From left: Xiaohui (Stella) Sun, Cherry Kwunyeun, Jing (Joyce) Qin, Nopakoon (Tum) Visitrattakul
Cherry Kwunyeun (on her interest in Visualization and Eye Tracking):
Nopakoon (Tum) Visitrattakul:
My interest in this study lies in the field of marketing analytics in which we use data in order to address strategic marketing issues. Web usability and optimization is one of the key issues for many organizations. They invests huge amount of money in developing websites to communicate their organizational values and product information. These investments would be ineffective if the websites cannot attain users’ attention or the design is too complicated so that users get lost or cannot find what they are looking for.
Cherry Kwunyeun introduced me to Dr. Wedel and the Eye-tracking Lab at Robert H. Smith School of Business. Cherry encouraged me to participate in this study which allowed me to apply my data analytics skill in real on-line marketing projects. With the eye-tracking technology, we can quantify fixations or gaze time on each element of the webpages. Otherwise, we would have to rely on basic web analytics matrics, such as click-through, visibility time, or impression, which may not best represent users’ actual attentions on webpages. We, then, are able to analyze the eye-tracking data using statistical models in order to develop behavioral inferences which will be used in subsequent development of the websites.