For our forthcoming book, “Understanding Audiences, Customers, and Users via Analytics”, we used three personas to focus the book’s content: one designer, one professor, and one industry researcher.
Mary is a senior user experience designer who wants her organization to use analytics for several major projects. She is familiar with some analytics elements but not the complete range. Her organization has attempted to be a data-driven, but the analytics concept is not fully integrated into the organization’s decision making processes yet. She wants to incorporate analytics into a major upcoming project. She wants the range of analytics knowledge to secure buy-in from C-level and senior executives in her organization and to successfully implement analytics for her project.
Jamila is a professor in a data analytics program at a major public university and teaches analytics courses, along with supervising graduate and undergraduate honor students on research projects. She is quite familiar with some areas of analytics based on her background and research, but she wants insights into the full range of analytics. Plus, she has been looking for an analytics book for use in one of her courses and also wants analytics systems for use in her courses that come with learning problems for each chapter.
Rahul is an industry data analytics researcher desiring to use digital analytics for a sizeable customer-facing project. He has extensive knowledge of research methods, data analytics, and customer relationship management. He is familiar with user studies and algorithmically-generated personas but has not used them in practice. He has done work in customer segmentation using analytics, and he wants to take this concept to the next level using a triangulation of analytics methods.
Jansen, B. J., Aldous, K, Salminen, J., Almerekhi, H. and Jung, S.G. (2023). Understanding Audiences, Customers, and Users via Analytics – An Introduction to the Employment of Web, Social, and Other Types of Digital People Data. Springer Nature.