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

Joni Salminen, Soon gyo Jung, Bernard Jansen

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

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.

Original languageEnglish
Title of host publicationICEIS 2019 - Proceedings of the 21st International Conference on Enterprise Information Systems
EditorsAlexander Brodsky, Joaquim Filipe, Michal Smialek, Slimane Hammoudi
PublisherSciTePress
Pages596-603
Number of pages8
ISBN (Electronic)9789897583728
Publication statusPublished - 1 Jan 2019
Event21st International Conference on Enterprise Information Systems, ICEIS 2019 - Heraklion, Crete, Greece
Duration: 3 May 20195 May 2019

Publication series

NameICEIS 2019 - Proceedings of the 21st International Conference on Enterprise Information Systems
Volume1

Conference

Conference21st International Conference on Enterprise Information Systems, ICEIS 2019
CountryGreece
CityHeraklion, Crete
Period3/5/195/5/19

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Keywords

  • Automatic persona generation
  • Automation
  • Big data
  • Customer segmentation
  • Data-driven personas
  • Marketing
  • Online analytics

ASJC Scopus subject areas

  • Information Systems
  • Information Systems and Management

Cite this

Salminen, J., Jung, S. G., & Jansen, B. (2019). The future of data-driven personas: A marriage of online analytics numbers and human attributes. In A. Brodsky, J. Filipe, M. Smialek, & S. Hammoudi (Eds.), ICEIS 2019 - Proceedings of the 21st International Conference on Enterprise Information Systems (pp. 596-603). (ICEIS 2019 - Proceedings of the 21st International Conference on Enterprise Information Systems; Vol. 1). SciTePress.