Learning Analytics: Challenges and Future Research Directions

In recent years, learning analytics (LA) has attracted a great deal of attention in technology-enhanced learning (TEL) research as practitioners, institutions, and researchers are increasingly seeing the potential that LA has to shape the future TEL landscape. Generally, LA deals with the development of methods that harness educational data sets to support the learning process. This paper provides a foundation for future research in LA. It provides a systematic overview on this emerging field and its key concepts through a reference model for LA based on four dimensions, namely data, environments, context (what?), stakeholders (who?), objectives (why?), and methods (how?). It further identifies various challenges and research opportunities in the area of LA in relation to each dimension.

Vivisimo Customer Case Study

Capitalizing on the power of the Internet, the Houston Academy of Medicine-Texas Medical Center (HAM-TMC) Library is using search to reinvent itself in this digital age. By using the Vivisimo Velocity Search Platform to search its multiple repositories, the library has helped users find information they never knew existed as well as positioned the library as a thought leader in its community.

Effektives Customer Relationship Management durch Intermediation

Bestehende Modelle im Customer Relationship Management (CRM) weisen diverse Schwachstellen auf. Erstens sind viele Kunden durch die große zu verarbeitende Informationsmenge überfordert, zweitens gelingt es vielen Anbietern nicht, die Konsistenz und Relevanz der gesammelten Kundendaten zu gewährleisten, und drittens bringen Kunden den Anbietern nicht das Vertrauen entgegen, das für eine umfassendere Offenlegung von Kundendaten erforderlich wäre. Durch die Einschaltung eines Intermediärs können diese Schwachstellen gemildert werden. Zusätzlich bietet die Intermediation die Möglichkeit, Transaktionskosten zu senken, die Macht der Kunden zu bündeln und die Beziehungen zu Kunden zu intensivieren. Ermöglicht wird dies durch die engere Verknüpfung der Kommunikations- und der Einkaufsfunktionalitäten des Internets. Als Erfolgsfaktoren gilt es, die kritische Masse und das erforderliche Vertrauen zu erreichen sowie einen wesentlichen Beitrag zur Wertschöpfung zu leisten.

The influence of formal and informal sales controls on customer-directed selling behaviors and sales unit effectiveness

Adaptive selling (AS) and customer-oriented selling (COS) constitute two key customer-directed selling behaviors for the success of the modern sales force. However, knowledge regarding the organizational factors that can induce salespeople to engage in those behaviors is strikingly limited. Against this background, we develop a comprehensive model that delineates the influences of formal and informal sales controls on AS and COS and, through them, on sales unit effectiveness. Based on a sample of sales managers in a major European Union country, we present new evidence that (a) formal and informal sales controls exert differential impact on salespeople's AS and COS behaviors; (b) AS directly and positively influences sales unit effectiveness; (c) COS affects sales unit effectiveness only indirectly, i.e. by fostering AS; and (d) outcome and cultural controls directly improve sales unit effectiveness. We conclude with a discussion of our findings for academics and practitioners.

Synergistic User <-> Context Analytics

Various avours of a new research field on (socio-)physical or personal analytics have emerged, with the goal of deriving semantically-rich insights from people's low-level physical sensing combined with their (online) social interactions. In this paper, we argue for more comprehensive data sources, including environmental (e.g. weather, infrastructure) and application-specific data, to better capture the interactions between users and their context, in addition to those among users. To illustrate our proposed concept of synergistic user <-> context analytics, we first provide some example use cases. Then, we present our ongoing work towards a synergistic analytics platform: a testbed, based on mobile crowdsensing and the Internet of Things (IoT), a data model for representing the different sources of data and their connections, and a prediction engine for analyzing the data and producing insights.

Die Bedeutung von Business Rules im Customer Relationship Management

Der Beitrag diskutiert Möglichkeiten zur Automatisierung von Kundenbeziehungsprozessen im Customer Relationship Management mit Hilfe von Business Rules. Anhand einer CRM-Architektur werden Anwendungsmöglichkeiten erörtert und am Beispiel einer Cross-Selling-Kampagne vertieft. Technische Aspekte werden dabei nicht im Detail betrachtet. Der Schwerpunkt liegt vielmehr in der Diskussion von Automatisierungs- und Integrationspotenzialen durch den Einsatz von Business Rules, wie sie in zunehmend individualisierten Kundenbeziehungen in Massenmärkten gegeben sind.

Do Information, Price, or Morals Influence Ethical Consumption? A Natural Field Experiment and Customer Survey on the Purchase of Fair Trade Coffee

We address ethical consumption using a natural field experiment on the actual purchase of Fair Trade (FT) coffee in three supermarkets in Germany. Based on a quasi-experimental before-and-after design the effects of three different treatments – information, 20% price reduction, and a moral appeal – are analyzed. Sales data cover actual ethical purchase behavior and avoid problems of social desirability. But they offer only limited insights into the motivations of individual consumers. We therefore complemented the field experiment with a customer survey that allows us to contrast observed (ethical) buying behavior with self-reported FT consumption. Results from the experiment suggest that only the price reduction had the expected positive and statistically significant effect on FT consumption.

Google Analytics & CONTENTdm: Harness Up Your Repository Metrics

A demonstration of the installation and use of Google Analytics with CONTENTdm in order to better gather metrics and insight into both general and specific online traffic across such digital repositories. Issues addressed will include collection-level traffic, digital object-level traffic, general site referrals to the repository, specific referrals to the repository, search engine referrals, user keywords, traffic occurring inside and/or outside an institution’s own network, reporting options.

Estrategia CRM (Customer Relationship Management)

Realizar una propuesta metodológica que permita analizar, diseñar e implementar una estrategia CRM en las empresas de servicios públicos de Mendoza.

The determinants of the quality of Sales-Marketing Interface in a Multinational Customer Brand Focused Company: The Latin American Branches

Customer evolution and changes in consumers, determine the fact that the quality of the interface between marketing and sales may represent a true competitive advantage for the firm. Building on multidimensional theoretical and empirical models developed in Europe and on social network analysis, the organizational interface between the marketing and sales departments of a multinational high-growth company with operations in Argentina, Uruguay and Paraguay is studied. Both, attitudinal and social network measures of information exchange are used to make operational the nature and quality of the interface and its impact on performance. Results show the existence of a positive relationship of formalization, joint planning, teamwork, trust and information transfer on interface quality, as well as a positive relationship between interface quality and business performance. We conclude that efficient design and organizational management of the exchange network are essential for the successful performance of consumer goods companies that seek to develop distinctive capabilities to adapt to markets that experience vertiginous changes

Some insights for a relationship marketing model integrating SERVQUAL and customer loyalty in dental clinics

The demand of new services, the emergence of new business models, insufficient innovation, underestimation of customer loyalty and reluctance to adopt new management are evidence of the deficiencies and the lack of research about the relations between patients and dental clinics. In this article we propose the structure of a model of Relationship Marketing (RM) in the dental clinic that integrates information from SERVQUAL, Customer Loyalty (CL) and activities of RM and combines the vision of dentist and patient. The first pilot study on dentists showed that: they recognize the value of maintaining better patients however they don't perform RM actions to retain them. They have databases of patients but not sophisticated enough as compared to RM tools. They perceive that the patients value "Assurance" and "Empathy" (two dimensions of service quality). Finally, they indicate that a loyal patient not necessarily pays more by the service. The proposed model will be validated using Fuzzy Logic simulation and the ultimate goal of this research line is contributing a new definition of CL.

Learning Analytics and Interactions in Virtual Learning Environments. A Comparative Study of Typologies and their Relationship with Academic Performance

Analysis of learning data (learning analytics) is a new research field with high growth potential. The main objective of Learning analytics is the analysis of data (interactions being the basic data unit) generated in virtual learning environments, in order to maximize the outcomes of the learning process; however, a consensus has not been reached yet on which interactions must be measured and what is their influence on learning outcomes. This research is grounded on the study of e-learning interaction typologies and their relationship with students? academic performance, by means of a comparative study between different interaction typologies (based on the agents involved, frequency of use and participation mode). The main conclusions are a) that classifications based on agents offer a better explanation of academic performance; and b) that each of the three typologies are able to explain academic performance in terms of some of their components (student-teacher and student-student interactions, evaluating students interactions and active interactions, respectively), with the other components being nonrelevant.