Marketing Metrics : um estudo exploratório sobre a construção do conhecimento de um novo tema em marketing

Este trabalho constitui-se em um estudo acerca da construção do conhecimento do tema Marketing Metrics dentro da disciplina de marketing, centrando-se na linha de pesquisa de Valor do Cliente, uma das cinco principais que estão sendo trabalhadas sobre o tema. Assim, o autor deste trabalho realizou um estudo exploratório dividido em duas etapas, uma de análise da bibliografia acerca do Marketing Metrics em diversos centros acadêmicos e outra de verificação empresarial para analisar o grau de conhecimento e avaliação da importância do tema na visão empresarial. Ao final, o autor chega a um modelo sobre a construção de conhecimento do tema pesquisado e suposições a serem futuramente testadas, incluindo a influência de fatores como a natureza do negócio em que está inserida, o tamanho da base de clientes, a necessidade de uso do produto ou serviço, as barreiras de saída e o tamanho da empresa no grau de necessidade de relacionamento com os clientes, bem como a influência deste na busca do conhecimento acadêmico.

Risky business: social media metrics and political risk analysis

A quantificação do risco país – e do risco político em particular – levanta várias dificuldades às empresas, instituições, e investidores. Como os indicadores econômicos são atualizados com muito menos freqüência do que o Facebook, compreender, e mais precisamente, medir – o que está ocorrendo no terreno em tempo real pode constituir um desafio para os analistas de risco político. No entanto, com a crescente disponibilidade de “big data” de ferramentas sociais como o Twitter, agora é o momento oportuno para examinar os tipos de métricas das ferramentas sociais que estão disponíveis e as limitações da sua aplicação para a análise de risco país, especialmente durante episódios de violência política. Utilizando o método qualitativo de pesquisa bibliográfica, este estudo identifica a paisagem atual de dados disponíveis a partir do Twitter, analisa os métodos atuais e potenciais de análise, e discute a sua possível aplicação no campo da análise de risco político. Depois de uma revisão completa do campo até hoje, e tendo em conta os avanços tecnológicos esperados a curto e médio prazo, este estudo conclui que, apesar de obstáculos como o custo de armazenamento de informação, as limitações da análise em tempo real, e o potencial para a manipulação de dados, os benefícios potenciais da aplicação de métricas de ferramentas sociais para o campo da análise de risco político, particularmente para os modelos qualitativos-estruturados e quantitativos, claramente superam os desafios.

Darboux-Egoroff metrics, rational Landau-Ginzburg potentials and the Painleve VI equation

We present a class of three-dimensional integrable structures associated with the Darboux-Egoroff metric and classical Euler equations of free rotations of a rigid body. They are obtained as canonical structures of rational Landau-Ginzburg potentials and provide solutions to the Painleve VI equation.

Comparing emergy accounting with well-known sustainability metrics: The case of Southern Cone Common Market, Mercosur

The quality and the power of human activities affect the external environment in different ways that can be measured and evaluated by means of several approaches and indicators. While the scientific community has been publishing several proposals for sustainable development indicators, there is still no consensus regarding the best approach to the use of these indicators and their reliability to measure sustainability. It is important, therefore, to question the effectiveness of sustainable development indicators in an effort to continue in the search for sustainability. This paper compares the results obtained with emergy accounting with five global Sustainability Metrics (SMs) proposed in the literature to verify if metrics are communicating coherent and similar information to guide decision makers towards sustainable development. Results obtained using emergy indices are discussed with the aid of emergy ternary diagrams. Metrics are confronted with emergy results, and the degree of variability among them is analyzed using a correlation matrix created for the Mercosur nations. The contrast of results clearly shows that metrics arrive at different interpretations about the sustainability of the nations studied, but also that some metrics may be grouped and used more prudently. Mercosur is presented as a case study to highlight and explain the discrepancies and similarities among Sustainability Metrics, and to expose the extent of emergy accounting. (C) 2010 Elsevier Ltd. All rights reserved.

Metrics to support the evaluation of association rule clustering

Many topics related to association mining have received attention in the research community, especially the ones focused on the discovery of interesting knowledge. A promising approach, related to this topic, is the application of clustering in the pre-processing step to aid the user to find the relevant associative patterns of the domain. In this paper, we propose nine metrics to support the evaluation of this kind of approach. The metrics are important since they provide criteria to: (a) analyze the methodologies, (b) identify their positive and negative aspects, (c) carry out comparisons among them and, therefore, (d) help the users to select the most suitable solution for their problems. Some experiments were done in order to present how the metrics can be used and their usefulness. © 2013 Springer-Verlag GmbH.

Should phylogenetic and functional diversity metrics compose macroinvertebrate multimetric indices for stream biomonitoring?

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Metrics for Association Rule Clustering Assessment

Issues related to association mining have received attention, especially the ones aiming to discover and facilitate the search for interesting patterns. A promising approach, in this context, is the application of clustering in the pre-processing step. In this paper, eleven metrics are proposed to provide an assessment procedure in order to support the evaluation of this kind of approach. To propose the metrics, a subjective evaluation was done. The metrics are important since they provide criteria to: (a) analyze the methodologies, (b) identify their positive and negative aspects, (c) carry out comparisons among them and, therefore, (d) help the users to select the most suitable solution for their problems. Besides, the metrics do the users think about aspects related to the problems and provide a flexible way to solve them. Some experiments were done in order to present how the metrics can be used and their usefulness.

Using landscape metrics to analyze micro-scale soil erosion processes

Methods of recording soil erosion using photographs exist but they are not commonly considered in scientific studies. Digital images may hold an expressive amount of information that can be extracted quickly in different manners. The investigation of several metrics that were initially developed for landscape ecology analysis constitutes one method. In this study we applied a method of landscape metrics to quantify the spatial configuration of surface micro-topography and erosion-related features, in order to generate a possible complementary tool for environmental management. In a 3.7 m wide and 9.7 m long soil box used during a rainfall simulation study, digital images were systematically acquired in four instances: (a) when the soil was dry; (b) after a short duration rain for initial wetting; (c) after the first erosive rain; and (d) after the 2nd erosive rain. Thirteen locations were established in the box and digital photos were taken at these locations with the camera positioned at the same orthogonal distance from the soil surface under the same ambient light intensity. Digital photos were converted into bimodal images and seven landscape metrics were analyzed: percentage of land, number of patches, density of patches, largest patch index, edge density, shape index, and fractal dimension. Digital images were an appropriate tool because they can generate data very quickly. The landscape metrics were sensitive to changes in soil surface micro-morphology especially after the 1st erosive rain event, indicating significant erosional feature development between the initial wetting and first erosive rainfall. The method is considered suitable for spatial patterns of soil micro-topography evolution from rainfall events that bear similarity to landscape scale pattern evolution from eco-hydrological processes. Although much more study is needed for calibrating the landscape metrics at the micro-scale, this study is a step forward in demonstrating the advantages of the method.

Class-specific metrics for multidimensional data projection applied to CBIR

Content-based image retrieval is still a challenging issue due to the inherent complexity of images and choice of the most discriminant descriptors. Recent developments in the field have introduced multidimensional projections to burst accuracy in the retrieval process, but many issues such as introduction of pattern recognition tasks and deeper user intervention to assist the process of choosing the most discriminant features still remain unaddressed. In this paper, we present a novel framework to CBIR that combines pattern recognition tasks, class-specific metrics, and multidimensional projection to devise an effective and interactive image retrieval system. User interaction plays an essential role in the computation of the final multidimensional projection from which image retrieval will be attained. Results have shown that the proposed approach outperforms existing methods, turning out to be a very attractive alternative for managing image data sets.

Video Quality Assessments on Digital TV and Video Streaming Services Using Objective Metrics

There is a wide range of telecommunications services that transmit voice, video and data through complex transmission networks and in some cases, the service has not an acceptable quality level for the end user. In this sense the study of methods for assessing video quality and voice have a very important role. This paper presents a classification scheme, based on different criteria, of the methods and metrics that are being studied in recent years. This paper presents how the video quality is affected by degradation in the transmission channel in two kinds of services: Digital TV (ISDB-TB) due the fading in the air interface and video streaming service on an IP network due packet loss. For Digital TV tests was set up a scenario where the digital TV transmitter is connected to an RF channel emulator, where are inserted different fading models and at the end, the videos are saved in a mobile device. The tests of streaming video were performed in an isolated scenario of IP network, which are scheduled several network conditions, resulting in different qualities of video reception. The video quality assessment is performed using objective assessment methods: PSNR, SSIM and VQM. The results show how the losses in the transmission channel affects the quality of end-user experience on both services studied.

Unveiling the relationship between complex networks metrics and word senses

The automatic disambiguation of word senses (i.e., the identification of which of the meanings is used in a given context for a word that has multiple meanings) is essential for such applications as machine translation and information retrieval, and represents a key step for developing the so-called Semantic Web. Humans disambiguate words in a straightforward fashion, but this does not apply to computers. In this paper we address the problem of Word Sense Disambiguation (WSD) by treating texts as complex networks, and show that word senses can be distinguished upon characterizing the local structure around ambiguous words. Our goal was not to obtain the best possible disambiguation system, but we nevertheless found that in half of the cases our approach outperforms traditional shallow methods. We show that the hierarchical connectivity and clustering of words are usually the most relevant features for WSD. The results reported here shed light on the relationship between semantic and structural parameters of complex networks. They also indicate that when combined with traditional techniques the complex network approach may be useful to enhance the discrimination of senses in large texts. Copyright (C) EPLA, 2012

Suitability of distance metrics as indexes of home-range size in tropical rodent species

Estimators of home-range size require a large number of observations for estimation and sparse data typical of tropical studies often prohibit the use of such estimators. An alternative may be use of distance metrics as indexes of home range. However, tests of correlation between distance metrics and home-range estimators only exist for North American rodents. We evaluated the suitability of 3 distance metrics (mean distance between successive captures [SD], observed range length [ORL], and mean distance between all capture points [AD]) as indexes for home range for 2 Brazilian Atlantic forest rodents, Akodon montensis (montane grass mouse) and Delomys sublineatus (pallid Atlantic forest rat). Further, we investigated the robustness of distance metrics to low numbers of individuals and captures per individual. We observed a strong correlation between distance metrics and the home-range estimator. None of the metrics was influenced by the number of individuals. ORL presented a strong dependence on the number of captures per individual. Accuracy of SD and AD was not dependent on number of captures per individual, but precision of both metrics was low with numbers of captures below 10. We recommend the use of SD and AD instead of ORL and use of caution in interpretation of results based on trapping data with low captures per individual.