Inverse network sampling to explore online brand allegiance

Within the online media universe, there are many underlying communities. These may be defined, for example, through politics, location, health, occupation, extracurricular interests or retail habits. Government departments, charities and commercial organisations can benefit greatly from insights about the structure of these communities; the move to customer-centred practices requires knowledge of the customer base. Motivated by this issue, we address the fundamental question of whether a sub-network looks like a collection of individuals who have effectively been picked at random from the whole, or instead forms a distinctive community with a new, discernible structure. In the former case, to spread a message to the intended user base it may be best to use traditional broadcast media (TV, billboard), whereas in the latter case a more targeted approach could be more effective. In this work, we therefore formalise a concept of testing for sub-structure and apply it to social interaction data. First, we develop a statistical test to determine whether a given sub-network (induced sub-graph) is likely to have been generated by sampling nodes from the full network uniformly at random. This tackles an interesting inverse alternative to the more widely studied “forward” problem. We then apply the test to a Twitter reciprocated mentions network where a range of brand name based sub-networks are created via tweet content. We correlate the computed results against the independent views of 16 digital marketing professionals. We conclude that there is great potential for social media based analytics to quantify, compare and interpret online brand allegiances systematically, in real time and at large scale.

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Innovative Marketing Strategies for Select E-Commerce Companies in India - A Review.

SMS Journal of Enterpreneurship & Innovation ◽

10.21844/smsjei.v5i1.15137 ◽

2018 ◽

Vol 5 (1) ◽

Author(s):

Amit Kumar Bhanja ◽

P.C Tripathy

Keyword(s):

Artificial Intelligence ◽

Internet Of Things ◽

Business Environment ◽

Marketing Strategies ◽

Point Of View ◽

Digital Marketing ◽

Customer Base ◽

Innovative Methods ◽

Online Shoppers ◽

Drastic Increase

Innovation is the key to opportunities and growth in today’s competitive and dynamic business environment. It not only nurtures but also provides companies with unique dimensions for constant reinvention of the existing way of performance which enables and facilitates them to reach out to their prospective customers more effectively. It has been estimated by Morgan Stanley that India would have 480 million shoppers buying products online by the year 2026, a drastic increase from 60 million online shoppers in the year 2016. E-commerce companies are aggressively implementing innovative methods of marketing their product offerings using tools like digital marketing, internet of things (IoT)and artificial intelligence to name a few. This paper focuses on outlining the innovative ways of marketing that the E-Commerce sector implements in orders to increase their customer base and aims at determining the future scope of this area. A conceptual comparative study of Amazon and Flipkart helps to determine which marketing strategies are more appealing and beneficial for both the customers and companies point of view.

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Stacked Community Prediction: A Distributed Stacking-Based Community Extraction Methodology for Large Scale Social Networks

Big Data and Cognitive Computing ◽

10.3390/bdcc5010014 ◽

2021 ◽

Vol 5 (1) ◽

pp. 14

Author(s):

Christos Makris ◽

Georgios Pispirigos

Keyword(s):

Social Networks ◽

Graph Partitioning ◽

Large Scale ◽

Real Life ◽

Information Networks ◽

Digital Marketing ◽

Partitioning Problems ◽

Iterative Solutions ◽

Community Extraction ◽

Stability And Accuracy

Nowadays, due to the extensive use of information networks in a broad range of fields, e.g., bio-informatics, sociology, digital marketing, computer science, etc., graph theory applications have attracted significant scientific interest. Due to its apparent abstraction, community detection has become one of the most thoroughly studied graph partitioning problems. However, the existing algorithms principally propose iterative solutions of high polynomial order that repetitively require exhaustive analysis. These methods can undoubtedly be considered resource-wise overdemanding, unscalable, and inapplicable in big data graphs, such as today’s social networks. In this article, a novel, near-linear, and highly scalable community prediction methodology is introduced. Specifically, using a distributed, stacking-based model, which is built on plain network topology characteristics of bootstrap sampled subgraphs, the underlined community hierarchy of any given social network is efficiently extracted in spite of its size and density. The effectiveness of the proposed methodology has diligently been examined on numerous real-life social networks and proven superior to various similar approaches in terms of performance, stability, and accuracy.

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Optimizing the Frequency Capping: A Robust and Reliable Methodology to Define the Number of Ads to Maximize ROAS

Applied Sciences ◽

10.3390/app11156688 ◽

2021 ◽

Vol 11 (15) ◽

pp. 6688

Author(s):

Jesús Romero Leguina ◽

Ángel Cuevas Rumin ◽

Rubén Cuevas Rumin

Keyword(s):

High Frequency ◽

Large Scale ◽

Low Frequency ◽

Digital Marketing ◽

Optimal Frequency ◽

Novel Technique ◽

Maximum Threshold

The goal of digital marketing is to connect advertisers with users that are interested in their products. This means serving ads to users, and it could lead to a user receiving hundreds of impressions of the same ad. Consequently, advertisers can define a maximum threshold to the number of impressions a user can receive, referred to as Frequency Cap. However, low frequency caps mean many users are not engaging with the advertiser. By contrast, with high frequency caps, users may receive many ads leading to annoyance and wasting budget. We build a robust and reliable methodology to define the number of ads that should be delivered to different users to maximize the ROAS and reduce the possibility that users get annoyed with the ads’ brand. The methodology uses a novel technique to find the optimal frequency capping based on the number of non-clicked impressions rather than the traditional number of received impressions. This methodology is validated using simulations and large-scale datasets obtained from real ad campaigns data. To sum up, our work proves that it is feasible to address the frequency capping optimization as a business problem, and we provide a framework that can be used to configure efficient frequency capping values.

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“Tata i-Shakti” to “Tata Sampann”: rebranding or repositioning?

Emerald Emerging Markets Case Studies ◽

10.1108/eemcs-09-2016-0191 ◽

2017 ◽

Vol 7 (4) ◽

pp. 1-16

Author(s):

Geetika Varshneya ◽

Gopal Das

Keyword(s):

Brand Equity ◽

Low Cost ◽

Subject Area ◽

Consumer Products ◽

Brand Name ◽

Content Type ◽

Customer Base ◽

Rural Market ◽

Umbrella Branding ◽

Executive Level

Subject area Marketing. Study level/applicability This case may be used by instructors to teach undergraduate, post graduate and executive level programmes in management. It may be used in basic marketing, branding or marketing strategy courses. The case may serve as a platform for the instructor to discuss the concepts and issues related to positioning and repositioning. Case overview Tata Chemicals, a subsidiary of the Tata group, launched the “i-Shakti” brand six years ago for its low-cost “solar-evaporated” salt for rural customers. In 2010, the company extended the brand equity of i-Shakti to a premium segment and launched a new brand “Tata i-Shakti” with a range of unpolished pulses. Changing the brand name and customer base from “i-Shakti for rural market” to “Tata i-Shakti for premium market” created a dilemma among customers in the market. To overcome this problem, in October 2015, the company’s portfolio of pulses, gram flour and food grade soda under “Tata i-Shakti” label has migrated into a new brand “Tata Sampann”. The company also launched a range of spices under the brand name of “Tata Sampann”. This new brand “Tata Sampann” was launched to serve the premium segment with an aim to “enrich everyday meals with extra nutrition and extra joy”. Also, this brand recreation was made by the company with anticipation to make avenues for future launches in the staples and food segment under Tata’s consumer products business. It has been almost a year since Tata Sampann was launched in the market. Given the tough competition and expected growth of the spices market in India, it remained to be seen whether “Tata i-Shakti” was rightly rebranded or repositioned with “Tata Sampann”. Expected learning outcomes To make participants understand the basic concepts of branding such as umbrella branding, brand repositioning and rebranding. To make participants learn about various brand elements and how they contribute in communicating the value proposition of the brand. To make participants appreciate various marketing and brand related strategies. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS: 8: Marketing.

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Efficient Heuristics for Large-Scale Vehicle Routing Problems Using Particle Swarm Optimization

International Journal of Green Computing ◽

10.4018/jgc.2012070103 ◽

2012 ◽

Vol 3 (2) ◽

pp. 34-50

Author(s):

A. Chandramouli ◽

L. Vivek Srinivasan ◽

T. T. Narendran

Keyword(s):

Particle Swarm Optimization ◽

Vehicle Routing ◽

Large Scale ◽

Particle Swarm ◽

Computational Effort ◽

Swarm Optimization ◽

Routing Problem ◽

Customer Base ◽

Benchmark Datasets ◽

Problem Instances

This paper addresses the Capacitated Vehicle Routing Problem (CVRP) with a homogenous fleet of vehicles serving a large customer base. The authors propose a multi-phase heuristic that clusters the nodes based on proximity, orients them along a route, and allots vehicles. For the final phase of determining the routes for each vehicle, they have developed a Particle Swarm Optimization (PSO) approach. Benchmark datasets as well as hypothetical datasets have been used for computational trials. The proposed heuristic is found to perform exceedingly well even for large problem instances, both in terms of quality of solutions and in terms of computational effort.

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Indonesian MSME E-Commerce among the Covid-19 Pandemic

GATR Global Journal of Business Social Sciences Review - GATR Global Journal of Business and Social Science Review (GJBSSR) Vol.7(1) Jan-Mar 2019 ◽

10.35609/gjbssr.2020.8.4(8) ◽

2020 ◽

Vol 8 (4) ◽

pp. 267-277

Author(s):

Elya Kurniawati ◽

Immamul Huda Al Siddiq

Keyword(s):

Large Scale ◽

Jel Classification ◽

Education Level ◽

Online Media ◽

Economic Activities ◽

Average Income ◽

Level Of Education ◽

Before And After ◽

The Government ◽

Transaction Pattern

Objective - This study aims to find out (1) how the e-commerce utilization model before and during the pandemic, (2) the influence of the level of education on the tendency to use e-commerce (3) the marketing media used before and after the Covid-19 pandemic, and ( 4) the average income of MSME actors before and after the Covid-19 pandemic. The research method used is an explanative quantitative method, using a questionnaire, examining theories and policies related to Covid-19 and the application of e-commerce. Methodology/Technique – This study used a sample of 75 MSME actors and found that there was a significant increase in the use of e-commerce by Indonesian MSME actors during the Covid-19 pandemic. The use of online media in economic activities during the pandemic increased from 21.33% to 54.67%. Meanwhile, the education level of the MSME actors did not influence the decision to change the transaction pattern from offline to online with r score of 0.132. Finding – This means that this pandemic has changed the way of transactions in economic activity to its roots no matter how high the education level of the MSME actors is. The income of MSME actors has actually dropped dramatically during the pandemic, especially the period when the government implemented the Large-Scale Social Restrictions (PSBB) policy. Type of Paper: Empirical JEL Classification: L81, O32. Keywords: COVID-19, E-Commerce, Social Distancing, MSME Reference to this paper should be made as follows: Kurniawati, E; Siddiq, I.H.A. (2020). Indonesian MSME E-Commerce among the Covid-19 Pandemic, GATR Global J. Bus. Soc. Sci. Review, 8(4): 267 – 277. https://doi.org/10.35609/gjbssr.2020.8.4(8)

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XlinkCyNET: a Cytoscape application for visualization of protein interaction networks based on cross-linking mass-spectrometry identifications

10.1101/2020.12.20.423654 ◽

2020 ◽

Author(s):

Diogo Borges Lima ◽

Ying Zhu ◽

Fan Liu

Keyword(s):

Mass Spectrometry ◽

Protein Interaction ◽

Large Scale ◽

Interaction Network ◽

Protein Interaction Networks ◽

Interaction Networks ◽

Cross Linking ◽

Protein Interaction Data ◽

Interaction Data ◽

Link Type

ABSTRACTSoftware tools that allow visualization and analysis of protein interaction networks are essential for studies in systems biology. One of the most popular network visualization tools in biology is Cytoscape, which offers a large selection of plugins for interpretation of protein interaction data. Chemical cross-linking coupled to mass spectrometry (XL-MS) is an increasingly important source for such interaction data, but there are currently no Cytoscape tools to analyze XL-MS results. In light of the suitability of Cytoscape platform but also to expand its toolbox, here we introduce XlinkCyNET, an open-source Cytoscape Java plugin for exploring large-scale XL-MS-based protein interaction networks. XlinkCyNET offers rapid and easy visualization of intra and intermolecular cross-links and the locations of protein domains in a rectangular bar style, allowing subdomain-level interrogation of the interaction network. XlinkCyNET is freely available from the Cytoscape app store: http://apps.cytoscape.org/apps/xlinkcynet and at https://www.theliulab.com/software/xlinkcynet.

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PROGRAM PENGEMBANGAN IDE UMKM WAROENG KOPI SINGGAH

As-Sidanah : Jurnal Pengabdian Masyarakat ◽

10.35316/assidanah.v3i1.1100 ◽

2021 ◽

Vol 3 (1) ◽

pp. 1-12

Author(s):

Septi Anti ◽

Fitriatus Solikah ◽

Sholehatul Mardiyah

Keyword(s):

Action Research ◽

Digital Marketing ◽

Online Media ◽

Research Approach ◽

Coffee Shop ◽

Work Program ◽

Action Research Approach ◽

Approach Method ◽

To Come ◽

Suitable Product

Waroeng Kopi Singgah is a coffee shop that focuses on selling coffee on Pilang Street No.200, Wonoayu Sidoarjo. The sales location is strategic, but during this pandemic period it has decreased so that there is a lack of interest in visitors to come to the coffee shop to stop by. The purpose of implementing this program is to increase knowledge about making suitable product brands, knowledge about how to market through digital marketing, an increase in products with various variants, and an increase in turnover after selling through various online media. To achieve the expected goal, a series of activities were carried out using the PAR (Particitory action research) approach method, with various stages in its implementation, namely 1). Planning, this stage is carried out offline observation and identification of problems that are being experienced by the owner of the Singgah coffee shop. 2). Implementation, carrying out a series of activities from rebranding to marketing through digital marketing, and 3). Evaluation, assessment of the work program implemented. The result of the implementation of this activity is the presence of a new logo reflecting the stopover coffee shop, the existence of two coffee variants, namely arabica and robusta. In addition, there is promotion by making digital marketing through online media such as nstagram and shopee. Through a series of activities, it is hoped that there will be an increase in turnover and wider product recognition through online media.

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Investigating people’s news diets: How online users use offline news

Communications ◽

10.1515/commun-2014-0028 ◽

2015 ◽

Vol 40 (1) ◽

Cited By ~ 5

Author(s):

Damian Trilling ◽

Klaus Schoenbach

Keyword(s):

Large Scale ◽

Media Use ◽

Online News ◽

Background Information ◽

Easy Access ◽

Online Media ◽

Different Types ◽

Large Scale Survey ◽

Low Costs ◽

Broad Overview

AbstractThe question how offline media use is related to online media use has been heavily debated in the last decades. If they are functionally equivalent, then advantages like low costs, rapid publication cycles, and easy access to online news could lead to them displacing offline news. Data from a large-scale survey with detailed questions about media use in the Netherlands show that, interestingly, the functions that online and offline media are used for are often the same: Those who use online media to gain a broad overview of the news, for fast updates, or for background information use offline media for the same purpose. There are some differences, though: For many citizens, the need of a broad overview of the news seems to be fulfilled by repertoires consisting of several outlets of different types, while they seem to have favorite specific outlets for news updates or background information, respectively. This suggests that outlets can especially focus on the latter two functions to distinguish themselves.

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