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.
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques.
- engineering and technologyelectrical engineering, electronic engineering, information engineeringelectronic engineeringsensors
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Programme(s)
- HORIZON.1.2 - Marie Skłodowska-Curie Actions (MSCA) Main Programme
Funding Scheme
HORIZON-TMA-MSCA-PF-EF - HORIZON TMA MSCA Postdoctoral Fellowships - European FellowshipsCoordinator
2000 Antwerpen
Belgium