Business Buyers Are People Too: Do Personal Characteristics Help to Explain the Effectiveness of Selected Marketing Activities in a B2B Setting?

Due to its role relative to company performance, the topic of sales effectiveness has been richly explored for decades. Academic researchers in the fields of sales effectiveness, organizational purchasing, purchase types, and market segmentation have identified the importance of understanding the personal characteristics of decision makers in business-to- business (B2B) environments. Most of the historic literature focuses on demographic characteristics, which has been deemed insufficient for understanding individual’s motivations. While there has been recognition of the opportunity for psychographics and lifestyle data in B2B purchasing, there has been limited empirical research. Employing a contingency framework informed by Weitz and utilizing sales and marketing activities as well as results for 2,710 dyads, this study posits that the psychographic and lifestyle nature of B2B purchase decision makers, as well as the buyclass category of the purchase decision, moderate the relationship between specific sales activities and sales effectiveness. The results from this empirical study identify that there is strong support for the moderating effect of the purchasing decision maker’s psychographic and lifestyle composition on the relationship between sales activities and sales effectiveness and partial support for the moderating effect of buyclass category on the relationship between sales activities and sales effectiveness. In addition, the results identify that the sales activities of the internal sales function, not the external “customer-facing” sales function, have greater impact on sales effectiveness. Furthermore, the results indicate that proactive sales efforts yield increases in sales effectiveness across all subgroups evaluated

Large expert-curated database for benchmarking document similarity detection in biomedical literature search

Document recommendation systems for locating relevant literature have mostly relied on methods developed a decade ago. This is largely due to the lack of a large offline gold-standard benchmark of relevant documents that cover a variety of research fields such that newly developed literature search techniques can be compared, improved and translated into practice. To overcome this bottleneck, we have established the RElevant LIterature SearcH consortium consisting of more than 1500 scientists from 84 countries, who have collectively annotated the relevance of over 180 000 PubMed-listed articles with regard to their respective seed (input) article/s. The majority of annotations were contributed by highly experienced, original authors of the seed articles. The collected data cover 76% of all unique PubMed Medical Subject Headings descriptors. No systematic biases were observed across different experience levels, research fields or time spent on annotations. More importantly, annotations of the same document pairs contributed by different scientists were highly concordant. We further show that the three representative baseline methods used to generate recommended articles for evaluation (Okapi Best Matching 25, Term Frequency-Inverse Document Frequency and PubMed Related Articles) had similar overall performances. Additionally, we found that these methods each tend to produce distinct collections of recommended articles, suggesting that a hybrid method may be required to completely capture all relevant articles. The established database server located at https://relishdb.ict.griffith.edu.au is freely available for the downloading of annotation data and the blind testing of new methods. We expect that this benchmark will be useful for stimulating the development of new powerful techniques for title and title/abstract-based search engines for relevant articles in biomedical science. © The Author(s) 2019. Published by Oxford University Press