Short videos have become one of the dominant formats of social media content. Such short videos are often boosted by advertising to increase their reach and visibility. In research led by Joni Salminen, we investigate user churn (i.e., drop or loss of consumers during the video viewing) of short video ads on TikTok. Data from…… Continue reading Engagement Patterns in TikTok: An Analysis of Short Video Ads
Using ChatGPT in Content Marketing: Enhancing Users’ Social Media Engagement in Cross-Platform Content Creation through Generative AI
As the integration of artificial intelligence into social media continues to attract attention, the key impacts on content marketing are still undefined. Initial studies have shown that language models are capable of producing content that is competitive with content created by humans. However, how can such content be tailored for different social media platforms as…… Continue reading Using ChatGPT in Content Marketing: Enhancing Users’ Social Media Engagement in Cross-Platform Content Creation through Generative AI
Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics
Data-driven personas are transforming the way organizations understand their users by combining traditional persona insights with the power of digital analytics. This approach introduces a new layer of precision, enabling businesses to develop a deeper understanding of their audiences in real-time, fostering empathy alongside data-driven decision-making. Traditional personas, which have been utilized in fields such…… Continue reading Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics
The Choice of a Persona: An Inductive Analysis of Why Stakeholders Choose a Given Persona for a Design Task
Although personas have been applied for two decades, little is known about why a designer chooses a specific persona for a given design task. This question matters because if designers prefer one persona over another, then the needs and attributes of that persona would be favored in the design process, resulting in possible “blind spots”…… Continue reading The Choice of a Persona: An Inductive Analysis of Why Stakeholders Choose a Given Persona for a Design Task
How Could Natural Language Processing Help Address Grand Challenges of Quantitative User Personas
Human-computer interaction (HCI) and natural language processing (NLP) can collaborate. This article summarizes previous literature to identify grand challenges for applying NLP in quantitative user personas (QUPs), which exemplifies such collaboration. Grand challenges provide a collaborative starting point for researchers working at the intersection of NLP and QUPs, towards improved user experiences. NLP research…… Continue reading How Could Natural Language Processing Help Address Grand Challenges of Quantitative User Personas
How does retail segmentation help with marketing?
Retail segmentation is a powerful marketing strategy that divides your customer base into distinct groups based on shared characteristics. These characteristics include demographics like age, income, location, and behavioral factors like purchase history, browsing habits, and brand loyalty. Understanding these distinct segments allows you to tailor your marketing messages and promotions to resonate more effectively…… Continue reading How does retail segmentation help with marketing?
Ethical E-commerce: Navigating the Data Maze
It is important to ensure that consumers trust the way the company uses their data; when giving consent, they expect that the company will be transparent and fair with their data. If the question arises about exploitation, the users will lose their trust in the company, especially if the data was used without consent and…… Continue reading Ethical E-commerce: Navigating the Data Maze
A beginner’s guide to web analytics for marketers!!
Web analytics involves collecting, analyzing, and reporting data about website traffic and user behavior. By understanding how people interact with a website, you can gain valuable insights to improve its performance and ultimately achieve your business objectives. Web analytics involves a variety of metrics: Traffic: This is the total number of visitors to a website.…… Continue reading A beginner’s guide to web analytics for marketers!!
Regression Vs Classification model: Selecting the ultimate machine learning model
Machine learning models have more to offer than what meets the eye. It is often known for uncovering hidden patterns and relationships between variables. The machine learning models provide us with the ability to predict future actions based on the current and past data available. If anything, machine learning is a door that is used…… Continue reading Regression Vs Classification model: Selecting the ultimate machine learning model
“There’s Something About Noura”: Exploring Think-Aloud Reasonings for Users’ Persona Choice in a Design Task
Stakeholders like designers use personas to learn about users. After persona development, stakeholders are usually presented with a persona set. However, there is little research on how stakeholders select a persona from a persona set. A think-aloud analysis with 37 stakeholders asked to select a persona for a content design task reveals that persona selection…… Continue reading “There’s Something About Noura”: Exploring Think-Aloud Reasonings for Users’ Persona Choice in a Design Task