Online consumer behavior modeling

How to attract and win over the consumer in the highly competitive Internet marketplace? What would the best marketer of the world do? What would Sun Tzu do?  What would Alexander the Great do?  Well, the answer is not so simple, since online consumer behavior has become an emerging research area as well as a key factor for many companies. Digital ecosystems are evolving so rapidly and it seems that even the greatest strategists might face difficulties in consumer behavior modeling and optimizing consumer interactivity with the brand. But how do we, marketers, approach the construct "online consumer behavior"...

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New Brand Assets: Where are we going?

"We show that easily accessible digital records of behavior, Facebook Likes, can be used to automatically and accurately predict a range of highly sensitive personal attributes including: sexual orientation, ethnicity, religious and political views, personality traits, intelligence, happiness, use of addictive substances, parental separation, age, and gender. The analysis presented is based on a dataset of over 58,000 volunteers who provided their Facebook Likes, detailed demographic profiles, and the results of several psychometric tests." Kosinski et al. 2013 (The Psychometrics Centre, University of Cambridge) Like. Comment. Engage. Sponsored...

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5+1 Latest Viral Commercials

The latest February commercials that went viral! 5. M&M'S Superbowl Ad 4. Jägermeister UK 3. Jerry Ricecake Superbowl Ad 2. U2 "Invisible" & Bank of America 1. Wonderful Pistachios Superbowl Ad Lucky Star: SOS Children Villages ...

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5+1 January 2014 Top Commercials

The first crazy commercials of 2014 that are going viral as we speak! Enjoy! 5. King of Shaves "Just Add Water" 4. Booking.com "Booking Epic" 3. New Zealand "Don't Drive Fast" 2. Bud Light "Arnold Zipper" 1. P&G, "Thank You, Mom" Lucky Star: Bud Light "Don" ...

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Intro to Data Mining for Marketers - Part 1

Data mining can be defined as the process of "discovering patterns, meaning and insights in large datasets by using statistical and computational methods". Data mining works to analyze data stored in data warehouses that are used to store that data that is being analyzed. That particular data may come from all parts of business, from the production to the management. Managers also use data mining to decide upon marketing strategies for their product. They can use data to compare and contrast among competitors. Data mining interprets its data into real time analysis that can be used to increase sales, promote new product, or delete product...

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