A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä
Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics
Tekijät: Bernard J. Jansen, Joni O. Salminen, Soon-Gyo Jung
Kustantaja: Sciendo
Julkaisuvuosi: 2020
Journal: Data and Information Management
Vuosikerta: 4
Numero: 1
DOI: https://doi.org/10.2478/dim-2020-0005
Verkko-osoite: https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml
Rinnakkaistallenteen osoite: https://research.utu.fi/converis/portal/detail/Publication/50746154
Tiivistelmä
Persona is a common human-computer interaction technique for increasing stakeholders’ understanding of audiences, customers, or users. Applied in many domains, such as e-commerce, health, marketing, software development, and system design, personas have remained relatively unchanged for several decades. However, with the increasing popularity of digital user data and data science algorithms, there are new opportunities to progressively shift personas from general representations of user segments to precise interactive tools for decision-making. In this vision, the persona profile functions as an interface to a fully functional analytics system. With this research, we conceptually investigate how data-driven personas can be leveraged as analytics tools for understanding users. We present a conceptual framework consisting of (a) persona benefits, (b) analytics benefits, and (c) decision-making outcomes. We apply this framework for an analysis of digital marketing use cases to demonstrate how data-driven personas can be leveraged in practical situations. We then present a functional overview of an actual data-driven persona system that relies on the concept of data aggregation in which the fundamental question defines the unit of analysis for decision-making. The system provides several functionalities for stakeholders within organizations to address this question.
Persona is a common human-computer interaction technique for increasing stakeholders’ understanding of audiences, customers, or users. Applied in many domains, such as e-commerce, health, marketing, software development, and system design, personas have remained relatively unchanged for several decades. However, with the increasing popularity of digital user data and data science algorithms, there are new opportunities to progressively shift personas from general representations of user segments to precise interactive tools for decision-making. In this vision, the persona profile functions as an interface to a fully functional analytics system. With this research, we conceptually investigate how data-driven personas can be leveraged as analytics tools for understanding users. We present a conceptual framework consisting of (a) persona benefits, (b) analytics benefits, and (c) decision-making outcomes. We apply this framework for an analysis of digital marketing use cases to demonstrate how data-driven personas can be leveraged in practical situations. We then present a functional overview of an actual data-driven persona system that relies on the concept of data aggregation in which the fundamental question defines the unit of analysis for decision-making. The system provides several functionalities for stakeholders within organizations to address this question.
Ladattava julkaisu This is an electronic reprint of the original article. |  |
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