Customer purchase behavior prediction in E-commerce: a conceptual framework and research agenda

Digital retailers are experiencing an increasing number of transactions coming from their consumers online, a consequence of the convenience in buying goods via E-commerce platforms. Such interactions compose complex behavioral patterns which can be analyzed through predictive analytics to enable businesses to understand consumer needs. In this abundance of big data and possible tools to analyze them, a systematic review of the literature is missing. Therefore, this paper presents a systematic literature review of recent research dealing with customer purchase prediction in the E-commerce context. The main contributions are a novel analytical framework and a research agenda in the field. The framework reveals three main tasks in this review, namely, the prediction of customer intents, buying sessions, and purchase decisions. Those are followed by their employed predictive methodologies and are analyzed from three perspectives. Finally, the research agenda provides major existing issues for further research in the field of purchase behavior prediction online

Towards Design Principles for Data-Driven Decision Making: An Action Design Research Project in the Maritime Industry

Data-driven decision making (DDD) refers to organizational decision-making practices that emphasize the use of data and statistical analysis instead of relying on human judgment only. Various empirical studies provide evidence for the value of DDD, both on individual decision maker level and the organizational level. Yet, the path from data to value is not always an easy one and various organizational and psychological factors mediate and moderate the translation of data-driven insights into better decisions and, subsequently, effective business actions. The current body of academic literature on DDD lacks prescriptive knowledge on how to successfully employ DDD in complex organizational settings. Against this background, this paper reports on an action design research study aimed at designing and implementing IT artifacts for DDD at one of the largest ship engine manufacturers in the world. Our main contribution is a set of design principles highlighting, besides decision quality, the importance of model comprehensibility, domain knowledge, and actionability of results

Unravelling the dynamics of learning design within and between disciplines in higher education using learning analytics

Designing effective learning experience in virtual learning environment (VLE) can be supported by learning analytics (LA) through explicit feedback on how learning design (LD) influences students’ engagement, satisfaction and performance. Marrying LA with LD not only puts existing pedagogical theories in instructional design to the test with actual learning data, but also provides the context of learning which helps educators translate established LA findings to direct interventions. My dissertation aims at unpacking the complexity of LD and its impact on students’ engagement, satisfaction and performance on VLE using LA. The context of this study is 400+ online and blended learning modules at the Open University (OU) UK. This research combines multiple sources of data from the OU Learning Design Initiative (OULDI), system log data, self-reported surveys, and performance data. Given the scope of this study, a wide range of visualization techniques, social network analysis, multi-level modelling, and machine learning will be used

Towards Evaluating the Quality of a Spreadsheet: The Case of the Analytical Spreadsheet Model

We consider the challenge of creating guidelines to evaluate the quality of a spreadsheet model. We suggest four principles. First, state the domain-the spreadsheets to which the guidelines apply. Second, distinguish between the process by which a spreadsheet is constructed from the resulting spreadsheet artifact. Third, guidelines should be written in terms of the artifact, independent of the process. Fourth, the meaning of "quality" must be defined. We illustrate these principles with an example. We define the domain of "analytical spreadsheet models", which are used in business, finance, engineering, and science. We propose for discussion a framework and terminology for evaluating the quality of analytical spreadsheet models. This framework categorizes and generalizes the findings of previous work on the more narrow domain of financial spreadsheet models. We suggest that the ultimate goal is a set of guidelines for an evaluator, and a checklist for a developer.Comment: Proc. European Spreadsheet Risks Int. Grp. (EuSpRIG) 2011 ISBN 978-0-9566256-9-

Supporting Story Synthesis: Bridging the Gap between Visual Analytics and Storytelling

Visual analytics usually deals with complex data and uses sophisticated algorithmic, visual, and interactive techniques. Findings of the analysis often need to be communicated to an audience that lacks visual analytics expertise. This requires analysis outcomes to be presented in simpler ways than that are typically used in visual analytics systems. However, not only analytical visualizations may be too complex for target audience but also the information that needs to be presented. Hence, there exists a gap on the path from obtaining analysis findings to communicating them, which involves two aspects: information and display complexity. We propose a general framework where data analysis and result presentation are linked by story synthesis, in which the analyst creates and organizes story contents. Differently, from the previous research, where analytic findings are represented by stored display states, we treat findings as data constructs. In story synthesis, findings are selected, assembled, and arranged in views using meaningful layouts that take into account the structure of information and inherent properties of its components. We propose a workflow for applying the proposed framework in designing visual analytics systems and demonstrate the generality of the approach by applying it to two domains, social media, and movement analysis

How do top- and bottom-performing companies differ in using business analytics?

Purpose Business analytics (BA) has attracted growing attention mainly due to the phenomena of big data. While studies suggest that BA positively affects organizational performance, there is a lack of academic research. The purpose of this paper, therefore, is to examine the extent to which top- and bottom-performing companies differ regarding their use and organizational facilitation of BA. Design/methodology/approach Hypotheses are developed drawing on the information processing view and contingency theory, and tested using multivariate analysis of variance to analyze data collected from 117 UK manufacture companies. Findings Top- and bottom-performing companies differ significantly in their use of BA, data-driven environment, and level of fit between BA and data-drain environment. Practical implications Extensive use of BA and data-driven decisions will lead to superior firm performance. Companies wishing to use BA to improve decision making and performance need to develop relevant analytical strategy to guide BA activities and design its structure and business processes to embed BA activities. Originality/value This study provides useful management insights into the effective use of BA for improving organizational performance

Effectiveness of Corporate Social Media Activities to Increase Relational Outcomes

This study applies social media analytics to investigate the impact of different corporate social media activities on user word of mouth and attitudinal loyalty. We conduct a multilevel analysis of approximately 5 million tweets regarding the main Twitter accounts of 28 large global companies. We empirically identify different social media activities in terms of social media management strategies (using social media management tools or the web-frontend client), account types (broadcasting or receiving information), and communicative approaches (conversational or disseminative). We find positive effects of social media management tools, broadcasting accounts, and conversational communication on public perception