Innovative Use of Customer Data for Business Growth. This project aims to apply and adapt the latest machine learning techniques to enable companies to utilise their existing customer data to reveal purchase motivations, product preferences, and responsiveness to marketing communications for each single customer. A widespread practice in marketing is to partition customers into broad groups, but customers expect products and services that are tailored to their individual needs. This presents ex ....Innovative Use of Customer Data for Business Growth. This project aims to apply and adapt the latest machine learning techniques to enable companies to utilise their existing customer data to reveal purchase motivations, product preferences, and responsiveness to marketing communications for each single customer. A widespread practice in marketing is to partition customers into broad groups, but customers expect products and services that are tailored to their individual needs. This presents extreme challenges due to the size and complexity of customer databases. The expected outcomes will enable Australian companies to attract and retain more customers, and make more efficient use of their marketing budget. Benefits include equipping companies to better compete domestically and globally.Read moreRead less
Discovery Early Career Researcher Award - Grant ID: DE220100100
Funder
Australian Research Council
Funding Amount
$440,524.00
Summary
The Role of Emotions in Marketing Cultured Meat. Traditional agriculture has a strong environmental impact. One solution to reduce this impact is cultured meat, which is meat created via a cell culture, rather than from a slaughtered animal. This project aims to examine the role of emotions in promoting consumer acceptance, which is the greatest barrier facing the commercialisation of cultured meat. The expected outcome is insight into factors influencing the acceptance of cultured meat, allowin ....The Role of Emotions in Marketing Cultured Meat. Traditional agriculture has a strong environmental impact. One solution to reduce this impact is cultured meat, which is meat created via a cell culture, rather than from a slaughtered animal. This project aims to examine the role of emotions in promoting consumer acceptance, which is the greatest barrier facing the commercialisation of cultured meat. The expected outcome is insight into factors influencing the acceptance of cultured meat, allowing development of effective marketing communication strategies. This should provide benefits including reduced environmental and ethical impact of conventional meat and improvement to Australian agribusiness. Similar strategies could also potentially be applied to other emerging food technologies.Read moreRead less
Econometric Models for Marketing Decision Making. This project aims to develop methods to more efficiently allocate marketing resources across a range of media, including new media, such as the internet and social media, and compare them with with traditional media such as television and newspapers. To achieve this, the project will develop new methods and econometric models that employ data that capture both exposure to advertising media and downstream purchases at the individual-level. The exp ....Econometric Models for Marketing Decision Making. This project aims to develop methods to more efficiently allocate marketing resources across a range of media, including new media, such as the internet and social media, and compare them with with traditional media such as television and newspapers. To achieve this, the project will develop new methods and econometric models that employ data that capture both exposure to advertising media and downstream purchases at the individual-level. The expected outcome is that Australian companies will make more efficient use of their marketing budget, and better assess how to integrate new and old media into multimedia marketing communication campaigns.Read moreRead less