Data analytics for online content management

在线内容管理的数据分析

• 批准号: 492655-2015
• 负责人: Capretz, Miriam
• 金额: $ 4.37万
• 依托单位: University of Western Ontario
• 依托单位国家: 加拿大
• 项目类别: Collaborative Research and Development Grants
• 财政年份: 2017
• 资助国家: 加拿大
• 起止时间: 2017-01-01 至 2018-12-31
• 项目状态: 已结题
• 来源: https://www.nserc-crsng.gc.ca/ase-oro/Details-Detailles_eng.asp?id=618835
• 关键词: Data; analytics; online; content; management

Web site traffic analysis and optimization often involves Web click streams, the recordings of user clicks during a Web site visit. There are also mobile application click streams and advertisements (ads) click streams, which record clicks in applications and clicks on ads. Those click streams are valuable resources for any online business because they show how users interact with online content. However, although beneficial, stand-alone analysis of click streams has limited potential because the behaviour of online users is impacted by external factors such as weather and user location. The main objective of this research project is to design a generic and extendable software framework for online content management. The framework will improve online content effectiveness, increase sales, reduce manual processes, and ultimately increase revenue from online sources. Two main components will be developed: the first component, integrated data analytics services, will include analytics of click streams with other data such as weather and user location; the second, a supply-side platform for advertising, will include a highly automated process for pricing online inventory. To achieve these goals, the project will explore and advance integrated data analytics, click-through rate prediction, user segmentation, and the supply-side platform for online advertising. The results from this project will directly benefit the industrial partner Pelmorex by enabling them to extract new insights and increase business value from existing data. A sophisticated supply-side platform to be developed in this project will increase revenue from the online advertising inventory. The project will push the boundaries in the area of data analytics related to click streams, supply-side platforms, and online advertising. As a result, it will contribute to growth in these areas. Furthermore, the HQP involved in this project will gain valuable experience working in data analytics and online advertising with Big Data, which will make them valuable to any related data analytics, online advertising, or Big Data job market.

网站流量分析和优化通常涉及Web点击流，即用户访问网站期间的点击记录。还有移动的应用点击流和广告（ads）点击流，它们记录应用中的点击和广告上的点击。这些点击流对任何在线业务都是宝贵的资源，因为它们显示了用户如何与在线内容互动。然而，尽管对点击流进行独立分析是有益的，但潜力有限，因为在线用户的行为受到天气和用户位置等外部因素的影响。本研究计画的主要目标是设计一个通用且可扩充的线上内容管理软体架构。该框架将提高在线内容的有效性，增加销售，减少手动流程，并最终增加在线来源的收入。将开发两个主要组件：第一个组件是集成数据分析服务，将包括对点击流与天气和用户位置等其他数据的分析;第二个组件是广告供应方平台，将包括一个高度自动化的在线库存定价流程。为了实现这些目标，该项目将探索和推进集成数据分析、点击率预测、用户细分和在线广告的供应方平台。该项目的结果将直接使工业合作伙伴Pelmorex受益，使他们能够从现有数据中提取新的见解并增加商业价值。该项目将开发一个先进的供应方平台，将增加在线广告库存的收入。该项目将推动与点击流、供应方平台和在线广告相关的数据分析领域的边界。因此，它将有助于这些领域的增长。此外，参与该项目的HQP将获得在数据分析和大数据在线广告方面的宝贵经验，这将使他们对任何相关的数据分析，在线广告或大数据就业市场都有价值。