Modelling User Behaviour in Market Attribution: finding novel data features using machine learning

This paper presents an exploration of market attribution methods and the integration of user behaviour. Attribution is the measurement of interaction between marketing touchpoints and channels along the customer journey, improving customer insights and driving smarter business decisions. Improving the accuracy of attribution requires a deeper understanding of user behaviour, not just marketing channel credit assignment. Evidence has been provided regarding the problems in the standardized approach to behavioural modelling and alternatives have been presented. The study explores data provided by a British based jewellery company with an investigation into pre-existing data features that can aid with the analysis of user behaviour. The study contains over 10 million rows collected over 2 years and presents the initial findings made in the first 15 months of a PhD study

A New Concept of Marketing: The Emotional Marketing

Nowadays, in the marketing area, a new concept of marketing is emerging: the emotional marketing. The emotional marketing studies how to arouse emotions in people to induce them to buy that particular produc/service. Recent studies shown how purchasing choices and decisions are the result of a careful analysis of rational and emotional aspects. Psychological literature recognizes that the emotional conditions influence every stage of decision-making in purchasing process. Emotions play a key role in any kind of social or business decision. The emotions are manifested in verbal, facial and textual expressions. People when speak, interact and write, convey emotions.emotions, emotional marketing, emotional brand, emotional intelligence,emotions measurement.