It a two-step process of
1.Depersonification – the representation of real people by numerical, text, or other data, creating quantitative proxies for representing a set of people
2.Personification – the algorithmically generated representation of numbers, text, metrics, and other user data in the form of fictitious humans.
See more about using analytics to make impactful data-driven decisions in our book.
Jansen, B. J., Aldous, K, Salminen, J., Almerekhi, H. and Jung, S.G. (2023). Understanding Audiences, Customers, and Users via Analytics – An Introduction to the Employment of Web, Social, and Other Types of Digital People Data. Springer Nature.