Human-centred Persona Driven Personalization in Business Data Analytics

The modern business environment is empowered by the abundant availability of data and plethora of sophisticated data analysis tools to identify and quickly address market needs. While these tools have evolved significantly during the last years, offering trailblazing data exploration experiences with stunning multi-modal visualizations, they mistreat the importance of individualized, user-centred delivery of information/insights. As a result, users may require much more effort and time to reach decisions that have implications on both the short-term and long-term success of sustainability of an organization. This paper highlights the need for user-centred/persona-driven data exploration through adaptive data visualizations and personalized support to an end-to-end business process. It proposes an extended human-centred persona and discusses preliminary exploratory results in relation to the formulation of the contextual characteristics of a business environment, i.e., business tasks, visualizations and data