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

Tietueen suppeat tiedot
dc.contributor.authorJoni Salminen
dc.contributor.authorSoon-gyo Jung
dc.contributor.authorBernard Jansen
dc.contributor.organizationfi=markkinointi|en=Marketing|
dc.contributor.organization-code1.2.246.10.2458963.20.50826905346
dc.converis.publication-id41781057
dc.converis.urlhttps://research.utu.fi/converis/portal/Publication/41781057
dc.date.accessioned2022-10-27T11:58:50Z
dc.date.available2022-10-27T11:58:50Z
dc.description.abstract<p> 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.</p>
dc.format.pagerange603
dc.identifier.isbn978-989-758-372-8
dc.identifier.olddbid173269
dc.identifier.oldhandle10024/156363
dc.identifier.urihttps://www.utupub.fi/handle/11111/31324
dc.identifier.urnURN:NBN:fi-fe2021042821596
dc.language.isoen
dc.okm.affiliatedauthorSalminen, Joni
dc.okm.discipline113 Computer and information sciencesen_GB
dc.okm.internationalcopublicationinternational co-publication
dc.okm.internationalityInternational publication
dc.okm.typeA4 Conference Article
dc.publisher.countryPortugalen_GB
dc.publisher.countryPortugalifi_FI
dc.publisher.country-codePT
dc.relation.conferenceInternational Conference on Enterprise Information Systems
dc.relation.doi10.5220/0007744706080615
dc.relation.volume1
dc.source.identifierhttps://www.utupub.fi/handle/10024/156363
dc.titleThe future of data-driven personas: A marriage of online analytics numbers and human attributes
dc.title.bookProceedings of the 21st International Conference on Enterprise Information Systems - (Volume 1)
dc.year.issued2019

Tiedostot

Näytetään 1 - 1 / 1
Name:
ICEIS_2019_143.pdf
Size:
555.55 KB
Format:
Adobe Portable Document Format
Description:
publisher´s draft
Lataa

Kokoelmat

Rinnakkaistallenteet