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 »
In this research, we examine uses in automatically generating personas from online data using qualitative methods. The increased access to data and computational techniques enable innovations in the space of automated customer analytics, for example, automatic persona generation. Automatic persona generation is the process of creating data-driven representations from user or customer statistics. Even though
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: What is a persona? What is a “persona profile”? What is a data-driven persona? How to create a persona? How to use a
Common Questions About Personas (We’ve Got the Answers!) Read More »
Personas and market segments are highly similar in the sense that they both are based on real data about the customers. However, the main difference is that personas individualize that data in a representation that has a name, face, and human attributes. In conclusion: Personas = human like representations of customer groups Market segments =
How are personas and market segments different? Read More »
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
How can I use a persona for online analytics? Read More »
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
In this post, we list some of the many ways to use a persona. This list considers mostly business cases for personas. Brand Discovery: Uncover how your core customers feel about your product or service and how they rationalize the purchase decision. Channel and Offering Alignment: Align every piece of offerings and marketing activity to
How to use a persona? 13 persona use cases listed Read More »
