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Image data analysis and classification in marketing

Author

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  • Daniel Baier
  • Ines Daniel
  • Sarah Frost
  • Robert Naundorf

Abstract

Nowadays, the diffusion of smartphones, tablet computers, and other multipurpose equipment with high-speed Internet access makes new data types available for data analysis and classification in marketing. So, e.g., it is now possible to collect images/snaps, music, or videos instead of ratings. With appropriate algorithms and software at hand, a marketing researcher could simply group or classify respondents according to the content of uploaded images/snaps, music, or videos. However, appropriate algorithms and software are sparsely known in marketing research up to now. The paper tries to close this gap. Algorithms and software from computer science are presented, adapted and applied to data analysis and classification in marketing. The new SPSS-like software package IMADAC is introduced. Copyright Springer-Verlag Berlin Heidelberg 2012

Suggested Citation

  • Daniel Baier & Ines Daniel & Sarah Frost & Robert Naundorf, 2012. "Image data analysis and classification in marketing," Advances in Data Analysis and Classification, Springer;German Classification Society - Gesellschaft für Klassifikation (GfKl);Japanese Classification Society (JCS);Classification and Data Analysis Group of the Italian Statistical Society (CLADAG);International Federation of Classification Societies (IFCS), vol. 6(4), pages 253-276, December.
    • Handle: RePEc:spr:advdac:v:6:y:2012:i:4:p:253-276
    DOI: 10.1007/s11634-012-0116-0
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    References listed on IDEAS

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    Cited by:

    1. Atsuho Nakayama & Daniel Baier, 2020. "Predicting brand confusion in imagery markets based on deep learning of visual advertisement content," Advances in Data Analysis and Classification, Springer;German Classification Society - Gesellschaft für Klassifikation (GfKl);Japanese Classification Society (JCS);Classification and Data Analysis Group of the Italian Statistical Society (CLADAG);International Federation of Classification Societies (IFCS), vol. 14(4), pages 927-945, December.
    2. Daniel Baier & Sarah Frost, 2018. "Relating brand confusion to ad similarities and brand strengths through image data analysis and classification," Advances in Data Analysis and Classification, Springer;German Classification Society - Gesellschaft für Klassifikation (GfKl);Japanese Classification Society (JCS);Classification and Data Analysis Group of the Italian Statistical Society (CLADAG);International Federation of Classification Societies (IFCS), vol. 12(1), pages 155-171, March.

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