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Automatic Persona Generator

Digitali Speaking Podcast #04: Data loving geeks will love listening to this episode!

Digit@li Speaking with Jim Jansen from QCRI
Digitali Speaking with Jim Jansen from QCRI by Ali Sikandar

Here it is folks, the much awaited episode of Digitali Speaking with Jim Jansen from QCRI.

Digitali Speaking is produced by Ali Sikandar.

Joni Salminen
Soon-gyo Jung
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Links
Web browsers: https://bit.ly/3jujRV0
Apple podcast: https://apple.co/3hKCHHk
Spotify: https://spoti.fi/2QypRQq
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Jansen, B. J., Salminen, J., and Jung, S.G. (2020) Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to AnalyticsData and Information Management. 4(1), 1-7. https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml

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Automatic Persona Generation Automatic Persona Generator Persona Creation Persona Research Persona System Personas

How APG Assigns the Marital Status of a Data-Driven Persona

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
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Here we talk about how the APG system enriches a data-driven persona by adding personality attributes to the persona profile, like marital status.

After APG creates a base persona for a set of user data by following its unique sequential method [1]:

  • Identifying distinct user interaction patterns from the data,
  • Linking these distinct user interaction patterns to user demographic groups,
  • Identifying impactful user demographic groups from the data,
  • Creating base personas via demographic attributes, and
  • Enriching these base personas to create rich personas description.

The above method is explained in detail when we talk about how the systems finds picture & age of a persona.

Now that we have a base persona.

How APG decides the Marital Status of a Data-Driven Persona
How APG decides the Marital Status of a Data-Driven Persona

The system queries a Facebook Application Program Interface (API) to collect information like related demographics such as the personas marital status by feeding the API details of the base personas interests and demographics data.

These are the steps taken by APG to add an Education Level to a Persona Profile.

Reference

Jung, S. G., Salminen, J., and Jansen, B. J. (2020) Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data. In Proceedings of Intelligent User Interfaces (ACM IUI2020). 17-20 March. Cagliari, Italy.

Categories
Automatic Persona Generation Automatic Persona Generator Data-Driven Personas Personas

Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data

In this research, we propose a novel approach for isolating customer segments using online customer data for products that are distributed via online social media platforms. We use non-negative matrix factorization to first identify behavioral customer segments and then to identify demographic customer segments.

We employ a methodology for linking the two segments to present integrated and holistic customer segments, also known as personas. Behavioral segments are generated from customer interactions with online content. Demographic segments are generated using the gender, age, and location of these customers.

In addition to evaluating our approach, we demonstrate its practicality via a system leveraging these customer segments to automatically generate personas, which are fictional but accurate representations of each integrated behavioral and demographic segment.

Results show that this approach can accurately identify both behavioral and demographical customer segments using actual online customer data from which we can generate personas representing real groups of people.

An, J., Kwak, H., Salminen, J., Jung, S.G., and Jansen, B. J. (2018) Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data, Social Network Analysis and Mining. 8(1), 54.

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Automatic Persona Generation Automatic Persona Generator Benefits of Personas Personas Value of personas

Research Concerning: Are Personas Done? Evaluating their usefulness in the age of digital analytics

In this research led by Joni Salminen, we conceptually examine the use of personas in an age of large-scale online analytics data.

Based on the criticism and benefits outlined in prior work and by practitioners working with online data, we formulate the major arguments for and against the use of personas given real-time online analytics data about customers, analyze these arguments, and demonstrate areas for the productive employment of data-driven personas by leveraging online analytics data in their creation.

Our key tenet is that data-driven personas are located between aggregated and individual customer statistics.

At their best, digital data-driven personas capture the coverage of the customer base attributed to aggregated data representations while retaining the interpretability of individual-level analytics; they benefit from powerful computational techniques and novel data sources.

We discuss how digital data-driven personas can draw from technological advancements to remedy the notable concerns voiced by scholars and practitioners, including persona validation, inconsistency problem, and long development times.

Finally, we outline areas of future research of personas in the context of online analytics. We argue that to survive in the rapidly developing online customer analytics industry, personas must evolve by adopting new practices.

Reference:

Salminen, J., Kwak, H., An, J., Jung, S.G., and Jansen, B. J. (2018) Are personas done? Evaluating their usefulness in the age of digital analytics. Persona Studies. 4, 2, 47-65.

Read more about our persona research.