Measuring Surveillance in Online Advertising: A Big Data Approach

2013 ◽  
Author(s):  
Aaron Herps ◽  
Paul A. Watters ◽  
Guillermo Pineda-Villavicencio
Keyword(s):  
Big Data ◽  
Online Advertising

scholarly journals Using Big Data for Online Advertising Without Wastage: Wishful Dream, Nightmare or Reality?

2016 ◽  
Vol 8 (2) ◽  
pp. 38-43 ◽  
Author(s):  
Mark Grether
Keyword(s):  
Big Data ◽  
Online Advertising ◽  
Cost Savings ◽  
Important Application ◽  
Third Party ◽  
Competitive Advantages ◽  
Potential Cost ◽  
Effective Cost ◽  
Successful Business

Abstract Big data contains lots of information about consumers and allows companies real-time and data-assisted decision making to gain significant competitive advantages. Digital advertising is an important application for tailoring services to individual needs. Customized advertising is expected to be more effective, cost less, and better received by society. But what looks deceptively simple when it succeeds is frequently quite difficult to implement in practice. It is difficult to judge and validate the quality of automatically generated data. And besides quality, there are other aspects that make it tricky to determine the value of the data. A reasonable price for data depends on the context of its application and the potential cost savings it generates. And not only the price per impression is unclear. The number of contacts is also less obvious than it seems at first glance. Primarily third party data providers often incur problems with the monetization of big data and many are struggling to survive. They depend on the fairness of the data buyer and a successful business model has yet to be developed.

scholarly journals Internet Marketing in the Brand Technologies of the Tourism Industry

2019 ◽  
Vol 8 (11) ◽  
pp. 2858-2861
Keyword(s):  
Big Data ◽  
Online Advertising ◽  
Internet Marketing ◽  
Tourism Industry ◽  
The Internet ◽  
Online Behavior ◽  
Media Study ◽  
Use Of Internet ◽  
Modern Technologies ◽  
Future Plans

Due to global digitalisation, Internet marketing has long become an integral part of any effective marketing campaign. According to a Zenith Media study, the growth of the global online advertising market in 2019 is only 10%, which is the lowest increase since 2001. Rest and travel is one of the most popular and discussed topics on social networks. We share new impressions, vivid photos, videos, stories, and 90% of them somehow affect the tourism industry. The global digitalization and widespread use of mobile gadgets has changed the very essence of online behavior. We spend most of our free time on the Internet, we are happy to talk about future plans and remember them after their implementation. Thanks to modern technologies and specialized platforms, advertising campaigns on the Internet are launched in a matter of minutes, receiving instant feedback in the form of comments, applications and even sales. Internet marketing has tremendous mechanisms for targeting, analyzing and processing big data. Therefore, the future of the brand, especially in the field of tourism, depends on the use of Internet marketing by enterprises.

scholarly journals How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting

2020 ◽  
Vol 14 (13) ◽  
pp. 65
Author(s):  
Gloria Jiménez Marín ◽  
Paloma Sanz Marcos ◽  
Irene Garcia Medina ◽  
Patricia Margarida Farias Coelho
Keyword(s):  
Big Data ◽  
Significant Influence ◽  
Textile Industry ◽  
Online Advertising ◽  
Large Data ◽  
Retail Stores ◽  
Systematic Observation ◽  
Point Of Sale ◽  
Relative Attractiveness ◽  
Marketing Variables

<p class="0abstract"><strong>—</strong> In these days of online commerce, we need to know the real behavior of consumers in physical stores: the points of sale must anticipate the purchasing decisions of consumers in order to be able to offer the best buying experience as well as tailor the marketing variables to the specific needs of each consumer. This is where retail intelligence emerges, especially in the textile industry, as a potential technology that makes use of extremely large data sets (“big data”) to engage potential customers better in order to increase company sales. The objective of this study is to show how big data can be effectively leveraged for direct and clear commercial purposes in textile stores. The development of research is based on the analysis of the application of systematic observation of consumer behavior in three main streets in Spain known for textile retail stores and interpreting their differences. The results show that data collected through various point-of-sale devices have a significant influence on retail revenue. The differences between commercial areas and the relative attractiveness of the textile trade in different cities are also borne out by the results. The main conclusions point to the need to improve the profitability of textile fashion stores on the back of promotional tactics that focus on the number of estimated customers and the possibilities of selling to them. All of the aforesaid have a significant influence on how advertising planning is carried out for retail stores.</p>

scholarly journals The paradigm of international marketing in the digital age

2021 ◽  
pp. 147-152
Author(s):  
A. T. Yerimpasheva ◽  
R. E. Tarakbaeva ◽  
S. A. Yolcu
Keyword(s):  
Big Data ◽  
New Technologies ◽  
Consumer Preferences ◽  
Online Advertising ◽  
International Marketing ◽  
Marketing Research ◽  
Digital Age ◽  
Marketing Strategies ◽  
New Paradigm ◽  
Asymmetry Of Information

As globalization and the internationalization of economies develop, traditional marketing strategies are gradually fading into the background. The digital age is coming, which is forming a new paradigm of international marketing. At the same time, as a result of the COVID–19 pandemic, the processes of transition to digitalization have accelerated. The new paradigm of international marketing is manifested in the intensification of competition, frequent changes in the product range, the need to expand partnerships and the reduction of asymmetry of information. In order to attract and retain customers in the era of advanced digital technologies, successful companies are forced to develop new strategies. New technologies such as Big Data and artificial intelligence are becoming an alternative. Consumer preferences are also changing regarding the form of advertising. Online advertising becomes preferable. With the aim of to identify the main features of the new marketing paradigm, preliminary qualitative secondary and primary studies were conducted. To study secondary information, a search for scientific literature on the research topic was carried out in the databases SCOPUS, Science Direct and Springer, which allowed us to understand the main trends in the development of international marketing in the era of digitalization. To conduct primary research, we compiled a questionnaire, consisted of open-ended questions. The survey was conducted using a Google Form. The questionnaire contained four sections on the following topics: (I) Manifestations of a new marketing paradigm; (II) Marketing strategies in a digital environment; (III) Big data VS Marketing research; and (IV) Online Advertising. A sample of convenience, based on 12 respondents – marketing specialists, allowed formulating marketing strategies in the context of the digitalization of the world.

scholarly journals E-commerce Precision Marketing Based on the Advantages of Big Data Technology

2021 ◽  
pp. 70-79
Author(s):  
Lei Li, Zheng Mao, Yuemei Ren
Keyword(s):  
Big Data ◽  
Conversion Rate ◽  
Online Advertising ◽  
The Core ◽  
User Data ◽  
Marketing Activities ◽  
The Right ◽  
Specific Implementation ◽  
Opening Up ◽  
Big Data Technology

The core of big data marketing is to enable online advertising to be delivered to the right people through the right carrier at the right time. This can improve the conversion rate and achieve the effect of precision marketing. Combined with the mature cases involving big data precision marketing of relevant enterprises, this paper analyzes the necessity of big data precision marketing by taking enterprise big data precision marketing as an example. This paper also puts forward the specific implementation ways and methods of enterprises in big data precision marketing. The experimental results show that the method proposed in this paper can unify and integrate multiple sets of user data of different systems by opening up the data islands of various systems within the enterprise. This method can effectively analyze and mine data and label users. This method can carry out precision marketing activities for users through data modeling.

scholarly journals Accurate Delivery of Online Advertising and the Evaluation of Advertising Effect Based on Big Data Technology

2021 ◽  
Vol 2021 ◽  
pp. 1-10
Author(s):  
Tao Ge ◽  
Xiaolong Wu
Keyword(s):  
Big Data ◽  
Data Transmission ◽  
Transmission Rate ◽  
Online Advertising ◽  
Average Rate ◽  
Rapid Development ◽  
Transmission System ◽  
Data Packet ◽  
Data Transmission System ◽  
Single Data

With the rapid development of the global online advertising industry, computational advertising was born. As an advertising model that combines technology and calculation with online advertising decision-making, it is based on a given advertising request, takes into account the advertising context and user characteristics, selects the best match from the potential advertising library through calculation, and then runs deliver ads to target audiences. This article aims to start from the technical level of big data, accurately place online advertisements, and evaluate the effects of advertisements. The sample collection method and statistical analysis method are used to collect samples and set up a data transmission system based on BD-MQ. The experimental results of the research show that there is almost no profit in the study of advertising time between 4 and 8 o’clock, and the users who watched at 16 o’clock reached 34.7%, 18–20 o’clock reached 68.7%, 20–22 o’clock reached 80.1% of the peak, and 22–24 o’clock returned to 40.2%. Compared with the data transmission system based on ActiveMQ, the data transmission system based on BD_MQ designed in the thesis has a speed advantage of about 5%–10%, and the transmission rate changes for a single data with different sizes are more stable. The larger the total amount of data transmitted, the higher the average rate; the larger the single data packet, the higher the average rate. When the size of a single data packet is around 100 kB, the transmission rate reaches the maximum. The research on the precise placement and effect evaluation of online advertising has been completed well.

Find Out About 'Big Data' to Track Outcomes

ASHA Leader ◽  
2013 ◽  
Vol 18 (2) ◽  
pp. 59-59
Keyword(s):  
Big Data

Find Out About 'Big Data' to Track Outcomes

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