Em um ambiente altamente competitivo, onde a disputa por clientes rentáveis torna-se cada vez mais acirrada, a crescente importância das ações de marketing como atividades estratégicas ganham destaque. Este papel traz consigo cobranças, deveres e responsabilidades a serem cumpridas em um ambiente corporativo. Torna-se natural que a alta gestão das companhias exija avaliações de desempenho pautadas pela mensuração dos resultados através de métricas bem definidas e estabelecidas. Mais que indicadores de resultados, as corporações necessitam justificar seus investimentos com maior responsabilidade de forma a garantir transparência junto aos Stakeholders, assim como proporcionar uma melhor remuneração aos Shareholders. Os princípios de Governança Corporativa, Accountability e Compliance tornam-se essenciais nas corporações que exercem as melhores práticas de mercado e utilizam métricas de desempenho como meio de prestação de contas. Àquelas que possuem orientação para mercado necessitam de métricas adequadas e específicas que meçam a satisfação do cliente visando assegurar-lhes uma entrega de valor superior frente aos competidores, pois clientes são ativos de marketing significativos e geram valor para o acionista. Esta dissertação tem por objetivo estudar métricas de desempenho, que são utilizadas regularmente pelos gestores de marketing para análise de resultados, alocação de recursos e Accountability. Para que o objetivo ora proposto fosse alcançado, o estudo foi organizado em duas etapas, onde a primeira aborda o levantamento do referencial teórico, que visou organizar o conhecimento das métricas de desempenho proposto em literatura, sobre a evolução do pensamento de marketing e sua influência no desenvolvimento e utilização de métricas para aferir resultados, alocação de recursos, valor para o Acionista, Accountability em marketing e seus objetivos, orientação para mercado e Métricas de desempenho e aplicações. A segunda etapa abrange a pesquisa empírica, que proporcionou a identificação das métricas mais difundidas e utilizadas pelas empresas farmacêuticas de medicamentos isentos de prescrição no Brasil e seus gestores de marketing, para aferir resultados, subsidiar alocação de recursos e Accountability em Marketing, bem como àquelas que são consideradas mais importantes por estes profissionais. Este estudo foi desenvolvido por meio de uma abordagem quantitativa, através de levantamento, utilizando um questionário estruturado (survey), via internet, o qual foi aplicado em gestores de marketing de empresas farmacêuticas de medicamentos isentos de prescrição. A análise dos dados obtidos por meio da pesquisa empírica foi descrita de forma detalhada, assim como os achados da utilização das métricas em acordo com perfil da empresa, seja por tamanho ou origem. Dentre os principais resultados encontrados e por meio da análise das evidencias apresentadas, as métricas mais utilizadas são as métricas de margens e lucros e financeiras, quando analisamos empresas multinacionais, e, as empresas nacionais, embora também façam uso das métricas de margens e lucros, utilizam com mais intensidade em seu lugar as métricas de mapeamento, segmentação e posicionamento de mercado, associadas às financeiras. / In a highly competitive environment where competition for profitable customers becomes increasingly fierce, the growing importance of marketing actions as strategic activities is highlighted. This importance carries duties, responsibilities, and requests to be met in a corporate environment. It becomes natural that top management of companies requires performance evaluations based on well-defined and established measurements of results. More than indicators of results, corporations need to justify their investments with greater responsibility to ensure transparency with stakeholders, as well as provide better remuneration to Shareholders. Principles of Corporate Governance, Accountability and Compliance become essential in corporations that exert the best market practices and use performance metrics as a means of accountability. Those that have market orientation require appropriate and specific metrics that measure customer satisfaction in order to ensure the delivery of superior value compared to competitors, because customers are marketing assets and generate significant shareholder value. This thesis aims to study performance metrics, which are regularly used by marketing managers to analyze results, resource allocation and Accountability. To reach the proposed objective, this study was organized in two parts: the first deals with the survey of theoretical framework, which aimed at organizing knowledge of the performance metrics proposed in the literature, the evolution of marketing ideas and their influence in the development and use of metrics to measure results, resource allocation, value for Shareholders, Accountability and marketing objectives, market orientation and performance metrics and applications. The second part covers the empirical research, which yielded the identification of the most widespread marketing metrics used by non-prescription drug pharmaceutical companies in Brazil and their managers to measure outcomes, support resource allocation and Accountability in Marketing, as well as those that are considered most important by these professionals. This study was conducted via a quantitative approach, through a structured questionnaire (survey), via the Internet, where the survey instrument was proposed to marketing managers of non-prescription drug pharmaceutical companies. The analysis of data obtained through empirical research has been described in detail, as well as the findings of the use of metrics in accordance with company profile, either by size or origin. Among the main findings and analyzing the evidence presented, the most frequently used metrics are financial and margins & profits when we are analyzing multinational companies. When we analyze the domestic companies, although it also makes use of margins & profits metrics, they used more intensively in its place mapping, segmentation and market positioning metrics, associated with financial metrics.

A compreensão dos efeitos das atividades de marketing nas vendas de produtos de consumo em um ambiente multicanal é de fundamental importância para acadêmicos e executivos. As decisões sobre as variáveis controláveis de marketing para as marcas de consumo nos mercados considerados emergentes, como o Brasil, são desafiadoras porque, no contexto do varejo alimentar, os canais de distribuição nesses mercados variam mais em relação aos mercados maduros em termos de formatos e tipos de varejistas. No Brasil, o varejo é ainda menos concentrado do que em outros países desenvolvidos. Os supermercados de vizinhança e as lojas tradicionais independentes, como mercearias e padarias, ainda são importantes. Por outro lado, os grandes grupos varejistas têm expandido seus negócios. Considerando que esses canais variam em relação ao tamanho da loja e ao formato (autosserviço e full-service), variedade de SKUs (Stock Keeping Unit) oferecidos, propriedade e perfil do público-alvo, o efeito das atividades de marketing da indústria pode ser diferente em cada um desses canais. Nesse contexto, esta pesquisa investiga se os efeitos nas vendas provenientes das atividades de marketing, com foco em gerenciamento de canais e comunicação push (dirigidas aos canais) e pull (dirigidas aos consumidores finais), variam por canal de distribuição, mensurando, assim, quais são os efeitos nas vendas em cada canal. A base de dados utilizada estava disponível por SKU para todas as marcas de bebidas carbonatadas referentes a uma região do Brasil, que representa 16,5% das vendas no varejo alimentar. Os dados, no período de janeiro de 2008 até dezembro de 2011, estavam disponíveis mensalmente incluindo variáveis de produto, preço, cobertura de mercado e atividades promocionais para todos os SKUs de bebidas nos grandes supermercados (AS>5), pequenos supermercados (AS 1-4) e o canal formado pelas lojas full-service, (tradicional). Sobre os investimentos em comunicações de marketing, a base de dados foi disponibilizada por um fabricante de marcas líderes no mercado de bebidas. A metodologia deste trabalho, de abordagem quantitativa, envolveu os testes de validação e a aplicação do método de análise multivariada para séries temporais, seguindo o modelo de Vetores Autorregressivos (VAR). Um ponto de destaque desta pesquisa é a adaptação do modelo VAR para a modelagem das variáveis de marketing em um contexto multicanal, analisando os efeitos das atividades push e pull de maneira integrada com todas as variáveis controláveis de marketing (comunicação, preço, distribuição e produto). Mesmo pesquisas conduzidas em mercados maduros ainda não exploraram totalmente as sinergias entre as atividades push e pull em diferentes canais. Os resultados desta pesquisa indicaram que os efeitos das atividades de marketing variam por canal. As funções de respostas ao impulso, a partir das equações do modelo VAR, são apresentadas para cada atividade de marketing analisada, mensurando seu efeito nas vendas de cada canal. Isso permitiu analisar as hipóteses propostas. Por fim, este estudo contribui com uma metodologia que permite modelar as variáveis de marketing em um contexto multicanal e, ainda, apresenta o efeito das atividades de marketing nas vendas em cada tipo de varejista analisado. / Understanding marketing mix effects on consumer product\'s sales in a multichannel environment is of importance to both scholars and practitioners. Marketing mix decisions for consumer brands in emerging markets, such as Brazil, is challenging because in the grocery retailing, channels in these markets vary more than in the developed markets with regards to their format and type. In Brazil, the level of concentration in grocery retailing is still smaller in than in developed markets. Neighborhood stores and independent mom-and-pop stores are still of importance; however, big retailers\' chains are expanding their businesses. Considering that these channels vary in terms of store size (self-service and full-service), breadth of assortment, value proposition and customers\' profile, effects of manufacturers\' marketing activities might be different in each channel. Under this context, this research analyzes whether effects on sales from the marketing activities vary by channel, with focus on channel management and marketing push and pull. This assessment was possible by measuring what these effects are across channels. Data for the study comes from store audits that spans four years, from 2008 to 2011, for all brands in the carbonated soft-drinks category from a region in Brazil which accounts for 16,5% of sales in food retail. The data was available by channel and SKU, including channel management measures for all SKUs in big supermarkets (AS>5), small supermarkets (AS 1-4) and mom-and-pop stores. Data for the marketing communication spending came from a beverage leading company. The methodology used for this quantitative research included validation tests and the employment of a method for multivariate time series analysis, called Vector Autorregressive Models (VAR). A highlight of the study is the employment of a VAR model in a multichannel context, which makes it possible to analyze the effects of push and pull activities integrated with the others marketing variables (communication, price, distribution and product). Even research conducted in developed markets has not explored synergies between push and pull. Results from this research have indicated that the effects of marketing activities vary by channel. The impulse-reponse functions by each marketing activities and channels are estimated in order to test the hypothesis proposed in this study. Thus, it contributes to creating an understanding of how to model the marketing mix variables in a multichannel environment and to creating an understanding of what marketing activities are more potential to drive higher level of sales by each analyzed channel.

Orientador: Marcelo Firer / Tese (doutorado) - Universidade Estadual de Campinas, Instituto de Matemática Estatística e Computação Científica / Made available in DSpace on 2018-08-25T19:55:05Z (GMT). No. of bitstreams: 1 Felix_LucianoVianna_D.pdf: 818003 bytes, checksum: fdff7cac576e6c465521860f01c9fc96 (MD5) Previous issue date: 2014 / Resumo: Neste trabalho são estudados diversos aspectos de códigos em espaços munidos de métricas poset. Considerando posets hierárquicos é determinada uma forma canônica-sistemática de um código linear. Esta forma permite calcular os principais invariantes métricos da teoria de códigos nestes espaços, incluindo distância mínima, pesos generalizados, hierarquia de pesos e o raio de empacotamento. Esta forma canônica-sistemática também permite, considerando métricas poset hierárquicas, classificar códigos MDS e códigos perfeitos e reduzir significativamente a complexidade do algoritmo de decodificação por síndrome. Considerando posets genéricos, são estabelecidas condições necessárias e suficientes para que órbitas de grupos de isometrias lineares sejam determinadas pelas classes de isomorfismos de ideais (propriedade de extensão de ideais). São apresentadas algumas famílias de posets que satisfazem essa condição, incluindo posets cujo diagrama de Hasse é uma árvore uni-raiz, regular por nível. Neste caso específico de árvore, é determinada um invariante que caracteriza estas órbitas. Considerando as operações clássicas entre posets, é demonstrado que apenas a soma ordinal preserva a propriedade de extensão de ideais / Abstract: In this work we consider vector spaces over a finite field equipped with a metric induced by a partial order (poset) and study several aspects of codes embedded in those. Considering hierarchical posets, a canonical-systematic form for linear codes is determined. With this form it is possible to calculate the main metric invariants of coding theory, such as minimal distance, generalized weights, weight hierarchy and the packing radius. This canonical-systematic form also allows to classify MDS and perfect codes and to significantly decrease the complexity of syndrome decoding algorithm. Considering generic posets, necessary and sufficient conditions are established to ensure the orbits of the group of linear isometries to be determined by the ideals isomorphisms classes (ideal extension property). Some families of posets that satisfy those conditions are presented, including posets that have as a Hasse diagram a level-wise regular rooted tree. In this particular case of trees, it is established an invariant that classifies those orbits. Considering classic operations over posets, it is proofed that only ordinal sum preserves the ideal extension property / Doutorado / Matematica / Doutor em Matemática

Systems of quasilinear partial differential equations of the first order, known as hydrodynamic type systems, are one of the most important classes of nonlinear partial differential equations in the modern theory of integrable systems. They naturally arise in continuum mechanics and in a wide range of applications, both in pure and applied mathematics. Deep connections between the mathematical theory of hydrodynamic type systems with differential geometry, firstly revealed by Riemann in the nineteenth century, have been thoroughly investigated in the eighties by Dubrovin and Novikov. They introduced and studied a class of Poisson structures generated by a flat pseudo-Riemannian metric, called first-order Poisson brackets of hydrodynamic type. Subsequently, these structures have been generalised in a whole variety of different ways: degenerate, non-homogeneous, higher order, multi-dimensional, and non-local. The first part of this thesis is devoted to the classification of such structures in two dimensions, both non-degenerate and degenerate. Complete lists of such structures are provided for a small number of components, as well as partial results in the multi-component non-degenerate case. In the second part of the thesis we deal with deformations of Poisson structures of hydrodynamic type. The deformation theory of Poisson structures is of great interest in the theory of integrable systems, and also plays a key role in the theory of Frobenius manifolds. In particular, we investigate deformations of two classes of structures of hydrodynamic type: degenerate one-dimensional Poisson brackets and non-semisimple bi-Hamiltonian structures associated with Balinskii-Novikov algebras. Complete classification of second-order deformations are presented for two-component structures.

Quality Monitor is application, which automatically analyzes software projects forquality and makes quality assessment reports. This thesis project aims to instantiate Quality Monitor for a large real-world .Net project and to extend Quality Monitor by considering other data sources than just source code. This extended analysis scope includes bug reports, features, and time reports besides .Net assemblies (code) as artifacts. Different tools were investigated for the analysis of code, bug reports, features and time reports. The analysis of .Net assemblies was implemented as none of the existing tools under evaluation met all requirements. The analysis of .Net assemblies was successfully completed; it allows the extraction data necessary for creating Call and Control Flow graphs. These graphs are used for calculating additional metrics allowing for an improved assessment of quality of the project. Implementation of .Net assembly reader was tested using large real world industrial project. Other data sources were analyzed theoretically, but excluded for further implementation. Altogether the thesis includes an analysis of possible Quality Monitor extensions including their requirements, design, and (partially) their implementation and evaluation.

This paper reviews methods for evaluating and analyzing the comprehensibility and understandability of models generated from data in the context of data mining and knowledge discovery. The motivation for this study is the fact that the majority of previous work has focused on increasing the accuracy of models, ignoring user-oriented properties such as comprehensibility and understandability. Approaches for analyzing the understandability of data mining models have been discussed on two different levels: one is regarding the type of the models’ presentation and the other is considering the structure of the models. In this study, we present a summary of existing assumptions regarding both approaches followed by an empirical work to examine the understandability from the user’s point of view through a survey. From the results of the survey, we obtain that models represented as decision trees are more understandable than models represented as decision rules. Using the survey results regarding understandability of a number of models in conjunction with quantitative measurements of the complexity of the models, we are able to establish correlation between complexity and understandability of the models.

Context: Cloud computing is a prospering technology that most organizations are considering for adoption as a cost effective strategy for managing IT. However, organizations also still consider the technology to be associated with many business risks that are not yet resolved. Such issues include security, privacy as well as legal and regulatory risks. As an initiative to address such risks, organizations can develop and implement SLA to establish common expectations and goals between the cloud provider and customer. Organizations can base on the SLA to measure the achievement of the outsourced service. However, many SLAs tend to focus on cloud computing performance whilst neglecting information security issues. Objective: We identify threats and security attributes applicable in cloud computing. We also select a framework suitable for identifying information security metrics. Moreover, we identify SLA based information security metrics in the cloud in line with the COBIT framework. Methods: We conducted a systematic literature review (SLR) to identify studies focusing on information security threats in the cloud computing. We also used SLR to select frameworks available for identification of security metrics. We used Engineering Village and Scopus online citation databases as primary sources of data for SLR. Studies were selected based on the inclusion/exclusion criteria we defined. A suitable framework was selected based on defined framework selection criteria. Based on the selected framework and conceptual review of the COBIT framework we identified SLA based information security metrics in the cloud. Results: Based on the SLR we identified security threats and attributes in the cloud. The Goal Question Metric (GQM) framework was selected as a framework suitable for identification of security metrics. Following the GQM approach and the COBIT framework we identified ten areas that are essential and related with information security in the cloud computing. In addition, covering the ten essential areas we identified 41 SLA based information security metrics that are relevant for measuring and monitoring security performance of cloud computing services. Conclusions: Cloud computing faces similar threats as traditional computing. Depending on the service and deployment model adopted, addressing security risks in the cloud may become a more challenging and complex undertaking. This situation therefore appeals to the cloud providers the need to execute their key responsibilities of creating not only a cost effective but also a secure cloud computing service. In this study, we assist both cloud provider and customers on the security issues that are to be considered for inclusion in their SLA. We have identified 41 SLA based information security metrics to aid both cloud providers and customers obtain common security performance expectations and goals. We anticipate that adoption of these metrics can help cloud providers in enhancing security in the cloud environment. The metrics will also assist cloud customers in evaluating security performance of the cloud for improvements.

A large number of statistic services exist today, which shows that there is a great interest in knowing more about the visitors on a web site. But how reliable is the result the services are giving? The hypothesis examined in the thesis is: Web-based statistic services do not show an accurate result The purpose of the thesis is to find out how accurate the web-based statistic services are regarding unique visitors and number of pages viewed. Our hope is that this thesis will bring more knowledge about the different statistic services that exists today and the problems surrounding them. We will also draw attention to the importance of knowing how your statistic software works to be able to interpret the results correctly. To investigate this, we chose to do practical tests on a selection of web-based statistic services. The services registered the traffic from the same web site during a test period. During the same period a control program registered the same things and stored the result in a database. In addition to the test, we have done an interview with a person working with web statistics. The investigation showed that there are big differences between the results from the web-based statistic services in the test and that none of them showed an accurate result, neither for the total number of page views nor unique visitors. This led us to the conclusion that web-based statistic services do not show an accurate result, which verifies our hypothesis. Also the interview confirmed that there is a problem with measuring web statistics. / Ett stort antal statistiksystem existerar idag för att ta reda på information om besökare på webbplatser. Men hur pålitliga är egentligen dessa tjänster? Syftet med uppsatsen är att ta reda på hur pålitliga de är när det gäller att visa antal unika besökare och totalt antal sidvisningar. Hypotesen vi har formulerat är: Webb-baserade statistiksystem visar inte ett korrekt resultat. För att testa detta har vi gjort praktiska tester av fem olika webb-baserade statistiktjänster som användes på samma webbplats under samma period. Informationen som dessa tjänster registrerade lagrade vi i en databas, samtidigt som vi använde ett eget kontrollprogram för att mäta samma uppgifter. Vi har också genomfört en intervju med en person som arbetar med webbstatistik på ett webbföretag. Undersökningen visar att resultatet mellan de olika tjänsterna skiljer sig mycket, både jämfört med varandra och med kontrollprogrammet. Detta gällde både antal sidvisningar och unika besökare. Detta leder till slutsatsen att systemen inte visar korrekta uppgifter, vilket gör att vi kan verifiera vår hypotes. Även intervjun som utfördes visade på de problem som finns med att mäta besökarstatistik.

Measuring information security is the key to unlocking the knowledge of how secure information systems really are. In order to perform these measurements, security metrics can be used. Since all systems and organizations are different, there is no single set of metrics that is generally applicable. In order to help organizations create metrics, this thesis will present a metrics creation framework providing a structured way of creating the necessary metrics for any information system. The framework takes a high level information security goal as input, and transforms it to metrics using decomposition of goals that are then inserted into a template. The thesis also presents a set of metrics based on a minimum level of information security produced by the Swedish emergency management agency. This set of metrics can be used to show compliance with the minimum level or as a base when a more extensive metrics program is created.

The notion of maximizing software reuse among the family of products has gained considerable attention in the last decade. Lots of research has been done on designing and managing the commonalities and variabilities between the products. However, very few metrics have been developed to assist architects in designing product line architectures. The structure of the product line holds immense importance towards increasing the life span of the product line. Since many of the product line architecture design methodologies follow a component based approach, it seems logical to attempt to adapt the component based metrics to the product line domain. In this thesis, we attempt to derive metrics that quantify the structural quality of product line architecture. / +92-42-5727639