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Finding the right consumer

Yandong Liu, Sandeep Pandey, Deepak Agarwal, Vanja Josifovski
2012 Proceedings of the fifth ACM international conference on Web search and data mining - WSDM '12  
In this paper we address the problem of finding the right audience for display campaigns by finding the users that are most likely to convert.  ...  Our findings show that the seed set and the campaign metadata are complimentary to each other and both sources provide valuable information for conversion optimization.  ...  Behavioral targeting aids advertisers in finding the right audience for their campaigns by characterizing and targeting users who fit their needs.  ... 
doi:10.1145/2124295.2124353 dblp:conf/wsdm/LiuPAJ12 fatcat:lkzw4h23mvh6fkpt3x33uutcae

Towards a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior

Anindya Ghose, Vilma Todri
2015 Social Science Research Network  
Furthermore, we find that the advertising performance is amplified up to four times when consumers are targeted earlier in the purchase funnel path and that the longer the duration of exposure to display  ...  We empirically demonstrate that mere exposure to display advertising can increase users' propensity to search for the brand and the corresponding product; consumers engage both in active search exerting  ...  Controlling for Skewed Duration of Exposure Furthermore, in our data set, the distribution of the duration of consumers' exposure to display advertisements is skewed right, with a skewness coefficient  ... 
doi:10.2139/ssrn.2672090 fatcat:g2ss4j2uuzfuxnavpjp3gzbchu

Consumer Attitude Metrics for Guiding Marketing Mix Decisions [chapter]

Dominique M. Hanssens, Koen H. Pauwels, Shuba Srinivasan, Marc Vanhuele, Gokhan Yildirim
2018 Long-Term Impact of Marketing  
We test our approach with a rich data set of four-weekly marketing actions, attitude metrics, and sales for several consumer brands in four categories over a seven-year period.  ...  Based on these insights, we provide specific recommendations on improving the marketing mix for different brands, and we validate them in a holdout sample.  ...  The authors are listed in alphabetical order. The authors thank Kantar Worldpanel France for providing the data used in this paper.  ... 
doi:10.1142/9789813229808_0014 fatcat:kpxm26e7vnginpikjgu6acbowa

Regulatory Goldilocks

Nina Brown
2021 Texas A&M Law Review  
As this Article will demonstrate, an industry-wide governance model is the optimal solution to reduce harmful speech without hindering the free exchange of ideas on social media.  ...  Social media is a valuable tool that has allowed its users to connect and share ideas in unprecedented ways. But this ease of communication has also opened the door for rampant abuse.  ...  Mike Isaac, Facebook's Decisions Were 'Setbacks for Civil Rights,' Audit Finds, N.Y.  ... 
doi:10.37419/lr.v8.i3.1 fatcat:twmg5hevdbcqner7wwdqa7r7bq

Toward a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior

Anindya Ghose, Vilma Todri-Adamopoulos
2016 MIS Quarterly  
Furthermore, we find that the advertising performance is amplified up to four times when consumers are targeted earlier in the purchase funnel path and that the longer the duration of exposure to display  ...  We empirically demonstrate that mere exposure to display advertising can increase users' propensity to search for the brand and the corresponding product; consumers engage both in active search exerting  ...  Controlling for Skewed Duration of Exposure Furthermore, in our data set, the distribution of the duration of consumers' exposure to display advertisements is skewed right, with a skewness coefficient  ... 
doi:10.25300/misq/2016/40.4.05 fatcat:at4egeexinfalhdgjumukhahpy

AUGMENTED REALITYENHANCING CONSUMER ENGAGEMENT AND PRODUCT EXPERIENCE

Dinesh Nilkant
2021 Zenodo  
The conclusion of this paper emphasizes that the company should undertake several initiatives in areas of Augmented Reality to appraise its Consumer engagement process and be competitive in the market.  ...  The collection of primary data was through structured questionnaire specific for company associates.  ...  To get the consumers attention many companies have started to adopt augmented reality in their advertising campaigns.  ... 
doi:10.5281/zenodo.4649762 fatcat:rueyg33mrbdbhlqfolloaz57gm

A History of Drug Advertising: The Evolving Roles of Consumers and Consumer Protection

JULIE DONOHUE
2006 Milbank Quarterly  
This article discusses the history of DTCA in the context of social movements to secure rights for health care patients and consumers, the modern trend toward consumer-oriented medicine, and the implications  ...  Direct-to-consumer advertising (DTCA) of prescription drugs in the United States is controversial.  ...  In addition, I would like to thank Bradford Gray and the three anonymous reviewers for their constructive comments. All errors are my own.  ... 
doi:10.1111/j.1468-0009.2006.00464.x pmid:17096638 pmcid:PMC2690298 fatcat:kdsb6aqxxrhybilh2nklcnpkd4

Conversion Attribution:What Is Missed by the Advertising Industry?he OPEC Model and Its Consequencesfor Media Mix Modeling

Arkadiusz Zaremba, Faculty of Management, University of Warsaw
2020 Journal of Marketing and Consumer Behaviour in Emerging Markets  
of not including the data from category media in marketers' analyses of conversion attribution.  ...  They use conversion attribution models assessing the impact of specifi c media channels (display, search engine ads, social media, etc.).  ...  valuable conversion attribution model should be designed for advertising campaign goals and assess both consumer reaction to advertisements and data on conversions from the campaign, • interpretable-it  ... 
doi:10.7172/2449-6634.jmcbem.2020.1.1 fatcat:7cw57fi3fvdaplmuznfi4omyci

Consumer Attitude Metrics for Guiding Marketing Mix Decisions

Dominique M. Hanssens, Koen H. Pauwels, Shuba Srinivasan, Marc Vanhuele, Gokhan Yildirim
2014 Marketing science (Providence, R.I.)  
a large range of attitude scores, their brand share effect can display increasing returns, at least in self-stated consumer interviews (there are no observed sales or market share data in their study)  ...  We test our approach with a rich dataset of four-weekly marketing actions, attitude metrics, and sales for several consumer brands in four categories over a seven-year period.  ...  In step 2, we find the optimal marketing path by using the estimated parameters in the optimization part.  ... 
doi:10.1287/mksc.2013.0841 fatcat:pognts4ioveddhr3lislj6r7bu

An empirical test of the Theory of Sales: Do household storage constraints affect consumer and store behavior?

David R. Bell, Christian A. L. Hilber
2006 Quantitative Marketing and Economics  
We find that the average implied advertising elasticity on total WOM is small: 0.019 for TV, and 0.014 for Internet.  ...  The effect on online WOM is larger, but lasts for only 3 days. We discuss the implications of these findings for managing advertising and WOM.  ...  Acknowledgments We thank the Keller-Fay Group for the use of their data and their groundbreaking efforts to collect, manage, and share the TalkTrack data.  ... 
doi:10.1007/s11129-006-8127-9 fatcat:sbqgyzatwbah5mnsvqs4bvizu4

Consumer between Web 2.0 and Web 3.0 [chapter]

Cristian Bogdan Onete, Irina Albăstroiu, Răzvan Dina
2017 Consumer Behavior - Practice Oriented Perspectives  
Therefore, the paper presents the evolution of the modern consumer considering the Web conversion from a static environment to an interactive community.  ...  This paper appears in the context of such an issue and aims both to present the increasingly omni-channel nature of the consumer behavior and to identify and emphasize the needs and expectations of the  ...  Thus, social media has become a powerful force in the hands of consumers, allowing them to more easily defend their rights and find out more quickly whether they are deceived or not.  ... 
doi:10.5772/intechopen.71268 fatcat:6ddbgl3mwradnomdtox5c2hz44

Competing for Consumers Online: The Advertising Strategies of Vertically Differentiated Firms [chapter]

Elie Ofek, Taylan Yalcin
2014 Ideas in Marketing: Finding the New and Polishing the Old  
Speci...cally, a low-quality ...rm may choose not to run a display advertising campaign, even when administering such a campaign is costless, if the degree of vertical di¤erentiation between the goods  ...  In the case of search engine advertising, the high-quality ...rm acquires the top sponsored link over a large range of the parameter space, as the value of advertising is typically greater for it.  ...  Conversely, had …rm i been operating only in the 1 sized market of consumers that are aware of both products, the optimal price would be the benchmark price, p B i .  ... 
doi:10.1007/978-3-319-10951-0_195 fatcat:glxxwnrfhvcn7gvwc4vgizamiy

CONSUMER OPINIONS TOWARDS ONLINE MARKETING COMMUNICATION AND ADVERTISING ON SOCIAL NETWORKS

GHEORGHE ORZAN, OTILIA-ELENA PLATON
2012 Challenges of the Knowledge Society  
Thus, in order to manage marketing communications effectively, marketers must know the consumers' opinions towards their presence in social networks.  ...  Companies have started to rethink their relationships with consumers and adapt to the new online world. In this virtual world of social networks the public is the key element.  ...  Another explanation may be the fact that many companies didn't study well enough the consumer opinions and behaviour towards online marketing and advertising before implementing their campaigns on such  ... 
doaj:573b9f245c9141f49d8324fa8973fea1 fatcat:5isnl5f2zna73o3snkuamacrlm

Measuring Consumer Interactivity in Response to Campaigns Coupling Mobile and Television Media

Robert Davis, Laszlo Sajtos
2008 Journal of Advertising Research  
in the conversation (Shih, 1998, p. 656).  ...  Figure 6 displays the CAW figures for shows A, B, and C.  ... 
doi:10.2501/s0021849908080409 fatcat:nyyirqfnivamdmvbtcfqgbyxei

The Efficient Regulation of Consumer Information

Howard Beales, Richard Craswell, Steven C. Salop
1981 The Journal of law & economics  
advertisers of highly sugared foods to disclose that fact by displaying a toothbrush symbol in all advertising, it was found that many consumers interpreted it as a symbol of governmental approval.  ...  However, this would require a shift in the strategy for selling the information, selling the right to use it to firms instead of (or in addition to) selling the ratings themselves to consumers. 78 Conceivably  ... 
doi:10.1086/466997 fatcat:e5zmybabgzbqrgfvrbfj6edcqy
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