A Unified Survey of Treatment Effect Heterogeneity Modelling and Uplift Modelling

A central question in many fields of scientific research is to determine how an outcome is affected by an action, i.e., to estimate the causal effect or treatment effect of an action. In recent years, in areas such as personalised healthcare, sociology, and online marketing, a need has emerged to estimate heterogeneous treatment effects with respect to individuals of different characteristics. To meet this need, two major approaches have been taken: treatment effect heterogeneity modelling and uplifting modelling. Researchers and practitioners in different communities have developed algorithms based on these approaches to estimate the heterogeneous treatment effects. In this article, we present a unified view of these two seemingly disconnected yet closely related approaches under the potential outcome framework. We provide a structured survey of existing methods following either of the two approaches, emphasising their inherent connections and using unified notation to facilitate comparisons. We also review the main applications of the surveyed methods in personalised marketing, personalised medicine, and sociology. Finally, we summarise and discuss the available software packages and source codes in terms of their coverage of different methods and applicability to different datasets, and we provide general guidelines for method selection.

Research on the Effect of Online Marketing Based on Multimodel Fusion and Artificial Intelligence in the Context of Big Data

Traditional online marketing methods use a single model to predict the advertising conversion rate, but the prediction results are not accurate, and users are not satisfied with the recommendation results. Therefore, this paper proposes an online marketing method based on multimodel fusion and artificial intelligence algorithms under the background of big data. First, it introduces big data technology and analyzes the characteristics of network advertising marketing model (RTB). Second, combined with multitask learning and fusion technology to improve the single model in advertising conversion rate prediction effect, prediction results to further improve the accuracy of results. Then, tF-IDF technology in artificial intelligence algorithm is used to measure the importance of advertising words in online marketing and calculate the contribution degree. Finally, according to XGBoost technology, the multitask fusion model of online marketing effect is classified. Experiments are used to analyze the effect of online marketing. Experimental results show that the proposed method can improve the accuracy of advertising conversion rate prediction and online sales of goods.

Pendampingan Kelompok Petani Muda dalam Upaya Menggali Potensi dan Kreativitas Desa Pada Masa Pandemi di Desa Sumberejo Kota Batu

WHO (World Health Organization) has declared the coronavirus a global pandemic. As one of the countries exposed and the pandemic, Indonesia has changed the lives of all people from various walks of life. It is hoped that the younger generation, as young, dynamic, full of energy, full of optimism, can bring changes that move and try to help the government in breaking the spread of COVID-19. One of them is the role of youth in the agricultural sector. The implementation method used to explore the potential and creativity of young farmers in Sumberejo Village is by providing counseling. The activities carried out are by introducing IT technology, training, and marketing counseling, and more modern business bookkeeping to youth. This activity is very suitable for the conditions of community social restrictions that are currently being carried out. The purpose of this activity is to provide knowledge to young farmers in Sumberejo Village so that the knowledge and skills of young farmers can increase in internet-based business bookkeeping, increase creativity in online marketing so that they are more motivated and good at reading opportunities, and increase the creativity of village youth during the pandemic. Covid-19 and the existence of social restrictions will not dampen their efforts in the organic vegetable business.ABSTRAKWHO (World Health Organization) menetapkan virus corona sebagai pandemi global. Indonesia sebagai salah satu negara yang terpapar dan adanya pandemi tersebut telah merubah kehidupan seluruh kalangan masyarakat dari berbagai lapisan. Diharapkan generasi muda sebagai sosok yang muda, dinamis, penuh energi, penuh optimis dapat membawa perubahan yang bergerak dan berusaha untuk membantu pemerintah dalam memutus penyebaran covid-19. Salah satunya yaitu peran pemuda di sektor pertanian. Metode pelaksanaan yang dipakai untuk menggali potensi dan kreativitas petani muda di Desa Sumberejo yaitu dengan memberikan penyuluhan. Kegiatan yang dilakukan yaitu dengan memberikan pengenalan teknologi IT, pelatihan dan penyuluhan pemasaran dan pembukuan usaha yang lebih modern kepada pemuda. Adanya kegiatan tersebut sangat cocok untuk kondisi pembatasan sosial masyarakat saat ini sedang dijalankan.Tujuan kegiatan ini yaitu dapat memberikan pengetahuan kepada petani muda di Desa Sumberejo sehingga pengetahuan dan keterampilan petani muda dapat meningkat dalam pembukuan usaha berbasis internet, meningkatkan kreativitas dalam pemasaran online sehingga mereka lebih termotivasi dan pandai membaca peluang dan meningkatkan kreativitas pemuda desa di masa pandemi. covid-19 dan adanya pembatasan sosial tidak akan menyurutkan usaha mereka di bidang usaha sayuran organik.

Online Marketing Counseling and Assistance for MSMEs Dakota Convection

Sleman Regency is one of the regencies located in the Special Region of Yogyakarta Province, the beauty and natural wealth that is served even attracts the attention of many tourists, both local and international. In addition to the beautiful natural panorama, Sleman Regency also has many MSME actors so that it really supports the completeness of tourism in Sleman Regency, but due to the Covid-19 pandemic that has hit almost all countries, the tourism and MSME sectors have paralyzed so that a new life transition is needed, one of which is change the marketing of MSME products from offline to online. The presence of the community service team at Bachelorwiyata Tamansiswa University aims to foster the spirit of MSME actors by providing online marketing counseling and assistance to MSME actors. This activity consisted of socialization, counseling and training on online marketing which took place on Tuesday, September 15, 2020. In general, most of the employees at Dakota Convection were enthusiastic to further promote online product marketing through the media website, Instagram, Facebook, and various marketplaces. .

Allos setzt auf digitale Kompetenz

Die zum französischen Unternehmen Ecotone gehörende Allos Hof-Manufaktur versteht sich als Bio-Spezialist. Das Unternehmen baut gleichzeitig immer mehr Online-Marketing-Expertise auf.

How AI Changes the Technopreneurship in the Business World and Its Impact on Business Practices

Technopreneurship is the combination of the words “technology” and “entrepreneurship” that refers to commercial activities, including trading, importing and exporting, selling and buying locally or internationally, that are performed using technologies or technological tools, such as online marketing, data analytics, entrepreneurial platforms, artefactual intelligence appliances, robotics, etc. Additionally, technopreneurship also covers data science management, where data mining, data warehousing, big data analysis are among the important processes that are executed on scientific data in order to identify consumers' purchase behaviours and to forecast market trends. Technopreneurship is a form of entrepreneurship with technologies that involve intensive production, operation, and management processes and practise entrepreneurial spirits involving creativity, innovation, risk-taking, adventure, ambition, and foreseeing actions to achieve success.

An investigation of e-marketing and its effect on the consumer buying decision during COVID-19 pandemic in Aceh Province, Indonesia: A mediating role of perceived risk

Today, Coronavirus is a pandemic that has spread worldwide and causes many problems, including socio economic problems in society. Therefore, e-marketing has an essential function in acquiring new customers, generating leads, and generating revenue for your business by reaching customers interested in your products and services. A digital platform such as web marketing is online marketing to prospective leads and high-value consumers. Thus, the present study examined the usage of e-marketing as a model for buying decisions moderated by perceived risk during the covid-19 pandemic in Aceh Province, Indonesia. This quantitative study involved 325 respondents and was collected through a survey by filling out the questionnaires. Also, e-marketing is measured by perceived usefulness, perceived ease of use as exogenous variables. Therefore, perceived risk is a mediating variable, and the consumer buying decision is an endogenous variable. The data were analyzed using Structural Equation Modelling – Analysis of Moments Structure (SEM-AMOS). The results showed that e-marketing (perceived usefulness and ease of use) positively and significantly affects consumer buying decisions. This study also applied the Sobel test and indicated that perceived risk mediates perceived usefulness and ease toward consumer buying decisions. In conclusion, this study has successfully examined the relationship between e-marketing via perceived usefulness and perceived ease of use. Also, it proves that perceived risk plays a mediating role (partial mediator) in the relationship of perceived usefulness and ease of use on consumer buying decisions. This tested model has become a formulation, especially in marketing science, where it turns out that during the covid-19 pandemic, the buying decision model in the marketplace is a function of the perceived usefulness and perceived ease of use of consumers towards the marketplace, as well as the perceived risk of the marketplace as a partial mediator. So that marketplace manufacturers can drive consumer buying decisions by consumers by creating a strengthening of perceived usefulness and perceived ease of use for consumers, thereby affecting consumers' perceived risk and impacting their buying decisions.

Sosialisasi dan Pendampingan Digital Marketing di Era Pandemi Covid 19 Pada Kelompok Wanita Tani Kelurahan Tembong Kota Serang

Covid 19 has an impact on the economic decline evenly, one of which is the level of people's purchasing power decreases. Coupled with the existence of social restrictions that do not allow people to interact with each other, it greatly affects sales revenue, especially marketing that still uses and relies on conventional systems. Therefore, there is a need for assistance to do digital marketing, especially in this era of sophisticated technology. Because it is undeniable that online marketing is an alternative, not just to keep up with the times, but also a way to adapt to the pandemic conditions that have not subsided. The purpose of this activity is to conduct socialization and assistance to the community, especially women farmer groups regarding how to make product packaging techniques attractive and marketing techniques through digital, with the hope that people will not only do conventional marketing but also digitally. The method used is by socializing or delivering digital marketing materials and theories, as well as direct practical assistance on how to package products, take product photos, use social media, and so on. From the assistance that has been carried out by women farmer groups, they can apply social media including whatsapp and facebook as a means of making sales so that the products or agricultural products they market more attract the wider community