The Future of Data-driven Personas: A Marriage of Online Analytics Numbers and Human Attributes

被引：11
|
作者：
Salminen, Joni [1 ,2 ]
Jung, Soon-gyo [1 ]
Jansen, Bernard J. [1 ]
机构：
[1] Hamad Bin Khalifa Univ, Qatar Comp Res Inst, Doha, Qatar
[2] Univ Turku, Turku Sch Econ, Turku, Finland
来源：
PROCEEDINGS OF THE 21ST INTERNATIONAL CONFERENCE ON ENTERPRISE INFORMATION SYSTEMS (ICEIS), VOL 1 | 2019年
关键词：
Data-driven Personas; Automatic Persona Generation; Online Analytics; Customer Segmentation; Marketing; Big Data; Automation;
D O I：
10.5220/0007744706080615
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
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.
引用
收藏
页码：608 / 615
页数：8
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