Analysis of the Relationship Between Advertising Awareness and Behavioral Data in Digital Media:Discovery of Digital Occasion Cluster by Decision Tree

Abstract

It is not easy for companies to know how consumers react to advertisements. In recent years, the idea of occasion recognition has been proposed as a method for knowing the advertising effect. This is a state in which consumers remember the situation when they see an advertisement, and it is considered that the advertisement effect is higher in this state. However, a questionnaire survey is required to observe the occasion cognition. In the present research, we estimate the consumers who are in the occasion cognitive state by measuring the operation status of mobile phones. It is possible to identify the layer (digital occasion clusters) that are presumed to be occasion cognition without conducting a survey.