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Articles 1 - 15 of 15
Full-Text Articles in Business Analytics
Analyzing Big Data-Ai's Impact On Product Innovation And Customer Engagement, Omar Itani, Samer Elhajjar, Ashish Kalra Dr, Manal Yunis Dr.
Analyzing Big Data-Ai's Impact On Product Innovation And Customer Engagement, Omar Itani, Samer Elhajjar, Ashish Kalra Dr, Manal Yunis Dr.
AMTP Proceedings 2026
In contemporary business landscapes, an organization's capacity to deliver groundbreaking innovative products and foster deep, meaningful engagement with its customers stands as the paramount objective of modern strategic practices. This dual focus not only drives sustainable growth but also fortifies competitive positioning in hyper-competitive markets. Yet, despite the extensive empirical evidence highlighting the transformative benefits of innovation—such as enhanced market share and profitability—and customer engagement—evidenced by loyalty, advocacy, and repeat business—the pivotal role of big data-artificial intelligence (BD-AI) technologies remains strikingly underexplored. In particular, scant attention has been paid to how BD-AI training equips firms to harness these tools effectively …
Deploying Root-Cause Analysis (Rca) Agents: An Implementation Blueprint For Ai-Augmented Marketing Analytics, Seojoon Oh
Deploying Root-Cause Analysis (Rca) Agents: An Implementation Blueprint For Ai-Augmented Marketing Analytics, Seojoon Oh
AMTP Proceedings 2026
Artificial intelligence is widely adopted in marketing, yet many organizations struggle to translate analytical outputs into timely action. This paper presents a practitioner-oriented blueprint for deploying root-cause analysis (RCA) agents within AI-augmented marketing analytics systems. We propose a three-layer reference architecture—semantic data layer, autonomous RCA agent, and action layer—that enables continuous anomaly detection, causal diagnosis, explanation generation, and recommendation delivery. Through simulated e-commerce use cases, we demonstrate how RCA agents identify performance disruptions such as email engagement declines and checkout failures, and translate diagnostic findings into actionable guidance. Beyond system design, we outline organizational workflows, trust-building validation loops, scalability pathways …
Market Structure Evolution In The U.S. Automobile Industry: A Review Of Diversity And Concentration Metrics, P.V. (Sundar) Balakrishnan
Market Structure Evolution In The U.S. Automobile Industry: A Review Of Diversity And Concentration Metrics, P.V. (Sundar) Balakrishnan
AMTP Proceedings 2025
I examine the evolution of market structure in the U.S. automobile industry from 1937 to the present, focusing on the application of both traditional and novel diversity and concentration metrics. I use the Herfindahl-Hirschman Index (HHI), Comprehensive Concentration Index (CCI), and newer metrics from fields such as ecology and genetics to uncover insights into the shifting dynamics of market power, firm turnover, and industry stability. The U.S. automobile industry, characterized by consolidation and technological advancement, provides a unique case study for analyzing long-term market evolution. I contribute to the literature by synthesizing a broad range of diversity metrics and offering …
Transforming Undergraduate Marketing Research: Building An Industry-Driven Research Incubator, Kristy C. Grayson, David Olsen
Transforming Undergraduate Marketing Research: Building An Industry-Driven Research Incubator, Kristy C. Grayson, David Olsen
AMTP Proceedings 2025
This study presents a transformative approach to preparing undergraduate Marketing Research students for the data-driven workforce by creating the Research Incubator Framework (RIF). Drawing on an entrepreneurial philosophy, this adaptable model integrates open-source statistical tools such as Python and Google Colab, collaborative pedagogies, and strategic partnerships with local businesses to create a dynamic and iterative learning environment. Through hands-on projects with real-world datasets, students developed technical proficiency, critical thinking, and actionable problem-solving skills. The incubator emphasized iterative learning, cross-disciplinary collaboration, and alignment with industry standards, offering a scalable and cost-effective solution for modern marketing education. This study contributes empirical evidence …
1 – 1 > 0: Growing The Pie By Reallocating Shelf Space To Small Brands, Jesse Core, Ho Kim
1 – 1 > 0: Growing The Pie By Reallocating Shelf Space To Small Brands, Jesse Core, Ho Kim
AMTP Proceedings 2025
We examine whether reallocating shelf space to smaller brands enhances total category sales. During a three-month field experiment involving 20 supermarket stores in Arkansas (10 treatment and 10 control stores), we increased shelf facings for smaller brands in treatment stores and reduced facings for larger brands, while maintaining the total shelf space constant. A difference-in-differences analysis reveals that increasing facings for smaller brands significantly boosts total category sales, with an average increase of 960 ounces per week during the intervention. Notably, sales remained elevated by 786 ounces per week after shelf facings reverted to the original level, indicating a persistent …
Fresh Looks, Familiar Voices: Balancing Conformity And Differentiation In Young Adult Literature Market, Nami Kim, Jiyoon An
Fresh Looks, Familiar Voices: Balancing Conformity And Differentiation In Young Adult Literature Market, Nami Kim, Jiyoon An
AMTP Proceedings 2025
This study examines optimal distinctiveness strategies in the Young Adult (YA) literature market, analyzing bestseller data across visual representation, author concentration, content diversification, and linguistic evolution. Results reveal increasing visual differentiation in book covers, growing reliance on established authors, gradual expansion of content diversity, and linguistic convergence in book descriptions. These findings demonstrate how publishers dynamically adjust various product aspects to achieve optimal distinctiveness, extending optimal distinctiveness theory to brand-level strategies in cultural industries.
Experts-Driven Design: A Framework For Measuring Social Influence In Online Social Networks, Shyamala N. Chalakudi, Dildar Hussain Dr., Gnana Bharathy Dr, Dakshinamurthy Kolluru Dr
Experts-Driven Design: A Framework For Measuring Social Influence In Online Social Networks, Shyamala N. Chalakudi, Dildar Hussain Dr., Gnana Bharathy Dr, Dakshinamurthy Kolluru Dr
AMTP Proceedings 2024
In our interconnected and ever-changing social landscape, influence is pivotal in molding individuals’ decisions, perspectives, and behaviors. Measuring Social Influence (SI) in Online Social Networks (OSNs) faces significant gaps, notably needing more integration with human behaviors. Our literature review has unveiled twelve psychological theories rooted in human behavior that are fundamental for assessing SI in OSNs. We have further elucidated how human behaviors interact in shaping the influence potential of social media users through exploratory interviews with experts from consulting, industry, and academia. Our study culminated in developing a novel framework designed to encompass the intricacies that not only nurture …
Student Satisfaction With Learning Experience And Its Impact On Likelihood Recommending University: Net Promoter Score Approach, Musa Pinar, Coleen Wilder, Matthew Luth, Tulay Girard
Student Satisfaction With Learning Experience And Its Impact On Likelihood Recommending University: Net Promoter Score Approach, Musa Pinar, Coleen Wilder, Matthew Luth, Tulay Girard
AMTP Proceedings 2023
Universities, just like any business, realized the importance and relevance of student satisfaction as well as getting recommended by their students for their long-term success, survival, and growth. This study intends to examine university students’ satisfaction with various aspects of their college learning experience, recommending a university as measured by Net Promoter Score (NPS), and the influence of factors related to student satisfaction on the likelihood of recommending the university. The results of the survey based on 220 responses from current students identify students’ satisfaction with the factors included in the study, where students had the highest satisfaction with feeling …
Application Of Big Data Technology, Text Classification, And Azure Machine Learning For Financial Risk Management Using Data Science Methodology, Oluwaseyi A. Ijogun
Application Of Big Data Technology, Text Classification, And Azure Machine Learning For Financial Risk Management Using Data Science Methodology, Oluwaseyi A. Ijogun
College of Graduate Studies: Theses & Dissertations
Data science plays a crucial role in enabling organizations to optimize data-driven opportunities within financial risk management. It involves identifying, assessing, and mitigating risks, ultimately safeguarding investments, reducing uncertainty, ensuring regulatory compliance, enhancing decision-making, and fostering long-term sustainability. This thesis explores three facets of Data Science projects: enhancing customer understanding, fraud prevention, and predictive analysis, with the goal of improving existing tools and enabling more informed decision-making. The first project examined leveraged big data technologies, such as Hadoop and Spark, to enhance financial risk management by accurately predicting loan defaulters and their repayment likelihood. In the second project, we investigated …
Cloud-Based Machine Learning And Sentiment Analysis, Emmanuel C. Opara
Cloud-Based Machine Learning And Sentiment Analysis, Emmanuel C. Opara
College of Graduate Studies: Theses & Dissertations
The role of a Data Scientist is becoming increasingly ubiquitous as companies and institutions see the need to gain additional insights and information from data to make better decisions to improve the quality-of-service delivery to customers. This thesis document contains three aspects of data science projects aimed at improving tools and techniques used in analyzing and evaluating data. The first research study involved the use of a standard cybersecurity dataset and cloud-based auto-machine learning algorithms were applied to detect vulnerabilities in the network traffic data. The performance of the algorithms was measured and compared using standard evaluation metrics. The second …
Modeling The Stock Market Through Game Theory, Kylie Hannafey
Modeling The Stock Market Through Game Theory, Kylie Hannafey
Honors College Theses
Game Theory is used on many occasions to help us understand interactions between decision-makers. The famous Nash equilibrium is a steady state in a model that shows the interaction of different players, in which no player can do better by choosing a different action if the actions of the other players do not change. These two concepts can be applied to numerous situations that vary in types of players, but for our research, we are focusing on businesses in the stock market. The main objective is to use Game Theory to analyze data collected from the stock market, model our …
Investigating The Effects Of Tax Cuts On Capital Expenditures As An Alternative To Restore The United States Economy From The Covid-19 Pandemic, Carlos M. Parodi
Investigating The Effects Of Tax Cuts On Capital Expenditures As An Alternative To Restore The United States Economy From The Covid-19 Pandemic, Carlos M. Parodi
Honors College Theses
The Corona Virus has interrupted several years of strong economic expansion in the United States. In fact, it has disrupted the lives of every single person and organization in the world. After reaching its peak in mid-April, the rate of cases and related deaths has finally started to slow down. The U.S. Government passed three different pieces of legislation to address the effects of the virus. It is now considering legislation (referred to as Phase IV) to accelerate the return of the U.S. economy to its pre-pandemic level. Studies have shown that capital expenditures have been essential during periods of …
Investigating The Influence Of A Web Based Logistics Tool On The Effectiveness Of Operations For The Center Of Innovation For Logistics Of Georgia, David Vaughn
Honors College Theses
Research suggests a correlation between advancements in logistics infrastructure and the development rate of regional economies. Some states have identified this correlation and have taken steps to create specialized entities aimed at catalyzing the growth of logistics within their state. In the state of Georgia, the Center of Innovation for Logistics is the entity responsible for coordinating logistic development activities. As part of their responsibilities, they are tasked with fulfilling information requests regarding logistics infrastructure availability throughout the state. However, the system is used to process these requests is antiquated and extremely inefficient. In an attempt to ameliorate this process, …
Dynamic Logistics Enabled By Iot, Madeline K. Conner
Dynamic Logistics Enabled By Iot, Madeline K. Conner
Honors College Theses
The implementation of Internet of Things technology is becoming increasingly popular in the logistics industry due to its promise of valuable payoffs. The benefits will span across the entire logistics value chain, and benefits from IoT implementation will also impact areas such as operational efficiency, safety, security, and customer experience, while redesigning traditional business models. This report specifically focuses on creating a dynamic logistics system using the Internet of Things. The findings of this report focus on the associated cost savings between traditional logistics systems, and a daily dynamic model enabled by IoT technology. By applying IoT to logistics operations …
Digital Forensic Tools & Cloud-Based Machine Learning For Analyzing Crime Data, Majeed Kayode Raji
Digital Forensic Tools & Cloud-Based Machine Learning For Analyzing Crime Data, Majeed Kayode Raji
College of Graduate Studies: Theses & Dissertations
Digital forensics is a branch of forensic science in which we can recreate past events using forensic tools for legal measure. Also, the increase in the availability of mobile devices has led to their use in criminal activities. Moreover, the rate at which data is being generated has been on the increase which has led to big data problems. With cloud computing, data can now be stored, processed and analyzed as they are generated. This thesis documents consists of three studies related to data analysis. The first study involves analyzing data from an android smartphone while making a comparison between …