Refereed article in conference proceedings (A4)

The future of data-driven personas: A marriage of online analytics numbers and human attributes




List of AuthorsJoni Salminen, Soon-gyo Jung, Bernard Jansen

EditorsJoaquim Filipe, Michal Smialek, Alexander Brodsky, Slimane Hammoudi

Conference nameInternational Conference on Enterprise Information Systems

PublisherSciTePress

Publication year2019

Book title *Proceedings of the 21st International Conference on Enterprise Information Systems - (Volume 1)

Journal name in sourceICEIS 2019 - Proceedings of the 21st International Conference on Enterprise Information Systems

Volume number1

Start page596

End page603

ISBN978-989-758-372-8

DOIhttp://dx.doi.org/10.5220/0007744706080615

Self-archived copy’s web addresshttps://research.utu.fi/converis/portal/detail/Publication/41781057


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.


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Last updated on 2022-07-04 at 16:10