use a persona for online analytics?

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Personas provide alternative to numbers. Therefore, you can use personas to present your online analytics data as people instead of nameless, faceless target groups. This can help decision makers to “get into the shoes” of customers, offering a more immersive understanding of the customers than the “cold”, raw numbers. This is best paraphrased as “personas

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