Value of personas

A Recipe for Persona-based Digital Marketing

Had an interesting conversation with a User Experience and Design professional. Based on that conversation, laying out a process for persona-based digital marketing. This means a few things: (1) campaigns are organized around personas, (2) campaign content is tailored for personas, and (3) results are analyzed per persona. Without further ado, here are the steps: …

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When Personas Are Not Needed

When are personas not needed? Perhaps in many cases, but one example is Netflix. See this picture: In situation like this, when recommendations or personalizations can be made automatically at scale, there seems to be no need for an additional aggregation layer such as personas. Personas are only needed if we start asking collective, not …

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What’s Wrong with Personas? A Rebuttal to a Fair Question!

Anna Holopainen asked this question on LinkedIn: What’s wrong with most buyer personas? Aka my favorite pet peeve 👇 She also provided an answer straight away, listing the following points. In the following, Anna’s points are shown in bold text, followed by my response in unbolded text. I found these points very fruitful for a …

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Use Cases for Interactive Persona Analytics Systems

The APG Team at the Qatar Computing Research Institute (QCRI) has engaged in a multi-year research effort developing a state-of-the-art personas analytics system and associated techniques. The data-driven personas are algorithmically created from user behavioral and demographic data and function as interactive interfaces to the persona system and user data. We have shown in peer …

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Data-Driven Personas Book Website

Book published, Jansen, B. J., Salminen, J., Jung, S.G., and Guan, K. (2021). Data-Driven Personas. Synthesis Lectures on Human-Centered Informatics,1 Carroll, J. (Ed). Morgan-Claypool: San Rafael, CA., 4:1, i-317. Data-Driven Personas book website. http://www.data-drivenpersonas.com/