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Benefits of Personas Persona Research Personas Use of Personas Value of personas

Customer Journey Maps and User Personas

In this article, the main focus is on:

  • highlighting the importance of the use of personas in helping craft good customer journey maps (CJM).
  • how the Automatic Persona Generation (APG) system can help make CJM’s in a quick and effective way! 

Disclaimer: This article does not cover the topic of CJM in-depth but rather focuses on the marriage between CJM’s and personas! For a detailed breakdown on the what, why and how of CJM’s, refer to this customer journey mapping guide by the folks at UXPressia.

Let’s get to the exciting stuff now!

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Automatic Persona Generation Benefits of Personas Persona Research Personas Use of Personas

The What, Why, and How of Influencers and Personas!

If you are a marketer who has grown tired of routinely targeted marketing messages or if you are simply looking for a way to boost your brand awareness and try something new for your marketing strategy, then read on! Influencers may be for you! 

If you are an influencer or want to be one, then this article is also for you! 

A tech-savvy social media influencer at work Source: Unsplash

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Benefits of Personas Buyer Personas Data-Driven Personas Persona System Personas Use of Personas Value of personas

The Definitive Guide to Personas

This goal of this comprehensive guide is to go through “all you need to know” about personas. This includes addressing the following questions: (1) What is a persona? (2) Why should I use personas? (3) Who should use personas? (4) How should I use personas?

We consider different job roles when giving examples, including those of Sales Vice President (with the goal: Drive more sales), Marketing Executive (Goal: Optimize your marketing spend), Product Development Manager (Goal: Enhance product development efforts), and Content Creator (Goal: Create more appealing content), and discuss how personas can help with the goals of these job roles.

Without further ado, let us get started…

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Automatic Persona Generation Benefits of Personas Persona Analytics Personas

Benefits of Data-Driven Personas

benefits of data driven personas
Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics

Data-driven personas have the advantages of both personas and analytics!

See this open access article for the full story – Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics

Remarkably, with the combining of personas and analytics, the strengths of each approach help offset the deficiencies of the other. Conceptually, personas are easy for people to understand and generate empathy for the user, but personas are perceived as not granular and not actionable. Analytics data can be granular and actionable, but analytics can be cumbersome for employment and difficult for end users to comprehend. Nonetheless, the combination of both leverages the strengths and limits the weakness of each.

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), 1-17.
https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml

Read more about data-driven personas

What is a Data-Driven Persona?

Introduction to Data-Driven Personas

Giving Faces to Data by Creating Data-Driven Personas

Explaining Data-Driven Personas to End Users

Got too many personas? This approach can help!

Do your think your personas are stable? They probable aren’t!

 

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Benefits of Personas Persona Analytics Personas Value of personas

Combining Empathy with Rationality for Better Insights to Analytics

magnet with traffic on it
Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics

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 to progressively shift personas from general representations of user segments to precise interactive tools for decision-making.

In this vision, the persona profile functions as an interface to a fully functional analytics system.

With this research, we conceptually investigate how data-driven personas can be leveraged as analytics tools for understanding users.

We present a conceptual framework consisting of (a) persona benefits, (b) analytics benefits, and (c) decision-making outcomes.

We apply this framework for an analysis of digital marketing use cases to demonstrate how data-driven personas can be leveraged in practical situations.

We then present a functional overview of an actual data-driven persona system that relies on the concept of data aggregation in which the fundamental question is defining the unit of analysis for decision making.

The system provides several functionalities for stakeholders within organizations to address this question.

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 Analytics. Data and Information Management. 4(1), 1-17.
https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml

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Benefits of Personas Data-Driven Personas Marketing Personas Persona Analytics Persona Creation Personas Use of Personas

Common Questions About Personas (We’ve Got the Answers!)

Hi!

In this blog post, we’ve gathered some commonly asked questions about personas. Got more questions about personas? Just send us a message and we’ll address your question!

Frequently Asked Persona Questions:

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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.