Audio and Visual Analytics in Marketing and Artificial Empathy

Lu, Shasha; Kim, Hye-Jin; Zhou, Yinghui; Xiao, Li; Ding, Min

doi:10.1561/1700000067

Cited by 2 publications

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“…For a long time, researchers, educators, and practitioners have been interested in the effectiveness of marketing and have addressed the organizational issues of evaluating it (Lorente Páramo, Hernández García & Chaparro Peláez, 2022;Lu et al, 2022). Many indicators mentioned in the existing literature show the difficulties that companies face when measuring marketing effectiveness.…”

Section: Contextual Background Of Marketing Effectiveness Evaluationmentioning

confidence: 99%

“…Value perspectives are discussed by the authors from the perspectives of shareholders, customers, brand, accounting, marketing value and possible value-added perspectives (McDonald, 2010;Munnukka, Uusitalo & Toivonen, 2016;Lu et al, 2022). Marketing effectiveness can be measured starting from defining, determining, delivering and monitoring value.…”

Section: Variety Of Marketing Effectiveness Evaluation Approachesmentioning

confidence: 99%

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Theoretical Investigations on Existing Approaches to Marketing Effectiveness Evaluation

Skačkauskienė¹,

Nekrošienė²

2023

TalTech Journal of European Studies

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Marketing effectiveness evaluation is an important issue for companies due to its significant impact on overall business performance and goals. Discussions on marketing effectiveness evaluation in academic and business societies are extensive. However, a unified and clear classification of marketing effectiveness evaluation approaches is missing. The purpose of this article is to conduct theoretical investigations about the existing approaches to marketing effectiveness evaluation. The review of academic literature was performed by selecting and reviewing the most relevant publications from two leading databases, Web of Science and Scopus. The most meaningful articles for the research area were chosen using a bibliometric analysis, and reviewed. The article discusses the evaluation of marketing effectiveness for different marketing initiatives, its impact on business, and challenges for organizations, and provides valuable insights into revealing trends in marketing effectiveness evaluation approaches. The presented classification of marketing effectiveness approaches is expected to contribute to a broader understanding of the research area.

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Section: Contextual Background Of Marketing Effectiveness Evaluationmentioning

confidence: 99%

Section: Variety Of Marketing Effectiveness Evaluation Approachesmentioning

confidence: 99%

Theoretical Investigations on Existing Approaches to Marketing Effectiveness Evaluation

Skačkauskienė¹,

Nekrošienė²

2023

TalTech Journal of European Studies

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A Smart Ad Display System

Xiao,

Wu,

Ding

2024

Information Systems Research

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This paper proposes a smart ad display system to provide personalized delivery of video ads. The proposed system records consumers’ facial expression and eye gaze stream data as they watch an ad and analyzes data at the frame level. The recognized facial expression and detected eye gaze are matched to the corresponding frame of the video ad, thereby linking facial expressions to specific visual objects appearing in the ad. By tracking a consumer’s facial expressions in response to various visual objects in real time, the system learns the consumer’s individual preferences toward different ads, searches the ad pool, and selects and subsequently displays a new ad that is most likely to elicit positive attitudinal and behavioral responses. We demonstrate the feasibility and effectiveness of the proposed system with two empirical studies. The results show that by tracking a consumer’s facial responses to only one ad or even part of an ad, our proposed system is able to make reasonably accurate inferences about a consumer’s ad preferences, with or without using information about other consumers. These inferences are used to make personalized recommendations that help enhance consumers’ ad viewing experiences and elicit favorable responses.

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Audio and Visual Analytics in Marketing and Artificial Empathy

Cited by 2 publications

References 0 publications

Theoretical Investigations on Existing Approaches to Marketing Effectiveness Evaluation

Theoretical Investigations on Existing Approaches to Marketing Effectiveness Evaluation

A Smart Ad Display System

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