Refereed article in conference proceedings (A4)
The future of data-driven personas: A marriage of online analytics numbers and human attributes
List of Authors: Joni Salminen, Soon-gyo Jung, Bernard Jansen
Editors: Joaquim Filipe, Michal Smialek, Alexander Brodsky, Slimane Hammoudi
Conference name: International Conference on Enterprise Information Systems
Publisher: SciTePress
Publication year: 2019
Book title *: Proceedings of the 21st International Conference on Enterprise Information Systems - (Volume 1)
Journal name in source: ICEIS 2019 - Proceedings of the 21st International Conference on Enterprise Information Systems
Volume number: 1
Start page: 596
End page: 603
ISBN: 978-989-758-372-8
DOI: http://dx.doi.org/10.5220/0007744706080615
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/41781057
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.
Downloadable publication This is an electronic reprint of the original article. |