Persona Analytics

Personas represent distinct user or customer groups in design, human-computer interaction, and marketing. Persona analytics refers to creating data-driven personas, often employing data science and machine learning algorithms, to address customer analytics use cases. Through persona analytics, various customer segments can become more salient, observable, and approachable for managers and other decision managers without losing the objectivity of quantitative data. In this chapter, we discuss the definition of persona analytics, reasons for its existence, potential use cases for persona analytics, and future directions for employing personas in web and social media analytics.