For our forthcoming book, “Data-Driven Personas”, one of the personas that we are designing the book’s content for is the marketing researcher, Ting.
We are keeping Ting, the marketing researcher, in mind while designing the book.
- There is a chapter with 12 actionable use cases for data-driven personas, along with four appendices geared to implementing data-driven personas. Several of these use cases focus on segmentation and marketing
- The ~200 page book is organized into 10 coherent chapters, including at least three chapters that make the link between data-driven personas and analytics.
- Each chapter is sprinkled with research insights and ties of data-driven personas to commercial setting. The final chapter outlines the grand challenges of persona analytics, which are fantastic research topics.
Coming soon in early 2021!
Data-Driven Personas by Bernard J. Jansen, Joni O. Salminen, Kathleen Guan, and Soon-Gyo Jung Hamad Bin Khalifa University (HBKU) and University College London. Synthesis Lectures on Human-Centered Informatics. Morgan & Claypool Publishers
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