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Behavioral targeting : early student profile identification for efficient student recruitment

Yin, Yaqi (2018) Behavioral targeting : early student profile identification for efficient student recruitment.

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Abstract:With the rapid growth of online activities more marketers have switched their attentions to target the potential customer through the internet. As one of the growing popular online targeting methods, behavior targeting has been increasingly used to identify the potential customers based on their historical online activities. However, higher education industry has not utilized behavioral targeting in student recruitment. In addition, current studies mainly emphasize the effectiveness of behavioral targeting and focus on the design of behavioral targeting techniques instead of applying behavioral targeting to solve specific problems. In this research, behavioral targeting has been extended to the higher education sector. The outcomes of this study explore online behavioral profiles of the students who searched master related online information and submitted online university applications from 2016 to 2017. The source of the data is from the dataset of the department marketing and communication in university of Twente. In order to analyze the online behaviors, a behavioral targeting analysis approach with the use of machine learning has been developed. It consists of a two-step clustering model and user characteristics description to assist in targeting the prospective students. This approach could be generalized to use in other relevant future research.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/75927
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