Internet media planning : an optimization model

Of the various media vehicles available for advertising, the internet is the latest and the most rapidly growing, emerging as the ideal medium to promote products and services in the global market. In this article, the authors propose an internet media planning model whose main objective is to help advertisers determine the return they obtain from spending on internet advertising. Using available data such as internet page view and advertising performance data, the model contributes to attempts not only to optimize the internet advertising schedule but also to fix the right price for internet advertisements on the basis of the characteristics of the exposure distribution of sites. The authors test the model with data provided by KoreanClick, a Korean market research company that specializes in internet audience measurement. The optimal durations for the subject sites provide some useful insights. The findings contrast with current web media planning practices, and the authors demonstrate the potential savings that could be achieved if their approach were applied.media planning; optimization; advertising repeat exposure; probability distribution; internet

Dynamic modeling of web purchase behavior and e-mailing impact by Petri net

In this article, the authors introduce Petri nets to model the dynamics of web site visits and purchase behaviors in the case of wish list systems. They describe web site activities and their transition with probability distributions and model the sequential impact of influential factors through links that better explain web purchase behavior dynamics. The basic model, which analyzes site connections and purchases to explain visit and purchase behavior, performs better than a classical negative binomial regression model. To demonstrate its flexibility, the authors extend the wish list Petri net model to measure the impact of e-mailing intervals on visit frequency and purchase.internet; wish list; e-mail; Petri net; dynamic model

Impacts of Tie Characteristics on Online Viral Diffusion

To explain the viral diffusion process, most of previous studies focus on the structure of social networks and the existence of the hub. We extend the scope of analysis from a single node to a tie between the sender and the receiver to explain the impact of tie characteristics on the viral diffusion measured by its speed (i.e., how quickly) and by its volume (i.e., how much viral). Based on our analysis results using a viral marketing data of 30,035 sender-receiver ties, we find that (1) the more heterogeneous the tie is, the quicker the response occurs; and (2) heavy viral generators tend to be connected to each other. Taken together, this research broadens the study of online viral diffusion by applying tie characteristics in terms of the volume and speed of the viral

A Model of Free Riding Incentives in Franchise Chains

This paper explains the free riding phenomenon in franchise chains where all chain members benefit mutually from the positive network externality of service quality. Starting from a simple formal model with two independent outlets, we present the analytical form of the optimal reaction function in which two outlets interact through service quality externalities. With complete information, no outlet finds any interest in free riding on service quality at the expense of the other. Contrary to previous findings, the positive demand externality increases the optimal service quality through interactions among chain members with complete information. By relaxing the complete information assumption, we demonstrate that incompleteness of information is the main source of free riding incentives. Contrary to the prevailing explanation based on agency theory, incompleteness of information leads outlets facing a smaller externality to free ride more on service quality compared to its optimal level with complete information

A cooperative biphasic MoOx–MoPx promoter enables a fast-charging lithium-ion battery

The realisation of fast-charging lithium-ion batteries with long cycle lifetimes is hindered by the uncontrollable plating of metallic Li on the graphite anode during high-rate charging. Here we report that surface engineering of graphite with a cooperative biphasic MoOx–MoPx promoter improves the charging rate and suppresses Li plating without compromising energy density. We design and synthesise MoOx–MoPx/graphite via controllable and scalable surface engineering, i.e., the deposition of a MoOx nanolayer on the graphite surface, followed by vapour-induced partial phase transformation of MoOx to MoPx. A variety of analytical studies combined with thermodynamic calculations demonstrate that MoOx effectively mitigates the formation of resistive films on the graphite surface, while MoPx hosts Li+ at relatively high potentials via a fast intercalation reaction and plays a dominant role in lowering the Li+ adsorption energy. The MoOx–MoPx/graphite anode exhibits a fast-charging capability (<10 min charging for 80% of the capacity) and stable cycling performance without any signs of Li plating over 300 cycles when coupled with a LiNi0.6Co0.2Mn0.2O2 cathode. Thus, the developed approach paves the way to the design of advanced anode materials for fast-charging Li-ion batteries. © 2021, The Author(s).1

Dynamic modeling of web purchase behavior and e-mailing impact by Petri net

Cahier de Recherche du Groupe HEC Paris, n° 804In this article, the authors introduce Petri nets to model the dynamics of Web site visits and purchase behaviors in the case of wish list systems. They describe Web site activities and their transition with probability distributions and model the sequential impact of influential factors through links that better explain Web purchase behavior dynamics. The basic model, which analyzes site connections and purchases to explain visit and purchase behavior, performs better than a classical negative binomial regression model. To demonstrate its flexibility, the authors extend the wish list Petri net model to measure the impact of e-mailing intervals on visit frequency and purchase

Modèle dynamique du comportement d'achat sur Internet et de l'impact de l'e-mailing par les réseaux de Petri

International audienceCet article introduit les réseaux de Petri pour modéliser les visites et les achats sur un site Web de liste de cadeaux. Le modèle de base est plus performant qu'un modèle NBD avec régression. Le modèle est étendu pour mesurer l'impact de l'intervalle entre deux e-mails sur les connexions et les achats