Physical Sciences and Mathematics Commons^™

Designing Targeted Mobile Advertising Campaigns, Kimia Keshanian

USF Tampa Graduate Theses and Dissertations

With the proliferation of smart, handheld devices, there has been a multifold increase in the ability of firms to target and engage with customers through mobile advertising. Therefore, not surprisingly, mobile advertising campaigns have become an integral aspect of firms’ brand building activities, such as improving the awareness and overall visibility of firms' brands. In addition, retailers are increasingly using mobile advertising for targeted promotional activities that increase in-store visits and eventual sales conversions. However, in recent years, mobile or in general online advertising campaigns have been facing one major challenge and one major threat that can negatively impact the …

London Heathrow Airport Uses Real-Time Analytics For Improving Operations, Xiaojia Guo, Yael Grushka-Cockayne, Bert De Reyck

Research Collection Lee Kong Chian School Of Business

Improving airport collaborative decision making is at the heart of airport operations centers (APOCs) recently established in several major European airports. In this paper, we describe a project commissioned by Eurocontrol, the organization in charge of the safety and seamless flow of European air traffic. The project’s goal was to examine the opportunities offered by the colocation and real-time data sharing in the APOC at London’s Heathrow airport, arguably the most advanced of its type in Europe. We developed and implemented a pilot study of a real-time data-sharing and collaborative decision-making process, selected to improve the efficiency of Heathrow’s operations. …

Mind Maps And Machine Learning: An Automation Framework For Qualitative Research In Entrepreneurship Education, Yasser Farha

Dissertations

Entrepreneurship Education researchers often measure entrepreneurial motivation of college students. It is important for stakeholders, such as policymakers and educators, to assert if entrepreneurship education can encourage students to become entrepreneurs, as well as to understand factors that influence entrepreneurial motivation. For that purpose, researchers have used different methods and instruments to measure students' entrepreneurial motivation. Most of these methods are quantitative, e.g., closed-ended surveys, whereas qualitative methods, e.g., open-ended surveys, are rarely used.

Mind maps are an attractive qualitative survey tool because they capture the individual's reflections, thoughts, and experiences. For Entrepreneurship Education, mind maps can be utilized to …

Predicting Attrition - A Driver For Creating Value, Realizing Strategy, And Refining Key Hr Processes, Kevin Mendonsa, Maureen Stolberg, Vivek Viswanathan, Scott Crum

SMU Data Science Review

Talent is the most important asset for every organization's success. While attrition (or churn) and turnover can refer to both employees and customers, this paper will focus on employee attrition only. Many organizations accept attrition as an inevitable cost of doing business and do nothing to adopt or implement mitigating strategies to combat it. World class companies on the other hand take deliberate measures to understand, control and mitigate attrition (turnover) at every stage. Unmitigated attrition can have a devastating effect on an organization's bottom line and market value. In addition, the “invisible" costs of low employee morale, reduced employee …

Machine Learning In Manufacturing: Review, Synthesis, And Theoretical Framework, Ajit Sharma, Zhibo Zhang, Rahul Rai

Business Administration Faculty Research Publications

There has been a paradigmatic shift in manufacturing as computing has transitioned from the programmable to the cognitive computing era. In this paper we present a theoretical framework for understanding this paradigmatic shift in manufacturing and the fast evolving role of artificial intelligence. Policy, Strategic and Operational implications are discussed. Implications for the future of strategy and operations in manufacturing are also discussed. Future research directions are presented.

Artificial Intelligence And It Professionals, Sunil Mithas, Thomas Kude, Jonathan W. Whitaker

Management Faculty Publications

How will continuing developments in artificial intelligence (AI) and machine learning influence IT professionals? This article approaches this question by identifying the factors that influence the demand for software developers and IT professionals, describing how these factors relate to AI, and articulating the likely impact on IT professionals.

Estimating The Optimal Cutoff Point For Logistic Regression, Zheng Zhang

Open Access Theses & Dissertations

Binary classification is one of the main themes of supervised learning. This research is concerned about determining the optimal cutoff point for the continuous-scaled outcomes (e.g., predicted probabilities) resulting from a classifier such as logistic regression. We make note of the fact that the cutoff point obtained from various methods is a statistic, which can be unstable with substantial variation. Nevertheless, due partly to complexity involved in estimating the cutpoint, there has been no formal study on the variance or standard error of the estimated cutoff point.

In this Thesis, a bootstrap aggregation method is put forward to estimate the …

Vungle Inc. Improves Monetization Using Big-Data Analytics, Bert De Reyck, Ioannis Fragkos, Yael Gruksha-Cockayne, Casey Lichtendahl, Hammond Guerin, Andre Kritzer

Research Collection Lee Kong Chian School Of Business

The advent of big data has created opportunities for firms to customize their products and services to unprecedented levels of granularity. Using big data to personalize an offering in real time, however, remains a major challenge. In the mobile advertising industry, once a customer enters the network, an ad-serving decision must be made in a matter of milliseconds. In this work, we describe the design and implementation of an ad-serving algorithm that incorporates machine-learning methods to make personalized ad-serving decisions within milliseconds. We developed this algorithm for Vungle Inc., one of the largest global mobile ad networks. Our approach also …