Behavioural Targeting
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Behavioural Targeting
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Author : Alice Klever
language : en
Publisher: Diplomica Verlag
Release Date : 2009-08-28
Behavioural Targeting written by Alice Klever and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-08-28 with Business & Economics categories.
Consumers today are in the focus of a wide range of companies in a more and more global world, all of which implies an increase of marketing activities and hence an increase of advertising effort. Hundreds or even thousands of advertising messages are put in front of consumers every day through various media channels. However, every targeted customer has a very limited ability of perceiving advertising messages and even a smaller percentage of what has been recognized is considered as being relevant. Therefore consumers quite often feel harassed and overloaded by the mass of information, the quality of advertising and the context in which it is shown, and react protective towards advertising, especially when they do not belong to the target group of the advertised product or service. This implies a great amount of budget wastage and a potential damage to brand images, since too many consumers are targeted with the wrong advertising message. Furthermore media consumption has changed over the years, while the consumption of TV for instance remains stable, the internet consumption increases dramatically, in the younger target groups it has already outgrown the TV consumption, and therefore an attenuation of this trend can be expected. This means more and more prospective consumers will spend more and more time online and are therefore important potential targets for advertising campaigns. Keeping in mind the negative consequences of the irrelevant and too intense advertising the question arises if there is a way to avoid the drawbacks of offline media and use the opportunities offered by online media. The necessity of defining the right target group for an advertising campaign is as undoubted as the difficulties implied in that process, the end product being able to target the right persons online. Behavioural targeting might offer a way to analyse online media and therefore to contribute to the requirements for optimal media planning in order to achieve a high degree
Improving Privacy Protection In The Area Of Behavioural Targeting
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Author : Frederik J. Zuiderveen Borgesius
language : en
Publisher: Kluwer Law International
Release Date : 2015
Improving Privacy Protection In The Area Of Behavioural Targeting written by Frederik J. Zuiderveen Borgesius and has been published by Kluwer Law International this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with Data protection categories.
Foreword by Chris Jay Hoofnagle --Acknowledgements --Introduction --Behavioural Targeting --Privacy --Data Protection Law, Principles --Data Protection Law, Material Scope --Informed Consent in Data Protection Law --Informed Consent in Practice --Improving Empowerment --Improving Protection --Summary and Conclusion --References --Legal Texts --National Legal Texts --Table of Cases.
Display Advertising With Real Time Bidding Rtb And Behavioural Targeting
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Author : Jordan L. Boyd-Graber
language : en
Publisher:
Release Date : 2017
Display Advertising With Real Time Bidding Rtb And Behavioural Targeting written by Jordan L. Boyd-Graber and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Data mining categories.
How can a single person understand what's going on in a collection of millions of documents? This is an increasingly common problem: sifting through an organization's e-mails, understanding a decade worth of newspapers, or characterizing a scientific field's research. Topic models are a statistical framework that help users understand large document collections: not just to find individual documents but to understand the general themes present in the collection. This survey describes the recent academic and industrial applications of topic models with the goal of launching a young researcher capable of building their own applications of topic models. In addition to topic models' effective application to traditional problems like information retrieval, visualization, statistical inference, multilingual modeling, and linguistic understanding, this survey also reviews topic models' ability to unlock large text collections for qualitative analysis. We review their successful use by researchers to help understand fiction, non-fiction, scientific publications, and political texts.
Business Law And Ethics Concepts Methodologies Tools And Applications
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Author : Management Association, Information Resources
language : en
Publisher: IGI Global
Release Date : 2015-03-31
Business Law And Ethics Concepts Methodologies Tools And Applications written by Management Association, Information Resources and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-31 with Business & Economics categories.
In modern business environments, ethical behavior plays a crucial role in success. Managers and business leaders must pay close attention to the ethics of their policies and behaviors to avoid a reputation-crushing scandal. Business Law and Ethics: Concepts, Methodologies, Tools, and Applications explores best practices business leaders need to navigate the complex landscape of legal and ethical issues on a day-to-day basis. Utilizing both current research and established conventions, this multi-volume reference is a valuable tool for business leaders, managers, students, and professionals in a globalized marketplace.
Display Advertising With Real Time Bidding Rtb And Behavioural Targeting
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Author : Jun Wang
language : en
Publisher:
Release Date : 2017-07-13
Display Advertising With Real Time Bidding Rtb And Behavioural Targeting written by Jun Wang and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-07-13 with Computers categories.
This monograph offers insightful knowledge of real-world RTB systems, to bridge the gaps between industry and academia, and to provide an overview of the fundamental infrastructure, algorithms, and technical and research challenges of the new frontier of computational advertising.
Web Information Systems Engineering Wise 2008
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Author : James Bailey
language : en
Publisher: Springer Science & Business Media
Release Date : 2008-08-12
Web Information Systems Engineering Wise 2008 written by James Bailey and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-08-12 with Business & Economics categories.
This book constitutes the proceedings of the 9th International Conference on Web Information Systems Engineering, WISE 2008, held in Auckland, New Zealand, in September 2008. The 17 revised full papers and 14 revised short papers presented together with two keynote talks were carefully reviewed and selected from around 110 submissions. The papers are organized in topical sections on grid computing and peer-to-peer systems; Web mining; rich Web user interfaces; semantic Web; Web information retrieval; Web data integration; queries and peer-to-peer systems; and Web services.
Consumer Behaviour
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Author : Leon Schiffman
language : en
Publisher: Pearson Higher Education AU
Release Date : 2013-10-15
Consumer Behaviour written by Leon Schiffman and has been published by Pearson Higher Education AU this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-15 with Business & Economics categories.
A trusted resource for Consumer Behaviour theory and practice. Consumer Behaviour explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies. In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making. The sixth edition of this Australian text provides expanded coverage of contemporary topics.
Artificial Intelligence Based Online Marketing
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Author : Ms.Hridayama Dev Varm
language : en
Publisher: Leilani Katie Publication
Release Date : 2024-04-03
Artificial Intelligence Based Online Marketing written by Ms.Hridayama Dev Varm and has been published by Leilani Katie Publication this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-04-03 with Computers categories.
Ms.Hridayama Dev Varma, Senior Research Scholar, Faculty of Management, SRM Institute of Science and Technology, Kattankulathur, Chengalpattu, Tamil Nadu, India. Mrs. Neglur Indrani Sudhindra , Full Time Research Scholar , Faculty of Management , SRM Institute of Science and Technology, Kattankulathur, Chengalpattu, Tamil Nadu, India . Mr. Surjadeep Dutta,Senior Research Scholar, Faculty of Management, SRM Institute of Science and Technology, Kattankulathur, Chengalpattu, Tamil Nadu, India.
Digital Marketing Fundamentals
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Author : Marjolein Visser
language : en
Publisher: Taylor & Francis
Release Date : 2021-07-05
Digital Marketing Fundamentals written by Marjolein Visser and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-05 with Business & Economics categories.
Digital Marketing Fundamentals is the first fully-fledged textbook on digital marketing that covers the entire marketing process. Both the scientific theory behind digital marketing as well as techniques and media are discussed. Digital Marketing Fundamentals is easy to read and contains many International examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning and organisation. The application of social media and mobile communication is seamlessly integrated into the topics. Digital Marketing Fundamentals is very suitable for commercial and management courses in Higher Education and also for professionals active in digital marketing.
Marketing Intelligent Systems Using Soft Computing
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Author : Jorge Casillas
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-09-30
Marketing Intelligent Systems Using Soft Computing written by Jorge Casillas and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-09-30 with Computers categories.
Dr. Jay Liebowitz Orkand Endowed Chair in Management and Technology University of Maryland University College Graduate School of Management & Technology 3501 University Boulevard East Adelphi, Maryland 20783-8030 USA jliebowitz@umuc. edu When I first heard the general topic of this book, Marketing Intelligent Systems or what I’ll refer to as Marketing Intelligence, it sounded quite intriguing. Certainly, the marketing field is laden with numeric and symbolic data, ripe for various types of mining—data, text, multimedia, and web mining. It’s an open laboratory for applying numerous forms of intelligentsia—neural networks, data mining, expert systems, intelligent agents, genetic algorithms, support vector machines, hidden Markov models, fuzzy logic, hybrid intelligent systems, and other techniques. I always felt that the marketing and finance domains are wonderful application areas for intelligent systems, and this book demonstrates the synergy between marketing and intelligent systems, especially soft computing. Interactive advertising is a complementary field to marketing where intelligent systems can play a role. I had the pleasure of working on a summer faculty f- lowship with R/GA in New York City—they have been ranked as the top inter- tive advertising agency worldwide. I quickly learned that interactive advertising also takes advantage of data visualization and intelligent systems technologies to help inform the Chief Marketing Officer of various companies. Having improved ways to present information for strategic decision making through use of these technologies is a great benefit.