Bernard J. Jansen

Joni Salminen

Soon-gyo Jung

Kathleen Guan

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.

Data-Driven Personas

Jun Ye

Haibo Liang

This book contains papers presented at the International Conference on Cognitive based Information Processing and Applications (CIPA) held during August 21, 2021, online conference (since COVID 19), which is divided into a 2-volume book. The papers in the second volume represent the various technological advancements in network information processing, graphics and image processing, medical care, machine learning, smart cities. It caters to postgraduate students, researchers, and practitioners specializing and working in the area of cognitive-inspired computing and information processing.

Volume 2

International Conference on Cognitive based Information Processing and Applications (CIPA 2021)

Qingyuan Zhou

This book contains papers presented at the 2nd International Conference on Cognitive based Information Processing and Applications (CIPA) in Changzhou, China, from September 22 to 23, 2022. The book is divided into a 2-volume series and the papers represent the various technological advancements in network information processing, graphics and image processing, medical care, machine learning, smart cities. It caters to postgraduate students, researchers, and practitioners specializing and working in the area of cognitive-inspired computing and information processing.

Proceedings of the 2nd International Conference on Cognitive Based Information Processing and Applications (CIPA 2022)

Amanda Spink

Web Search: Public Searching of the Web, co-authored by Drs. Amanda Spink and Bernard J. Jansen, is one of the first manuscripts that address the human - system interaction of Web searching in a thorough and complete manner. The authors provide an examination of Web searching from multiple levels of analysis, from theoretical overview to detailed study of term usage, and integrate these different levels of analysis into a coherent picture of how people locate information on the Web using search engines. Drawing primarily on their own research and work in the field, the authors present the temporal changes in, the growth of, and the stability of how people interact with Web search engines. Drs. Spink and Jansen present results from an analysis of multiple search engine data sets over a six year period, giving a firsthand account of the emergence of Web searching. They also compare and contrast their findings to the results of other researchers in the field, providing a valuable bibliographic resource. This research is directly relevant to those interested in providing information or services on the Web, along with those who research and study the Web as an information resource. Graduate students, academic and corporate researchers, search engine designers, information architects, and search engine optimizers will find the book of particular benefit.

Bernard J. Jansen

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