Search results for "Analytics"
showing 6 items of 256 documents
Customer Perception Driven Product Evolution - Facilitation of Structured Feedback Collection
2016
Competitive environment not only requires effective advertising strategies from the product producers and service providers, but also to do comprehensive and sufficient analysis of their customers to understand their needs and expectations. Successfully involving customers into a product/service co-creation process, companies more likely increase their future revenue. Customer feedback analysis is widely applied in marketing and product development. Among other challenges (e.g. customer engagement, feedback collection, etc.) automation of customer feedback analysis becomes very demanding task and requires advance intelligent tools to understand customers’ product perception and preferences.…
A Cluster Analysis Approach to Profile Men and Women’s Volley Positions in Professional Tennis Matches (Doubles)
2021
(1) Background: Tennis ball tracking technology allows the aquirement of novel and reliable data about several performance indicators, such as volley positions. This information is key to understand match dynamics in doubles tennis and to better help preparing players for the demands they will face in match play. As such, the purpose of this study was to describe and compare the different types of volley positions in men’s and women’s doubles professional tennis. (2) Methods: Ball tracking data were collected for 46 women (Billie Jean King Cup) and 96 men’s doubles matches (Davis Cup). The variables used were the distance to the net, the distance to the centre of the court and the height of…
Information, Communications and Media Technologies for Sustainability: Constructing Data-Driven Policy Narratives
2021
This paper introduces the idea of data-driven narratives to examine how the use of information, communications, and media technologies (ICMTs) impacts the sustainable growth of economies. While ICMTs have regularly been advocated as a policy tool for growth and development, there is a research gap in empirical studies validating how such policies may be effective. This analysis is based on historical panel data from 39 economies across the developed North (19) and developing South (20). The industry-standard Cross-Industry Standard Process for Data Mining (CRISP-DM) methodology was applied to construct narratives that weave extant theories with empirical data. The art of developing data-dri…
Using AI to personalise emotionally appealing advertisement
2019
Personal data and information collected online by companies can be used to design and personalise advisements. This chapter extends existing research into the online behavioural advertising by proposing a model that incorporates artificial intelligence and machine learning into developing emotionally appealing advertisements. It is proposed that big data and consumer analytics collected through AI from different sources will be aggregated to have a better understanding of consumers as individuals. Personalised emotionally appealing advertisements will be created with this information and shared digitally using pragmatic advertising strategies. Theoretically, this chapter contributes towards…
How to apply privacy by design in osint and big data analytics?
2019
In a world where technology grows exponentially, more information is available to us every day. States and their governments have collected information on their citizens for a long time now. On the other hand, people give out more and more personal information voluntarily through social media. Information available on the Internet is easier to analyze with modern technologies and the original source of information is also easier to track down. Information is available to all of us and that information can be used to investigate personal data, defeat competitors in a corporate world, solve crimes or even win wars. This study analyses open source intelligence (OSINT) and big data analytics (B…
The use of digital analytics for measuring and optimizing digital marketing performance
2016
Demonstrating the monetary outcomes of marketing is no longer considered a virtue but a necessity by the top management. Marketers are increasingly held accountable for their actions, yet most marketers struggle in their attempts to measure marketing performance. The emergence of digital analytics tools (e.g., Web analytics) has raised optimism of improved measurability due to its ability to track customer behavior in the digital environment. However, research lacks a clear understanding of the opportunities and limitations of digital analytics, and what it takes from an organization to make the most of its usage. The dissertation advances the knowledge in this area by investigating how ind…