A4 Vertaisarvioitu artikkeli konferenssijulkaisussa
The future of data-driven personas: A marriage of online analytics numbers and human attributes
Tekijät: Joni Salminen, Soon-gyo Jung, Bernard Jansen
Toimittaja: Joaquim Filipe, Michal Smialek, Alexander Brodsky, Slimane Hammoudi
Konferenssin vakiintunut nimi: International Conference on Enterprise Information Systems
Kustantaja: SciTePress
Julkaisuvuosi: 2019
Kokoomateoksen nimi: Proceedings of the 21st International Conference on Enterprise Information Systems - (Volume 1)
Tietokannassa oleva lehden nimi: ICEIS 2019 - Proceedings of the 21st International Conference on Enterprise Information Systems
Vuosikerta: 1
Aloitussivu: 596
Lopetussivu: 603
ISBN: 978-989-758-372-8
DOI: https://doi.org/10.5220/0007744706080615
Rinnakkaistallenteen osoite: 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.
Ladattava julkaisu This is an electronic reprint of the original article. |  |
