Towards fuzzy analytics for digital video advertising campaign effectiveness and customer experience

Abstract

The recent growth of digital marketing channels has continued to drive the increase in brands' budgetary allocation for these marketing channels. However, questions are beginning to arise from marketing practitioners and brands on the justification of these budgets along these digital channels concerning their effectiveness and customer experience. This paper focuses on the aspect of mobile digital video advertisement with a view of examining its effectiveness and how viewers experience can be measured. This article proposes a fuzzy measurement approach to mobile video ad campaign experience using triangular fuzzy number evaluation approach. The experiment includes a comprehensive study on three different groups of mobile video ad viewers on a mobile network. A broad characteristic cross-section of mobile users with different types of mobile devices was randomly selected (N = 150) for empirical analysis. Videos and ads were tracked for these segmented users for 14 days. Also, a real-time online survey was enabled for these users and captured. This study models and clarifies fuzzy linguistic approach for measuring customer experience of mobile video ad campaign viewers. The result gives a better overall understanding of customer experience to advertisers and brands rather than relying only on score or scale of measurement.