Targeted Advertising and Consumer Inference

Shin, Jiwoong; Yu, Jungju

doi:10.2139/ssrn.3688258

Cited by 6 publications

(5 citation statements)

References 33 publications

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“…To increase CFS customer conversion rates, targeted advertisements should be implemented regularly via various platforms such as Google Advertisements, Facebook and Instagram to narrow down the potential customer pool. Targeted advertising involves online advertising which is directed towards audiences with specific traits that are related to the product the advertiser is promoting [22]. These traits can be categorized into demographic, psychographic, or behavioral traits [22].…”

Section: Customer Conversion and Retentionmentioning

confidence: 99%

“…Targeted advertising involves online advertising which is directed towards audiences with specific traits that are related to the product the advertiser is promoting [22]. These traits can be categorized into demographic, psychographic, or behavioral traits [22]. Targeted advertising relies on these traits to ensure that the right advertisements reach the right people.…”

Section: Customer Conversion and Retentionmentioning

confidence: 99%

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Data Analytics Application in Fashion Retail SMEs (A Case Study in Caracas Fashion Store)

Surabani

Rodriguez

2023

IJITCSA

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Data analytics plays a paramount role in maximizing productivity and profitability for businesses by deriving insights from pre-existing data to predict market trends and client habits to make better business decisions. In accordance with Industrial Revolution 4.0, most SMEs have begun to implement an e-commerce business model, thus, customer data is generated at an exponential rate, allowing SMEs to further develop their services for greater user satisfaction. However, the abundance of unsorted and ambiguous data leads to issues such as server overload and inefficient customer sales cycle tracking. This paper will explain the application of data analytics techniques and architectures to overcome these issues in a fashion retail SME, as well as the benefits and drawbacks of these solutions.

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Section: Customer Conversion and Retentionmentioning

confidence: 99%

Section: Customer Conversion and Retentionmentioning

confidence: 99%

Data Analytics Application in Fashion Retail SMEs (A Case Study in Caracas Fashion Store)

Surabani

Rodriguez

2023

IJITCSA

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“…Various studies indicate that there should be a balance between the use of personal data and the possible invasion of privacy, as it has been shown that a privacy protection policy can be beneficial for both clients and marketers (Kox et al, 2017). Other research shows that businesses often should not apply retargeting techniques (Shin & Yu, 2020), and some researchers have shown that the trusted platform matters (Kim et al, 2019). In addition, the importance of proper targeting is highlighted, as if a targeted ad appears to an irrelevant audience, then they will have a negative attitude towards the targeted advertisement and the advertised product (Cyril de Run, 2007).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Untitled

2022

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The technique of online behavioral advertising (OBA) is a strategy that has been widely used in the last decade by businesses and advertisers to deliver targeted advertising messages to internet users. It is done by utilizing technology to record the habits of online shoppers, including their searches and the content they visit. Users who browse the internet or use social media view advertisements relevant to their interests, recent searches, and location. We study Twitter users' attitudes about targeted ads using five different machine learning models in this research, applying the CRISP-DM framework. Our primary focus is to develop a benchmark Twitter sentiment dataset related to targeted ads and implement highly accurate machine learning algorithms to predict tweet text sentiments when discussing targeted ads. The machine learning algorithms used are Logistic Regression, Random Forest, Multinomial Naïve Bayes, Multi-Layer Perceptron, and Decision Tree. We use accuracy, precision, recall, and the F1 measure to evaluate their performance. Logistic Regression using the content-based method provides the utmost accuracy of 0.88. We propose a model that allows real-time consumer attitude research regarding retargeting ads. The results show that logistic regression is the most accurate method for predicting customer responses to OBA campaigns and that retargeting and OBA often cause negative feelings in consumers.

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“…Starting with Holmstrom (1999), Fudenberg andTirole (1986), andStein (1989), research on signal jamming has demonstrated individuals' and firms' incentives to take action with the sole intent of influencing the inferences others make from observed outcomes. For example, several articles in marketing study signal jamming in the context of advertising communication (Grunewald and Krëel 2017;Mayzlin and Shin 2011;Shapiro 2006;Shin 2005;Shin and Yu 2021). Also, such signaling effects have been shown in supply chains in the context of conveying information to suppliers through observed inventory levels (Zhang, Nagarajan, and Sosic 2010).…”

Section: Literature Reviewmentioning

confidence: 99%

Information Disclosure Policy and Its Implications: Ratcheting in Supply Chains

Mittendorf¹,

Shin²,

Yoon³

2021

Journal of Marketing Research

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Fear of escalating input prices in response to retail success is a commonly-discussed phenomenon affecting supply chains. Such a ratchet effect arises when a retailer feels compelled to modify his investments to better serve the end customers in order to hide positive prospects and restrain future wholesale price hikes. In a two-period model of supply chain interactions, the authors demonstrate that such an endogenous ratchet effect can have multi-faceted reverberations. A retailer fearing price hikes may be tempted to curtail near-term profits to ensure favorable long-term pricing. In response, the supplier can use deep discounts in its initial wholesale prices to convince the retailer to focus on its short-run profits rather than long-run pricing concerns. These deep discounts not only encourage mutually beneficial investments but also alleviate double-marginalization inefficiencies along the supply chain. In light of these results, the authors demonstrate that the mandatory information disclosure policy to reduce the ratchet effect decreases total channel efficiency compared to the case without information disclosure, precisely because mandatory disclosure interrupts the healthy tension among supply chain partners. Thus, the model presents a scenario where ratcheting concerns can create a degree of self-enforcing cooperation that results in socially beneficial responses in supply chains.

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Targeted Advertising and Consumer Inference

Cited by 6 publications

References 33 publications

Data Analytics Application in Fashion Retail SMEs (A Case Study in Caracas Fashion Store)

Data Analytics Application in Fashion Retail SMEs (A Case Study in Caracas Fashion Store)

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Information Disclosure Policy and Its Implications: Ratcheting in Supply Chains

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