Trovärdigheten för traditionella medier har minskat vilket har lett till att det blivit svårare att kommunicera med kunder och lett till en ökad konkurrens bland företag. I takt med utvecklingen av internet och Web 2.0 blev digitala dagböcker populära som kommunikationsverktyg för företag. Digitala dagböcker har, utifrån problemdiskussionen, identifierats som företagsbloggar bland företag och har inom ramen för Public relations ansetts en lösning på problemet med att kommunicera med kunder. Detta då företagsbloggar präglas av faktorer i form av bland annat förmågan att föra god kommunikation med publiken, skapa relationer, bygga varumärket, differentiera företag från konkurrenter samt som ett bra verktyg för sökmotoroptimering. Vad som dock inte framgår är vilka faktorer som är viktiga för företag att upprätthålla en skapad företagsblogg. Syftet med denna studie är att ur ett företagsperspektiv undersöka och få förståelse för vilka faktorer som är viktiga för att företag ska upprätthålla sin företagsblogg som ett kommunikationsverktyg och syftet leder till frågeställningen: “Vilka faktorer är viktiga för att företag ska upprätthålla sin företagsblogg som ett kommunikationsverktyg?” Studiens urval grundar sig på företag som driver en företagsblogg och är verksamma inom tjänstebranschen och där inom marknadsstrategin business-to-business. Studien består av en kvalitativ undersökningsmetod som har genomförts via semistrukturerade intervjuer med fem företag inom ramen för urvalet. Intervjufrågorna formades efter studiens teoretiska ramverk som stod som grund för forskningen och hade huvudspår inom företagsblogg som kommunikationsverktyg, Public relations, relationsmarknadsföring och varumärkesbyggande. Slutligen analyserades empirin och kopplingar gjordes med relevanta teorier. Resultatet visar att kommunicera ut kunskap och information samt att skapa relationer är viktiga faktorer för att företag ska upprätthålla sin företagsblogg som ett kommunikationsverktyg. Resterande faktorer kan variera och beror på företagets storlek och affärsinriktning. / The credibility of traditional media has diminished over the years which has made it harder for companies to communicate with customers as well as it has increased the competition among companies. In line with the development of the internet and Web 2.0, digital diaries became popular as a communication tool for companies to use. Digital diaries have been identified as corporate blogs among companies and has been identified, within the frame of Public relations, as a solution to the communication problem with consumers that companies can deal with. Corporate blogs are characterized by factors such as the ability to communicate with the audience, create relationships, branding, differentiation as well as a good search engine optimization tool. What is not evident, however, is which are the factors that are important to maintain a corporate blog.  The purpose of the study is to, from a business perspective, examine and understand which factors that are important for companies to maintain their corporate blog as a communication tool and the purpose leads to the question at issue: “Which factors are important for companies to maintain their corporate blog as a communication tool?" The selection of the study is based on companies that are running an corporate blog and that are active in the service business industry within the business-to-business marketing strategy. The study consists of a qualitative study and the used method is semi-structured interviews with five companies within the selection of the study. The interview questions were formed in accordance with the theoretical framework of the study, which formed the basis for the research and had headlines in corporate blog as a communication tool, Public relations, relationship marketing and brand building. Finally, the results were analyzed and connections were made with relevant theories of the study. The results show that to communicate knowledge and information, as well as building relationships, are important factors for companies to maintain their corporate blog as a communication tool. The remaining factors may vary and depend on the size of the company and what business orientation the company has.

This thesis deals with online marketing trends. Its main goal is to define the latest online marketing trends, create a website with the free online marketing trends, and analyse their effectiveness. The theoretical part brings a thorough description of the latest online marketing trends. Moreover, it provides an insight into the latest trends in the website development. The chosen online marketing trends defined in the theoretical part are subsequently applied on a newly created website. All the steps taken throughout the process of creating the website together with the application of the latest trends are described in the practical part. The website is created gradually in the course of writing this thesis and only free online marketing tools are applied on this website. The effectiveness of the chosen online marketing trends is monitored and consequently analysed. The recommendations resulting from the analysis are provided at the end of the practical part. This thesis might serve as a guide for those who wish to create a website with the latest online marketing trends.

The diploma thesis deals with social networks from the perspective of their impact on search engine optimization (SEO). It focuses on description how the search engine marketing works. Main emphasis is given on the description of key social networks that have an assumption (because of their functionality) to affect of shifting the search results. Some social services also have an impact on indexing new content in search engines. They are also an important part of the strategy for online reputation management. Part of the diploma thesis is devoted to the modern concept of SEO which is defined as findability marketing. This concept consider the social networks as internet websites where users looking for information. That is the reason why this thesis contains a chapter about search capabilities on social networks.

Master's thesis is focused on promotion of company's sales of services by creating an internet portal, which can be used to easily and quickly establish website including administration. The paper analyses the market environment, describes the process of creating the portal and proposes pricing options.

En un mundo sujeto a los cambios que la tecnología propicia, el periodismo está obligado a atravesar un proceso de reconversión para migrar del papel a la web y convertirse en un medio de alta difusión. La labor del periodista es ahora fusionar el concepto de dinamismo e inmediatez, características propias de internet, con el ejercicio del buen periodismo para entregar al lector una noticia de calidad, veraz y contrastada. Además, debe incluir herramientas de posicionamiento web (SEO) que le permitan ubicar sus contenidos en los primeros resultados de los motores de búsqueda como Google y, de este modo, llegar a más personas. Ante este panorama, se propone la siguiente investigación que tiene como objetivo determinar si la correcta aplicación del SEO en la redacción periodística digital influye en la visibilidad del flujo noticioso dentro de los buscadores. Para ello, se ha utilizado como objeto de estudio 35 notas publicadas en la edición digital del diario peruano El Comercio durante la pandemia por Covid-19. Se ha diseñado un instrumento que permitió evaluar los aspectos periodísticos, así como las herramientas de posicionamiento y de impacto. Como resultado, se observaron dos tipos de comportamientos en las notas seleccionadas: la primera hace referencia a un conjunto de noticias masivas, publicadas bajo la firma general del diario, que privilegian los elementos de optimización web, la hipertextualidad y la multimedialidad en detrimento de otros aspectos del periodismo; mientras que el segundo se circunscribe a aquellas notas firmadas por un periodista, las cuales ofrecen textos extensos, con varias fuentes de información y un mayor procesamiento, dejando de lado las técnicas de posicionamiento. De este modo, la investigación concluye que, si bien el SEO influye en la visibilidad de contenidos noticiosos, el desafío consiste en incorporar los elementos beneficiosos del periodismo tradicional a la versátil y aún impredecible cultura digital. / In a world subject to the changes that technology brings, journalism is obliged to go through a process of conversion to migrate from paper to the web and become a means of high diffusion. The job of journalist is now related with merging the concept of dynamism and immediacy, a remarkable feature of the internet, delivering to the readers quality, truthful and proven news. In addition, the journalist should include web positioning tools (SEO) that allow to locate the content in the first results of search engines such as Google and, in this way, reach more people. In view of this scenario, the following research has as a significant aim to determine whether the correct application of SEO in digital journalistic writing influences the visibility of the news flow within search engines. To this end, 35 notes published in the digital edition of the peruvian newspaper El Comercio during the pandemic by Covid-19 have been used as the subject of study. An instrument has been designed to evaluate journalistic aspects, as well as positioning and impact tools. As a result, two types of behaviors were observed in the selected notes: the first refers to a set of mass news, published under the general signature of the journal, which favor elements of web optimization, hypertextuality and multimediality to the detriment of other aspects of journalism; while the latter is limited to those notes signed by a journalist, which offers extensive texts, with various sources of information and greater processing, leaving aside positioning techniques. In this way, research concludes that while SEO influences the visibility of news content, the challenge is to incorporate the beneficial elements of traditional journalism into the versatile and still unpredictable digital culture. / Tesis

Background: Most of our biomedical knowledge is only accessible through texts. The biomedical literature grows exponentially and PubMed comprises over 18.000.000 literature abstracts. Recently much effort has been put into the creation of biomedical ontologies which capture biomedical facts. The exploitation of ontologies to explore the scientific literature is a new area of research. Motivation: When people search, they have questions in mind. Answering questions in a domain requires the knowledge of the terminology of that domain. Classical search engines do not provide background knowledge for the presentation of search results. Ontology annotated structured databases allow for data-mining. The hypothesis is that ontology annotated literature databases allow for text-mining. The central problem is to associate scientific publications with ontological concepts. This is a prerequisite for ontology-based literature search. The question then is how to answer biomedical questions using ontologies and a literature corpus. Finally the task is to automate bibliometric analyses on an corpus of scientific publications. Approach: Recent joint efforts on automatically extracting information from free text showed that the applied methods are complementary. The idea is to employ the rich terminological and relational information stored in biomedical ontologies to markup biomedical text documents. Based on established semantic links between documents and ontology concepts the goal is to answer biomedical question on a corpus of documents. The entirely annotated literature corpus allows for the first time to automatically generate bibliometric analyses for ontological concepts, authors and institutions. Results: This work includes a novel annotation framework for free texts with ontological concepts. The framework allows to generate recognition patterns rules from the terminological and relational information in an ontology. Maximum entropy models can be trained to distinguish the meaning of ambiguous concept labels. The framework was used to develop a annotation pipeline for PubMed abstracts with 27,863 Gene Ontology concepts. The evaluation of the recognition performance yielded a precision of 79.9% and a recall of 72.7% improving the previously used algorithm by 25,7% f-measure. The evaluation was done on a manually created (by the original authors) curation corpus of 689 PubMed abstracts with 18,356 curations of concepts. Methods to reason over large amounts of documents with ontologies were developed. The ability to answer questions with the online system was shown on a set of biomedical question of the TREC Genomics Track 2006 benchmark. This work includes the first ontology-based, large scale, online available, up-to-date bibliometric analysis for topics in molecular biology represented by GO concepts. The automatic bibliometric analysis is in line with existing, but often out-dated, manual analyses. Outlook: A number of promising continuations starting from this work have been spun off. A freely available online search engine has a growing user community. A spin-off company was funded by the High-Tech Gründerfonds which commercializes the new ontology-based search paradigm. Several off-springs of GoPubMed including GoWeb (general web search), Go3R (search in replacement, reduction, refinement methods for animal experiments), GoGene (search in gene/protein databases) are developed.

Sustainable development research makes use of various indicators for environmental monitoring without really focusing on quality and comparability of these indicators. This paper tries to lay down method of assessment of one of these indicators - the relevance. My method will be used for evaluating the indicators of ECI set - European Common Indicators, ten indicators of the Sustainable Urban Development, established by European Commission in cooperation with European cities. My method of evaluating the indicators is based on searching the keywords. One set of the keywords was specified for each indicator of ECI set and several sets of the keywords were specified for every indicator's theme. I collected data to establish three types of relevance - public, scientific and political relevance. Data for the public relevance were searched on World Wide Web by search engine Google, data for the scientific relevance were searched in the Google Scholar database and data for Political Relevance were searched in several official documents related to sustainable development. Public and scientific relevance were determined as a proportion of number of present keywords for the indicators and for their topics together and number of present keywords for the topics alone. Political relevance was determined as a...

I takt med att informationsmängden ökar i samhället ställs högre krav på mer förfinade metoder för sökning och hantering av information. Att utvinna relevant data från företagsinterna system blir en mer komplex uppgift då större informationsmängder måste hanteras och mycket kommunikation förflyttas till digitala plattformar. Metoder för vektorbaserad ordinbäddning har under senare år gjort stora framsteg; i synnerhet visade Google 2013 banbrytande resultat med modellen Word2vec och överträffade äldre metoder. Vi implementerar en sökmotor som utnyttjar ordinbäddningar baserade på Word2vec och liknande modeller, avsedd att användas på IT-företaget Kundo och för produkten Kundo Forum. Resultaten visar på potential för informationssökning med markant bättre täckning utan minskad precision. Kopplat till huvudområdet informationssökning genomförs också en analys av vilka implikationer en förbättrad sökmotor har ur ett marknads- och produktutvecklingsperspektiv. / As the abundance of information in society increases, so does the need for more sophisticated methods of information retrieval. Extracting information from internal systems becomes a more complex task when handling larger amounts of information and when more communications are transferred to digital platforms. Recent years methods for word embedding in vector space have gained traction. In 2013 Google sent ripples across the field of Natural Language Processing with a new method called Word2vec, significantly outperforming former practices. Among different established methods for information retrieval, we implement a retrieval method utilizing Word2vec and related methods of word embedding for the search engine at IT company Kundo and their product Kundo Forum. We demonstrate the potential to improve information retrieval recall by a significant margin without diminishing precision. Coupled with the primary subject of information retrieval we also investigate potential market and product development implications related to a different kind of search engine.

Since its inception, Marketing has always needed more clearly defined incrementality, i.e., a measurement of advertisement effectiveness. Nowadays, Marketing is an evergrowing business; within it, Digital Marketing is taking the spotlight. Digital Marketing brings multiple benefits, such as a global reach and a lower cost associated with customer communication. However, more importantly, customer interaction and engagement can be clearly tracked, which can help measure Marketing impact. Nowadays, this problem is tackled in two ways, A/B testing and attribution models. Even though statistically solid and proven, A/B testing, a form of hypothesis testing, faces implementation issues and other practical aspects, leading to only sometimes being used in real-world applications. On the other hand, Attribution models are not comparable, thus not quantifiable, and good attribution models are hard to develop, leaving companies relying on third-party providers. In short, this paper suggests that the impact of each marketing campaign can be measured in a two-step process: (1) Training a model to predict a customer's conversion, given their previous advertisement interactions; (2) Applying explainable machine learning methods to said model to infer the importance of each advertisement interaction in a user journey. The main methods used are permutation feature importance and Shapley values. The dataset is designed such that each type of advertisement interaction is a model's feature; thus, an importance value can be calculated for each interaction. On top of that, a local method - counterfactual explanations - and a possible implementation of a hyper-personal application are discussed. The proposed solution is shown to provide more accurate attributions than most common attribution models, with the possibility of augmenting the accuracy by changing the underlying model. It is also suggested that it could benefit significantly from more data on customer demographics, generating insights into how campaigns affect different customer segments. / Marknadsföring har sedan dess begynnelse alltid behövt en tydligare definition av inkrementalitet, det vill säga, mätningen av annonsens effektivitet. Marknadsföring är numera en ständigt växande verksamhet och inom den är det den digitala marknadsföringen som står i fokus. Digital marknadsföring ger flera fördelar t.ex. global räckvidd och lägre kostnader för kundkommunikation. Viktigare är dock att kundernas interaktion och engagemang kan spåras tydligt, detta bidrar i sig till att mäta marknadsföringens effektivitet. Det här problemet hanteras på två sätt: AB-testning och tilldelningsmodeller. Även om AB-testning är statistiskt sett både gedigen och beprövad leder oftast problem med genomförandet och andra praktiska aspekter till att det endast ibland används i korrekta tillämpningar. Å andra sidan är tillskrivningsmodeller inte jämförbara - de saknar mätbarhet - och det är svårt att utveckla bra tillskrivningsmodeller vilket gör att företagen förlitar sig på tredjepartsleverantörer. I korthet föreslår denna artikel att effekten av varje marknadsföringskampanj kan mätas i en tvåstegsprocess. (1) Träning av en modell för att förutsäga en kunds konvertering baserad på deras tidigare annonsinteraktioner. (2) Tillämpning av difinierade maskininlärningsmetoder på nämnda modeller för att härleda betydelsen av varje annonsinteraktion i en användares resa. De viktigaste metoderna som användes var permutation feature importance och Shapley-värden. Datamängden utformad så att varje typ av annonsinteraktion blir en modells funktion; på så sätt kan ett betydelsevärde beräknas för varje interaktion. Dessutom diskuteras en lokal metod - kontrafaktiska förklaringar - och ett möjligt genomförande av en hyperpersonlig applikation. Den föreslagna lösningen visade sig ge mer exakta tillskrivningar än de flesta vanliga tillskrivningsmodeller, med möjlighet att öka noggrannheten genom att ändra den underliggande modellen. Det föreslås också att den skulle kunna dra stor nytta av mer data om kundernas demografi, vilket skulle generera insikter om hur kampanjer påverkar olika kundsegment.

The integration of renewable energy sources (RES) into local energy distribution networks becomes increasingly important. Renewable energy highly depends on weather conditions, making it difficult to maintain stability in such networks. To still enable efficient planning and balancing, forecasts of energy supply are essential. However, typical distribution networks contain a variety of heterogeneous RES installations (e.g. wind, solar, water), each providing different characteristics and weather dependencies. Additionally, advanced meters, which allow the communication of final-granular production curves to the network operator, are not available at all RES sites. Despite these heterogeneities and missing measurements, reliable forecasts over the whole local distribution network have to be provided. This poses high challenges on choosing the right input parameters, statistical models and forecasting granularity (e.g. single RES installations vs. aggregated data). In this paper, we will discuss such problems in energy supply forecasting using a real-world scenario. Subsequently, we introduce our idea of a generalized optimization approach that determines the best forecasting strategy for a given scenario and sketch research challenges we are planning to investigate in future work.