Developed a risk management analysis and a marketing strategy plan as part of complete case study for future expansion, financial analysis and image/visibility/positioning concerns. A collaborative effort between the NCSU, College of Management and Exploris Museum.
Recommendations include:
- address the “Museum Experience” at consumer level and ‘living memory’ of the user
- refine/redefine the museum retail and on-line stores
- develop rich media applets to enhance the online web experience
- integrate new technology to carry over the museum experience onto the web
- leverage social networking to engage the audience and to allow museum attendees to share learning/experience online
- expand food court to allow for Global Cafe themed venues
- collaborate with similar museums and services to form a joint venture
- increase interactive kiosk stations to allow students to share their experiences i.e. link up with a digital pen pal from a sister museum in France/UK
- introduce large scale, digital signage tied to live web data and RSS feeds
- create augmented spaces and exhibits that allowed museum attendees to be immersed in motion video and high definition audio from around the world
Exploris Museum is an innovative, interactive museum that explores the wonders and connections of our world, and fascinates both grown-ups and kids. The core exhibits demonstrate the connections between the people of the world through culture, global trade, the environment and communications. Through programs for adults and school children, cultural performances each weekend, forums in association with community organizations and traveling exhibits, Exploris endeavors to bring the world to downtown Raleigh. Exploris Museum also features an IMAX theater.
(Update - 9/15/07)
Work is underway on the transformation into Wake County’s new Kids Museum. Created by the merger of Exploris and Playspace, the new kids museum will open on September 29, at the current Exploris location, with brand new experiences and a brand new name.
www.coming929.com
Vibe Ad Analytics Software and Analysis
Behavioral Targeting
Serving ads to anonymous Web site visitors based in the combination of pages they have visited.
The Challenge
Accipiter’s VIBE behavioral targeting product can recognize and target anonymous visitors that meet the traits a marketer has defined, but cannot predict what behavioral targets would be successful for a particular ad. The marketer receives only positive feedback (more clicks) or no feedback. There is no way for the marketer to know what behavioral targets would have been successful
Solution Platform
VIBE Ad Analytics is a proposed software product that uses powerful statistical algorithms based on game theory to predict what behavioral targets should correspond to an increase in the performance of advertisements. Identify behavioral traits that are statistically likely to be associated with a higher click rate. This will increase the value of online advertising for site publishers and their advertisers, leading to higher sales for Accipiter.
“With VIBE consulting, you will deliver the right ad to the right person at the right time and you will increase the click-through rate increasing your revenues or decreasing your costs”
Final Recommendations
The number of ways a visitor could get to clicking an ad is infinite; however, there may be some paths that are common to many visitors.
Reviewed sample model data sets and performed study models based on:
Pearson’s Correlation Equation – Computes basic statistical correlation.
ELO/Bayesian analysis – Assign relative scores in probabilistic events (such as game play)
Cluster Analysis – Graph data points and look for groupings
Bigrams (Game Theory) – Create single event pairs and correlate transitions between them
Revenue Projections, Pricing and Profitability
- Value Based Pricing, Cost-to-Server and Competitive Environment.
Web Interface, System Architecture and GUI Data Modeling
Service Launch and Market Entry Strategy: First-In Strategy and Slow Roll Out
Positioning Strategy, SWOT Analysis, Primary and Secondary Target Markets
Branding Strategy, Segmentation & Differentiation
Latta House Foundation
www.lattahouse.org
July 2005
Developed web marketing strategy and events management case study for expanding the Festival on the Lawn Music and Art Series as part of their major fund raising event for the Latta House Foundation. Collaborative effort between the Project Management team at the NCSU, College of Management and Islandting Productions.
Recommendations include:
- website redesign and increased video posting/coverage of events
- develop visual documentation of Latta House history as DVD documentary
- development of online donation/pledge system
- marketing through MySpace and other social networking websites
- streamlining the Arts+Crafts Vendor Market
The Latta House is located on the original site of Latta University, founded in the late 1800s by Reverend Morgan Latta to educate underprivileged and orphaned children in Raleigh’s black community. Today the Latta House stands just four blocks north of the Cameron Village Shopping Center in the heart of Raleigh’s Historic Oberlin Village Community.
(Update 1/8/07)
Fire Destroys the Latta House!
The Latta House burns in an early morning fire…