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: $2,570
  • 貴賓價: 9.5 折 $2,442
  • 語言: 英文
  • 頁數: 317
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 1636390684
  • ISBN-13: 9781636390680

    • 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)

數據驅動的角色（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。數據驅動的角色通過結合角色所固有的同理心與分析中固有的理性，利用計算方法增強了對用戶的理解。透過這些計算方法的應用，數據驅動的角色方法允許使用大規模的用戶數據，這是角色創建中的一項新進展。作為提高利益相關者對受眾、客戶或用戶參與度的常見方法，角色創建在幾十年來相對保持不變。然而，數字用戶數據的可用性、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用戶細分表示提升到精確、可行、互動的決策工具——數據驅動的角色，提供了途徑和機會！使用數據驅動的方法，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用戶表示，以獲得更符合任務的用戶洞察。我們追溯了促成數據驅動角色發展的技術，然後從概念上框架如何利用數據驅動角色作為同理心和理解用戶的工具。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、數字行銷和內容創建等領域的實際案例來說明如何應用這一框架，以展示數據驅動角色在實際應用情境中的應用。我們接著介紹了一個完整功能的數據驅動角色系統的概述，作為關於用戶決策所需的多層次信息聚合的例子。我們展示了數據驅動角色系統可以為任何需要此類洞察的人提供關鍵的、同理心的和用戶理解的功能。

作者簡介

Bernard J. Jansen, Hamad Bin Khalifa University, Qatar
Bernard J. Jansen is currently 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, Hamad Bin Khalifa University, Qatar
Joni Salminen is currently a research scientist at Qatar Computing Research Institute, HBKU, 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, Hamad Bin Khalifa University, Qatar
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, University College London
Kathleen Guan is currently 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，哈馬德·本·哈利法大學，卡塔爾

伯納德·J·詹森目前是卡塔爾計算研究所社會計算小組的首席科學家。他是西點軍校的畢業生，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，哈馬德·本·哈利法大學，卡塔爾

喬尼·薩爾米寧目前是卡塔爾計算研究所（HBKU）和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，哈馬德·本·哈利法大學，卡塔爾

鄭順喬是一名專注於新聞/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，倫敦大學學院

凱瑟琳·關目前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理學士學位，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，凱瑟琳目前還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。

目錄大綱

Foreword
Preface
Acknowledgments

Part 1: Setting the Stage
Introduction

Part 2: Getting Ready
1 The Data-Driven Persona Revolution
2 Getting Your Organization Data-Driven-Persona Ready

Part 3: Developing Data-Driven Personas
3 Getting Meaningful Data
Part 3: Developing Data-Driven Personas
4 Creating Data-Driven Personas
5 Data-Driven Personas as Interfaces for Persona Analytics System

Part 4: Using Data-Driven Personas
6 Challenges of Applying Data-Driven Persona Development
7 Use Cases for Data-Driven Personas
8 Using Data-Driven Personas Alongside Other Human-Computer Interaction (HCI) Techniques

Part 5: Evaluating Data-Driven Personas and the Road Ahead
9 Evaluating Data-Driven Personas
10 Selecting the Appropriate Persona Creation Method

Part 6: Data-Driven Personas and the Future
11 Conclusion: Dispelling Myths and Laying Out the Grand Challenges of Data-Driven Personas

Appendix A: Persona Perception Scale Items
Appendix B: User Interview Questions for Persona Data Collection
Appendix C: Persona Profile Attribute Comparison
Glossary
Afterword
Authors' Biographies

目錄大綱(中文翻譯)

Foreword

Preface

Acknowledgments

Part 1: Setting the Stage

Introduction

Part 2: Getting Ready

1 The Data-Driven Persona Revolution

2 Getting Your Organization Data-Driven-Persona Ready

Part 3: Developing Data-Driven Personas

3 Getting Meaningful Data

Part 3: Developing Data-Driven Personas

4 Creating Data-Driven Personas

5 Data-Driven Personas as Interfaces for Persona Analytics System

Part 4: Using Data-Driven Personas

6 Challenges of Applying Data-Driven Persona Development

7 Use Cases for Data-Driven Personas

8 Using Data-Driven Personas Alongside Other Human-Computer Interaction (HCI) Techniques

Part 5: Evaluating Data-Driven Personas and the Road Ahead

9 Evaluating Data-Driven Personas

10 Selecting the Appropriate Persona Creation Method

Part 6: Data-Driven Personas and the Future

11 Conclusion: Dispelling Myths and Laying Out the Grand Challenges of Data-Driven Personas

Appendix A: Persona Perception Scale Items

Appendix B: User Interview Questions for Persona Data Collection

Appendix C: Persona Profile Attribute Comparison

Glossary

Afterword

Authors' Biographies

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