Jamsri, Pornsuree

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Jamsri, Pornsuree
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pornsuree.ja@kmitl.ac.th

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    Item type:Publication,
    Behavior Analysis with Eye Tracking Technology in Fashion Industry Training
    (2026-03-01)
    Jamsri, Pornsuree
    ;
    Sutipitakwong, Sutipong
    As the fashion industry grows, there is a critical need for effective digital marketing training for new employees. This pilot study aims to enhance novice training by analyzing expert's behavior and judgments. Particularly, it aims to identify challenges faced by novices and examines the strategies professionals employ to overcome them. By utilizing job-task analytics, this study revealed expert decision-making and revealed judgment process. Semi-structured interviews and observation from eye tracking technology are used in data collection from fashion industry practitioners as a target group. The results showed that novices have a different area of attention pattern than experts due to lack of experience. These insights provide insights a useful guide for novices to become experts in digital marketing field.
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    Item type:Publication,
    Leveraging Data Analytics Across Digital Product Development Stages: A Systematic Review and Conceptual Framework
    (2026-06-01)
    Alamsyah, Noor
    ;
    Thanasopon, Bundit
    ;
    Jamsri, Pornsuree
    Background: Data analytics (DA) is a field that has expanded greatly and is an important tool for digital product development, and has captured researcher and practitioner interest. Nevertheless, from an Information Systems and Business Intelligence (IS/BI) view, there is still a lack of knowledge regarding the role that data analytics plays in the digital product development lifecycle for decision making. The volume and the complexity of digital product innovation and analytics continues to increase, thereby further enhancing the need for existing knowledge to be consolidated in this area. Objective: This research systematically reviewed the latest academic research in the field of data analytics in digital product development and explain the specific uses of data analytics in the different stages of digital product development for supporting decision making and innovation activities. Methods: This study followed the systematic literature review method through ScienceDirect, IEEE Xplore and Emerald databases. Upon initial search, 1,554 articles were found; 33 relevant articles were identified after a structured screening and eligibility assessment of the articles in line with Kitchenham's protocol. Results: The results reveal the differentiated use of data analytics in the various stages, namely opportunity identification through text mining, feasibility assessment through predictive modelling, prototyping through digital twins and generative design and market responsiveness through predictive analytics and recommender systems. Even with analytical processes and concepts in place, companies often face challenges due to data integration issues, analytical skill, and organizational preparedness. The data quality issues, algorithmic bias, ethical considerations, or lack of algorithm transparency all contribute to these limitations, hindering the full potential of data analytics in digital product development. Conclusion: To realize more effective and aligned outcomes of innovation, it is important to understand how data analytics can assist in decision making throughout the digital product development lifecycle. This research is valuable for researchers and practitioners as it provides a structured conceptual framework for association of analytics initiatives with digital product development goals. There is potential for this work to be extended in future studies, involving the creation and validation of scalable analytics frameworks in various organisational contexts.
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    Item type:Publication,
    SATSEARCHTORY: Searching online platform for niche product in a metropolitan area
    (2020-08-14)
    Sutipitakwong, Sutipong
    ;
    Jamsri, Pornsuree
    Satsearchtory helps users perform an uncomplicated search for products that are rare items. It also can be used for nonrare or regular items by showing locations for purchasing the item and comparisons of prices and promotions that are available for ensuring the best deal. The tool, thereby, can guarantee users’ satisfaction through online service using search engines for accurate results. Because search engines using keywords and phrases have not been able previously to achieve a 100% result for users, Satsearchtory was designed to increase the percentage of users’ satisfaction.