Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-4420-4.CH002
E. Morais, C. R. Cunha, Arlindo Santos
Digital marketing is gaining predominance in marketing strategies across the globe. Digitization is becoming more and more present in business, not just changes in consumer behavior, but the adoption of new technologies, tools, and applications is highly disruptive, with immediate impact on the business of all companies. The common link between digital marketing definitions is the use of tools, namely online tools. One of the biggest changes in human interaction is the recent proliferation of online social networks. Rapid growth of web-based platforms that facilitate online social behavior has significantly modified the nature of human activities, habitats, and interactions. Real-world social relationships have been migrated to the virtual world, resulting in online communities that bring people together from across the globe. This study aims to identify and describe the various digital marketing tools and which of these can be used to increase the SMEs competitiveness.
{"title":"Understanding the Value of Digital Marketing Tools for SMEs","authors":"E. Morais, C. R. Cunha, Arlindo Santos","doi":"10.4018/978-1-7998-4420-4.CH002","DOIUrl":"https://doi.org/10.4018/978-1-7998-4420-4.CH002","url":null,"abstract":"Digital marketing is gaining predominance in marketing strategies across the globe. Digitization is becoming more and more present in business, not just changes in consumer behavior, but the adoption of new technologies, tools, and applications is highly disruptive, with immediate impact on the business of all companies. The common link between digital marketing definitions is the use of tools, namely online tools. One of the biggest changes in human interaction is the recent proliferation of online social networks. Rapid growth of web-based platforms that facilitate online social behavior has significantly modified the nature of human activities, habitats, and interactions. Real-world social relationships have been migrated to the virtual world, resulting in online communities that bring people together from across the globe. This study aims to identify and describe the various digital marketing tools and which of these can be used to increase the SMEs competitiveness.","PeriodicalId":346787,"journal":{"name":"Innovations in Digital Branding and Content Marketing","volume":"136 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116342071","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-4420-4.ch010
Noopur Goel
Chronic kidney disease has become a very prevalent problem worldwide and almost 10% of the population is suffering and millions of people are dying every year because of chronic kidney disease. Numerous machine learning and data mining techniques are applied by many researchers around the world to diagnose the presence of chronic kidney disease, so that the patients of chronic kidney disease may get benefited in terms of getting proper healthcare follow-up. In this chapter, Experiment 1 is conducted by implementing different five different classifiers on the original chronic kidney disease dataset. In Experiment 2, feature selection using feature importance method is used to reduce the chronic kidney disease dataset. A subset of 15 independent features and one target feature ‘class' is obtained. Again, the same steps are implemented but on the newly obtained reduced dataset. The results of both the Experiments 1 and 2 are compared, and it is observed that the accuracy of classifiers with feature selection is far better than the accuracy of classifiers without feature selection.
{"title":"Performance Analysis of Classification Techniques With Feature Selection Method for Prediction of Chronic Kidney Disease","authors":"Noopur Goel","doi":"10.4018/978-1-7998-4420-4.ch010","DOIUrl":"https://doi.org/10.4018/978-1-7998-4420-4.ch010","url":null,"abstract":"Chronic kidney disease has become a very prevalent problem worldwide and almost 10% of the population is suffering and millions of people are dying every year because of chronic kidney disease. Numerous machine learning and data mining techniques are applied by many researchers around the world to diagnose the presence of chronic kidney disease, so that the patients of chronic kidney disease may get benefited in terms of getting proper healthcare follow-up. In this chapter, Experiment 1 is conducted by implementing different five different classifiers on the original chronic kidney disease dataset. In Experiment 2, feature selection using feature importance method is used to reduce the chronic kidney disease dataset. A subset of 15 independent features and one target feature ‘class' is obtained. Again, the same steps are implemented but on the newly obtained reduced dataset. The results of both the Experiments 1 and 2 are compared, and it is observed that the accuracy of classifiers with feature selection is far better than the accuracy of classifiers without feature selection.","PeriodicalId":346787,"journal":{"name":"Innovations in Digital Branding and Content Marketing","volume":"120 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116416159","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-4420-4.CH007
Sonu Dua, Inderpal Singh, Subhankar Das
Digital banking is at the helm of all intangible transactions for the new age consumers in this world of touchless banking. So here in this chapter the authors tried to reconcile the new innovative content that will make this service to a notch higher. In goods industry, the product is considered as primary brand with various attributes. However, in case of services industry, the company itself is a primary brand. This research article is based upon primary research of services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been taken into consideration: brand awareness and brand association. For this purpose, structured questionnaire was prepared, and survey was conducted on 400 respondents and structural equation model has been applied.
{"title":"Banking Innovative Service With Digital Brand Equity for New Age Consumers","authors":"Sonu Dua, Inderpal Singh, Subhankar Das","doi":"10.4018/978-1-7998-4420-4.CH007","DOIUrl":"https://doi.org/10.4018/978-1-7998-4420-4.CH007","url":null,"abstract":"Digital banking is at the helm of all intangible transactions for the new age consumers in this world of touchless banking. So here in this chapter the authors tried to reconcile the new innovative content that will make this service to a notch higher. In goods industry, the product is considered as primary brand with various attributes. However, in case of services industry, the company itself is a primary brand. This research article is based upon primary research of services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been taken into consideration: brand awareness and brand association. For this purpose, structured questionnaire was prepared, and survey was conducted on 400 respondents and structural equation model has been applied.","PeriodicalId":346787,"journal":{"name":"Innovations in Digital Branding and Content Marketing","volume":"61 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116435352","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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