This research evaluates the effect of gender-targeted advertising on the performance of sponsored search advertising. We analyze nearly 7,000,000 records spanning 33 consecutive months of a keyword advertising campaign from a major US retailer. In order to determine the effect of demographic targeting, we classify the campaign’s key phrases by a probability of being targeted…… Continue reading Evaluating The Performance of Demographic Targeting Using Gender in Keyword Advertising
Category: Persona Analytics
Classifying ecommerce information sharing behaviour by youths on social networking sites
Teenagers and young adults form an economically critical demographic group and are confronted with an array of internet social networking services just as they are forming online information seeking and sharing habits. Using a survey of 34,514 respondents from myYearbook.com, the research reported in this paper is an inferential analysis of information seeking and sharing…… Continue reading Classifying ecommerce information sharing behaviour by youths on social networking sites
Bidding on the Buying Funnel for Sponsored Search Campaigns
The buying funnel is a common method of segmenting customers. In this research, we evaluate the effectiveness of the buying funnel as a model for understanding consumer interaction with keyword advertising campaigns on web search engines. We analyze data of nearly 7 million records from a 33 month, $56 million (US) search engine marketing campaign…… Continue reading Bidding on the Buying Funnel for Sponsored Search Campaigns
Interested in Short Form Advertising?
Formulating short-form advertising messages with little ad content that work and choosing high-performing channels to disseminate them are persistent challenges in multichannel marketing. Drawing on the persuasive systems design (PSD) model, we experimented with 33,848 actual customers of an international telecom company. In a real-life setting, we compared the effectiveness of three persuasion strategies (rational, emotional, and social) tested…… Continue reading Interested in Short Form Advertising?
Why is segmentation analytics important?
Customer segmenting is the process of dividing a group of people into homogeneous subgroups that differ from other subgroups, typically based on behaviors and demographics, grounded on some product, brand, advertisement, or content, with many factors affecting product engagement by customer. The identification of customer segments has been important in marketing and advertising for some…… Continue reading Why is segmentation analytics important?
Comparing Persona Analytics and Social Media Analytics for a User-Centric Task Using Eye-Tracking and Think-Aloud
We compare a data-driven persona system and an analytics system for efficiency and effectiveness for a user identification task. Findings from the 34-participant experiment show that the data-driven persona system affords faster task completion, is easier for users to engage with, and provides better user identification accuracy. Eye-tracking data indicates that the participants focus most…… Continue reading Comparing Persona Analytics and Social Media Analytics for a User-Centric Task Using Eye-Tracking and Think-Aloud
Persona Analytics: Implementing Mouse-tracking for an Interactive Persona System
Using an interactive persona system, user behavior and interaction with personas can be tracked with high precision, addressing the scarcity of behavioral persona user studies. In this research, lead by Soon-gyo Jung and Joni Salminen, we introduce and evaluate an implementation of persona analytics based on mouse tracking, which offers researchers new possibilities for…… Continue reading Persona Analytics: Implementing Mouse-tracking for an Interactive Persona System
Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data
In this research, my co-researchers and I propose a novel approach for isolating customer segments using online customer data for products that are distributed via online social media platforms. We use non-negative matrix factorization to first identify behavioral customer segments and then to identify demographic customer segments. We employ a methodology for linking the two…… Continue reading Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data
Making Meaningful User Segments from Datasets Using Product Dissemination and Product Impact
Online companies face large user populations, making segmentation a daunting exercise. In this research, we demonstrate an approach that facilitates user segmentation. The approach leverages product dissemination and product impact metrics with normalized Shannon entropy. Using 4,653 products from an international news and media organization with 134,364,449 user-product engagements, we isolate the key products with the…… Continue reading Making Meaningful User Segments from Datasets Using Product Dissemination and Product Impact
Too few, too many, just right: Creating the necessary number of segments for large online customer populations
We develop a framework to reduce the number of customer segments to the smallest quantity without losing essential information of the underlying population in the electronic marketplace. We evaluate our approach in a case study using more than 21 million online flight bookings of a major airline company resulting in a 57.5% decrease from 1194…… Continue reading Too few, too many, just right: Creating the necessary number of segments for large online customer populations