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International Conference on Applications of Natural Language to Information Systems

NLDB 2022: Natural Language Processing and Information Systems pp 147–159Cite as

Extracting and Understanding Call-to-actions of Push-Notifications

Part of the Lecture Notes in Computer Science book series (LNCS,volume 13286)

Abstract

Push-notifications are a communication tool leveraged by many apps to disseminate information, engage with their user base and provide a means of encouraging users to take particular actions. The nuanced intent behind a push is not always distinguishable to the end-user at moments of delivery. This work explores the text content of notifications pushed by a number of prominent apps in the marketplace over the period of 463 days. We present a new ontology that defines notification Call-to-action (CTA) labels in use today. This facilitates greater understanding behind a push and is a step towards standardisation for marketing teams. Subsequently, we then present results of a notification dataset annotated with our CTA labels and propose and evaluate a CTA text classification task, which could facilitate improved solutions for both users subscribed to, and marketers creating, push-notifications.

Keywords

  • Push-notification
  • Call-to-action
  • Ontology engineering
  • Multi-label classification
  • Marketing

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Notes

  1. 1.

    https://phrasee.co/.

  2. 2.

    https://www.copy.ai/.

  3. 3.

    https://www.adjust.com/blog/a-decade-of-push-notifications-with-braze/.

  4. 4.

    https://iabtechlab.com/standards/audience-taxonomy/.

  5. 5.

    https://www.empushy.com.

  6. 6.

    Full app details available on the project website: https://empushy.github.io/nldb22.

  7. 7.

    Crowdsource research platform: https://www.prolific.co/.

  8. 8.

    Crowdsource annotation platform: https://appen.com/.

  9. 9.

    Available at: https://w3id.org/apn/#orsd.

  10. 10.

    Online documentation for this ontology is available at: https://w3id.org/apn/.

  11. 11.

    App categories: https://shorturl.at/xyAFI.

  12. 12.

    Annotated notification examples: https://w3id.org/apn/#x9-examples.

  13. 13.

    https://api.codeq.com/.

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Funding Acknowledgements

This research has been supported by the European Union’s Horizon 2020 research and innovation programme under the Marie Skłodowska-Curie grant agreement No 813497 (PROTECT) as well as with the financial support of Enterprise Ireland, the European Regional Development Fund (ERDF) under Ireland’s European Structural and Investment Funds Programme 2014–2020 and Science Foundation Ireland under Grant Agreement No. 13/RC/2106_P2 at the ADAPT SFI Research Centre at Trinity College Dublin.

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Authors and Affiliations

  1. Ontology Engineering Group, Universidad Politécnica de Madrid, Madrid, Spain

    Beatriz Esteves & Víctor Rodríguez-Doncel

  2. ADAPT Centre, Trinity College Dublin, Dublin, Ireland

    Kieran Fraser, Shridhar Kulkarni & Owen Conlan

Authors
  1. Beatriz Esteves
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  2. Kieran Fraser
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  3. Shridhar Kulkarni
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  4. Owen Conlan
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  5. Víctor Rodríguez-Doncel
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Corresponding author

Correspondence to Beatriz Esteves .

Editor information

Editors and Affiliations

  1. Universitat Politècnica de València, Valencia, Spain

    Paolo Rosso

  2. University of Turin, Torino, Italy

    Valerio Basile

  3. Universidad Nacional de Educación a Distancia, Madrid, Spain

    Raquel Martínez

  4. Conservatoire National des Arts et Métiers, Paris, France

    Elisabeth Métais

  5. University of Derby, Derby, UK

    Farid Meziane

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Esteves, B., Fraser, K., Kulkarni, S., Conlan, O., Rodríguez-Doncel, V. (2022). Extracting and Understanding Call-to-actions of Push-Notifications. In: Rosso, P., Basile, V., Martínez, R., Métais, E., Meziane, F. (eds) Natural Language Processing and Information Systems. NLDB 2022. Lecture Notes in Computer Science, vol 13286. Springer, Cham. https://doi.org/10.1007/978-3-031-08473-7_14

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  • DOI: https://doi.org/10.1007/978-3-031-08473-7_14

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