Data-Driven Personas
暫譯: 數據驅動的角色分析

Jansen, Bernard J., Salminen, Joni, Jung, Soon-Gyo

Data-Driven Personas
  • 出版商: Morgan & Claypool
  • 出版日期: 2021-02-05
  • 售價: $3,210
  • 貴賓價: 9.5 折 $3,050
  • 語言: 英文
  • 頁數: 317
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 1636390706
  • ISBN-13: 9781636390703

    • 海外代購書籍(需單獨結帳)

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商品描述

Data-driven personas are a significant advancement in the fields of human-centered informatics and human-computer interaction. Data-driven personas enhance user understanding by combining the empathy inherent with personas with the rationality inherent in analytics using computational methods. Via the employment of these computational methods, the data-driven persona method permits the use of large-scale user data, which is a novel advancement in persona creation. A common approach for increasing stakeholder engagement about audiences, customers, or users, persona creation remained relatively unchanged for several decades. However, the availability of digital user data, data science algorithms, and easy access to analytics platforms provide avenues and opportunities to enhance personas from often sketchy representations of user segments to precise, actionable, interactive decision-making tools--data-driven personas! Using the data-driven approach, the persona profile can serve as an interface to a fully functional analytics system that can present user representation at various levels of information granularity for more task-aligned user insights. We trace the techniques that have enabled the development of data-driven personas and then conceptually frame how one can leverage data-driven personas as tools for both empathizing with and understanding of users. 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. We then present an overview of a fully functional data-driven persona system as an example of multi-level information aggregation needed for decision making about users. We demonstrate that data-driven personas systems can provide critical, empathetic, and user understanding functionalities for anyone needing such insights.

商品描述(中文翻譯)

資料驅動的角色（data-driven personas）是以人為中心的資訊學和人機互動領域中的一項重要進展。資料驅動的角色透過結合角色所固有的同理心與分析所固有的理性，利用計算方法來增強對使用者的理解。透過這些計算方法的應用，資料驅動的角色方法允許使用大規模的使用者數據，這在角色創建上是一項新穎的進展。角色創建作為一種常見的方法，用於提高利益相關者對受眾、客戶或使用者的參與度，幾十年來相對保持不變。然而，數位使用者數據的可用性、數據科學算法以及對分析平台的輕鬆訪問，為將角色從通常模糊的使用者細分表示提升到精確、可行、互動的決策工具——資料驅動的角色，提供了途徑和機會！使用資料驅動的方法，角色檔案可以作為一個完整功能的分析系統的介面，該系統可以在不同的信息粒度層次上呈現使用者的表示，以獲得更符合任務的使用者洞察。我們追溯了促成資料驅動角色發展的技術，然後從概念上框架如何利用資料驅動角色作為同理心和理解使用者的工具。我們提出了一個概念框架，包括 (a) 角色的好處，(b) 分析的好處，以及 (c) 決策結果，並通過系統設計、數位行銷和內容創建等領域的實際案例來說明如何應用這個框架，以展示資料驅動角色在實際應用情境中的應用。我們接著介紹一個完整功能的資料驅動角色系統的概述，作為關於使用者決策所需的多層次信息聚合的例子。我們展示了資料驅動角色系統可以為任何需要這類洞察的人提供關鍵的、同理心的和使用者理解的功能。

作者簡介

Bernard J. Jansen is a Principal Scientist in the social computing group of the Qatar Computing Research Institute. He is a graduate of West Point and has a Ph.D. in computer science from Texas A&M University. Professor Jansen is Editor-in-Chief of the journal, Information Processing and Management (Elsevier).

Joni Salminen is a research scientist at Qatar Computing Research Institute, Hamad Bin Khalifa University, and at Turku School of Economics. His current research interests include automatic persona generation from social media and online analytics data, the societal impact of machine decision making (#algoritmitutkimus), and related social computing topics.

Soon-gyo Jung is a software engineer focused on news/data analytics and implementing related systems at Qatar Computing Research Institute. He received a B.E. degree in computer software from the Kwangwoon University, Seoul, Korea, in 2014, and an M.S. degree in electrical and computer engineering from the Sungkyunkwan University, Suwon, Korea, in 2016.

Kathleen Guan is a graduate student with the University College London. She has a Bachelor of Science in Foreign Service in International Law from Georgetown University, and research training in Public Health from Johns Hopkins University. In addition to research consulting for industry, Kathleen is currently a research student in Neuroscience and Psychopathology through a joint graduate program between University College London and Yale School of Medicine.

作者簡介(中文翻譯)

伯納德·J·詹森是卡塔爾計算研究所社會計算小組的首席科學家。他畢業於西點軍校，並擁有德克薩斯農工大學的計算機科學博士學位。詹森教授是期刊《信息處理與管理》（Elsevier）的主編。



喬尼·薩爾米寧是卡塔爾計算研究所、哈馬德·本·哈利法大學及土耳其經濟學院的研究科學家。他目前的研究興趣包括從社交媒體和在線分析數據自動生成角色、機器決策的社會影響（#algoritmitutkimus）以及相關的社會計算主題。



鄭順喬是專注於新聞/數據分析及實施相關系統的軟體工程師，任職於卡塔爾計算研究所。他於2014年在韓國首爾的光雲大學獲得計算機軟體工程學士學位，並於2016年在韓國水原的成均館大學獲得電氣與計算機工程碩士學位。



凱瑟琳·關是倫敦大學學院的研究生。她擁有喬治城大學國際法的外國服務科學學士學位，並在約翰霍普金斯大學接受公共衛生的研究訓練。除了為行業提供研究諮詢外，凱瑟琳目前是倫敦大學學院與耶魯醫學院聯合研究生項目中的神經科學和精神病理學研究生。

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