@inproceedings{332108ea135f40bf98de6c37f72c3416,
title = "The future of data-driven personas: A marriage of online analytics numbers and human attributes",
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.",
author = "Joni Salminen and Jung, {Soon gyo} and Jansen, {Bernard J.}",
note = "Publisher Copyright: Copyright {\textcopyright} 2019 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved.; 21st International Conference on Enterprise Information Systems, ICEIS 2019 ; Conference date: 03-05-2019 Through 05-05-2019",
year = "2019",
language = "English (US)",
series = "ICEIS 2019 - Proceedings of the 21st International Conference on Enterprise Information Systems",
publisher = "SciTePress",
pages = "596--603",
editor = "Joaquim Filipe and Alexander Brodsky and Slimane Hammoudi and Michal Smialek",
booktitle = "ICEIS 2019 - Proceedings of the 21st International Conference on Enterprise Information Systems",
}