• Journal of Communication Design
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• v.55
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• pp.240-249
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• 2016

This study focused on cases about user experience using digital media as a marketing. The recent convergence of various types of media is resulting in new types of content. In a situation where approaching consumers through digital and virtual means is no longer an alternative or an option but a necessity, customers must be influenced and stimulated using various types of digital media. Because modern consumers prefer to participate actively rather than to be passively exposed to information, there is a need to maximize and optimize the consumer's experience using digital media. In this research, consumer experiences that utilized digital media were examined, and these case studies were analyzed from an experiential marketing perspective. How the 5 different types of Experiential Marketing proposed by Bernd Schmitt and Digital medias were combined in the digital marketing campaigns was examined. The case studies analyzed in this research were chosen out of widely popular digital marketing campaigns ran by beauty brands that used various experimental marketing types, such as 'Make-up Genius' of L'Or?al, 'Google Glass Tutorials' of Yves Saint Laurent and 'Digital Runway Bar' of The Burberry Beauty Box. This study classified that case samples into paid media, earned media and owned media based on sense, feel, think, act and relate that are the strategic experiential modules of Bernd Schmitt. This study could be confirmed various customer experience as a sense, feel, think, act and relate through that cases using digital media technology and marketing element of digital media. Through the process of examining which digital media types each marketing campaign utilized and how these types of digital marketing were combined, this research is significant in that it helps for the understanding of the current state of digital marketing and in that it can serve as the foundation for future research of efficient digital marketing.

• Journal of Korea Water Resources Association
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• v.54 no.spc1
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• pp.1095-1105
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• 2021

The advancement of dam operation is further required due to the upcoming rainy season, typhoons, or torrential rains. Besides, physical models based on specific rules may sometimes have limitations in controlling the release discharge of dam due to inherent uncertainty and complex factors. This study aims to forecast the water level of the nearest station to the dam multi-timestep-ahead and evaluate the availability when it makes a decision for a release discharge of dam based on LSTM (Long Short-Term Memory) of deep learning. The LSTM model was trained and tested on eight data sets with a 1-hour temporal resolution, including primary data used in the dam operation and downstream water level station data about 13 years (2009~2021). The trained model forecasted the water level time series divided by the six lead times: 1, 3, 6, 9, 12, 18-hours, and compared and analyzed with the observed data. As a result, the prediction results of the 1-hour ahead exhibited the best performance for all cases with an average accuracy of MAE of 0.01m, RMSE of 0.015 m, and NSE of 0.99, respectively. In addition, as the lead time increases, the predictive performance of the model tends to decrease slightly. The model may similarly estimate and reliably predicts the temporal pattern of the observed water level. Thus, it is judged that the LSTM model could produce predictive data by extracting the characteristics of complex hydrological non-linear data and can be used to determine the amount of release discharge from the dam when simulating the operation of the dam.