Data Mining in Social Media Marketing - Free Essay Example

Sample details Pages: 4 Words: 1236 Downloads: 9 Date added: 2019/04/10 Category Society Essay Level High school Tags: Social Media Essay Did you like this example? Relevancy (in Advertising) Now that weve discussed what data mining is, how it works, and the good and bad sides of it, lets talk about how it works in terms of advertising. The word relevancy is pretty broad, but it is a good way of describing the relationship between advertisements and data mining. The concept of relevance is fundamental to information retrieval (Bookstein 1979); if an advertisement does not appeal to a person, they are not going to click on it, and therefore the business is losing customers, in a sense. Don’t waste time! Our writers will create an original "Data Mining in Social Media Marketing" essay for you Create order There are four criteria that are considered in order to assess document relevance: aboutness (the quality or fact of relating to or being about something) , coverage (the extent to which something deals with or applies to something else) , appropriateness (the quality of being suitable or proper in the circumstances) , and reliability (the quality of being trustworthy or of performing consistently well) (Pereira, Dragoni, Pasi 2009). . Relevance is a central concept in human communication, and it is a term we use constantly and loosely. Think about the last time you told a friend about something, and then later on that day, you saw an advertisement for that exact same thing. It makes you think for a second, is this company stalking me? Psychologists have said that the Baader-Meinhof phenomenon is responsible for this (Bellows 2006): the illusion in which a word, a name, or other thing that has recently come to ones attention suddenly seems to appear with improbable frequency shortly afterwards. This phenomenon is very similar to something called synchronicity : the experience of having a highly meaningful coincidence (Bellows 2006). That feeling that businesses are stalking you is actually the work of data mining. By the process of gathering information, they are able to make advertisements more relevant to individual consumers. Advertising has multiple roles in that it is not only used to make customers aware of what they are offering, but also as a tool to build a strong image for brands to catch the attention of more customers (Zulfiqar, Shah). Advertising also influences consumer tastes and preferences and enhances differentiation of products. This causes consumers to become more loyal to specific brands, even to the point where they will choose that product even if a similar one is cheaper (Zulfiqar, Shah). You see this a lot in athletics, for example. While there are many brands out there for athletic wear (Nike, Adidas, Under Armor, Reebok, etc.), one dominates above the rest: Nike. Theyre also one of the most expensive. But if you start to pay attention to advertising in the athletic brand world, Nike also seems to dominate there, making their advertisements relatable (example: Want It All ad) to their audiences, therefore indirectly making them more appealing. Making advertisements relevant to the t arget audience[s] means bringing in more business for the company, so relevancy is very important in the advertising world. Data Mining and Relevancy So how do data mining and relevancy connect? According to Christen (2015), most current applications of data mining are still on the phenomenological level; in other words, they refer purely to behavioral data and their correlations with socio-demographic factors † for example, whether specific income-classes have a specific shopping behavior † and usually do not involve information on biological or psychological behavioral mechanisms (Christen 2015). Companies mine a cross section of personal data that includes almost everything that we post, share, or search for online (back to the creepy factor). They use this data to separate different types of people into groups that they then can target with specific advertisements and brand imagery. Advantages and Disadvantages It is difficult to evaluate data-mining practices; code, algorithms, and methodologies are often proprietary and we do not always know how they work (Kennedy, Moss 2015). However, it simply takes common sense to see the advantages of data mining in advertising. A normal user sees hundreds of thousands of advertisements a day . If a company uses data mining to tailor their ads to reach more specific groups, they could increase their chances of business. Although the audience theyre reaching may be slightly smaller due to data mining, they would be reaching people that their advertisements are more relevant to, therefore bringing in more customers. The creepy factor comes back into the disadvantages again; while customers would more than likely appreciate advertisements that hold their interest, it could get to the point where its just a little too personal. Target Advertising Target advertising is a concept to describe how companies use relevancy in their advertisements to reach the audience they are intending that particular advertisement for. Many people are aware of Internet trackers, but not of the extent that these trackers actually reach. Some users even believe that smartphone microphones pick up conversations and thats why we see ads for things we talk about. Many websites have denied this, but people still believe it. Google is the number one website that uses trackers to collect data and information; they have trackers on 76 percent of websites, while Facebook watches us on 23 percent of sites (Kwiatkowski). Every year, advertising gets more and more invasive, and people get more and more wary of whats actually going on behind their social media profiles. Social media marketing should be understood as a direct two-way communication between brands and customers, and not as the passive consumption of advertisements (Maurer, Wiegmann 2010). Facebook has actually been criticized by experts who argue that social network sites for marketing purposes are useless because people use Facebook to stay in touch with friends and not as an information source (Maurer, Wiegmann 2010). In reality, however, more and more businesses are taking to Facebook for advertising purposes because Facebook happens to be the most populated social media site. An average user sees dozens of advertisements while scrolling through their Facebook feed, whether theyre videos, photos, or posts by a business page that their friend has shared. Combining data mining, relevancy, and target advertising could change the marketing world in the future, making advertisements more relevant to specific groups. Conclusion People want advertisements that are relevant to them, and that contain things that they would actually be interested in. At the same time, however, the same people dont want the government, businesses, or even other people getting too much information from them. There is a fine line between what is considered right and wrong when it comes to the mining of private information. But what is right, and what is wrong? Based on the research that I have done, and the information that I have gathered, I have come to a conclusion that there, in fact, is no right or wrong way to mine data. There is also no way to avoid crossing the line of ethics and morality, because there is no right or wrong answer. The majority of people will not agree on what is right, and they will argue about what is wrong. That being said, it is possible for companies mining data to improve the ways that they gather that information. While they may not always be able to decide what information they receive , they can make decisions about what information they actually use . By taking the nature of their advertisement into consideration, and also considering the group of people that the particular advertisement is directed towards, companies can make moral decisions that will a ffect how their advertisement is perceived, and the amount of successful business that the advertisement brings them.

Building Planning Skills For Public Health Business Planning

Stephen N. Orton, PhD, Deputy Director of the Office of Executive Education at the North Carolina Institute for Public Health, stated, People who work in public health are knowledgeable health professionals, but many come up through the ranks with limited business skills (as cited by W.K. Kellogg Foundation, 2008). This was said because public health managers and leaders often have visions that do not come to life. This may be because they lack resources, lack support, have administrative barriers, or just simply lack the skills to execute their vision (Orton, Menkens, Santos, 2009). There are key building planning skills involved in public health business planning - assessment and strategic planning; program planning, implementation,†¦show more content†¦A positive and strong culture can lead to consistent values and methods in achieving the task (Healey Lesneski, 2011). The staff needed, while also identifying any experience, training, and skills that would be needed, will need to be assessed to move forward. Full time equivalents, or FTE’s, would include those identified a year out as part of the health fair wellness planning committee (consisting of a representative from the school, health care clinic, health care professional, church, local employer, and a citizen from the targeted community) and subcommittees, such as clinical, facility, food, clerical, and publicity. The ideal number of persons for each committee would be three to six hence, bringing the FTE total to eighteen. The roles and or responsibilities of each committee will be as follows: †¢ Planning - Identify target audience, selecting a date and time, developing a timeline, identify members for the subcommittees, set policies, identify potential vendors and donors, and establishing contact with vendors. †¢ Clinical – Responsibilities include identifying essential health topics and booths that will be used at the health fair for the targeted audience. Planning for consent forms to be acknowledged and immunizations that will be appropriate to take place. †¢ Facility and Supplies – Responsibilities include developing a layout of the fair after determining if the event will be held indoors or outdoors or a combination of both. The team will be responsible

Quality Management and Customer Service Wal-Mart Case Study

Question: Discuss about theQuality Management and Customer Servicefor Wal-Mart Case Study. Answer: Service Provided by Wal-Mart: RATER and SERVQUAL Analysis Wal-Mart is an American retain chain store that sells everyday items including grocery, stationary, electronics and others. They also have an e-commerce system for delivering products directly to the addresses of the customers. The RATER and SERVQUAL Analyses on Wal-Mart are as follows. RATER RATER is an acronym for Reliability-Assurance-Tangibles-Empathy-Responsiveness. The RATER analysis on Wal-Mart is as follows. Reliability Wal-Mart is a reliable retailer and always delivers products to the customers on time. Wal-Mart provides best quality of products at the best prices to the customers in the retail stores or through e-commerce services (Tan, Benbasat Cenfetelli, 2013). Wal-Mart has earned reputation among regular customers in terms of reliability. Assurance Wal-Mart provides quality assurance to its customers as a part of its business plan. In case the quality of the delivered product is poor, Wal-Mart guarantees full cash-back or product replacement. For this, Wal-Mart has become very popular in its native country. Tangibles Wal-Mart provides best quality services in the tangibles. The physical retail stores have up-to-date facilities that provide excellent customer services. The customers can easily access the products of their need in the stores. Again, for the e-commerce, Wal-Mart provides very user-friendly interface that helps the online customers find their products very easily. Empathy Wal-Mart does not has much empathy in customer needs. Hence, they give full freedom to their customers for searching and finding the products of their need. They have a customer feedback service (Yee et al., 2013). From the customer reviews, they add or remove products from their inventories rather than just predicting the needs of customers and market demands. Responsiveness Wal-Mart has 24 hours customer services that response quickly to the customer calls and demands. The main duty of this customer service is to note the customer demands and complaints about faulty products that the company also replaces promptly. SERVQUAL SERVQUAL analysis is used to identify gaps in services that result in poor customer experience. The SERVQUAL analysis results on Wal-Mart are as follows. Gap between Management Perception of Customer Expectations and Customer Expected Service The management of Wal-Mart expects customers to find and chose required products on their own and has arranged products in retail stores accordingly (Jiang et al., 2012). However, the customer expects to find their products in a categorized manner i.e. they expect the company to create categories and arrangements for different types of products. Gap between Management Perception of Customer Expectations and Service Quality Specification Wal-Mart customers expect the company to reduce prices for different products while also getting the best quality while management thinks quality is sufficient to attract customers. Gap between Service Quality Specification and Service Delivery This gap arises because the company sometimes fails to match the demand and supply cycle of the market. Many times, the company failed to provide services to the customers due to low supply of products on their end (Basfirinci Mitra, 2015). Gap between Service Delivery and External Communication This gap appears in Wal-Mart because they sometimes fail to communicate to customers about low supply or quality of products. Gap between Expected Service and Experienced Service This is common in e-commerce site of Wal-Mart when the customer views and expects best quality products while on delivery receives low quality products. References Basfirinci, C., Mitra, A. (2015). A cross cultural investigation of airlines service quality through integration of Servqual and the Kano model.Journal of Air Transport Management,42, 239-248. Jiang, J. J., Klein, G., Parolia, N., Li, Y. (2012). An analysis of three SERVQUAL variations in measuring Information System Service quality.Electronic Journal Information Systems Evaluation Volume,15(2). Tan, C. W., Benbasat, I., Cenfetelli, R. T. (2013). IT-Mediated Customer Service Content and Delivery in Electronic Governments: An Empirical Investigation of the Antecedents of Service Quality.MIS quarterly,37(1). Yee, R. W., Lee, P. K., Yeung, A. C., Cheng, T. C. E. (2013). The relationships among leadership, goal orientation, and service quality in high-contact service industries: An empirical study.International Journal of Production Economics,141(2), 452-464.