Articles

While several application domains are exploiting the added-value of analytics over various datasets to obtain actionable insights and drive decision making, the public policy management domain has not yet taken advantage of the full potential of the aforementioned analytics and data models. To this end, in this paper authors present an overall architecture of a cloud-based environment that facilitates data retrieval and analytics, as well as policy modelling, creation and optimization. The environment enables data collection from heterogeneous sources, linking and aggregation, complemented with data cleaning and interoperability techniques. An innovative approach for analytics as a service is introduced and linked with a policy development toolkit, which is an integrated web-based environment to fulfil the requirements of the public policy ecosystem stakeholders [1]. Large information databases on various public issues exist, but their usage for public policy formulation and impact analysis has been limited so far, as no cloud-based service ecosystem exists to facilitate their efficient exploitation. With the increasing availability and importance of both public big and traditional data, the need to extract, link and utilize such information efficiently has arisen. Current data-driven web technologies and models are not aligned with the needs of this domain, and therefore, potential candidates for big data, cloud-based and service-oriented public policy analysis solutions should be investigated, piloted and demonstrated [2]. This paper presents the conceptual architecture of such an ecosystem based on the capabilities of state-of-the-art cloud and web technologies, as well as the requirements of its users.

This study aims to achieve a new understanding of how, why, and when consumer behavior is shaped, enacted, and experienced inside and across integrated digital ecosystems related to large-scale trackable goods, all in service of helping marketers optimize their business performance in the new economy. The pioneering understanding begins by exploring what motivates the choices of a homogeneous group of consumers to organize their consumption of national and store brand varieties of consumer package goods in a certain manner. Thereafter, the essay explores how, if at all, the other digital activities of consumers across various product-related digital spaces and on various platforms build expertise and interest in these products such that they exert an effect on the purchase choices for these products. The essay then advances to asking how online information seeking, in various product-related digital spaces, on various platforms, and from various sources, and taking place at various points in the purchase journey affects online-offline dynamics in purchasing these products. Thereafter, the research examines how paid digital communication in various product-related digital spheres and forms, enabled by consumer advertising engagement on various platforms, boosts the offline sales of these products. Finally, by employing a new methodology that combines consumer scanning data, self-reported online activity data, and transaction data collected from an ad-tech partner, the research presents a fresh set of marketing action levers and performance outcomes on chosen products. Along the way, progress is made on four under-investigated topics in the advertising literature – the role of consumer actors and their expertise in the online-offline purchasing dynamics for ads, advertising engagement, consumer digital spaces, and consumer digital activity investment.