Persona Analytics

Personas in the Era of Privacy-Protected User Analytics

An important observation: the value of personas in Web analytics is likely to increase with the current changes in digital privacy. This is because the platforms need to move into more non-personified systems and methods. Personas are exactly about this: making individual customer data aggregated. In fact, Google planned a system (that they already sort …

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Toxic Text in Personas: An Experiment on User Perceptions

When algorithms create personas from social media data, the personas can become noxious via automatically including toxic comments. To investigate how users perceive such personas, we conducted a 2 × 2 user experiment with 496 participants that showed participants toxic and non-toxic versions of data-driven personas. We found that participants gave higher credibility, likability, empathy, …

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Tactical Personas (i.e., “I have personas, now what?”)

We often get questions from prospective clients about how to use personas. Like, “okay, after I have these personas, then what? How can I use them?“. I have two standard responses for this: Persona analytics is just like any analytics. If you want to understand your customers, there must be some reason for that. What …

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3 Step Process for Deploying Data-Driven Personas in Your Organization

Data-driven personas are algorithmically created from user behavioral and demographic data. They can be a valuable tool in an organization for communication across divisions to get a consistent user understanding. However, we hear from many clients that deploying personas within an organization can be challenging. So, how do you deploy data-driven personas in an organization to …

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MIT Tech Review Article About APG: Making better decisions with big data personas

Nice write up about persona analytics, as created by APG, in MIT Technology Review! How personas and data work together With increasing analytics data, personas can now be generated using big data and algorithmic approaches. This integration of personas and analytics offers impactful opportunities to shift personas from flat files of data presentation to interactive …

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Data-Driven Personas: Glossary Terms

Our book, Data-Driven Personas, has a comprehensive glossary of persona and related terms. Great reference for teaching, workshops, and courses! Glossary Terms A/B testing: using personas as a part of a split testing process, e.g., to increase team members’ empathy towards users before creating test versions that target said users.