Given the increasing predominance of work teams within organisations, this study aimed to investigate the role that perceptions of person-team fit has in the recruitment process, in addition to other forms of person-environment fit. An experimental design was followed which manipulated the amount of team information made available to participants. It was hypothesised that participants who received more information would exhibit higher perceptions of person-team fit. Results supported this prediction with levels of person-team fit being successfully manipulated. Results also showed significant correlations between person-team fit and organisational attraction which is important in the early stages of recruitment. This study was conducted remotely over the internet with clickstream data associated with this medium being collected. It was hypothesised that viewing order and times may be related to dependent variables. No support for this prediction was found, however it did identify a group of participants that appeared not to engage in the task, which has implications for future research carried out online.

As more students interact with online learning platforms and eTextbooks, they generate massive amounts of data. For example, the OpenDSA eTextbook system collects clickstream data as users interact with prose, visualizations, and interactive auto-graded exercises. Ideally, instructors and system developers can harness this information to create better instructional experiences. But in its raw event-level form, it is difficult for developers or instructors to understand student behaviors, or to make testable hypotheses about relationships between behavior and performance. In this study, we describe our efforts to break raw event-level data first into sessions (a continuous series of work by a student) and then to meaningfully abstract the events into higher-level descriptions of that session. The goal of this abstraction is to help instructors and researchers gain insights into the students' learning behaviors. For example, we can distinguish when students read material and then attempt the associated exercise, versus going straight to the exercise and then hunting for the answers in the associated material. We first bundle events into related activities, such as the events associated with stepping through a given visualization, or with working a given exercise. Each such group of events defines a state. A state is a basic unit that characterizes the interaction log data, and there are multiple state types including reading prose, interacting with visual contents, and solving exercises. We harnessed the abstracted data to analyze studying behavior and compared it with course performance based on GPA. We analyzed data from the Fall 2020 and Spring 2021 sections of a senior-level Formal Languages course, and also from the Fall 2020 and Spring 2021 sections of a data structures course. / Master of Science / OpenDSA is an online learning platform used in multiple academic institutions including Virginia Tech's Computer Science courses. They use OpenDSA as the main instructional method and students in these courses generate massive amounts of clickstream data while interacting with the OpenDSA content. The system collects various events logs such as when students opened/closed a certain page, how long they stayed on the page, and how many times they clicked an interface element for visualizations and exercises. However, in its raw event-level form, it is difficult for instructors or developers to understand student behaviors, or to make testable hypotheses about relationships between behavior and performance. We describe our efforts to break raw event-level clickstreams into a session (continuous series of work by a student) and then to abstract the events into meaningful higher-level descriptions of students' behavior. We grouped raw events into related activities, such as the events associated with stepping through a given visualization, or working with a given exercise. We defined such a group of activities as a state, which is a basic unit that can characterize the interaction log data such as reading, slideshows, and exercises state. We harnessed the abstracted data to analyze students' studying behavior and compared it with their course performance based on their GPA. We analyzed data from two offerings of two CS courses at Virginia Tech to gain insights into students' learning behaviors.

In marketing, behaviour of users is analysed in order to discover which channels (for instance TV, Social media etc.) are important for increasing the user’s intention to buy a product. The search for better channel attribution models than the common last-click model is of major concern for the industry of marketing. In this thesis, a probabilistic model for channel attribution has been developed, and this model is demonstrated to be more data-driven than the conventional last- click model. The modelling includes an attempt to include the time aspect in the modelling which have not been done in previous research. Our model is based on studying different sequence length and computing conditional probabilities of conversion by using logistic regression models. A clickstream dataset from an online store was analysed using the proposed model. This thesis has revealed proof of that the last-click model is not optimal for conducting these kinds of analyses.

This study aims to investigate the implementation of an AI model that predicts customer purchases, in the telecom industry. The thesis also outlines how such an AI model can assist decision-making in marketing strategies. It is concluded that designing the AI model by following a Recurrent Neural Network (RNN) architecture with a Long Short-Term Memory (LSTM) layer, allow for a successful implementation with satisfactory model performances. Stepwise instructions to construct such model is presented in the methodology section of the study. The RNN-LSTM model further serves as an assisting tool for marketers to assess how a consumer’s website behavior affect their purchase behavior over time, in a quantitative way - by observing what the authors refer to as the Customer Purchase Propensity Journey (CPPJ). The firm empirical basis of CPPJ, can help organizations improve their allocation of marketing resources, as well as benefit the organization’s online presence by allowing for personalization of the customer experience. / Denna studie undersöker implementeringen av en AI-modell som förutspår kunders köp, inom telekombranschen. Studien syftar även till att påvisa hur en sådan AI-modell kan understödja beslutsfattande i marknadsföringsstrategier. Genom att designa AI-modellen med en Recurrent Neural Network (RNN) arkitektur med ett Long Short-Term Memory (LSTM) lager, drar studien slutsatsen att en sådan design möjliggör en framgångsrik implementering med tillfredsställande modellprestation. Instruktioner erhålls stegvis för att konstruera modellen i studiens metodikavsnitt. RNN-LSTM-modellen kan med fördel användas som ett hjälpande verktyg till marknadsförare för att bedöma hur en kunds beteendemönster på en hemsida påverkar deras köpbeteende över tiden, på ett kvantitativt sätt - genom att observera det ramverk som författarna kallar för Kundköpbenägenhetsresan, på engelska Customer Purchase Propensity Journey (CPPJ). Den empiriska grunden av CPPJ kan hjälpa organisationer att förbättra allokeringen av marknadsföringsresurser, samt gynna deras digitala närvaro genom att möjliggöra mer relevant personalisering i kundupplevelsen.

This thesis has two purposes; emphasizing the importance of data quality of Big Data, and identifying and evaluating potential error sources in JavaScript tracking (a client side on - site online behavior clickstream data collection method commonly used in web analytics). The importance of data quality of Big Data is emphasized through the evaluation of JavaScript tracking. The Total Survey Error framework is applied to JavaScript tracking and 17 nonsampling error sources are identified and evaluated. The bias imposed by these error sources varies from large to small, but the major takeaway is the large number of error sources actually identified. More work is needed. Big Data has much to gain from quality work. Similarly, there is much that can be done with statistics in web analytics.