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The Work of Mad Men that Makes the Methods of Math Men Work: Practically Occasioned Segment Design

Author:

Michael F. ClarkeAuthors Info & Claims

CHI '15: Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems

Pages 3275 - 3284

https://doi.org/10.1145/2702123.2702493

Published: 18 April 2015 Publication History

Abstract

This study concerns the practical methods used to design segmentation models for digital advertising. I illuminate some of the collaborative activities workers rely on to create these web analytics based groupings. This work remains overlooked as the popularity of automation and statistical methods for segmenting customers continues to grow. I explain some of the ways the advertising customer is present as a background expectancy while workers make segment composition decisions. This approach is meant to complement established evaluative, technical, and statistical methods used to create segments and personas in design and marketing. This may inspire similar approaches to designing for specific groups of people while working with large data sets. Incorporating these customer-orienting practices in design and advertising processes could lead to novel approaches for both segment targeting and customer relationship management (CRM) software.

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Cited By

Salminen JChhirang KJung SThirumuruganathan SGuan KJansen B(2022)Big Data, Small Personas: How Algorithms Shape the Demographic Representation of Data-Driven User SegmentsBig Data10.1089/big.2021.017710:4(313-336)Online publication date: 1-Aug-2022
https://doi.org/10.1089/big.2021.0177
Jansen BSalminen JJung SGuan KJansen BSalminen JJung SGuan K(2022)The Data-Driven Persona RevolutionData-Driven Personas10.1007/978-3-031-02231-9_1(3-27)Online publication date: 8-Mar-2022
https://doi.org/10.1007/978-3-031-02231-9_1
Jansen BSalminen JJung SGuan K(2021)Data-Driven PersonasSynthesis Lectures on Human-Centered Informatics10.2200/S01072ED1V01Y202101HCI04814:1(i-317)Online publication date: 5-Feb-2021
https://doi.org/10.2200/S01072ED1V01Y202101HCI048
Show More Cited By

Index Terms

The Work of Mad Men that Makes the Methods of Math Men Work: Practically Occasioned Segment Design
1. Human-centered computing
  1. Collaborative and social computing
    1. Collaborative and social computing theory, concepts and paradigms
      1. Computer supported cooperative work
2. Social and professional topics
  1. Professional topics
    1. Computing and business
      1. Computer supported cooperative work

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Published In

cover image ACM Conferences

CHI '15: Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems

April 2015

4290 pages

ISBN:9781450331456

DOI:10.1145/2702123

General Chairs:
Bo Begole
Huawei, USA
,
Jinwoo Kim
Yonsei University, Korea
,
Program Chairs:
Kori Inkpen
Microsoft Research, USA
,
Woontack Woo
KAIST, Korea

Copyright © 2015 Owner/Author.

Permission to make digital or hard copies of part or all of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for third-party components of this work must be honored. For all other uses, contact the Owner/Author.

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SIGCHI: ACM Special Interest Group on Computer-Human Interaction

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 18 April 2015

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CHI '15

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SIGCHI

CHI '15: CHI Conference on Human Factors in Computing Systems

April 18 - 23, 2015

Seoul, Republic of Korea

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CHI '15 Paper Acceptance Rate 486 of 2,120 submissions, 23%;

Overall Acceptance Rate 6,199 of 26,314 submissions, 24%

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Cited By

Salminen JChhirang KJung SThirumuruganathan SGuan KJansen B(2022)Big Data, Small Personas: How Algorithms Shape the Demographic Representation of Data-Driven User SegmentsBig Data10.1089/big.2021.017710:4(313-336)Online publication date: 1-Aug-2022
https://doi.org/10.1089/big.2021.0177
Jansen BSalminen JJung SGuan KJansen BSalminen JJung SGuan K(2022)The Data-Driven Persona RevolutionData-Driven Personas10.1007/978-3-031-02231-9_1(3-27)Online publication date: 8-Mar-2022
https://doi.org/10.1007/978-3-031-02231-9_1
Jansen BSalminen JJung SGuan K(2021)Data-Driven PersonasSynthesis Lectures on Human-Centered Informatics10.2200/S01072ED1V01Y202101HCI04814:1(i-317)Online publication date: 5-Feb-2021
https://doi.org/10.2200/S01072ED1V01Y202101HCI048
Jansen BJung SRamirez Robillos DSalminen J(2021)Too few, too many, just rightElectronic Commerce Research and Applications10.1016/j.elerap.2021.10108349:COnline publication date: 1-Sep-2021
https://dl.acm.org/doi/10.1016/j.elerap.2021.101083
Clemmensen TClemmensen T(2021)Socio-Technical HCI Design in a Wider ContextHuman Work Interaction Design10.1007/978-3-030-71796-4_10(267-280)Online publication date: 24-Sep-2021
https://doi.org/10.1007/978-3-030-71796-4_10
Jansen BSalminen JJung S(2020)Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to AnalyticsData and Information Management10.2478/dim-2020-00054:1(1-17)Online publication date: Mar-2020
https://doi.org/10.2478/dim-2020-0005
Jansen BJung SSalminen J(2020)From flat file to interface: Synthesis of personas and analytics for enhanced user understandingProceedings of the Association for Information Science and Technology10.1002/pra2.21557:1Online publication date: 22-Oct-2020
https://doi.org/10.1002/pra2.215
Clarke MDow SMaher MKerne ALatulipe C(2019)Doing Collaborative Digital Advertising ConceptualizationProceedings of the 2019 Conference on Creativity and Cognition10.1145/3325480.3325496(60-70)Online publication date: 13-Jun-2019
https://dl.acm.org/doi/10.1145/3325480.3325496
Jansen BJung SSalminen JBrewster SFitzpatrick GCox AKostakos V(2019)Creating Manageable Persona Sets from Large User PopulationsExtended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems10.1145/3290607.3313006(1-6)Online publication date: 2-May-2019
https://dl.acm.org/doi/10.1145/3290607.3313006
An JKwak HJung SSalminen JAdmad MJansen B(2018)Imaginary People Representing Real NumbersACM Transactions on the Web10.1145/326598612:4(1-26)Online publication date: 1-Nov-2018
https://dl.acm.org/doi/10.1145/3265986
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