Strategic corporate communication in the digital age

This chapter presents a systematic review of over thirty (30) types of online marketing methods. It describes different methods like email marketing, social network marketing, in-game marketing and augmented reality marketing, among other approaches. The researchers discuss that the rationale for using these online marketing strategies is to increase brand awareness, customer centric marketing and consumer loyalty. They shed light on various personalization methods including recommendation systems and user generated content in their taxonomy of online marketing terms. Hence, they explain how these online marketing methods are related to each other. The researchers contend that the boundaries between online marketing methods have not been clarified enough within the academic literature. Therefore, this chapter provides a better understanding of different online marketing methods. A review of the literature suggests that the ‘oldest’ online marketing methods including the email and the websites are still very relevant for today’s corporate communication. In conclusion, the researchers put forward their recommendations for future research about contemporary online marketing methods.peer-reviewe

Improving Prediction Performance and Model Interpretability through Attention Mechanisms from Basic and Applied Research Perspectives

With the dramatic advances in deep learning technology, machine learning research is focusing on improving the interpretability of model predictions as well as prediction performance in both basic and applied research. While deep learning models have much higher prediction performance than conventional machine learning models, the specific prediction process is still difficult to interpret and/or explain. This is known as the black-boxing of machine learning models and is recognized as a particularly important problem in a wide range of research fields, including manufacturing, commerce, robotics, and other industries where the use of such technology has become commonplace, as well as the medical field, where mistakes are not tolerated.Focusing on natural language processing tasks, we consider interpretability as the presentation of the contribution of a prediction to an input word in a recurrent neural network. In interpreting predictions from deep learning models, much work has been done mainly on visualization of importance mainly based on attention weights and gradients for the inference results. However, it has become clear in recent years that there are not negligible problems with these mechanisms of attention mechanisms and gradients-based techniques. The first is that the attention weight learns which parts to focus on, but depending on the task or problem setting, the relationship with the importance of the gradient may be strong or weak, and these may not always be strongly related. Furthermore, it is often unclear how to integrate both interpretations. From another perspective, there are several unclear aspects regarding the appropriate application of the effects of attention mechanisms to real-world problems with large datasets, as well as the properties and characteristics of the applied effects. This dissertation discusses both basic and applied research on how attention mechanisms improve the performance and interpretability of machine learning models.From the basic research perspective, we proposed a new learning method that focuses on the vulnerability of the attention mechanism to perturbations, which contributes significantly to prediction performance and interpretability. Deep learning models are known to respond to small perturbations that humans cannot perceive and may exhibit unintended behaviors and predictions. Attention mechanisms used to interpret predictions are no exception. This is a very serious problem because current deep learning models rely heavily on this mechanism. We focused on training techniques using adversarial perturbations, i.e., perturbations that dares to deceive the attention mechanism. We demonstrated that such an adversarial training technique makes the perturbation-sensitive attention mechanism robust and enables the presentation of highly interpretable predictive evidence. By further extending the proposed technique to semi-supervised learning, a general-purpose learning model with a more robust and interpretable attention mechanism was achieved.From the applied research perspective, we investigated the effectiveness of the deep learning models with attention mechanisms validated in the basic research, are in real-world applications. Since deep learning models with attention mechanisms have mainly been evaluated using basic tasks in natural language processing and computer vision, their performance when used as core components of applications and services has often been unclear. We confirm the effectiveness of the proposed framework with an attention mechanism by focusing on the real world of applications, particularly in the field of computational advertising, where the amount of data is large, and the interpretation of predictions is necessary. The proposed frameworks are new attempts to support operations by predicting the nature of digital advertisements with high serving effectiveness, and their effectiveness has been confirmed using large-scale ad-serving data.In light of the above, the research summarized in this dissertation focuses on the attention mechanism, which has been the focus of much attention in recent years, and discusses its potential for both basic research in terms of improving prediction performance and interpretability, and applied research in terms of evaluating it for real-world applications using large data sets beyond the laboratory environment. The dissertation also concludes with a summary of the implications of these findings for subsequent research and future prospects in the field.博士（工学）法政大学 (Hosei University

Discovering user intent In E-commerce clickstreams

E-commerce has revolutionised how we browse and purchase products and services globally. However, with revolution comes disruption as retailers and users struggle to keep up with the pace of change. Retailers are increasingly using a varied number of machine learning techniques in areas such as information retrieval, user interface design, product catalogue curation and sentiment analysis, all of which must operate at scale and in near real-time. Understanding user purchase intent is important for a number of reasons. Buyers typically represent <5% of all e-commerce users, but contribute virtually all of the retailer profit. Merchants can cost-effectively target measures such as discounting, special offers or enhanced advertising at a buyer cohort - something that would be cost prohibitive if applied to all users. We used supervised classic machine learning and deep learning models to infer user purchase intent from their clickstreams. Our contribution is three-fold: first we conducted a detailed analysis of explicit features showing that four broad feature classes enable a classic model to infer user intent. Second, we constructed a deep learning model which recovers over 98% of the predictive power of a state-of-the-art approach. Last, we show that a standard word language deep model is not optimal for e-commerce clickstream analysis and propose a combined sampling and hidden state management strategy to improve the performance of deep models in the e-commerce domain. We also propose future work in order to build on the results obtained

Improving and Scaling Mobile Learning via Emotion and Cognitive-state Aware Interfaces

Massive Open Online Courses (MOOCs) provide high-quality learning materials at low cost to millions of learners. Current MOOC designs, however, have minimal learner-instructor communication channels. This limitation restricts MOOCs from addressing major challenges: low retention rates, frequent distractions, and little personalization in instruction. Previous work enriched learner-instructor communication with physiological signals but was not scalable because of the additional hardware requirement. Large MOOC providers, such as Coursera, have released mobile apps providing more flexibility with “on-the-go” learning environments. This thesis reports an iterative process for the design of mobile intelligent interfaces that can run on unmodified smartphones, implicitly sense multiple modalities from learners, infer learner emotions and cognitive states, and intervene to provide gains in learning. The first part of this research explores the usage of photoplethysmogram (PPG) signals collected implicitly on the back-camera of unmodified smartphones. I explore different deep neural networks, DeepHeart, to improve the accuracy (+2.2%) and robustness of heart rate sensing from noisy PPG signals. The second project, AttentiveLearner, infers mind-wandering events via the collected PPG signals at a performance comparable to systems relying on dedicated physiological sensors (Kappa = 0.22). By leveraging the fine-grained cognitive states, the third project, AttentiveReview, achieves significant (+17.4%) learning gains by providing personalized interventions based on learners’ perceived difficulty. The latter part of this research adds real-time facial analysis from the front camera in addition to the PPG sensing from the back camera. AttentiveLearner2 achieves more robust emotion inference (average accuracy = 84.4%) in mobile MOOC learning. According to a longitudinal study with 28 subjects for three weeks, AttentiveReview2, with the multimodal sensing component, improves learning gain by 28.0% with high usability ratings (average System Usability Scale = 80.5). Finally, I show that technologies in this dissertation not only benefit MOOC learning, but also other emerging areas such as computational advertising and behavior targeting. AttentiveVideo, building on top of the sensing architecture in AttentiveLearner2, quantifies emotional responses to mobile video advertisements. In a 24-participant study, AttentiveVideo achieved good accuracy on a wide range of emotional measures (best accuracy = 82.6% across 9 measures)

Gaining Insight into Determinants of Physical Activity using Bayesian Network Learning

Contains fulltext : 228326pre.pdf (preprint version ) (Open Access) Contains fulltext : 228326pub.pdf (publisher's version ) (Open Access)BNAIC/BeneLearn 202

Apprentissage vidéo et langage naturel à grande échelle

The goal of this thesis is to build and train machine learning models capable of understanding the content of videos. Current video understanding approaches mainly rely on large-scale manually annotated video datasets for training. However, collecting and annotating such dataset is cumbersome, expensive and time-consuming. To address this issue, this thesis focuses on leveraging large amounts of readily-available, but noisy annotations in the form of natural language. In particular, we exploit a diverse corpus of textual metadata such as movie scripts, web video titles and descriptions or automatically transcribed speech obtained from narrated videos. Training video models on such readily-available textual data is challenging as such annotation is often imprecise or wrong. In this thesis, we introduce learning approaches to deal with weak annotation and design specialized training objectives and neural network architectures.Nous nous intéressons à l’apprentissage automatique d’algorithmes pour la compréhension automatique de vidéos. Une majorité des approaches en compréhension de vidéos dépend de large base de données de vidéos manuellement annotées pour l’entraînement. Cependant, la collection et l’annotation de telles base de données est fastidieuse, coûte cher et prend du temps. Pour palier à ce problème, cette thèse se concentre sur l’exploitation de large quantité d’annotations publiquement disponible, cependant bruitées, sous forme de language naturel. En particulier, nous nous intéressons à un corpus divers de métadonnées textuelles incluant des scripts de films, des titres et descriptions de vidéos internet ou encore des transcriptions de paroles. L’usage de ce type de données publiquement disponibles est difficile car l’annotation y est faible. Pour cela, nous introduisons différentes approches d’apprentissage telles que de nouvelles fonctions de coûts ou architectures de réseaux de neurones, adaptées à de faibles annotations