What algorithm to choose for customer segmentation? Should you use one algorithm or many? How many customer segments should you create? How to evaluate the results? In this research, we conduct a systematic literature review to address such central questions in customer segmentation research and practice. The results from extracting information from 172 relevant articles…… Continue reading How can algorithms help in segmenting users and customers? A systematic review and research agenda for algorithmic customer segmentation
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
How Can Intelligent Persona Features Support Online Advertising Work?
The concept of “Intelligent Personas” or “AI personas” presented here builds on extant research on data-driven personas and interactive persona systems. With this conceptualization, we particularly focus on outlining a vision for an intelligent end-to-end advertising system that supports human marketers’ decision making by deploying data-driven personas throughout the stages of the online advertising process.…… Continue reading How Can Intelligent Persona Features Support Online Advertising Work?
Is There a Gender Bias in Personas Generated by ChatGPT?
For this blog posting, we experiment with different ChatGPT prompts and glimpse gender biases in output. The motivation of this experiment is to inspect if ChatGPT propagates gender biases. Gender biases in ChatGPT have been noticed before. For example, Ivana Bartoletti, Director of Women Leading in AI, asked Chat GPT-4 to write “a story about…… Continue reading Is There a Gender Bias in Personas Generated by ChatGPT?
Comparing the Results: Classification vs. Regression Models in Machine Learning
When analyzing data, one may come across two main types of machine learning models: classification and regression. Both models are used to predict outcomes based on input variables, but they differ in their objectives and output formats. In this blog post, we will compare the classification and regression results to understand how they differ in…… Continue reading Comparing the Results: Classification vs. Regression Models in Machine Learning
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
Preface from our forthcoming book, Understanding Audiences, Customers, and Users via Analytics
The following is the Preface from our forthcoming book, Understanding Audiences, Customers, and Users via Analytics. The use of web, user, and social media analytics world has grown exponentially. Companies and individuals are using web and social media data to inform their business decisions and better understand their audience base. This book introduces the world…… Continue reading Preface from our forthcoming book, Understanding Audiences, Customers, and Users via Analytics
A Discussion of the Validity of Data Analytics
A Discussion of the Validity of Data Analytics chapter from our forthcoming book, Understanding Audiences, Customers, and Users via Analytics, covers the following. Validity is often understood as the “correctness” of a method or instrument. However, many data collection issues can degrade the validity of findings about people. Data validity is also a crucial issue…… Continue reading A Discussion of the Validity of Data Analytics
Website Analytics
The Website Analytics chapter from our forthcoming book, Understanding Audiences, Customers, and Users via Analytics, covers the following. This chapter presents the process of web analytics for web platforms, web systems, and web apps. The process outlines how basic visitor information, such as the number of visitors and visit duration, can be collected using log…… Continue reading Website Analytics
User Study Analytics
The User Study Analytics chapter from our forthcoming book, Understanding Audiences, Customers, and Users via Analytics, covers the following. User studies, involving both qualitative and quantitative data about user experiences, can complement and contextualize the insights and data afforded by web and social media analytics, providing an extension to these analytics areas, which we refer…… Continue reading User Study Analytics