Intelligent Value Based Customer Segmentation: A Case Study of Automobile Retailer — Summary

In this article, we will be reviewing a research paper titled: ‘Intelligent Value-Based Customer Segmentation Method for Campaign Management: A Case Study of Automobile Retailer’ (2008).  The research proposes an approach that blends consumer targeting and customer segmentation for an effective marketing strategy that targets the right kind of consumers. The research paper is authored…… Continue reading Intelligent Value Based Customer Segmentation: A Case Study of Automobile Retailer — Summary

Marketing Segmentation Through Machine Learning Models: An Approach Based on Customer Relationship Management and Customer Profitability Accounting

Introduction and the Research Problem Raquel Florez-Lopez and Juan Manuel Ramon-Jeronimo conduct a study reported in “Marketing Segmentation Through Machine Learning Models: An Approach Based on Customer Relationship Management and Customer Profitability Accounting.” The primary theme of the research problem highlights how Customer relationship management (CRM) focuses on customer relations with various tools and strategies…… Continue reading Marketing Segmentation Through Machine Learning Models: An Approach Based on Customer Relationship Management and Customer Profitability Accounting

Customer Segmentation Issues And Strategies For An Automobile Dealership With Two Clustering Techniques – A Summary

In this post, we review the customer segmentation research article, “Customer segmentation issues and strategies for an automobile dealership with two clustering techniques” (2015) by authors from Taiwan: Chih-Fong Tsai from National Central University, Ya-Han Hu from National Chung Cheng University, and Yu-Hsin Lu from Feng Chia University. The Business Case for Segmentation The authors…… Continue reading Customer Segmentation Issues And Strategies For An Automobile Dealership With Two Clustering Techniques – A Summary

Performance analysis of keyword advertising campaign using gender-brand effect of search queries

In this research, we analyze the relationship among (1) the performance metrics of a sponsored search campaign, (2) the gender orientation of queries, and (3) the occurrence of branded terms in queries. The aim of this research is to investigate the effectiveness of increased personalization of search engine advertising in order to improve the consumer’s…… Continue reading Performance analysis of keyword advertising campaign using gender-brand effect of search queries

Evaluating The Performance of Demographic Targeting Using Gender in Keyword Advertising

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

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