Joni Salminen

Joni Salminen is an Associate Professor at the University of Vaasa, Finland, specializing in data-driven persona analysis and digital marketing. His research focuses on the strategic challenges of platform startups, the societal impact of machine decision-making, and the development of systems for generating personas using online data analytics (e.g., Survey2Persona and Automatic Persona Generation). With over a decade of experience in e-commerce digital marketing, he contributed to growing the sales of Elämyslahjat.fi from €100k to over €3M while serving as a part-time digital marketing manager. Additionally, he is passionate about teaching and has delivered digital marketing courses at several universities, with his students winning awards in international competitions. Joni is also active in academia, having worked at Qatar Computing Research Institute and held an Associate Professor position at the Turkish Economic Institute.

• Present·University of Vaasa·Associate Professor
  • Focused on research and teaching in data-driven persona analysis and digital marketing.
• Previously | Qatar Computing Research Institute, Hamad Bin Khalifa University | Scientist
  • Conducted research in persona and machine decision-making domains.
• Part-time | Elämyslahjat.fi | Digital Marketing Manager
  • Increased company sales to over €3M through Google AdWords, Facebook Ads, SEO, and other strategies.

• Unknown Date·Turku School of Economics, University of Turku·PhD
  • Research focused on the strategic challenges of platform startups.