Authors:
Joni Salminen
1
;
Soon-gyo Jung
2
and
Bernard J. Jansen
2
Affiliations:
1
Qatar Computing Research Institute, Hamad Bin Khalifa University, Doha, Qatar, Turku School of Economics at the University of Turku, Turku and Finland
;
2
Qatar Computing Research Institute, Hamad Bin Khalifa University, Doha and Qatar
Keyword(s):
Data-driven Personas, Automatic Persona Generation, Online Analytics, Customer Segmentation, Marketing, Big Data, Automation.
Related
Ontology
Subjects/Areas/Topics:
Artificial Intelligence and Decision Support Systems
;
Enterprise Information Systems
;
HCI on Enterprise Information Systems
;
Human-Computer Interaction
;
Industrial Applications of Artificial Intelligence
;
Information Systems Analysis and Specification
;
Society, e-Business and e-Government
;
Software Agents and Internet Computing
;
Strategic Decision Support Systems
;
Tools, Techniques and Methodologies for System Development
;
Web 2.0 and Social Networking Controls
;
Web Information Systems and Technologies
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.