The Experts below are selected from a list of 28122 Experts worldwide ranked by ideXlab platform
R Venkatesh - One of the best experts on this subject based on the ideXlab platform.
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mobile Marketing from Marketing strategy to mobile Marketing Campaign implementation
International Journal of Research, 2015Co-Authors: R VenkateshAbstract:Over the past few years, mobile Marketinghas generated an increasing interest among academicsandpractitioners.Whilenumerousstudies haveprovidedimportantinsights into the mobile Marketing, our understanding of this topic of growing interest and importanceremainsdeficient.
Dumitru Roman - One of the best experts on this subject based on the ideXlab platform.
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Semantically-Enabled Optimization of Digital Marketing Campaigns
Lecture Notes in Computer Science, 2019Co-Authors: Vincenzo Cutrona, Flavio De Paoli, Aljaz Kosmerlj, Nikolay Nikolov, Matteo Palmonari, Fernando Perales, Dumitru RomanAbstract:Digital Marketing is a domain where data analytics are a key factor to gaining competitive advantage and return of investment for companies running and monetizing digital Marketing Campaigns on, e.g., search engines and social media. In this paper, we propose an end-to-end approach to enrich Marketing Campaigns performance data with third-party event data (e.g., weather events data) and to analyze the enriched data in order to predict the effect of such events on Campaigns’ performance, with the final goal of enabling advanced optimization of the impact of digital Marketing Campaigns. The use of semantic technologies is central to the proposed approach: event data are made available in a format more amenable to enrichment and analytics, and the actual data enrichment technique is based on semantic data reconciliation. The enriched data are represented as Linked Data and managed in a NoSQL database to enable processing of large amounts of data. We report on the development of a pilot to build a weather-aware digital Marketing Campaign scheduler for JOT Internet Media—a world leading company in the digital Marketing domain that has amassed a huge amount of data on Campaigns performance over the years—which predicts the best date and region to launch a Marketing Campaign within a seven-day timespan. Additionally, we discuss benefits and limitations of applying semantic technologies to deliver better optimization strategies and competitive advantage.
Kenneth R Fox - One of the best experts on this subject based on the ideXlab platform.
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the effect a of community based social Marketing Campaign on recruitment and retention of low income groups into physical activity programmes a controlled before and after study
BMC Public Health, 2012Co-Authors: Janet Withall, Russell Jago, Kenneth R FoxAbstract:The beneficial effect of physical activity for the prevention of a range of chronic diseases is widely acknowledged. These conditions are most prevalent in low-income groups where physical activity levels are consistently lower. Social Marketing is the government’s recommended approach to promoting physical activity but evidence of its effectiveness is limited. The purpose of this study was to examine the effect of a social Marketing Campaign on the monthly recruitment, attendance and retention levels at a community-based physical activity programme in a low income area. A six-month social Marketing Campaign was designed and delivered in a highly-deprived suburban neighbourhood. Analysis of variance was used to assess effects on recruitment and attendance. χ2 tests of independence were used to compare dropouts and adherers and effectiveness of recruitment mechanisms. Percentages were used to compare adherence rates at intervention, pre-existing sessions in the intervention area and control area sessions. Attendance data were collected weekly and presented and analysed monthly to provide a view of changing participation over the six month intervention period, as compared to attendance at pre-existing sessions in the intervention area and in a control area. Recruitment into intervention sessions was significantly greater than into pre-existing and control area sessions in Month 1 (18.13v1.04 p = .007, 18.13v.30 p=.005), Month 5 (3.45v.84 p=.007, 3.45v.30 p<.001) and Month 6 (5.60v.65 p<.001, 5.60v.25 p<.001). Attendance at intervention sessions was significantly greater in all six months than at pre-existing and control area sessions; Month 1 (38.83v7.17 p<.001, 38.83v4.67, p<.001), Month 2 (21.45v6.20 p<.001, 21.45v4.00, p<.001), Month 3 (9.57v6.15 p<.001, 9.57v3.77, p<.001), Month 4 (17.35v7.31 p<.001, 17.35v4.75, p<.001), Month 5 (20.33v8.81 p=.007, 20.33v4.54 p<.001) and Month 6 (28.72v8.28 p<.001, 28.72v.4.00 p<.001). Drop-out rates in the intervention area were similar to the control area (66.2%v69.9%), and considerably lower than in pre-existing sessions (83%). In months one and two, traditional Marketing techniques (posters/outdoor banners/flyers) had the greatest influence on recruitment compared to word of mouth communication (84.5%v15.5%). In months five and six word of mouth influenced 57.5% of new recruits. Direct comparisons with other programmes were difficult due to a lack of standard definitions of recruitment and adherence and limited reporting of findings. However when compared to pre-existing sessions and sessions delivered in a control area, monthly attendance patterns indicated that a reasonably well funded social Marketing Campaign increased recruitment into exercise sessions, maintained good levels of attendance and reasonable levels of adherence. Good attendance levels support on-going Campaign success by offering evidence of peer and social support for the activity and increasing opportunities for social interaction. They also increase the capacity and reach of the word of mouth communication channels, the most effective form of promotion. Further study into methods of improving exercise adherence is required.
Tony Kuo - One of the best experts on this subject based on the ideXlab platform.
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the sugar pack health Marketing Campaign in los angeles county 2011 2012
Health Promotion Practice, 2014Co-Authors: Noel C Barragan, Ali J Noller, Brenda Robles, Lauren N Gase, Michael Leighs, Suzanne Bogert, Paul A Simon, Tony KuoAbstract:As part of a comprehensive approach to combating the obesity epidemic, the Los Angeles County Department of Public Health launched the “Sugar Pack” health Marketing Campaign in fall 2011. Carried out in three stages, the Campaign sought to educate and motivate the public to reduce excess calorie intake from sugar-sweetened beverage consumption. The primary Sugar Pack creative concepts provided consumers with information about the number of sugar packs contained in sugary drinks. Data from formative market research as well as lessons from previous Campaigns in other U.S. jurisdictions informed the development of the materials. These materials were disseminated through a multipronged platform that included paid outdoor media on transit and billboards and messaging using social media (i.e., Twitter, Facebook, YouTube, and sendable e-cards). Initial findings from a postCampaign assessment indicate that the Sugar Pack Campaign reached broadly into targeted communities, resulting in more than 515 million impres...
Vincenzo Cutrona - One of the best experts on this subject based on the ideXlab platform.
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Semantically-Enabled Optimization of Digital Marketing Campaigns
Lecture Notes in Computer Science, 2019Co-Authors: Vincenzo Cutrona, Flavio De Paoli, Aljaz Kosmerlj, Nikolay Nikolov, Matteo Palmonari, Fernando Perales, Dumitru RomanAbstract:Digital Marketing is a domain where data analytics are a key factor to gaining competitive advantage and return of investment for companies running and monetizing digital Marketing Campaigns on, e.g., search engines and social media. In this paper, we propose an end-to-end approach to enrich Marketing Campaigns performance data with third-party event data (e.g., weather events data) and to analyze the enriched data in order to predict the effect of such events on Campaigns’ performance, with the final goal of enabling advanced optimization of the impact of digital Marketing Campaigns. The use of semantic technologies is central to the proposed approach: event data are made available in a format more amenable to enrichment and analytics, and the actual data enrichment technique is based on semantic data reconciliation. The enriched data are represented as Linked Data and managed in a NoSQL database to enable processing of large amounts of data. We report on the development of a pilot to build a weather-aware digital Marketing Campaign scheduler for JOT Internet Media—a world leading company in the digital Marketing domain that has amassed a huge amount of data on Campaigns performance over the years—which predicts the best date and region to launch a Marketing Campaign within a seven-day timespan. Additionally, we discuss benefits and limitations of applying semantic technologies to deliver better optimization strategies and competitive advantage.