Abstract
With increasing access to analytics data, personas are more commonly generated from online user analytics data, using algorithmic approaches and, less often, from assumptions. This integration of data and algorithms offers new opportunities to shift personas from flat files to interactive persona systems. We illustrate this transition with Automatic Persona Generation (APG), a persona system. In pushing advancements of both persona and analytics conceptualization, development, and use, APG presents a multi-layered, full-stack integration. APG affords three levels of user data presentation, which are (a) the conceptual data-driven personas, (b) the analytical user metrics, and (c) the foundational user data. Moving to a persona-as-interface approach offers the benefits of both personas and analytics, and their integration addresses many of the shortcomings of each. The result of a persona analytics system is a better user-understanding instrument than either personas or analytics alone.
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Jansen, B.J., Salminen, J., Jung, Sg., Guan, K. (2021). Data-Driven Personas as Interfaces for Persona Analytics System. In: Data-Driven Personas. Synthesis Lectures on Human-Centered Informatics. Springer, Cham. https://doi.org/10.1007/978-3-031-02231-9_5
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