Conversion Prediction Using Multi-task Conditional Attention Networks to Support the Creation of Effective Ad Creative

Accurately predicting conversions in advertisements is generally a challenging task, because such conversions do not occur frequently. In this paper, we propose a new framework to support creating high-performing ad creatives, including the accurate prediction of ad creative text conversions before delivering to the consumer. The proposed framework includes three key ideas: multi-task learning, conditional attention, and attention highlighting. Multi-task learning is an idea for improving the prediction accuracy of conversion, which predicts clicks and conversions simultaneously, to solve the difficulty of data imbalance. Furthermore, conditional attention focuses attention of each ad creative with the consideration of its genre and target gender, thus improving conversion prediction accuracy. Attention highlighting visualizes important words and/or phrases based on conditional attention. We evaluated the proposed framework with actual delivery history data (14,000 creatives displayed more than a certain number of times from Gunosy Inc.), and confirmed that these ideas improve the prediction performance of conversions, and visualize noteworthy words according to the creatives' attributes.Comment: 9 pages, 6 figures. Accepted at The 25th ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD 2019) as an applied data science pape

MOBILE MARKETING FUTURE TRENDS

The present article proposes an introspection into the field of a new marketing specialization – mobile marketing. The concept mainly refers to all marketing activities related to the new communication channel – Short Message Service, Multimedia Messaging Service, and internet access from mobile phone. The article provides, at the same time, a marketing perspective about future trends of mobile marketing and mobile media, and also a technical perspective related to the future mobile communication technologies in the field – the LTE (Long Term Evolution) – cellular communication system optimized to support packet-switched data services to enable mobile broadband. The conclusions of the article focus on the relevance of mobile marketing, techniques efficiency related to brand promotion, changing consumers attitude and the development of such techniques imposed by the new mobile communication systemmobile marketing; long term evolution; broadband; brand awareness; consumer attitude

Marketing Intelligence: Boom or Bust of Service Marketing?

Marketing intelligence fosters two major developments within digital service marketing. On the one hand, a boom of services seems to have evolved, accelerated by the opportunities of marketing intelligence. It has contributed to the optimization of customer experiences, e.g., supported by mobile, personalized, and customized marketing services. On the other hand, (digital) self-services are likely to pervert the term “service”. Lifecycle marketing, including annoying marketing communication in real-time, automated price adjustment and programmatic advertising based on artificial intelligence, affects the vision of fully standardized marketing automation. Additionally, there are incentives to pollute the digital information in order to manufacture opinions. Fake news is one popular example. This leads to the (open) question if marketing intelligence means service boom or bust of marketing. This contribution aims to elaborate the boom-and-bust aspects of marketing intelligence and suggests a trade-off. The method applied in this paper will be a descriptive and conceptual literature review, through which the paradigmatic thoughts will be juxtaposed from the perspective of service

CHORUS Deliverable 2.1: State of the Art on Multimedia Search Engines

Based on the information provided by European projects and national initiatives related to multimedia search as well as domains experts that participated in the CHORUS Think-thanks and workshops, this document reports on the state of the art related to multimedia content search from, a technical, and socio-economic perspective. The technical perspective includes an up to date view on content based indexing and retrieval technologies, multimedia search in the context of mobile devices and peer-to-peer networks, and an overview of current evaluation and benchmark inititiatives to measure the performance of multimedia search engines. From a socio-economic perspective we inventorize the impact and legal consequences of these technical advances and point out future directions of research

Main Street 2.0: A Guide To Online And Social Media Marketing For Small Business Through The Use Of Online Analytics And Content Marketing Strategies

This project is intended to serve as a guidebook for small businesses interested in developing digital marketing strategies to reach prospective and existing customers online. The guide will serve three main functions. The first is to provide a review of literature on integrated marketing communications, relationship marketing and content marketing to use as a foundation for planning online communications. Business owner interviews will also provide various perspectives to small business online marketing. The second is to provide instruction on evaluating existing website data to gain customer insight in planning communications. The third is a network structure for distributing content through multiple online platforms. The guidebook will assess data from small businesses in a university community as well as provide suggestions for developing an efficient and effective content distribution model using open-source content management tools

Using Crm Systems for the Development and Implementation of Communication Strategies for Digital Brand Management and Internet Marketing: eu Experience

Purpose:  The research aims to analyze the use of CRM systems for the development and implementation of communication strategies for digital brand management and Internet marketing based on the experience of EU countries.   Theoretical framework:   Implementing the practice of using CRM systems to develop and fulfill communication strategies for digital brand management and Internet marketing plays a key role in the corporate sector. It is known that the quality of implementation of such a policy will directly affect the commercial result of an enterprise or organization. The problem of using CRM systems and the possibility of improving business processes, which involves the integration of most of the organization's internal processes into the CRM system's operating program, is to find effective means and mechanisms for setting up the marketing and operational work of the enterprise.   Design/methodology/approach: The study used scientific research methods, as well as data from official sources of CRM systems that are most popular in the EU.   Findings:   The research aims to analyze the use of CRM systems to improve the quality of internal communication strategy. An equally important task is to evaluate the management of advertising campaigns and brand positioning policy in the selected business segment. The article analyzes the peculiarities of approaches to the use of CRM systems, as well as their application following the internal corporate policy.   Research, Practical & Social implications:  The article analyzes the peculiarities of approaches to the use of CRM systems, as well as their application following the internal corporate policy. The key trends of modern CRM systems and the practices of their use are analyzed. This makes it possible to determine the competitive advantages in the market that a company gains after implementing CRM systems. The practice of developing the marketing activities of an enterprise or organization is outlined from the perspective of using CRM systems.   Originality/value:   By using the available research results, the further practice of using CRM systems can be analyzed from the point of view of the development of the technological aspect of the integration of internal program components of the system into the operating activities of the enterprise

E-marketing Tools for Food Businesses Amidst Covid-19 Pandemic: Advantages and Challenges

Many businesses are interested in searching for the latest technologies to secure the tie with existing customers and to prevent potential customers from abandoning their businesses during the COVID-19 pandemic. The food industry is one of them. Therefore, this review article is an attempt to identify various e-marketing tools adopted in the business world in the pre-covid era and to underpin their applicability in the food industry in the covid era by highlighting the advantages and challenges of their adoption. Research articles, conference proceedings, book chapters, theses, and dissertations regarding the topic of applications of e-marketing published from 2000 to 2019 available in the google scholar database, were considered in the review. The final search of the literature was carried out in February 2020. The study reveals that the benefits of applying e-marketing tools in food businesses could compensate for the pitfalls of adopting them. Authors suggest that the ability to compare prices of similar products from different sellers as the most promising benefit of e-marketing, from the customer perspective. Similarly, the cost-effectiveness experienced by food suppliers compared to traditional marketing, makes the e-marketing concept attractive, for food businesses. This work discovers the ability and the inclination of people to launch, manage and organize business ventures with e-marketing approaches in the present as well as the future world.

The utilization of artificial intelligence in online advertising and its perceived effectiveness

This study explores the utilization of Artificial Intelligence in online advertising process and the impact of using AI each stage in that process with the overall perceived effectiveness. It also provides a better understanding of the magnitude of using AI in the four stages of advertising online: namely consumer insights, ad creation, media planning and buying, and finally ad evaluation. Process model of AI utilization in online advertising is the conceptual model of the study, which is developed from the previous literature. A triangulation methodology is implemented to enhance the credibility of the research study and leads to a more comprehensive understanding of the topic. Online survey is conducted with digital advertisers worldwide from both agency and client side. Nonrandom sampling (N=60) was implemented to test 5 constructs from the perspective of the respondents. Three in-depth interviews were also conducted before and after the online questionnaire to analyze the findings and results and demonstrate insights on the five proposed research questions. Findings of the study showed beyond doubt that AI is stepping strongly and progressively in the four stages of the data-based online advertising process. Moreover, it significantly showed that there is a relationship between AI utilization in each stage and the following one. Finally, results indicated that using AI in each advertising stage promotes the perceived effectiveness of the overall online ad process