Using Predictive Analytics to Measure Effectiveness of Social Media Engagement: A Digital Measurement Perspective

As social media becomes an increasingly dominant and important component of sport organizations’ marketing and communication strategies, effective marketing measurement techniques are required. Using social media data of a Division I football team, this research demonstrates how predictive analytics can be used as a marketing measurement tool. A support vector machine model was compared to a standard linear regression with respect to accurately predicting Facebook posts’ total interactions. The predictive model was used as (i) a planning tool to forecast future post engagement based on a variety of post characteristics and (ii) an evaluation tool of a marketing campaign by providing accurate benchmarks to compare against achieved engagement metrics. Results indicated the support vector machine model outperformed the standard linear regression and the marketing campaign was unsuccessful in achieving its goals. This research provides a foundation for future use of predictive analytics in social media and sport management scholarship

Political Marketing: Measurement Parameters of the Concept of Social Value in Possible Presidential Pre-Candidates, Elections 2021, Chimborazo, Ecuador

This research sought to determine what parameters of social value should be met by potential presidential candidates through an analysis of political marketing. Qualitative and quantitative approaches were used, at a descriptive, observational and prospective level, with a non-experimental cross-sectional design. Inductive, deductive, analytical, synthetic and semantic methods were used in documentary review and preparation of the conclusions. The objective was to determine the parameters of social value used by voters to evaluate the acceptance / rejection of six possible candidates. The investigation was limited to the province of Chimborazo, Sierra region, after the events of October 2019. The seven social value parameters established by policy experts were: credibility, political background, honesty, professional training, leadership, charisma and tolerance. The results showed a preference in the Chimborazo province for the left-wing political parties and candidates. We conclude that the chimboracenses voters comparatively determined their perception of acceptance / rejection of candidates visible after the national strike in October 2019 using seven predetermined parameters. Keywords: concepts of value, pre-candidates, political marketing, candidate, political parties. Resumen La investigación buscó determinar que parámetros de medición del concepto valor social debería cumplir los posibles precandidatos presidenciales mediante un análisis de Marketing Político, la investigación de enfoque cualitativo y cuantitativo, de nivel descriptivo, observacional y prospectivo, de diseño transversal no experimental, se aplicó los métodos: inductivo, deductivo, analítico, sintético y semántico en la revisión documental y elaboración de las conclusiones. El objetivo de la investigación fue determinar los parámetros de medición del concepto valor social para evaluar la aceptación/rechazo de los electores en seis posibles precandidatos, la investigación muestra limitación en la provincia de Chimborazo, región sierra, luego de los hechos sucedidos el pasado octubre-2019. Los parámetros identificados en el concepto valor social fueron establecidos por expertos en política definiéndose siete: credibilidad, antecedentes políticos, honradez, formación profesional, liderazgo, carisma y tolerancia. Los resultados avizoran un buen posicionamiento en la provincia de Chimborazo hacia los candidatos y partidos políticos de izquierda. Se concluye que, los electores chimboracenses en forma comparativa determinaron su percepción de aceptación/rechazo en 7 parámetros descritos en los precandidatos que se visibilizaron después del Paro Nacional de octubre 2019. Palabras clave: conceptos de valor, pre-candidatos, marketing político, candidato, partidos políticos.

Analisis Kepuasan Pengguna Terhadap Pemanfaatan e-Commerce Sebagai Media Pemasaran Properti di Yogyakarta dan Jawa Tengah Menggunakan Metode EUCS

Competition of marketing property in Yogyakarta and Central Java getting tighter now, many information service provider are trying to increasing they information services using technology with utilize the e-Commerce. With the property e-Commerce expected can provide convenience to the community to property information searching especially in Yogyakarta and Centra Java area. One of the e-Commerce Property that is often in use by the property agent is a www.rumah.com. However, analyze of the effect of e-commerce Utilization on property marketing at this time has been no assessment of the extent of its influence on user satisfaction is the property information provider services. Assessment from the side of user satisfaction on the utilization of e-commerce web is a success of the website in supporting marketing. Measurement of the satisfaction of e-commerce web users in this issue using EUCS (End User Computing Satisfaction) method. Based on the research, the value of the content evaluation is 3.4425, the accuracy is 3.725, the format is 3.605, the ease of use is 3.885 and the timeliness is 3,5325. In accordance with the evaluation results obtained that the evaluation value of the five indicators> 3. This shows overall property informationKeywords: EUCS, e-Commerce, Property, Yogyakarta, Central Java ABSTRAKPersaingan pemasaran properti di Yogyakarta dan Jawa Tengah semakin ketat. Banyak jasa penyedia informasi properti yang berusaha untuk meningkatkan pelayanan informasi dengan memanfaatkan teknologi dengan memanfaatkan e-commerce. Dengan adanya Aplikasi e-commerce properti diharapkan dapat memberikan kemudahan kepada masyarakat untuk melakukan pencarian informasi properti khususnya di wilayah seputaran Yogyakarta dan Jawa Tengah. Salah satu web-ecommerce yang sering di gunakan pemanfaatannya oleh agen properti adalah www.rumah.com. Akan tetapi analisa pengaruh pemanfaatan web e-commerce terhadap pemasaran properti pada saat ini belum ada penilaian terhadap hal tersebut sejauh mana pengaruhnya terhadap kepuasan pengguna yaitu jasa penyedia informasi properti. Penilaian dari sisi kepuasan pengguna terhadap pemanfaatan web e-commerce merupakan suatu keberhasilan website dalam menunjang pemasaran. Pengukuran kepuasaan pengguna web e-commerce dalam permasalahan ini menggunakan metode EUCS (End User Computing Satisfaction). Berdasarkan penelitian yang telah dilakukan, nilai hasil evaluasi isi adalah 3,4425, akurasi adalah 3,725, format adalah 3,605, kemudahan pemakaian adalah 3,885 dan ketepatan waktu adalah 3,5325. Sesuai dengan hasil evaluasi didapatkan bahwa nilai evaluasi kelima indicator > 3. Hal ini menunjukkan secara keseluruhan para penyedia jasa informasi properti cukup puas dalam hal menggunakan web e-commerce www.rumah.com.Kata kunci: EUCS, e-commerce, Properti Yogyakarta, Jawa Tengah.

The role of C-OAR-SE in marketing measurement

Purpose This paper aims to offer a comment on Rossiter’s C-OAR-SE article and suggests future developments for the practical application of C-OAR-SE that would promote its usage and acceptance among marketing scholars. Design/methodology/approach This is a theoretical paper. Findings The paper identifies challenging steps in the practical application of C-OAR-SE and suggests that these can be overcome by developing detailed guidelines. Research limitations/implications Improving marketing measurement practice is of importance to marketing scholars. Originality/value The paper suggests how measure development could be structured in a manner that would reduce the subjective element of content validity assessment.