Data-Driven Personas

Presenting a conceptual framework consisting of (a) persona benefits, (b) analytics benefits, and (c) decision-making outcomes, we illustrate applying this framework via practical use cases in areas of system design, digital marketing, and content creation to demonstrate the application of data-driven personas in practical applied situations.

• | : Bernard J. Jansen, Joni Salminen, Soon-gyo Jung, Kathleen Guan
• | Publisher: Springer International Publishing AG
• | Publication Date: Feb 05, 2021
• | Country of Publication: Switzerland
• | Number of Pages: 317 pages
• | Language: English
• | Binding: Paperback / softback
• | ISBN-10: 3031011031
• | ISBN-13: 9783031011030