Browsing Research Output by Title
Now showing items 1388-1407 of 6543
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Data augmentation by predicting spending pleasure using commercially available external dataType-ins are interactive online ads in which the user must enter some information, such as a brand message, into a text box in order to access additional content or submit information via a form on a website. We compared type-in ads to more traditional static ads in two places on a website: as an interstitial, in which users must view the ad to get to the next page of content, and as a form ad, in which users must view an ad to submit an online form. There was a significant increase in brand and message recall for type-ins compared to static ads for both interstitials and form ads. Furthermore, type-ins did not impact user experience positively or negatively in either case. Both interstitial and form ads, whether type-in or static, had better brand and message recall when the ad and site content were consistent (i.e., an entertainment ad on an entertainment site) than when the ad was inconsistent (i.e., a travel ad on an entertainment site). The increased recall for brand and message produced with type-in ads indicates that type-ins can play an important role in the broader goals of brand building within IMC. [ABSTRACT FROM AUTHOR] Copyright of International Journal of Integrated Marketing Communications is the property of Racom Communications and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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Data scientists aren't domain expertsIt will take a lot of conversation to make data science work. Data scientists can't do it on their own. Success in data science requires a multiskilled project team with data scientists and domain experts working closely together.
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A data-driven framework for predicting weather impact on high-volume low-margin retail productsAccurate demand forecasting is of critical importance to retail companies operating in high-volume low-margin industries. Inaccuracies in the forecasts lead either to stock-outs or to excess inventories, resulting in either lost sales or higher working capital, and for both cases in extra unnecessary costs. Prediction accuracy is essential to retail companies having a part of their product portfolio manufactured in low-cost countries and requiring long delivery times. It is rather vital when the demand for these goods is strongly weather dependent. The combination of long delivery times and weather dependence creates a business challenge, as the availability period of accurate weather information is much shorter than the lead time. In this paper we propose a methodology that handles the impact of both the short-term (with available weather data) and the long-term weather uncertainty on the forecast. For the former, the proposed framework is capable of automatically selecting the best prediction model. For latter, the framework fits a distribution on simulated and aggregated sales using the short-term regression model with historical weather data. This framework has been tested on a company's sales data and is proven to satisfactorily address the challenges that the company is facing.
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Dating insurtech startupsLove is all around in the world of InsurTech today. Both large corporates and startups have observed and learned from what happened and is still happening in FinTech: disruptive innovation does not necessarily equal "bye bye traditional insurance companies". Not all large corporate insurance companies will disappear and startups will not rule the insurance world.
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David vs. Goliath? Smaller European Exporting firms facing Asian competition on global marketsThis paper analyses the presence of Asian competition in the export markets of Belgian manufacturing firms between 1998 and 2010. We focus on the value of exports at the firm level where we consider both the intensive and the extensive margin. Within Asia a distinction is made between China, India, Hong Kong, Japan, Singapore, South Korea, and Taiwan. We find that Asian competition matters significantly for Belgian export companies.
