Project description
Expanding marketing tools for virtual consumer attention
Marketing science and research often centre around the limited resource of consumer attention, focusing on studying the competition between brands to maintain and attract more attention. Unfortunately, for marketing science, understanding and measuring attention, especially visual attention in challenging environments like online shopping, proves to be particularly challenging. The MSCA-funded CONVISE project aims to address this issue by leveraging previous insights from marketing and computing to develop tools, methods and technologies for sensing, calculating and utilising consumer visual attention in online environments. Additionally, the project will create advanced tools that do not rely on sensors to enhance predictions and behaviour pattern studies. Lastly, it will work on developing technologies for improved customer privacy protection and data de-identification.
Objective
In the attention economy, consumer attention is considered a finite, diminishing quantity acting as a currency where brands compete to attract and maintain. Attention-Based Marketing is a relevant emerging subdiscipline of Marketing that studies consumer attention to understand and improve (visual) marketing stimuli, marketing effectiveness, and consumer behaviour by uncovering the fundamental interconnections between attention and action. Three main challenges in this area include how to: a) efficiently measure consumer attention in fast-paced environments (e.g. in electronic marketing), b) optimise marketing stimuli for attracting consumer attention and c) democratise consumer attention data (e.g. eye-sensing data/facial expressions) for improving the experience of individual consumers, while respecting their privacy at the same time.
In-line with the above-mentioned challenges, the CONVISE project will integrate insights from the Marketing and Computer Vision disciplines to design methods for sensing, predicting, and exploiting consumer visual attention that can be used to optimise marketing effort and enhance consumer well-being, in social media advertising settings. First, it will design video-based sensing technology for extracting reliable, market-relevant consumer visual attention maps, minimising the necessary human sensor (pre)-processing effort. Next, it will design tools for predicting consumer attention maps from the visual advertising content, without using any sensors, to produce objective advertisement evaluation metrics that can be employed during the visual advertising content design phase. Finally, it will experimentally evaluate the developed consumer attention prediction technology from a consumer behaviour standpoint and will develop sensing data de-identification technology, balancing between consumer privacy protection, perceived ad relevance and ad intrusiveness.
Fields of science (EuroSciVoc)
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
- engineering and technology electrical engineering, electronic engineering, information engineering electronic engineering sensors
You need to log in or register to use this function
We are sorry... an unexpected error occurred during execution.
You need to be authenticated. Your session might have expired.
Thank you for your feedback. You will soon receive an email to confirm the submission. If you have selected to be notified about the reporting status, you will also be contacted when the reporting status will change.
Keywords
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
-
HORIZON.1.2 - Marie Skłodowska-Curie Actions (MSCA)
MAIN PROGRAMME
See all projects funded under this programme
Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
HORIZON-TMA-MSCA-PF-EF - HORIZON TMA MSCA Postdoctoral Fellowships - European Fellowships
See all projects funded under this funding scheme
Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
(opens in new window) HORIZON-MSCA-2022-PF-01
See all projects funded under this callCoordinator
Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.
2000 Antwerpen
Belgium
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.