Multichannel in a complex world

The proliferation of devices and channels has brought new challenges to just about every organisation in delivering consistently good customer experiences and effectively joining up service provision with marketing activity, data and content. A good multichannel strategy and execution is increasingly becoming essential to marketers and customer experience professionals from every sector. This report seeks to identify the key issues, challenges and opportunities that surround multichannel and provide some best practice insight and principles on the elements that are key to multichannel success. As part of the research for this report, we spoke to six experienced customer experience and marketing practitioners from large organisations across different sectors. In Multichannel Marketing: Metrics and Methods for On and Offline Success, Akin Arikan (2008) said: ‘Because customers are multichannel beings and demand relevant, consistent experiences across all channels, businesses need to adopt a multichannel mind-set when listening to their customers.’ It was clear from the companies interviewed for this report that it remains challenging for many organisations to maintain consistency across so many customer touchpoints. Not only that, but the ability to balance consistency with the capability to fully exploit the unique attributes of each channel remains an aspiration for many. The proliferation of devices and digital channels has added complexity to customer journeys, making issues around the joining up of customer experience and the attribution of value of key importance to many. Whilst senior leaders within the organisations spoken to seem to be bought in to multichannel, this buy-in was not always replicated across the rest of the organisation and did not always translate into a cohesive multichannel strategy. A number of companies were undertaking work around customer journey mapping and customer segmentation, using a variety of passive and actively collected data in order to identify specific areas of poor customer experience and create action plans for improvement. Others were undertaking projects using sophisticated tracking and tagging technologies to develop an understanding of the value and role of specific channels and to provide better intelligence to the business on attribution that might be used to inform future investment decisions. A consistent barrier to improving customer experience is the ability to join up many different legacy systems and data in order to provide a single customer view and form the basis for delivery of a more consistent and cohesive multichannel approach. Whilst there remain significant challenges around multichannel, there are some useful technologies allowing businesses to develop better insight into customer motivation and activity. Nonetheless, delivery of seamless multichannel experience remains a work-inprogress for many

Laboratory measurement campaign of DVB-T signal with transmit delay diversity

The requirements for future DVB-T/H networks demand that broadcasters design and deploy networks that provide ubiquitous reception in challenging indoors and other obstructed situations. It is essential that such networks are designed cost-effectively and with minimized environmental impact. The EC funded project PLUTO has since its start in 2006 explored the use of diversity to improve coverage in these difficult situations. The purpose of this paper is to investigate the performance of Transmit Delay Diversity (DD) with two antennas to improve the reception of DVB-T/H systems operating in different realistic propagation conditions through a series of tests using a SPIRENT SR5500 dual channel emulator. The relationship between correlation coefficient between channels, receiver velocity and diversity gain is nvestigated. It is shown that transmit delay diversity significantly improves the quality of reception particularly in simulated fast fading mobile broadcasting applications. This paper documents research conducted by Brunel University and Broadreach Systems

An exploration into the use of the digital platform Slack to support group assessments and feedback and the impact on engagement - Working Paper

Funded by Teaching Innovation Project (DMU)Assessment and feedback is consistently highlighted as an area where students feel Higher Education Institutions (HEIs) could improve and regularly scores lowest of the key criteria for student satisfaction (Grove, 2014). Furthermore, group assessment, where students not only need to learn assessment requirements, but also social skills required to work collaboratively (Reiser, 2017), can create additional challenges. The majority of university students have grown up as digital natives, with 81% of students reporting use of mobile devices whilst studying (Al-Emran, Elsherif & Shaalan, 2016). There is a requirement to consider more brave and innovative technological approaches to supporting students. This working paper explores whether adopting an industry tool Slack, a Computer-Mediated Communication platform, can be an effective tool in group assessments. More specifically, can Slack facilitate an innovative and collaborative group learning community for mediating and supporting group assessments amongst level 5 undergraduate marketing students and additionally develop graduate competencies. Proposing a programme of qualitative inquiry, using a multi-method case study approach, data will be collected through six focus groups of 8-10 students and two semi-structured individual interviews with members of the teaching team in order to evaluate the use of Slack in supporting and engaging students in group assessments

The impact of different touchpoints on brand consideration

Marketers face the challenge of resource allocation across a range of touchpoints. Hence understanding their relative impact is important, but previous research tends to examine brand advertising, retailer touchpoints, word-of-mouth, and traditional earned touchpoints separately. This article presents an approach to understanding the relative impact of multiple touchpoints. It exemplifies this approach with six touchpoint types: brand advertising, retailer advertising, in-store communications, word-of-mouth, peer observation (seeing other customers), and traditional earned media such as editorial. Using the real-time experience tracking (RET) method by which respondents report on touchpoints by contemporaneous text message, the impact of touchpoints on change in brand consideration is studied in four consumer categories: electrical goods, technology products, mobile handsets, and soft drinks. Both touchpoint frequency and touchpoint positivity, the valence of the customer's affective response to the touchpoint, are modeled. While relative touchpoint effects vary somewhat by category, a pooled model suggests the positivity of in-store communication is in general more influential than that of other touchpoints including brand advertising. An almost entirely neglected touchpoint, peer observation, is consistently significant. Overall, findings evidence the relative impact of retailers, social effects and third party endorsement in addition to brand advertising. Touchpoint positivity adds explanatory power to the prediction of change in consideration as compared with touchpoint frequency alone. This suggests the importance of methods that track touchpoint perceptual response as well as frequency, to complement current analytic approaches such as media mix modeling based on media spend or exposure alone

Inefficiencies in Digital Advertising Markets

Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research

AoA-aware Probabilistic Indoor Location Fingerprinting using Channel State Information

With expeditious development of wireless communications, location fingerprinting (LF) has nurtured considerable indoor location based services (ILBSs) in the field of Internet of Things (IoT). For most pattern-matching based LF solutions, previous works either appeal to the simple received signal strength (RSS), which suffers from dramatic performance degradation due to sophisticated environmental dynamics, or rely on the fine-grained physical layer channel state information (CSI), whose intricate structure leads to an increased computational complexity. Meanwhile, the harsh indoor environment can also breed similar radio signatures among certain predefined reference points (RPs), which may be randomly distributed in the area of interest, thus mightily tampering the location mapping accuracy. To work out these dilemmas, during the offline site survey, we first adopt autoregressive (AR) modeling entropy of CSI amplitude as location fingerprint, which shares the structural simplicity of RSS while reserving the most location-specific statistical channel information. Moreover, an additional angle of arrival (AoA) fingerprint can be accurately retrieved from CSI phase through an enhanced subspace based algorithm, which serves to further eliminate the error-prone RP candidates. In the online phase, by exploiting both CSI amplitude and phase information, a novel bivariate kernel regression scheme is proposed to precisely infer the target's location. Results from extensive indoor experiments validate the superior localization performance of our proposed system over previous approaches

Bringing troubled water: quality of experience in a mobile media context

The ICT environment went through notable changes, which have had an irreversible and strong influence on both ICT innovation processes and the role of end-users. In this context, technology developers are increasingly expected to take users’ experiences with technology into account during the process of developing applications or frameworks. As technology is more and more embedded in users’ daily lives, they seek out those personalized values to satisfy their own, situational needs. As a result, a thorough insight in users’ expectations and experiences at various levels (both explicit and more latent) and in different contexts (eg. mobile) has become a crucial determinant for the successful development, introduction and adoption of new ICTs. To this end, our paper focuses on the increased importance of Quality of Experience (QoE). It provides a conceptual model for QoE and furthermore discusses the prevalent gap that still exists between QoE and Quality of Service (QoS). Our main objective is to present a new methodology for correlating user experience to QoS parameters. This methodology was tested in the context of an exploratory interdisciplinary study on QoE-measurement. This new approach goes beyond QoS-parameters and aims to also grasp the social and contextual dimensions of users’ experiences

Efficient AoA-based wireless indoor localization for hospital outpatients using mobile devices

The motivation of this work is to help outpatients find their corresponding departments or clinics, thus, it needs to provide indoor positioning services with a room-level accuracy. Unlike wireless outdoor localization that is dominated by the global positioning system (GPS), wireless indoor localization is still an open issue. Many different schemes are being developed to meet the increasing demand for indoor localization services. In this paper, we investigated the AoA-based wireless indoor localization for outpatients’ wayfinding in a hospital, where Wi-Fi access points (APs) are deployed, in line, on the ceiling. The target position can be determined by a mobile device, like a smartphone, through an efficient geometric calculation with two known APs coordinates and the angles of the incident radios. All possible positions in which the target may appear have been comprehensively investigated, and the corresponding solutions were proven to be the same. Experimental results show that localization error was less than 2.5 m, about 80% of the time, which can satisfy the outpatients’ requirements for wayfinding

Massive MIMO is a Reality -- What is Next? Five Promising Research Directions for Antenna Arrays

Massive MIMO (multiple-input multiple-output) is no longer a "wild" or "promising" concept for future cellular networks - in 2018 it became a reality. Base stations (BSs) with 64 fully digital transceiver chains were commercially deployed in several countries, the key ingredients of Massive MIMO have made it into the 5G standard, the signal processing methods required to achieve unprecedented spectral efficiency have been developed, and the limitation due to pilot contamination has been resolved. Even the development of fully digital Massive MIMO arrays for mmWave frequencies - once viewed prohibitively complicated and costly - is well underway. In a few years, Massive MIMO with fully digital transceivers will be a mainstream feature at both sub-6 GHz and mmWave frequencies. In this paper, we explain how the first chapter of the Massive MIMO research saga has come to an end, while the story has just begun. The coming wide-scale deployment of BSs with massive antenna arrays opens the door to a brand new world where spatial processing capabilities are omnipresent. In addition to mobile broadband services, the antennas can be used for other communication applications, such as low-power machine-type or ultra-reliable communications, as well as non-communication applications such as radar, sensing and positioning. We outline five new Massive MIMO related research directions: Extremely large aperture arrays, Holographic Massive MIMO, Six-dimensional positioning, Large-scale MIMO radar, and Intelligent Massive MIMO.Comment: 20 pages, 9 figures, submitted to Digital Signal Processin