Application of artificial neural network in market segmentation: A review on recent trends

Despite the significance of Artificial Neural Network (ANN) algorithm to market segmentation, there is a need of a comprehensive literature review and a classification system for it towards identification of future trend of market segmentation research. The present work is the first identifiable academic literature review of the application of neural network based techniques to segmentation. Our study has provided an academic database of literature between the periods of 2000-2010 and proposed a classification scheme for the articles. One thousands (1000) articles have been identified, and around 100 relevant selected articles have been subsequently reviewed and classified based on the major focus of each paper. Findings of this study indicated that the research area of ANN based applications are receiving most research attention and self organizing map based applications are second in position to be used in segmentation. The commonly used models for market segmentation are data mining, intelligent system etc. Our analysis furnishes a roadmap to guide future research and aid knowledge accretion and establishment pertaining to the application of ANN based techniques in market segmentation. Thus the present work will significantly contribute to both the industry and academic research in business and marketing as a sustainable valuable knowledge source of market segmentation with the future trend of ANN application in segmentation.Comment: 24 pages, 7 figures,3 Table

Analysing and Recommending Options for Maintaining Universal Coverage with Long-Lasting Insecticidal Nets: The Case of Tanzania in 2011.

Tanzania achieved universal coverage with long-lasting insecticidal nets (LLINs) in October 2011, after three years of free mass net distribution campaigns and is now faced with the challenge of maintaining high coverage as nets wear out and the population grows. A process of exploring options for a continuous or "Keep-Up" distribution system was initiated in early 2011. This paper presents for the first time a comprehensive national process to review the major considerations, findings and recommendations for the implementation of a new strategy. Stakeholder meetings and site visits were conducted in five locations in Tanzania to garner stakeholder input on the proposed distribution systems. Coverage levels for LLINs and their decline over time were modelled using NetCALC software, taking realistic net decay rates, current demographic profiles and other relevant parameters into consideration. Costs of the different distribution systems were estimated using local data. LLIN delivery was considered via mass campaigns, Antenatal Care-Expanded Programme on Immunization (ANC/EPI), community-based distribution, schools, the commercial sector and different combinations of the above. Most approaches appeared unlikely to maintain universal coverage when used alone. Mass campaigns, even when combined with a continuation of the Tanzania National Voucher Scheme (TNVS), would produce large temporal fluctuations in coverage levels; over 10 years this strategy would require 63.3 million LLINs and a total cost of $444 million USD. Community mechanisms, while able to deliver the required numbers of LLINs, would require a massive scale-up in monitoring, evaluation and supervision systems to ensure accurate application of identification criteria at the community level. School-based approaches combined with the existing TNVS would reach most Tanzanian households and deliver 65.4 million LLINs over 10 years at a total cost of$449 million USD and ensure continuous coverage. The cost of each strategy was largely driven by the number of LLINs delivered. The most cost-efficient strategy to maintain universal coverage is one that best optimizes the numbers of LLINs needed over time. A school-based approach using vouchers targeting all students in Standards 1, 3, 5, 7 and Forms 1 and 2 in combination with the TNVS appears to meet best the criteria of effectiveness, equity and efficiency

Dimensions of web site credibility and their relation to active trust and behavioural impact

This paper discusses two trends that threaten to undermine the effectiveness of online social marketing interventions: growing mistrust and competition. As a solution, this paper examines the relationships between Web site credibility, target audiences’ active trust and behaviour. Using structural equation modelling to evaluate two credibility models, this study concludes that Web site credibility is best considered a three-dimensional construct composed of expertise, trustworthiness and visual appeal, and that trust plays a partial mediating role between Web site credibility and behavioural impacts. The paper examines theoretical implications of conceptualizing Web sites according to a human credibility model, and factoring trust into Internet-based behavioural change interventions. Practical guidelines suggest ways to address these findings when planning online social marketing interventions

Phantom cascades: The effect of hidden nodes on information diffusion

Research on information diffusion generally assumes complete knowledge of the underlying network. However, in the presence of factors such as increasing privacy awareness, restrictions on application programming interfaces (APIs) and sampling strategies, this assumption rarely holds in the real world which in turn leads to an underestimation of the size of information cascades. In this work we study the effect of hidden network structure on information diffusion processes. We characterise information cascades through activation paths traversing visible and hidden parts of the network. We quantify diffusion estimation error while varying the amount of hidden structure in five empirical and synthetic network datasets and demonstrate the effect of topological properties on this error. Finally, we suggest practical recommendations for practitioners and propose a model to predict the cascade size with minimal information regarding the underlying network.Comment: Preprint submitted to Elsevier Computer Communication

Electronic word of mouth in social media: The common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.Abdulaziz Elwalda and Mohammed Alsagga

The applications of social media in sports marketing

n the era of big data, sports consumer's activities in social media become valuable assets to sports marketers. In this paper, the authors review extant literature regarding how to effectively use social media to promote sports as well as how to effectively analyze social media data to support business decisions. Methods: The literature review method. Results: Our findings suggest that sports marketers can use social media to achieve the following goals, such as facilitating marketing communication campaigns, adding values to sports products and services, creating a two-way communication between sports brands and consumers, supporting sports sponsorship program, and forging brand communities. As to how to effectively analyze social media data to support business decisions, extent literature suggests that sports marketers to undertake traffic and engagement analysis on their social media sites as well as to conduct sentiment analysis to probe customer's opinions. These insights can support various aspects of business decisions, such as marketing communication management, consumer's voice probing, and sales predictions. Conclusion: Social media are ubiquitous in the sports marketing and consumption practices. In the era of big data, these ＂footprints＂ can now be effectively analyzed to generate insights to support business decisions. Recommendations to both the sports marketing practices and research are also addressed

Europeana communication bug: which intervention strategy for a better cooperation with creative industry?

Although Europeana as well as many GLAMs are very engaged - beside the main mission, i.e. spreading cultural heritage knowledge- in developing new strategies in order to make digital contents reusable for creative industry, these efforts have been successful just only in sporadic cases. A significant know how deficits in communication often compromises expected outcomes and impact. Indeed, what prevails is an idea of communication like an enhancement “instrument” intended on the one hand in purely economic (development) sense, on the other hand as a way for increasing and spreading knowledge. The main reference model is more or less as follows: digital objects are to be captured and/or transformed by digital technologies into sellable goods to put into circulation. Nevertheless, this approach risks neglecting the real nature of communication, and more in detail the one of digital heritage where it is strategic not so much producing objects and goods as taking part into sharing environments creation (media) by engaged communities, small or large they may be. The environments act as meeting and interchange point, and consequently as driving force of enhancing. Only in a complex context of network interaction on line accessible digital heritage contents become a strategic resource for creating environments in which their re/mediation can occur – provided that credible strategies exist, shared by stakeholders and users. This paper particularly describes a case study including proposals for an effective connection among Europeana, GLAMs and Creative Industry in the framework of Food and Drink digital heritage enhancement and promotion. Experimental experiences as the one described in this paper anyway confirm the relevance of up-to-date policies based on an adequate communication concept, on solid partnerships with enterprise and association networks, on collaborative on line environments, on effective availability at least for most of contents by increasing free licensing, and finally on grassroots content implementation involving prosumers audience, even if filtered by GLAMs

Fuzzy Modeling of Client Preference in Data-Rich Marketing Environments

Advances in computational methods have led, in the world of financial services, to huge databases of client and market information. In the past decade, various computational intelligence (CI) techniques have been applied in mining this data for obtaining knowledge and in-depth information about the clients and the markets. This paper discusses the application of fuzzy clustering in target selection from large databases for direct marketing (DM) purposes. Actual data from the campaigns of a large financial services provider are used as a test case. The results obtained with the fuzzy clustering approach are compared with those resulting from the current practice of using statistical tools for target selection.fuzzy clustering;direct marketing;client segmentation;fuzzy systems

A novel planning approach for the water, sanitation and hygiene (WaSH) sector: the use of object-oriented bayesian networks

Conventional approaches to design and plan water, sanitation, and hygiene (WaSH) interventions are not suitable for capturing the increasing complexity of the context in which these services are delivered. Multidimensional tools are needed to unravel the links between access to basic services and the socio-economic drivers of poverty. This paper applies an object-oriented Bayesian network to reflect the main issues that determine access to WaSH services. A national Program in Kenya has been analyzed as initial case study. The main findings suggest that the proposed approach is able to accommodate local conditions and to represent an accurate reflection of the complexities of WaSH issues, incorporating the uncertainty intrinsic to service delivery processes. Results indicate those areas in which policy makers should prioritize efforts and resources. Similarly, the study shows the effects of sector interventions, as well as the foreseen impact of various scenarios related to the national Program.Preprin