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The wide accessibility of the Internet and web-based programs enable an increased volume of online interventions for mental health treatment. In contrast to traditional face-to-face therapy, online treatment has the potential to overcome some of the barriers such as improved geographical accessibility, individual time planning, and reduced costs. The availability of clients' treatment data fuels research to analyze the collected data to obtain a better understanding of the relationship among symptoms in mental disorders and derive outcome and symptom predictions. This research leads to predictive models that can be integrated into the online treatment process to assist clinicians and clients. This dissertation discusses different aspects of the development of predictive modeling in online treatment: Categorization of predictive models, data analyses for predictive purposes, and model evaluation. Specifically, the categorization of predictive models and barriers against the uptake of mental health treatment are discussed in the first part of this dissertation. Data analysis and predictive modeling are emphasized in the second part by presenting methods for inference and prediction of mood as well as the prediction of treatment outcome and costs. Prediction of future and current mood can be beneficial in many aspects. Inference of users' mood levels based on unobtrusive measures or diary data can provide crucial information for intervention scheduling. Prediction of future mood can be used to assess clients' response to the treatment and expected treatment outcome. Prediction of the expected treatment costs and outcomes for different treatment types allows simultaneous optimization of these objectives and to increase the cost-effectiveness of the treatment. In the third part, a systematic predictive model evaluation incorporating simulation analyses is demonstrated and a method for model parameter estimation for computationally limited devices is presented. This dissertation aims to overcome the current challenges of predictive model development and its use in online treatment. The development of predictive models for varies data collected in online treatment is demonstrated and how these models can be applied in practice. The derived results contribute to computer science and mental health research with client individual data analysis, the development ofpredictive models, and their statistical evaluation.
Since 2000, data generation has been growing rapidly from various sources, such as Internet usage, mobile devices and industrial sensors in manufacturing. As of 2011, these sources were responsible for a 1.4-fold annual data growth. This development influences practice and science equally and led to different notations, one of the most popular one is Big Data. Besides organization with a business model based solely on Big Data, companies have started to implement new technologies, methodologies and processes in order to deal with the influx of data from different sources and structures and benefit the most of it. As the progress of the implementation and the degree of professionalism regarding data analysis differs amongst industries and companies, latter ones are faced with a lack of orientation regarding their own stage of development and existing relevant capabilities in order to deal with the influx of data as only a few best practices exist. Therefore, this research project develops a maturity model for the assessment of companies capabilities in the field of data analysis with a focus on Big Data. Basis for the model development is a construction model, developed along the criteria of Design Science Research. The developed model contains the different levels of maturity and related measurements for the evaluation of a companies Big Data capabilities with a focus on topics along the dimensions data and organization. The developed model has been evaluated based an application to different companies in order to ensure the practical relevance. The structure of the thesis is the following: In a first step, a structured literature review is carried out, focussing on existing maturity models in the field of Big Data and nearby fields as Business Intelligence and Performance Management Systems. Based on the identified white spots, a design science research oriented construction model for the maturity model development is designed. This model is applied subsequently.
Online advertising has become one of the most important dimension of corporate communications. In recent years, a new form of advertising on the Internet has emerged: real-time advertising. Among others, it allows companies to identify potential customers and target them with respect to their interests. In this way, real-time advertising can increase advertising effectiveness and it could, at the same time, improve user experience. With the emerge of this new form of advertising, statistical models have become even more important because they are now being increasingly used to predict online user behavior. The articles included in this dissertation analyze user-level clickstream data generated during multi-channel advertising campaigns (including TV advertising) and during real-time auctions. The goal of the analyses conducted here is to better understand advertising effects and to support decision-making in this context. Most of the analyses are based on Bayesian models. These models allow for a very flexible structure, which enables researchers to model, for instance, heterogeneity across different types of users or non-linear parameters such as users´ reaction times and exponential decay of advertising effects. In addition, these models allow for the inclusion of prior knowledge of parameter distributions, and, therefore, they are well suited for iterative analyses based on clickstream data. Bayesian models can be evaluated in different ways. Instead of only relying on statistical metrics, the articles included in this dissertation aim to estimate the economic value of these models based on their predictive performance. Although this measure can only approximate their true economic value, this approach can be used to compare and evaluate different models and to illustrate the impact of predictive analyses for companies in the context of big data. This dissertation contributes to both information systems research and marketing research and has many managerial implications. First, a process is developed to determine optimal sample sizes representing the best balance between computational costs and predictive accuracy in e-commerce in particular and big data contexts in general. In practice, this process can be used to reduce infrastructure and computational costs. Second, the articles included here describe models that can be used to measure the impact of television ads on users' online shopping behavior. The models can provide insights concerning the effectiveness of individual television ads, the interactions between different advertising channels and the difference in user behavior of TV-induced customers and their non-TV-induced counterparts. Thereby, the models could support decision-making with respect to future advertising campaigns and targeting. Third, the articles describe several possibilities to extend and improve decision support systems currently used in e-commerce and marketing. These improvements enable practitioners to predict users´ interests for arbitrary products and services by using corresponding websites as dependent variables. This approach can be used to improve the effectiveness of real-time advertising campaigns, especially those intended to raise brand awareness among customers.
Technological development made it possible to store and process data on a scale not imaginable decades ago — a development that also includes network data. A particular characteristic of network data is that, unlike standard data, the objects of interest, called nodes, have relationships to (possibly all) other objects in the network. Collecting empirical data is often complicated and cumbersome, hence, the observed data are typically incomplete and might also contain other types of errors. Because of the interdependent structure of network data, these errors have a severe impact on network analysis methods. This cumulative dissertation is about the impact of erroneous network data on centrality measures, which are methods to assess the position of an object, for example a person, with respect to all other objects in a network. Existing studies have shown that even small errors can substantially alter these positions. The impact of errors on centrality measures is typically quantified using a concept called robustness. The articles included in this dissertation contribute to a better understanding of the robustness of centrality measures in several aspects. It is argued why the robustness needs to be estimated and a new method is proposed. This method allows researchers to estimate the robustness of a centrality measure in a specific network and can be used as a basis for decision making. The relationship between network properties and the robustness of centrality measures is analyzed. Experimental and analytical approaches show that centrality measures are often more robust in networks with a larger average degree. The study of the impact of non-random errors on the robustness suggests that centrality measures are often more robust if missing nodes are more likely to belong to the same community compared to missingness completely at random. For the development of imputation procedures based on machine learning techniques, a process for the evaluation of node embedding methods is proposed.
Mental health is an important factor in an individuals' life. Online-based interventions have been developed for the treatment of various mental disorders. During these interventions, a large amount of patient-specific data is gathered that can be utilized to increase treatment outcomes by informing decision-making processes of psychotherapists, experts in the field, and patients. The articles included in this dissertation focus on the analysis of such data collected in digital psychological treatments by using machine learning approaches. This dissertation utilizes various machine learning methods such as Bayesian models, regularization techniques, or decision trees to predict different psychological factors, such as mood or self-esteem, dropout of patients, or treatment outcomes and costs. These models are evaluated using a variety of performance metrics, for example, receiver operating characteristics curve, root mean square error, or specialized performance metrics for Bayesian inference. These types of analyses can support decision- making for psychologists and patients, which can, in turn, lead to better recommendations and subsequently to increased outcomes for patients and simultaneously more insight about the interplay between psychological factors. The analysis of user journey data has not yet been fully examined in the field of psychological research. A process for this endeavor is developed and a technical implementation is provided for the research community. The application of machine learning in this context is still in its infancy. Thus, another contribution is the exploration and application of machine learning techniques for the revelation of correlations between psychological factors or characteristics and treatment outcomes as well as their prediction. Additionally, economic factors are predicted to develop a process for treatment type recommendations. This approach can be utilized for finding the optimal treatment type for patients on an individual level considering predicted treatment outcomes and costs. By evaluating the predictive accuracy of multiple machine learning techniques based on various performance metrics, the importance of considering heterogeneity among patients' behavior and affect is highlighted in some articles. Furthermore, the potential of machine learning-based decision support systems in clinical practice has been examined from a psychotherapists' point of view.