{"id":1246,"date":"2021-02-26T08:37:42","date_gmt":"2021-02-26T05:37:42","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=1246"},"modified":"2021-03-20T08:13:49","modified_gmt":"2021-03-20T05:13:49","slug":"persona-analytics-the-merging-of-two-paradigms-of-customer-understanding","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/persona-analytics-the-merging-of-two-paradigms-of-customer-understanding\/","title":{"rendered":"Persona Analytics: the merging of two paradigms of customer understanding"},"content":{"rendered":"

Personas & Analytics<\/strong><\/h2>\n

These two paradigms have developed in parallel but mostly separately. Often at odds with each other due to the advocates of each.<\/p>\n

However, both paradigms have the same goal – enhanced customer understanding<\/strong>!<\/p>\n

\"people
Persona Analytics – combining the empathy of personas with insights of analytics!<\/strong><\/figcaption><\/figure>\n

Why separate them? Persona analytics<\/strong> finally brings them together!<\/p>\n

<\/p>\n

What are personas? analytics?<\/h2>\n

Personas can be can be understood as humanized profiles of customer segments.<\/p>\n

Analytics can be can be understood as numerical insights about customer segments.<\/p>\n

Personas positives are that they are empathic relatable views of the customer . The negatives are they are often non-actionable. Great for customer understanding. Not so good at specific KPIs and campaigns.<\/p>\n

Analytics positives are it is actionable and precise. Negatives are it is difficult for those without skill sets or inclination to acquire the skills, cold numbers, and not the customer . Great for personalization. Not so good at actual customer understanding.<\/p>\n

Persona Analytics<\/h2>\n

Our research team, the APG Team, is pursuing research to merge these two paradigms – persona analytics!<\/p>\n

Persona analytics – algorithmically creates data-driven personas from large amounts of online customer analytics data. The end product are casts of accurate data-driven personas that are precise representations of the analytics data.<\/p>\n

Integrating better data-driven personas and better analyzed analytics leads to better decisions<\/span><\/strong>!<\/p>\n

Better decisions lead to better business results<\/strong><\/span>!<\/p>\n

Let’s make it happen!<\/h2>\n

Interested in employing persona analytics for your project, organization, or business? Contact the APG Team<\/a> (qcri.personas.contact@gmail.com).<\/p>\n

Research<\/h2>\n

Here is some of the persona analytics research<\/strong> that the APG Team and collaborators have produced so far! More to come!<\/p>\n

Salminen, J., Kaate, I., Sayed Kamel, A., Jung, S.G., and\u00a0Jansen, B. J.\u00a0(2021)\u00a0How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising<\/a>,\u00a0International Journal of Human\u2013Computer Interaction<\/u>, 37:2, 141-155, DOI: 10.1080\/10447318.2020.1809246<\/p>\n

Jansen, B. J., Salminen, J. O., & Jung, S. (2020).\u00a0Making Meaningful User Segments from Datasets Using Product Dissemination and Product Impact<\/a>. Data and Information Management. doi: https:\/\/doi.org\/10.2478\/dim-2020-0048<\/p>\n

Jansen, B. J., Salminen, J., and Jung, S.G. (2020)\u00a0Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics<\/a>.\u00a0Data and Information Management<\/u>. 4(1), 1-17.\u00a0https:\/\/content.sciendo.com\/view\/journals\/dim\/4\/1\/article-p1.xml<\/a><\/p>\n

An, J., Kwak, H., Salminen, J., Jung, S.G., and Jansen, B. J. (2018) Imaginary People Representing Real Numbers: Generating Personas from Online Social Media Data<\/a>. ACM Transactions on the Web.\u00a012, 4, Article 27.<\/p>\n

An, J., Kwak, H., Salminen, J., Jung, S.G., and Jansen, B. J. (2018) Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data<\/a>.\u00a0Social Network Analysis and Mining. 8(1), 54.<\/p>\n

Jansen, B. J., Jung, S.G., and Salminen, J. (2020)\u00a0From Flat File to Interface: Conceptual Synthesis of Personas and Analytics for Enhanced User Understanding<\/a>. 83rd Annual Meeting of the Association for Information Science and Technology. Pittsburgh, PA, USA, 23-28 October. 1-11.<\/p>\n

Salminen, J., Jung, S.G., Chowdury, S.A., and\u00a0Jansen, B. J.\u00a0(2020)\u00a0Rethinking Personas for Fairness: Algorithmic Transparency and Accountability in Data-Driven Personas<\/a>. 22nd International Conference on Human-Computer Interaction (HCII2020). Copenhagen, Denmark, 19-24 July 2020. 82-100.<\/p>\n

Salminen, J., Rao, R.G., Jung, S.G., Chowdury, S.A., and\u00a0Jansen, B. J.\u00a0(2020)\u00a0Enriching Social Media Personas with Personality Traits: A Deep Learning Approach Using the Big Five Classes<\/a>. 22nd International Conference on Human-Computer Interaction (HCII2020). Copenhagen, Denmark, 19-24 July 2020. 101-120.<\/p>\n

Salminen, J., Jung, S.G., Chowdhury. S., and\u00a0Jansen, B. J.\u00a0 (2020) Analyzing Demographic Bias in Artificially Generated Facial Pictures<\/a>. ACM CHI Conference on Human Factors in Computing Systems (CHI’20) (Extended Abstract), Honolulu, HI, USA. 25\u201330 April, 1-8.<\/p>\n

Salminen, J., Froneman, W., Jung, S.G., Chowdhury. S., and\u00a0Jansen, B. J.\u00a0(2020)\u00a0The Ethics of Data-Driven Personas<\/a>. ACM CHI Conference on Human Factors in Computing Systems (CHI’20) (Extended Abstract), Honolulu, HI, USA. 25\u201330 April, 1-9.<\/p>\n

Salminen, J., Jung, S.G., Chowdhury, S. \u015eeng\u00fcn, S., and\u00a0Jansen, B. J.\u00a0(2020)\u00a0Personas and Analytics: A Comparative User Study of Efficiency and Effectiveness for a User Identification Task<\/a>. ACM CHI Conference on Human Factors in Computing Systems (CHI’20), Honolulu, HI, USA. 25\u201330 April, 1-13.<\/p>\n","protected":false},"excerpt":{"rendered":"

Personas & Analytics These two paradigms have developed in parallel but mostly separately. Often at odds with each other due to the advocates of each. However, both paradigms have the same goal – enhanced customer understanding! Why separate them? Persona analytics finally brings them together!<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[2],"tags":[21],"class_list":["post-1246","post","type-post","status-publish","format-standard","hentry","category-personas","tag-persona-analytics"],"yoast_head":"\nPersona Analytics: the merging of two paradigms of customer understanding – The Persona Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.qcri.org\/blog\/persona-analytics-the-merging-of-two-paradigms-of-customer-understanding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Persona Analytics: the merging of two paradigms of customer understanding – The Persona Blog\" \/>\n<meta property=\"og:description\" content=\"Personas & Analytics These two paradigms have developed in parallel but mostly separately. 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