For our forthcoming book, “Understanding Audiences, Customers, and Users via Analytics”, we have three personas that we used to focus the book’s content: one designer, one professor, and one industry researcher. Mary is a senior user experience designer who wants her organization to use analytics for several major projects. She is familiar with some analytics…… Continue reading Personas for our forthcoming book, “Understanding Audiences, Customers, and Users via Analytics”
Category: Customer segmentation
Acua: The Key to Better Analytics and Better Business Decisions
Understanding your audience, customers, and users is critical to the success of any organization. With the ever-increasing amount of digital data available, it is essential to have an effective research strategy that collects, measures, analyzes, and reports this data to gain insights into the behavior of your target populations. This is where Acua comes…… Continue reading Acua: The Key to Better Analytics and Better Business Decisions
Will They Take This Offer? A Machine Learning Price Elasticity Model for Predicting Upselling Acceptance of Premium Airline Seating
Employing customer information from one of the world’s largest airline companies, we develop a price elasticity model (PREM) using machine learning to identify customers likely to purchase an upgrade offer from economy to premium class and predict a customer’s acceptable price range. A simulation of 64.3 million flight bookings and 14.1 million email offers over three years…… Continue reading Will They Take This Offer? A Machine Learning Price Elasticity Model for Predicting Upselling Acceptance of Premium Airline Seating
Towards Designing a More Inclusive Technology
In Human-Computer Interaction (HCI) research, awareness of how to address diversity is increasing. For example, the number of published papers that offer information on different diversity dimensions has significantly increased [2]. Designers and developers aim to be aware of the different types of their technology users to ensure that no individual or community is harmed…… Continue reading Towards Designing a More Inclusive Technology
Cross-Platform Social Media Studies: Five Advantages And Five Disadvantages
There is a growing body of research on social networks, including studies that focus on how social networks are used on different platforms, how users move between platforms, and how platforms are integrated into the overall media diet of users. A study by the Pew Research Center found that social networks are used by most…… Continue reading Cross-Platform Social Media Studies: Five Advantages And Five Disadvantages
Which engagement level can we predict better on Instagram? A classification approach
In social media, likes and comments are key metrics for success. If you can predict how many likes and comments a post will get, you can better manage your content strategy and create content that resonates with your audience. There are a few ways to build a prediction model for the number of likes. In…… Continue reading Which engagement level can we predict better on Instagram? A classification approach
Demystifying Language Models: The Case of BERT’s Usage in Solving Classification Problems
Newcomers to the field of Artificial Intelligence (AI) often see the term ‘language model’ tossed around when discussing Natural Language Processing (NLP) tasks without any proper clarification of its importance and usage in solving real-world problems. So, this tutorial blogpost aims at demystifying language models by defining what a language model is, describing the common…… Continue reading Demystifying Language Models: The Case of BERT’s Usage in Solving Classification Problems
Log Odds Ratio: Going Beyond Simple Term Frequencies to Characterize Textual Categories
Gaining insights from text-based data can be a daunting task, even when the data is labeled with ground truth categories and ready for usage in machine learning tasks.Researchers often rely on simple methods like the frequency of words in each category to understand the collection’s characteristics. However, this approach is not always insightful, as term…… Continue reading Log Odds Ratio: Going Beyond Simple Term Frequencies to Characterize Textual Categories
VLCP: A four-level framework for social media user engagement metrics
When evaluating the performance of social media content, user engagement is a key performance indicator (KPI). Specifically, the interaction by the user with the content, such as viewing, liking, commenting, and sharing. From the mindset of a social media content producer, users with more public expressiveness of their interest have higher impactful engagement with the…… Continue reading VLCP: A four-level framework for social media user engagement metrics
The Illusion of Data Validity: Why Numbers About People Are Likely Wrong
This reflection article addresses a difficulty faced by scholars and practitioners working with numbers about people, which is that those who study people want numerical data about these people. Unfortunately, time and time again, this numerical data about people is wrong. Addressing the potential causes of this wrongness, we present examples of analyzing people numbers,…… Continue reading The Illusion of Data Validity: Why Numbers About People Are Likely Wrong