The Effect of Hyperparameter Selection on the Personification of Customer Population Data

We explore the effects of hyperparameter selections on the personification accuracy of customer analytics data from a corporate YouTube channel with an audience in the hundreds of thousands and customer interactions in the tens of millions. Using non-negative matrix factorization, we generate personas sets from 5 to 15 using the customer analytics data, with the number of personas being the changing hyperparameter. We then compare the gender, age, nationality, and topical interests of the personas across each of the 11 persona sets using the average of the 110 generated personas as the baseline. This analysis shows that hyperparameter selection significantly alters the personification of the analytics data, with the effect most apparent with age representation. The set of 10 personas provides one of the most accurate representations across all attributes, indicating that this may be a good default hyperparameter for personification. Future research can explore other personification attributes with other customer analytics datasets.