Online consumer behavior modeling

How to attract and win over the consumer in the highly competitive Internet marketplace? What would the best marketer of the world do? What would Sun Tzu do?  What would Alexander the Great do?  Well, the answer is not so simple, since online consumer behavior has become an emerging research area as well as a key factor for many companies. Digital ecosystems are evolving so rapidly and it seems that even the greatest strategists might face difficulties in consumer behavior modeling and optimizing consumer interactivity with the brand. But how do we, marketers, approach the construct "online consumer behavior"...

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New Brand Assets: Where are we going?

"We show that easily accessible digital records of behavior, Facebook Likes, can be used to automatically and accurately predict a range of highly sensitive personal attributes including: sexual orientation, ethnicity, religious and political views, personality traits, intelligence, happiness, use of addictive substances, parental separation, age, and gender. The analysis presented is based on a dataset of over 58,000 volunteers who provided their Facebook Likes, detailed demographic profiles, and the results of several psychometric tests." Kosinski et al. 2013 (The Psychometrics Centre, University of Cambridge) Like. Comment. Engage. Sponsored...

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5+1 Latest Viral Commercials

The latest February commercials that went viral! 5. M&M'S Superbowl Ad 4. Jägermeister UK 3. Jerry Ricecake Superbowl Ad 2. U2 "Invisible" & Bank of America 1. Wonderful Pistachios Superbowl Ad Lucky Star: SOS Children Villages ...

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Win with Adwords Strategic Decisions

I make myself tiring when i say to my friends and colleagues again and again that what is missing nowadays is not skill, but critical thinking. Strategic insight and then tactical implementation. Marketers are not an exception. Now, if we think Adwords from a marketer’s holistic point of view, caution is necessary; otherwise our campaign is doomed to fail. What else could we put emphasis on, apart from grouping the keywords correctly, using optimized settings and then sitting back to drink scotch (or soda if you prefer), thus leaving our account to run without intervention? Ignoring our Unique Selling Proposition USP stands...

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