{"id":1298,"date":"2021-03-13T09:08:37","date_gmt":"2021-03-13T06:08:37","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=1298"},"modified":"2021-03-18T22:15:26","modified_gmt":"2021-03-18T19:15:26","slug":"use-cases-for-interactive-persona-analytics-systems","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/use-cases-for-interactive-persona-analytics-systems\/","title":{"rendered":"Use Cases for Interactive Persona Analytics Systems"},"content":{"rendered":"<p>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.<\/p>\n<p>We have shown in peer reviewed research that <a href=\"http:\/\/www.bernardjjansen.com\/uploads\/2\/4\/1\/8\/24188166\/3313831.3376770.pdf\" target=\"_blank\" rel=\"noopener\">data-driven personas outperform analytics<\/a> alone in an user understanding task.<\/p>\n<p>Once created, however, how do you employ these data-driven personas to make better decisions?<\/p>\n<figure id=\"attachment_1300\" aria-describedby=\"caption-attachment-1300\" style=\"width: 1000px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"wp-image-1300 size-full\" src=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/03\/stock57.jpg?resize=1000%2C523&#038;ssl=1\" alt=\"seven people as personas\" width=\"1000\" height=\"523\" srcset=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/03\/stock57.jpg?w=1000&amp;ssl=1 1000w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/03\/stock57.jpg?resize=300%2C157&amp;ssl=1 300w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/03\/stock57.jpg?resize=768%2C402&amp;ssl=1 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption id=\"caption-attachment-1300\" class=\"wp-caption-text\">There are many use cases for data-driven personas to enhance user understanding, segmenting, targeting, and personalization<\/figcaption><\/figure>\n<p><!--more-->In our book, <a href=\"https:\/\/www.morganclaypoolpublishers.com\/catalog_Orig\/product_info.php?products_id=1608\" target=\"_blank\" rel=\"noopener\">Data-Driven Personas<\/a>, we present 12 use cases for data-driven personas divided into 3 general categories of:<\/p>\n<ol>\n<li><strong>Analytical use cases<\/strong>: focused on finding insights from the user data using descriptive information and passive observation.<\/li>\n<li><strong>Interactive use cases<\/strong>: analyzing the user data based on flexible system functionality and the active participation of persona users for modifying and manipulating that data.<\/li>\n<li><strong>Team-centered use cases<\/strong>: practical activities for user understanding in an organizational setting.<\/li>\n<\/ol>\n<p>The 12 specific use cases (UC) are:<\/p>\n<ul>\n<li>ANALYTICAL USE CASES\n<ul>\n<li>UC1: CUSTOMER JOURNEY MAPPING<\/li>\n<li>UC2: BEHAVIORAL MODELING<\/li>\n<li>UC3: MARKET GAP ANALYSIS<\/li>\n<li>UC4: LONGITUDINAL ANALYSIS OF USER INTERESTS<\/li>\n<\/ul>\n<\/li>\n<li>INTERACTIVE USE CASES\n<ul>\n<li>UC5: ON-DEMAND PERSONA GENERATION<\/li>\n<li>UC6: USER SENTIMENT ANALYSIS<\/li>\n<li>UC7: CHAT WITH A PERSONA<\/li>\n<li>UC8: PERSONA RECOMMENDATIONS<\/li>\n<\/ul>\n<\/li>\n<li>TEAM-CENTERED USE CASES\n<ul>\n<li>UC9: COMMUNICATING DATA VIA PERSONAS<\/li>\n<li>UC10: CHALLENGING EXISTING ASSUMPTIONS<\/li>\n<li>UC11: SUPPORTING DESIGN ACTIVITIES<\/li>\n<li>UC12: SPLIT TESTING WITH PERSONAS<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>We discuss each of these 12 use cases with recommendations on employment and with examples from APG, our persona analytics system.<\/p>\n<p>You can get your copy of the book from the publisher, <a href=\"https:\/\/www.morganclaypoolpublishers.com\/catalog_Orig\/product_info.php?products_id=1608\" data-attribute-index=\"8\" data-entity-hovercard-id=\"urn:li:fs_miniCompany:11674409\" data-entity-type=\"MINI_COMPANY\">Data-Driven Personas<\/a><\/p>\n<p>Or through Amazon <a href=\"https:\/\/www.amazon.com\/dp\/1636390684\/\" data-attribute-index=\"15\">Data-Driven Personas<\/a><\/p>\n<p>Jansen, B. J., Salminen, J., Jung, S.G., and Guan, K. (2021).\u00a0<u><a href=\"https:\/\/www.morganclaypool.com\/doi\/abs\/10.2200\/S01072ED1V01Y202101HCI048\" target=\"_blank\" rel=\"noopener\">Data-Driven Personas<\/a><\/u>. Synthesis Lectures on Human-Centered Informatics,1 Carroll, J. (Ed). Morgan-Claypool: San Rafael, CA., 4:1, i-317.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/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":[152,153,2,88,9],"tags":[437,132,42,156,157,158,159,160,161,162,438,171,163,164,165,166,26,21,60,39,450,33,449,448,22],"class_list":["post-1298","post","type-post","status-publish","format-standard","hentry","category-hci-and-data-driven-personas","category-hci-and-personas-analytics","category-personas","category-use-case-personas","category-value-of-personas","tag-can-personas-be-used-in-the-real-world","tag-data-driven-persona-book","tag-hci","tag-hci-and-data-driven-personas","tag-hci-and-personas","tag-hci-and-personas-analytics","tag-hci-audience-understanding","tag-hci-customer-understanding","tag-hci-design-technique","tag-hci-user-understanding","tag-how-do-you-use-design-personas","tag-how-to-use-personas","tag-human-computer-interaction-user-understanding-technique","tag-human-computer-interaction","tag-human-computer-interaction-design","tag-human-computer-interaction-design-technique","tag-marketing-personas","tag-persona-analytics","tag-persona-development","tag-persona-research","tag-persona-use-case","tag-personas","tag-personas-and-use-cases","tag-use-case-persona","tag-value-of-personas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Use Cases for Interactive Persona Analytics Systems &#8211; 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\/use-cases-for-interactive-persona-analytics-systems\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Use Cases for Interactive Persona Analytics Systems &#8211; The Persona Blog\" \/>\n<meta property=\"og:description\" content=\"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. 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He is a graduate of West Point and has a Ph.D. in computer science from Texas A&amp;M University, along with master degrees from Texas A&amp;M (computer science) and Troy State (international relations). 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