Cross-Media Consumption: Insights from Super Bowl Advertising

Autor: Neeraj Bharadwaj, Prasad A. Naik, Michel Ballings

Publikováno v: Journal of Interactive Marketing. 50:17-31

When viewers engage in cross-media consumption—view television advertising and social media posts on another medium—how do stimuli from multiple screens influence their response? To address this question, we construct a comprehensive dataset to e

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::ca6e3cd556e57b9ef7bf9f4af9d8e1ff
https://doi.org/10.1016/j.intmar.2019.09.002

Cause marketing and customer profitability

Autor: Michel Ballings, Heath McCullough, Neeraj Bharadwaj

Publikováno v: Journal of the Academy of Marketing Science. 46:234-251

This research marks the first attempt to investigate the cause marketing–customer profitability relationship, and to assess whether features can moderate the influence of cause marketing (CM) on customer profitability for a focal brand and its main

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::78716414b2a376dd02c11910d5a00d6d
https://doi.org/10.1007/s11747-017-0571-4

The added value of social media data in B2B customer acquisition systems: A real-life experiment

Autor: Matthijs Meire, Dirk Van den Poel, Michel Ballings

Publikováno v: Decision Support Systems. 104:26-37

Business-to-business organizations and scholars are becoming increasingly aware of the possibilities social media and predictive analytics offer. Despite the interest in social media, only few have analyzed the impact of social media on the sales pro

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::deae3b26688b71c180a850274893081a
https://doi.org/10.1016/j.dss.2017.09.010

Evaluating multi-label classifiers and recommender systems in the financial service sector

Autor: Dirk Van den Poel, Matthias Bogaert, Justine Lootens, Michel Ballings

Publikováno v: Bogaert, M, Lootens, J, Van den Poel, D & Ballings, M 2019, ' Evaluating multi-label classifiers and recommender systems in the financial service sector ', European Journal of Operational Research, vol. 279, no. 2, pp. 620-634 . https://doi.org/10.1016/j.ejor.2019.05.037
EUROPEAN JOURNAL OF OPERATIONAL RESEARCH

The objective of this paper is to evaluate multi-label classification techniques and recommender systems for cross-sell purposes in the financial services sector. We carried out three analyses using data obtained from an international financial servi

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::19eb708336aa174de5182d592ba5a437
https://hdl.handle.net/20.500.11820/0dc2efba-9194-4979-bcc2-f36dfaf8d055

Predicting self‐declared movie watching behavior using Facebook data and information‐fusion sensitivity analysis

Autor: Michel Ballings, Matthias Bogaert, Rob Bergmans, Dirk Van den Poel

Publikováno v: Bogaert, M, Ballings, M, Lootens, J & Van den Poel, D 2019, ' Predicting self-declared movie watching behavior using Facebook data and information-fusion sensitivity analysis ', Decision Sciences . https://doi.org/10.1111/deci.12406
DECISION SCIENCES

The main purpose of this paper is to evaluate the feasibility of predicting whether yes or no a Facebook user has self-reported to have watched a given movie genre. Therefore, we apply a data analytical framework that (1) builds and evaluates several

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::fb0192b2a17013139b14e87f927b7b7c
https://hdl.handle.net/20.500.11820/5dff122a-06c4-446e-bdcd-994fbe183aa5