As a new generation of business professionals embraces a new generation of technology, the line between people and their tools begins to blur. This shift comes as organizations become flatter and leaner and roles, context and responsibilities become intertwined. These changes have introduced faster and easier ways to bring information to users, in a context that makes it quicker to collaborate, assess and act. Today we see this in the prominent buying patterns for business intelligence and analytics software and an increased focus on the user experience. Almost two-thirds (63%) of participants in our benchmark research on next-generation business intelligence say that usability is the top purchase consideration for business intelligence software. In fact, usability is the driving factor in evaluating and selecting technology across all application and technology areas, according to our benchmark research.
In selecting and using technology, personas (that is, an idealized cohort of users) are particularly important, as they help business and IT assess where software will be used in the organization and define the role, responsibility and competency of users and the context of what they need and why. At the same time, personas help software companies understand the attitudinal, behavioral and demographic profile of target individuals and the specific experience that is not just attractive but essential to those users. For example, the mobile and collaborative intelligence capabilities needed by a field executive logging in from a tablet at a customer meeting are quite different from the analytic capabilities needed by an analyst trying to understand the causes of high customer churn rates and how to change that trend with a targeted marketing campaign.
Understanding this context-driven user experience is the first step toward defining the personas found in today’s range of analytics users. The key is to make the personas simple to understand but comprehensive enough to cover the diversity of needs for business analytic types within the organization. To help organizations be more effective in their analytic process and engagement of their resources and time, we recommend the following five analytical personas: (Note that in my years of segmentation work, I’ve found that the most important aspects are the number of segments and the names of those segments. To this end, I have chosen a simple number, five, and the most intuitive names I could find to represent each persona.)
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Source: Information Management
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