Understanding Audiences, Customers, and Users via Analytics – An Introduction to the Employment of Web, Social, and Other Types of Digital People Data

I am so excited to share the announcement of our forthcoming book with you! This book presents the foundations of using analytics from the laboratory, social media platforms, and the Web. Topics covered include analytics strategy, data gathering approaches, data preprocessing, data quality assessment, analytical methods, tools, and validation methods. Separate chapters explain Web Analytics,…… Continue reading Understanding Audiences, Customers, and Users via Analytics – An Introduction to the Employment of Web, Social, and Other Types of Digital People Data

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

Analytics Systems are Sporadic Use but Constant Collection

Analytics systems are information services that are used to analyze and interpret data to gain insights, identify patterns, and support decision-making processes. Analytics systems are one of the unique information services that are a combination of sporadic use but require constant data collection. Sporadic or occasional use information systems are information services that are used…… Continue reading Analytics Systems are Sporadic Use but Constant Collection

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

Unlock the Power of BERT for Binary Text Classification

In the world of natural language processing, one of the most important tasks is binary text classification. Binary text classification is the process of classifying text into two distinct classes. For example, a binary classifier could classify an email into either spam or not.  A new deep learning tool called BERT (Bidirectional Encoder Representations from…… Continue reading Unlock the Power of BERT for Binary Text Classification

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

Core Elements of a Web Analytics Process

Here is a description of a web analytics process with just the core stages. The core of a Web analytics process consists of four essential stages, shown below. Collecting data: At this stage, you collect the basic, elementary data. Typically, these data are counts of things or events. Processing of data into information: At this…… Continue reading Core Elements of a Web Analytics Process