Customers are a group of people that purchase products or services offered by a seller; customers are the primary source of revenue and the main focus of marketing and sales efforts. Customers Engage with businesses through various channels and may have specific needs, preferences, or expectations. Customer Description involves considering demographics, interests, knowledge, & expectations…… Continue reading What is a customer?
Category: Customer segmentation
What is an audience?
Audience – a group of people who are the intended recipients a particular message (i.e., content). Content is transmitted to a group of people who receive and interpret the message. Audience Description involves considering demographics, interests, knowledge, & expectations to tailor the message. Audience Analytics, including reactions to the content, can provide valuable insights to…… Continue reading What is an audience?
What is the motivation for analytics?
To understand the “target market”! The target market is colloquially defined as a group of people identified as ‘right’ for an offering. The target market should receive the majority of a firm’s time, resources, and attention. The rationale is is that it is better to be focused than to be dispersed. Depersonification process to generate…… Continue reading What is the motivation for analytics?
What is people data?
People data are datasets describing people, including but not limited to behaviors, demographics, pain points, or attitudes. Dimension People Data Cleanliness Typically has a high percentage of missing values and (depending on the data collection) errors. Depending on the data collection methods can have a very low error percentage. Interaction Typically edited and added to…… Continue reading What is people data?
What is the concept of analytics?
It a two-step process of 1.Depersonification – the representation of real people by numerical, text, or other data, creating quantitative proxies for representing a set of people 2.Personification – the algorithmically generated representation of numbers, text, metrics, and other user data in the form of fictitious humans. See more about using analytics to make impactful…… Continue reading What is the concept of analytics?
The Power and Challenges of Cross-Platform Shared Content: Breaking Barriers and Expanding Reach
In today’s interconnected digital landscape, cross-platform shared content has emerged as a powerful tool for creators and businesses. With the ability to transcend platform limitations and reach a wider audience, cross-platform shared content has become a game-changer, enabling seamless experiences and fostering engagement on multiple fronts. However, while the benefits are substantial, it’s important…… Continue reading The Power and Challenges of Cross-Platform Shared Content: Breaking Barriers and Expanding Reach
Finetuning Analytics Information Systems for a Better Understanding of Users: Evidence of Personification Bias on Multiple Digital Channels
Although the effect of hyperparameters on algorithmic outputs is well-known in machine learning, the effects of hyperparameters on informati on systems that produce user or customer segments are relatively unexplored. This research employs the concept of persona and the effect of varying the number of user segments on the personification of user engagement data in…… Continue reading Finetuning Analytics Information Systems for a Better Understanding of Users: Evidence of Personification Bias on Multiple Digital Channels
Personas for our forthcoming book, “Understanding Audiences, Customers, and Users via Analytics”
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”
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