Making Meaningful User Segments from Datasets Using Product Dissemination and Product Impact

Online companies face large user populations, making segmentation a daunting exercise.  In this research, we demonstrate an approach that facilitates user segmentation. The approach leverages product dissemination and product impact metrics with normalized Shannon entropy.  Using 4,653 products from an international news and media organization with 134,364,449 user-product engagements, we isolate the key products with the…… Continue reading Making Meaningful User Segments from Datasets Using Product Dissemination and Product Impact

Too few, too many, just right: Creating the necessary number of segments for large online customer populations

We develop a framework to reduce the number of customer segments to the smallest quantity without losing essential information of the underlying population in the electronic marketplace. We evaluate our approach in a case study using more than 21 million online flight bookings of a major airline company resulting in a 57.5% decrease from 1194…… Continue reading Too few, too many, just right: Creating the necessary number of segments for large online customer populations

Persona Analytics: Analyzing the stability of online segments and content interests over time using non-negative matrix factorization

Personified big data and rapidly developing data science techniques enable previously unforeseen methodological developments for longitudinal analysis of online audiences.  Applying data-driven persona generation on online customer statistics from a real organizational social media channel, we demonstrate how personas can be deployed to understand online customer patterns over time.  We conduct 32 monthly rounds of…… Continue reading Persona Analytics: Analyzing the stability of online segments and content interests over time using non-negative matrix factorization