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- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Description
As a Marketing and Business Data Analytics student, it has become increasingly apparent through coursework and professional experiences that the landscape of e-commerce and data-driven marketing is changing. Many companies flounder and are barely keeping up with the fast-developing world of e-commerce, while others are thriving and becoming “E-Commerce Giants”. What do they do that make them successful?
Through research from case studies and professional interviews, it can be shown that those who fail and become victim to the e-commerce giants are those who do not allocate enough budget and resources to allow e-commerce to succeed; they do not correctly utilize data throughout the creation of their e-commerce site nor their marketing, have a vast lack of knowledge, and ultimately do not adapt to trends in e-commerce.
E-commerce giants are those who lead in the world-wide e-commerce revolution. They have entered a market and have caused/are continuing to cause instability for those who have not adapted or changed. These e-commerce giants do not have to be “giant” in size; rather, they are making giant changes that allow them to be successful within the industry. They are the prime examples of how e-commerce and data-driven marketing can be successful.
My research shows in order to successfully practice e-commerce, companies must adapt the best practices shown by these giants: owning your data, developing a strong budget for data-driven marketing, investing in the technology and people needed to implement a sound strategy, training employees in basic data, utilizing data in all aspects of marketing, creating an easy online experience that using AB Testing, hosting post mortem meetings to identify successes and failures, understanding your customers, creating the appropriate customer segmentation, nixing the “one fits all” strategy, and never getting too comfortable. If a company is stagnant, they are behind.
Through research from case studies and professional interviews, it can be shown that those who fail and become victim to the e-commerce giants are those who do not allocate enough budget and resources to allow e-commerce to succeed; they do not correctly utilize data throughout the creation of their e-commerce site nor their marketing, have a vast lack of knowledge, and ultimately do not adapt to trends in e-commerce.
E-commerce giants are those who lead in the world-wide e-commerce revolution. They have entered a market and have caused/are continuing to cause instability for those who have not adapted or changed. These e-commerce giants do not have to be “giant” in size; rather, they are making giant changes that allow them to be successful within the industry. They are the prime examples of how e-commerce and data-driven marketing can be successful.
My research shows in order to successfully practice e-commerce, companies must adapt the best practices shown by these giants: owning your data, developing a strong budget for data-driven marketing, investing in the technology and people needed to implement a sound strategy, training employees in basic data, utilizing data in all aspects of marketing, creating an easy online experience that using AB Testing, hosting post mortem meetings to identify successes and failures, understanding your customers, creating the appropriate customer segmentation, nixing the “one fits all” strategy, and never getting too comfortable. If a company is stagnant, they are behind.
ContributorsSirois, Natalie Rose (Author) / Giles, Charles (Thesis director) / Fette, Donald (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Advertisements for financial instruments such as car loans, title loans, and rental agreements create the complex problem of presenting substantial loan agreement terms while also keeping an advertisement light and inviting. There are two main types of rules concerning how these advertisers can promote their products: regulation and guidance. Regulation is the official set of laws governing what can or must be said in an advertisement. Guidance is official suggestions for proper advertising practices that are not tied to written laws. The Consumer Financial Protection Bureau (CFPB) controls regulation for the required disclosure in these advertisements and requires all material loan terms to be stated “clearly and conspicuously; however, advertisers still put important loan information in hard to see the fine print, making it difficult for the consumer to understand the advertisement. The Federal Trade Commission (FTC) is in charge of creating guidance, enforcing advertising regulation and preventing advertisements from becoming deceptive, but, due to the ambiguous nature of disclosure formatting requirements, many transgressions go uninhibited.
We conducted a survey to test consumer's perception and understanding of advertisements promoting financial instruments to see if advertisements that have run without contest from the Federal Trade Commission still have the ability to be deceptive or lack disclosure. We provided a variety of advertisements for markets such as automobiles and rent-to-own businesses. Each one of these advertisements dealt with a different financial instrument so that we could accurately test the knowledge of respondents. We collected 95 complete responses and 23 partial responses from our distribution of this survey.
Advertisements for financial instruments such as car loans, title loans, and rental agreements create the complex problem of presenting substantial loan agreement terms while also keeping an advertisement light and inviting. There are two main types of rules concerning how these advertisers can promote their products: regulation and guidance. Regulation is the official set of laws governing what can or must be said in an advertisement. Guidance is official suggestions of proper advertising practices that is not tied to written laws. The Consumer Financial Protection Bureau (CFPB) controls regulation for the required disclosure in these advertisements and requires all material loan terms to be stated “clearly and conspicuously; however, advertisers still put important loan information in hard to see fine print, making it difficult for the consumer to understand the advertisement. The Federal Trade Commission (FTC) is in charge of creating guidance, enforcing advertising regulation and preventing advertisements from becoming deceptive, but, due to the ambiguous nature of disclosure formatting requirements, many transgressions go uninhibited.
We conducted a survey to test consumer's perception and understanding of advertisements promoting financial instruments to see if advertisements that have run without contest from the Federal Trade Commission still have the ability to be deceptive or lack disclosure. We provided a variety of advertisements for markets such as automobiles and rent-to-own businesses. Each one of these advertisements dealt with a different financial instrument so that we could accurately test the knowledge of respondents. We collected 95 complete responses and 23 partial responses from our distribution of this survey.
The results show that the average consumer does not have a complete understanding of financial instruments in the context of these advertisements. These results also demonstrated that consumers are not completely comprehending the information provided to them by these advertisements. We found that in some cases, it was the way that information was provided to the consumer that was causing them to have misconceptions about the information presented. We concluded that there were enough respondents that did not correctly interpret these advertisements to support that there is some misleading and deception by these advertisements despite the lack of context by the FTC. As such, we suggest that current federal guidance be made into official regulation to further prevent these transgressions and further attempts be made to locate and prevent deceptive advertisements.
We conducted a survey to test consumer's perception and understanding of advertisements promoting financial instruments to see if advertisements that have run without contest from the Federal Trade Commission still have the ability to be deceptive or lack disclosure. We provided a variety of advertisements for markets such as automobiles and rent-to-own businesses. Each one of these advertisements dealt with a different financial instrument so that we could accurately test the knowledge of respondents. We collected 95 complete responses and 23 partial responses from our distribution of this survey.
Advertisements for financial instruments such as car loans, title loans, and rental agreements create the complex problem of presenting substantial loan agreement terms while also keeping an advertisement light and inviting. There are two main types of rules concerning how these advertisers can promote their products: regulation and guidance. Regulation is the official set of laws governing what can or must be said in an advertisement. Guidance is official suggestions of proper advertising practices that is not tied to written laws. The Consumer Financial Protection Bureau (CFPB) controls regulation for the required disclosure in these advertisements and requires all material loan terms to be stated “clearly and conspicuously; however, advertisers still put important loan information in hard to see fine print, making it difficult for the consumer to understand the advertisement. The Federal Trade Commission (FTC) is in charge of creating guidance, enforcing advertising regulation and preventing advertisements from becoming deceptive, but, due to the ambiguous nature of disclosure formatting requirements, many transgressions go uninhibited.
We conducted a survey to test consumer's perception and understanding of advertisements promoting financial instruments to see if advertisements that have run without contest from the Federal Trade Commission still have the ability to be deceptive or lack disclosure. We provided a variety of advertisements for markets such as automobiles and rent-to-own businesses. Each one of these advertisements dealt with a different financial instrument so that we could accurately test the knowledge of respondents. We collected 95 complete responses and 23 partial responses from our distribution of this survey.
The results show that the average consumer does not have a complete understanding of financial instruments in the context of these advertisements. These results also demonstrated that consumers are not completely comprehending the information provided to them by these advertisements. We found that in some cases, it was the way that information was provided to the consumer that was causing them to have misconceptions about the information presented. We concluded that there were enough respondents that did not correctly interpret these advertisements to support that there is some misleading and deception by these advertisements despite the lack of context by the FTC. As such, we suggest that current federal guidance be made into official regulation to further prevent these transgressions and further attempts be made to locate and prevent deceptive advertisements.
ContributorsYee, Thorin Cole (Co-author) / Heathcotte, Emily (Co-author) / Giles, Charles (Thesis director) / deLusé, Stephanie (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
A common design of multi-agent robotic systems requires a centralized master node, which coordinates the actions of all the agents. The multi-agent system designed in this project enables coordination between the robots and reduces the dependence on a single node in the system. This design change reduces the complexity of the central node, and makes the system more adaptable to changes in its topology. The final goal of this project was to have a group of robots collaboratively claim positions in pre-defined formations, and navigate to the position using pose data transmitted by a localization server.
Planning coordination between robots in a multi-agent system requires each robot to know the position of the other robots. To address this, the localization server tracked visual fiducial markers attached to the robots and relayed their pose to every robot at a rate of 20Hz using the MQTT communication protocol. The robots used this data to inform a potential fields path planning algorithm and navigate to their target position.
This project was unable to address all of the challenges facing true distributed multi-agent coordination and needed to make concessions in order to meet deadlines. Further research would focus on shoring up these deficiencies and developing a more robust system.
Planning coordination between robots in a multi-agent system requires each robot to know the position of the other robots. To address this, the localization server tracked visual fiducial markers attached to the robots and relayed their pose to every robot at a rate of 20Hz using the MQTT communication protocol. The robots used this data to inform a potential fields path planning algorithm and navigate to their target position.
This project was unable to address all of the challenges facing true distributed multi-agent coordination and needed to make concessions in order to meet deadlines. Further research would focus on shoring up these deficiencies and developing a more robust system.
ContributorsThibeault, Quinn (Author) / Meuth, Ryan (Thesis director) / Chen, Yinong (Committee member) / Computer Science and Engineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The objective of this paper is to find and describe trends in the fast Fourier transformed accelerometer data that can be used to predict the mechanical failure of large vacuum pumps used in industrial settings, such as providing drinking water. Using three-dimensional plots of the data, this paper suggests how a model can be developed to predict the mechanical failure of vacuum pumps.
ContributorsHalver, Grant (Author) / Taylor, Tom (Thesis director) / Konstantinos, Tsakalis (Committee member) / Fricks, John (Committee member) / School of Mathematical and Statistical Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
In this research, the effect of the crystal structure of the parent phase on the morphology of nanoporous gold is explored. Specifically, Cu-Au alloys are studied. For this experiment, Cu0.75Au0.25 is heat treated to achieve an ordered phase Cu3Au and a disordered random solid solution, face centered cubic, Cu0.75Au0.25 phase, which are then dealloyed to form nanoporous gold (NPG). Using a morphology digital image analysis software called AQUAMI, SEM images of the NPG morphology were characterized to collect data on the ligament length, ligament diameter, porosity size, etc. of the samples. It was determined that the NPG formed from the ordered parent phase had an average ligament diameter that was 10 nm larger than the NPG formed from the disordered parent phase. This may be due to the ordered crystal structure allowing for faster gold diffusion and coarsening resulting in an increased average ligament size. Further future work is needed in order to obtain further evidence to support this hypothesis.
ContributorsTse, Ariana Yusof (Author) / Sieradzki, Karl (Thesis director) / Wang, Qing Hua (Committee member) / Materials Science and Engineering Program (Contributor) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This paper discusses the possibility of utilizing 2D molybdenum disulfide (MoS2) as a nanozyme to detect dopamine colorimetric assays, first by detecting color change in liquid solutions due to oxidation and then second on paper-based assays. MoS2 samples dispersed in methylcellulose (MC) solution were prepared using liquid-phase exfoliation through sonication. The dopamine (DOPA) and hydrogen peroxide (H¬¬2O2) solutions were prepared separately in specific concentrations. The solutions were mixed in a well plate and colorimetric results were analyzed by a plate reader, revealing a quantitative relationship between dopamine concentration and absorbance. Subsequent testing was conducted using paper assays, where combined solutions of DOPA and H2O2 were dropped onto paper with printed wax wells that contained dried MoS2. An analysis of the color change was conducted using a smartphone application called Color Grab to detect the red, green, and blue (RGB) values. Plotting the RGB results across the dopamine concentrations revealed a positively correlated relationship between the two factors, suggesting that a predictive model could be developed to predict dopamine concentrations based on measured colorimetric values.
ContributorsNalla, Akshay (Co-author, Co-author) / Wang, Qing Hua (Thesis director) / Green, Alexander (Committee member) / Mechanical and Aerospace Engineering Program (Contributor) / Materials Science and Engineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The automotive community is incredibly vast and expansive in the southwest corner of the United States. In the Phoenix area, there is a large distinction of “car culture” within the fundamental parameters that define society in general: the upper echelon of the wealth bracket usually engages with their own, and the byproduct is that their automotive tastes lie often in the luxury exotic supercar market. Example vehicle manufacturers include Porsche, McLaren, Ferrari, and Lamborghini. In the mid to lower wealth bracket a similar model is observed, members often only engage with their own, and again the automotive byproduct is a representation of such, with example manufacturers including Honda, Nissan, Toyota, and Subaru. This stark distinction of classes begs the question: how would these unique class distinctions fare when both these groups are paired together from an automotive perspective, and what are the potential implications of this unique aggregation with high fashion?
ContributorsDas, Eashan (Author) / Wijesinghe, Pushpa (Thesis director) / Otto, Jeffery (Committee member) / Kiss, Adam (Committee member) / College of Health Solutions (Contributor) / Barrett, The Honors College (Contributor)
Created2020-12
Description
The focus of this research paper is understanding the impacts of human factors on the technology innovations in automobiles and the direction our society is headed. There will be an assessment of our current state and the possible solutions to combat the issue of creating technology advancements for automobiles that cater towards the human factors. There will be an introduction on the history of the first automobile invented to provide an understanding of the what the first automobile consisted of and will continue discussing the technological innovations that were implemented due to human factors. Diving into the types of technological innovations such as the ignition system, car radio, the power steering system, and self-driving, it will show the progression of the technological advancements that was implemented in relation to the human factors that was prominent among society. From there, it is important to understand what human factors and the concept of human factor engineering are. It will provide a better understanding of why humans have created technology in relation to the human factors. Then, there will be an introduction of the mobile phone industry history/timeline as a comparison to show the impacts of how human factors have had on the development of the technology in mobile phones and how heavily it catered towards human factors. There will be a discussion of the 3 key human factors that have been catered towards the development and implementation of technology in automobiles. They are selecting the path that requires the least cognitive effort, overestimating the performance of technology, and reducing the attention due to an automated system being put into place. Lastly, is understanding that if we create or implement technology such as self-driving, it should not solely be for comfort and ease of use, but for the overall efficient use of transportation in the future. This way humans would not rely heavily too much on the technology and limit the effect that human factors have on us.
ContributorsParham, Gi-onli (Author) / Keane, Katy (Thesis director) / Collins, Gregory (Committee member) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This thesis presents a process by which a controller used for collective transport tasks is qualitatively studied and probed for presence of undesirable equilibrium states that could entrap the system and prevent it from converging to a target state. Fields of study relevant to this project include dynamic system modeling, modern control theory, script-based system simulation, and autonomous systems design. Simulation and computational software MATLAB and Simulink® were used in this thesis.
To achieve this goal, a model of a swarm performing a collective transport task in a bounded domain featuring convex obstacles was simulated in MATLAB/ Simulink®. The closed-loop dynamic equations of this model were linearized about an equilibrium state with angular acceleration and linear acceleration set to zero. The simulation was run over 30 times to confirm system ability to successfully transport the payload to a goal point without colliding with obstacles and determine ideal operating conditions by testing various orientations of objects in the bounded domain. An additional purely MATLAB simulation was run to identify local minima of the Hessian of the navigation-like potential function. By calculating this Hessian periodically throughout the system’s progress and determining the signs of its eigenvalues, a system could check whether it is trapped in a local minimum, and potentially dislodge itself through implementation of a stochastic term in the robot controllers. The eigenvalues of the Hessian calculated in this research suggested the model local minima were degenerate, indicating an error in the mathematical model for this system, which likely incurred during linearization of this highly nonlinear system.
To achieve this goal, a model of a swarm performing a collective transport task in a bounded domain featuring convex obstacles was simulated in MATLAB/ Simulink®. The closed-loop dynamic equations of this model were linearized about an equilibrium state with angular acceleration and linear acceleration set to zero. The simulation was run over 30 times to confirm system ability to successfully transport the payload to a goal point without colliding with obstacles and determine ideal operating conditions by testing various orientations of objects in the bounded domain. An additional purely MATLAB simulation was run to identify local minima of the Hessian of the navigation-like potential function. By calculating this Hessian periodically throughout the system’s progress and determining the signs of its eigenvalues, a system could check whether it is trapped in a local minimum, and potentially dislodge itself through implementation of a stochastic term in the robot controllers. The eigenvalues of the Hessian calculated in this research suggested the model local minima were degenerate, indicating an error in the mathematical model for this system, which likely incurred during linearization of this highly nonlinear system.
ContributorsBaye-Wallace, Lily Catherine (Author) / Berman, Spring (Thesis director) / Marvi, Hamidreza (Committee member) / Mechanical and Aerospace Engineering Program (Contributor) / School of Music, Dance and Theatre (Contributor) / School for Engineering of Matter,Transport & Enrgy (Contributor) / Barrett, The Honors College (Contributor)
Created2020-12
Description
The goal of this research was to identify why the federal government should invest in solar research and development, and which areas of solar improvement should be focused on. Motivation for this can be found in the pressing need to prevent and reverse the effects of climate change, the inevitability of fossil fuel resources eventually running out, and the economic and job creation potential which solar energy holds. Additionally, it is important to note that the best course of action will involve a split of funding between current solar rollout and energy grid updating, and the R&D listed in this research. Upon examination, it can be seen that an energy revolution, led by a federal solar jobs program and a Green New Deal, would be both an ethically and economically beneficial solution. A transition from existing fossil fuel infrastructure to renewable, solar-powered infrastructure would not only be possible but highly beneficial in many aspects, including massive job creation, a more affordable, renewable energy solution to replace coal-fired plants, and no fuel spending or negotiation required.<br/>When examining which areas of solar improvement to focus on for R&D funding, four primary areas were identified, with solutions presented for each. These areas for improvement are EM capture, EM conversion efficiency, energy storage capacity, and the prevention of overheating. For each of these areas of improvement, affordable solutions that would greatly improve the efficiency and viability of solar as a primary energy source were identified. The most notable area that should be examined is solar storage, which would allow solar PV panels to overcome their greatest real and perceived obstacle, which is the inconsistent power generation. Solar storage is easily attainable, and with enough storage capacity, excess solar energy which would otherwise be wasted during the day can be stored and used during the night or cloudy weather as necessary. Furthermore, the implementation of highly innovative solutions, such as agrivoltaics, would allow for a solar revolution to occur.
ContributorsWhitlow, Hunter Marshall (Author) / Fong, Benjamin (Thesis director) / Andino, Jean (Committee member) / Chemical Engineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05