A Comprehensive Survey on Comparisons across Contextual Pre-filtering, Contextual Post-filtering and Contextual Modelling Approaches

Recently, there has been growing interest in recommender systems (RS) and particularly in context-aware RS. Methods for generating context-aware recommendations are classified into pre-filtering, post-filtering and contextual modelling approaches. In this paper, we present the several novel approaches of the different variant of each of these three contextualization paradigms and present a complete survey on the state-of-the-art comparisons across them. We then identify the significant challenges that require being addressed by the current RS researchers, which will help academicians and practitioners in comparing these three approaches to select the best alternative according to their strategies

Domain of application in context-aware recommender systems: a review

The purpose of this research is to provide an exhaustive overview of the existing literature on the domain of applications in recommender systems with their incorporated contextual information in order to provide insight and future directions to practitioners and researchers.We reviewed published journals and conference proceedings papers from 2010 to 2016.The review finds that multimedia and e-commerce are the most focused domains of applications and that contextual information can be grouped into static, spatial and temporal contexts

New approach to e-marketing: building and using different customer profiles to personalize the communication: Stilnest case

This in-company project investigates a process of online segmentation by profiling the customers into different personas. It also illustrates for the reader that by personalizing communication with the customers, more efficient results are achieved. It suggests to use customer profiling as a way of personalizing the content and target the customers according to their differences and preferences. Building accurate and effective customer profiles for the chosen company was the main purpose of this project. This study explains how different segments react to identical messages sent from the company and why it is essential to personalize content for different audiences to get the maximum level of engagement and attention from each segment. This project explores main keywords in marketing literature sources regarding online segmentation, digital communication and personalization to create the basis for the research part. The research part is based on the particular company. The chosen company is a business start-up named Stilnest which operates in the fashion industry and creates, produces and sells jewelry for women. The method for research part implementation is a combination of quantitative and qualitative approach. The quantitative part was conducted in order to collect statistical data about the customers by using the Google Analytics platform. Variables used were age, gender, volume, revenues, conversion rate, shopping behavior and checkout behavior. All quantitative data was supported by qualitative examples that included reviews and emails from the customers and company’s internal purchasing data. In conclusion, with the strong theoretical and practical basis, four different customer personas were constructed. Each persona is defined by different aspects and represents a real person. In the end of this study the recommendations for implementation are suggested.estudo investiga o processo de segmentação online, definindo perfis de clientes em diferentes personas. É feita uma extensa demonstração de que a personalização da comunicação para os clientes tem consequências positivas a nível de eficiência e de resultados atingidos. A definição de perfis é utlizada como forma de personalizar o conteúdo e de segmentar os clientes de acordo com as suas diferenças e preferências. O objetivo do projeto foi a criação de perfis de clientes para a empresa escolhida, em que estes sejam precisos, estruturados e eficazes. Este estudo explica como é que diferentes segmentos reagem a mensagens idênticas, e o porquê de ser imperativo personalizar o conteúdo para os diferentes segmentos, por forma a obter o maior nível de engagement e foco. Como forma de criar a sustentação para desenvolvimento da dissertação, o estudo explora bibliografia relacionada com as principais keywords de segmentação online, comunicação digital e de personalização. ation of the second phrase is the following: A empresa escolhida é uma startup chama da Stilnest. Esta empresa em rápido desenvolvimento opera na indústria da moda, creando e produzindo joalharia para o sexo feminino. A metodologia aplicada é uma combinação de métodos quantitativos e qualitativos. A parte quantitativa foi conduzida por forma a recolher informação estatística sobre os clientes através da plataforma de Google Analytics. Variáveis como a idade, sexo, volume, receitas, taxa de conversão, comportamento de compra e de pagamento foram usadas. Toda a informação quantitativa foi suportada por exemplos qualitativos tais como críticas e emails de clientes assim como informações internas da empresa relacionadas com a compra. Sumariamente, foram definidos quatro perfis de cliente. Cada perfil é caracterizado por diferentes aspectos e representa clientes efectivos. No final do presente estudo são facultadas múltiplas recomendações para o uso e implementação da metodologia e dos resultados obtidos

Cross-border tourism and the emerging nation: taxonomy of the ignored shopper

The growth in Laos’ economy has been increasingly important in terms of consumption and tourism within Thailand. Currently, however, few studies have attempted to develop a marketing strategy for regional retailers in this emerging nation. This research is concerned with developing an appropriate marketing strategy that balances supply and demand within this regional market. Given that marketing relies heavily on understanding consumer behaviour, the objectives of this study are, first, to develop a cross-border shopper taxonomy in a regional market using benefit segmentation. In order to develop this marketing strategy, the research identified consumer expectations in order to explore how to achieve a competitive advantage that matches consumer needs with the available supplies. This cross-border shopping taxonomy provides a starting point for a holistic evaluation that will assist retailers in making marketing decisions. The study then attempts to understand the current market situations and marketing in practice from the perspective of suppliers. After assessing the correspondence between demand and supply, recommendations on strategic marketing are offered to Thai retailers at the end of the investigation. This study employed both quantitative and qualitative research methods, with 337 questionnaires and seven in-depth interviews. The survey was conducted in Thailand between December 2013 and January 2014. The data were collected from three provinces in the northeast region of Thailand that share a border with Laos: Nongkhai, Mukdahan and Nakorn Phanom. These provinces have high potential in respect to both tourism and retail developments. In addition, the seven interviewees with retailers and policy planners examined the implementation of market segmentation and marketing strategies. The data from the interviews was interpreted and compared with the quantitative data in order to investigate the correspondence between supply and demand. In order to classify cross-border shoppers, the major statistical analyses used were EFA and cluster analysis based on benefits sought. Segments were profiled with travel behaviour, shopping behaviour and demographic variables. ANOVA and MANOVA were employed to test differences between groups. After that, the research explored expectations through the Importance-Performance Analysis (IPA) in order to identify priorities for developing a competitive advantage. The results show that cross-border shoppers in the regional markets of Thailand consist of four segments: the Enthusiastic shoppers, the Leisure-tourist shoppers, the Product-focused shoppers and the Practical shoppers. These segments relate to the benefits sought, and correlate with different demographic variables, shopping activities and consumption patterns. Moreover, they have different expectations towards place attributes which are important for designing a marketing strategy that is suitable to each segment. Unfortunately, the interviewees from the supply side provided less marketing response to the cross-border tourist marketing. The implications of the findings are, first, that benefit segmentation is associated with demographic variables, shopping activities and expenditures. In addition, the evidence suggests some misunderstandings on the part of suppliers in respect to cross-border demand. The evaluation of demand and supply contributed recommendations for the design and management of effective marketing strategies for cross-border shoppers in this emerging nation