Using big data for customer centric marketing

This chapter deliberates on “big data” and provides a short overview of business intelligence and emerging analytics. It underlines the importance of data for customer-centricity in marketing. This contribution contends that businesses ought to engage in marketing automation tools and apply them to create relevant, targeted customer experiences. Today’s business increasingly rely on digital media and mobile technologies as on-demand, real-time marketing has become more personalised than ever. Therefore, companies and brands are striving to nurture fruitful and long lasting relationships with customers. In a nutshell, this chapter explains why companies should recognise the value of data analysis and mobile applications as tools that drive consumer insights and engagement. It suggests that a strategic approach to big data could drive consumer preferences and may also help to improve the organisational performance.peer-reviewe

A novel Big Data analytics and intelligent technique to predict driver's intent

Modern age offers a great potential for automatically predicting the driver's intent through the increasing miniaturization of computing technologies, rapid advancements in communication technologies and continuous connectivity of heterogeneous smart objects. Inside the cabin and engine of modern cars, dedicated computer systems need to possess the ability to exploit the wealth of information generated by heterogeneous data sources with different contextual and conceptual representations. Processing and utilizing this diverse and voluminous data, involves many challenges concerning the design of the computational technique used to perform this task. In this paper, we investigate the various data sources available in the car and the surrounding environment, which can be utilized as inputs in order to predict driver's intent and behavior. As part of investigating these potential data sources, we conducted experiments on e-calendars for a large number of employees, and have reviewed a number of available geo referencing systems. Through the results of a statistical analysis and by computing location recognition accuracy results, we explored in detail the potential utilization of calendar location data to detect the driver's intentions. In order to exploit the numerous diverse data inputs available in modern vehicles, we investigate the suitability of different Computational Intelligence (CI) techniques, and propose a novel fuzzy computational modelling methodology. Finally, we outline the impact of applying advanced CI and Big Data analytics techniques in modern vehicles on the driver and society in general, and discuss ethical and legal issues arising from the deployment of intelligent self-learning cars

Analysing Human Mobility Patterns of Hiking Activities through Complex Network Theory

The exploitation of high volume of geolocalized data from social sport tracking applications of outdoor activities can be useful for natural resource planning and to understand the human mobility patterns during leisure activities. This geolocalized data represents the selection of hike activities according to subjective and objective factors such as personal goals, personal abilities, trail conditions or weather conditions. In our approach, human mobility patterns are analysed from trajectories which are generated by hikers. We propose the generation of the trail network identifying special points in the overlap of trajectories. Trail crossings and trailheads define our network and shape topological features. We analyse the trail network of Balearic Islands, as a case of study, using complex weighted network theory. The analysis is divided into the four seasons of the year to observe the impact of weather conditions on the network topology. The number of visited places does not decrease despite the large difference in the number of samples of the two seasons with larger and lower activity. It is in summer season where it is produced the most significant variation in the frequency and localization of activities from inland regions to coastal areas. Finally, we compare our model with other related studies where the network possesses a different purpose. One finding of our approach is the detection of regions with relevant importance where landscape interventions can be applied in function of the communities.Comment: 20 pages, 9 figures, accepte

Distributions of Human Exposure to Ozone During Commuting Hours in Connecticut using the Cellular Device Network

Epidemiologic studies have established associations between various air pollutants and adverse health outcomes for adults and children. Due to high costs of monitoring air pollutant concentrations for subjects enrolled in a study, statisticians predict exposure concentrations from spatial models that are developed using concentrations monitored at a few sites. In the absence of detailed information on when and where subjects move during the study window, researchers typically assume that the subjects spend their entire day at home, school or work. This assumption can potentially lead to large exposure assignment bias. In this study, we aim to determine the distribution of the exposure assignment bias for an air pollutant (ozone) when subjects are assumed to be static as compared to accounting for individual mobility. To achieve this goal, we use cell-phone mobility data on approximately 400,000 users in the state of Connecticut during a week in July, 2016, in conjunction with an ozone pollution model, and compare individual ozone exposure assuming static versus mobile scenarios. Our results show that exposure models not taking mobility into account often provide poor estimates of individuals commuting into and out of urban areas: the average 8-hour maximum difference between these estimates can exceed 80 parts per billion (ppb). However, for most of the population, the difference in exposure assignment between the two models is small, thereby validating many current epidemiologic studies focusing on exposure to ozone