The Future of Data-driven Personas: A Marriage of Online Analytics Numbers and Human Attributes

Joni Salminen, Soon-gyo Jung, Bernard Jansen

Abstract

The massive volume of online analytics data about customers has led to novel opportunities for user segmentation. However, getting real value from data remains challenging for many organizations. One of the recent innovations in online analytics is data-driven persona generation that can be used to create high-quality human representations from online analytics data. This manuscript (a) summarizes the potential of data-driven persona generation for online analytics, (b) characterizes nine open research questions for data-driven persona generation, and (c) outlines a research agenda for making persona analytics more useful for decision makers.

Download


Paper Citation


in Harvard Style

Salminen J., Jung S. and Jansen B. (2019). The Future of Data-driven Personas: A Marriage of Online Analytics Numbers and Human Attributes.In Proceedings of the 21st International Conference on Enterprise Information Systems - Volume 1: ICEIS, ISBN 978-989-758-372-8, pages 608-615. DOI: 10.5220/0007744706080615


in Bibtex Style

@conference{iceis19,
author={Joni Salminen and Soon-gyo Jung and Bernard Jansen},
title={The Future of Data-driven Personas: A Marriage of Online Analytics Numbers and Human Attributes},
booktitle={Proceedings of the 21st International Conference on Enterprise Information Systems - Volume 1: ICEIS,},
year={2019},
pages={608-615},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007744706080615},
isbn={978-989-758-372-8},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 21st International Conference on Enterprise Information Systems - Volume 1: ICEIS,
TI - The Future of Data-driven Personas: A Marriage of Online Analytics Numbers and Human Attributes
SN - 978-989-758-372-8
AU - Salminen J.
AU - Jung S.
AU - Jansen B.
PY - 2019
SP - 608
EP - 615
DO - 10.5220/0007744706080615