{"id":65,"date":"2021-08-16T01:58:11","date_gmt":"2021-08-16T01:58:11","guid":{"rendered":"https:\/\/quecst.qcri.org\/blog\/?p=65"},"modified":"2021-08-16T01:58:11","modified_gmt":"2021-08-16T01:58:11","slug":"customer-segmentation-using-online-platforms-isolating-behavioral-and-demographic-segments-for-persona-creation-via-aggregated-user-data","status":"publish","type":"post","link":"https:\/\/acua.qcri.org\/blog\/customer-segmentation-using-online-platforms-isolating-behavioral-and-demographic-segments-for-persona-creation-via-aggregated-user-data\/","title":{"rendered":"Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data"},"content":{"rendered":"<figure id=\"attachment_66\" aria-describedby=\"caption-attachment-66\" style=\"width: 300px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-66\" src=\"https:\/\/quecst.qcri.org\/blog\/wp-content\/uploads\/2021\/08\/persona_analytics_01-300x235.png\" alt=\"Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data\" width=\"300\" height=\"235\" srcset=\"https:\/\/acua.qcri.org\/blog\/wp-content\/uploads\/2021\/08\/persona_analytics_01-300x235.png 300w, https:\/\/acua.qcri.org\/blog\/wp-content\/uploads\/2021\/08\/persona_analytics_01.png 748w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-66\" class=\"wp-caption-text\"><a href=\"http:\/\/www.bernardjjansen.com\/uploads\/2\/4\/1\/8\/24188166\/jansen_snam_segmentation.pdf\" target=\"_blank\" rel=\"noopener\">Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data<\/a><\/figcaption><\/figure>\n<p>In this research, my co-researchers and I propose a novel approach for isolating customer segments using online customer data for products that are distributed via online social media platforms. We use non-negative matrix factorization to \ufb01rst identify behavioral customer segments and then to identify demographic customer segments.<\/p>\n<p>We employ a methodology for linking the two segments to present integrated and holistic customer segments, also known as personas. Behavioral segments are generated from customer interactions with online content. Demographic segments are generated using the gender, age, and location of these customers.<\/p>\n<p>In addition to evaluating our approach, we demonstrate its practicality via a system leveraging these customer segments to automatically generate personas, which are \ufb01ctional but accurate representations of each integrated behavioral and demographic segment.<\/p>\n<p>Results show that this approach can accurately identify both behavioral and demographical customer segments using actual online customer data from which we can generate personas representing real groups of people.<\/p>\n<p>An, J., Kwak, H., Salminen, J., Jung, S.G., and\u00a0Jansen, B. J.\u00a0(2018)\u00a0<a href=\"http:\/\/www.bernardjjansen.com\/uploads\/2\/4\/1\/8\/24188166\/jansen_snam_segmentation.pdf\" target=\"_blank\" rel=\"noopener\">Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data<\/a>.\u00a0Social Network Analysis and Mining. 8(1), 54.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this research, my co-researchers and I propose a novel approach for isolating customer segments using online customer data for products that are distributed via online social media platforms. We use non-negative matrix factorization to \ufb01rst identify behavioral customer segments and then to identify demographic customer segments. We employ a methodology for linking the two&hellip; <a class=\"more-link\" href=\"https:\/\/acua.qcri.org\/blog\/customer-segmentation-using-online-platforms-isolating-behavioral-and-demographic-segments-for-persona-creation-via-aggregated-user-data\/\">Continue reading <span class=\"screen-reader-text\">Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[10],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data - Team Acua<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acua.qcri.org\/blog\/customer-segmentation-using-online-platforms-isolating-behavioral-and-demographic-segments-for-persona-creation-via-aggregated-user-data\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data - Team Acua\" \/>\n<meta property=\"og:description\" content=\"In this research, my co-researchers and I propose a novel approach for isolating customer segments using online customer data for products that are distributed via online social media platforms. We use non-negative matrix factorization to \ufb01rst identify behavioral customer segments and then to identify demographic customer segments. We employ a methodology for linking the two&hellip; Continue reading Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acua.qcri.org\/blog\/customer-segmentation-using-online-platforms-isolating-behavioral-and-demographic-segments-for-persona-creation-via-aggregated-user-data\/\" \/>\n<meta property=\"og:site_name\" content=\"Team Acua\" \/>\n<meta property=\"article:published_time\" content=\"2021-08-16T01:58:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/quecst.qcri.org\/blog\/wp-content\/uploads\/2021\/08\/persona_analytics_01-300x235.png\" \/>\n<meta name=\"author\" content=\"Jim Jansen\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jim Jansen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/acua.qcri.org\/blog\/customer-segmentation-using-online-platforms-isolating-behavioral-and-demographic-segments-for-persona-creation-via-aggregated-user-data\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/acua.qcri.org\/blog\/customer-segmentation-using-online-platforms-isolating-behavioral-and-demographic-segments-for-persona-creation-via-aggregated-user-data\/\"},\"author\":{\"name\":\"Jim Jansen\",\"@id\":\"https:\/\/acua.qcri.org\/blog\/#\/schema\/person\/e3bb7a0b58349e548e8940716694c215\"},\"headline\":\"Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data\",\"datePublished\":\"2021-08-16T01:58:11+00:00\",\"dateModified\":\"2021-08-16T01:58:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/acua.qcri.org\/blog\/customer-segmentation-using-online-platforms-isolating-behavioral-and-demographic-segments-for-persona-creation-via-aggregated-user-data\/\"},\"wordCount\":230,\"publisher\":{\"@id\":\"https:\/\/acua.qcri.org\/blog\/#organization\"},\"keywords\":[\"customer segmentation\"],\"articleSection\":[\"Persona Analytics\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/acua.qcri.org\/blog\/customer-segmentation-using-online-platforms-isolating-behavioral-and-demographic-segments-for-persona-creation-via-aggregated-user-data\/\",\"url\":\"https:\/\/acua.qcri.org\/blog\/customer-segmentation-using-online-platforms-isolating-behavioral-and-demographic-segments-for-persona-creation-via-aggregated-user-data\/\",\"name\":\"Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data - 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