Giving faces to data: Creating data-driven personas from personified big data

Soon Gyo Jung, Joni Salminen, Bernard J. Jansen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Creating personas from large amounts of online data is useful but difficult with manual methods. To address this difficulty, we present Automatic Persona Generation (APG), which is an implementation of a methodology for quantitatively generating data-driven personas from online social media data. APG is functional, and it is deployed with several organizations in multiple industry verticals. APG employs a scalable web front-end user interface and robust back-end database framework processing tens of millions of user interactions with tens of thousands of online digital products across multiple online platforms, including Facebook, Google Analytics, and YouTube. APG identifies audience segments that are both distinct and impactful for an organization to create persona profiles. APG enhances numerical social media data with relevant human attributes, such as names, photos, topics, etc. Here, we discuss the architecture development and central system features. Overall, APG can benefit organizations distributing content via online platforms or with online content that relates to commercial products. APG is unique in its algorithmic approach to processing social media data for customer insights. APG can be found online at https://persona.qcri.org.

Original languageEnglish
Title of host publicationProceedings of the 25th International Conference on Intelligent User Interfaces Companion. IUI 2020
PublisherAssociation for Computing Machinery
Pages132-133
Number of pages2
ISBN (Electronic)9781450375139
DOIs
Publication statusPublished - 17 Mar 2020
Event25th International Conference on Intelligent User Interfaces, IUI 2020 - Cagliari, Italy
Duration: 17 Mar 202020 Mar 2020

Publication series

NameInternational Conference on Intelligent User Interfaces, Proceedings IUI

Conference

Conference25th International Conference on Intelligent User Interfaces, IUI 2020
CountryItaly
CityCagliari
Period17/3/2020/3/20

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Keywords

  • Data-driven personas
  • Persona development
  • Personas

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction

Cite this

Jung, S. G., Salminen, J., & Jansen, B. J. (2020). Giving faces to data: Creating data-driven personas from personified big data. In Proceedings of the 25th International Conference on Intelligent User Interfaces Companion. IUI 2020 (pp. 132-133). (International Conference on Intelligent User Interfaces, Proceedings IUI). Association for Computing Machinery. https://doi.org/10.1145/3379336.3381465