Digital marketing has become an important part for companies in the process of attracting new customers. The digitalisation has led to substantial changes in the ways consumers and businesses search for information and do their research before making a purchase. A major shift has been observed regarding how digital communication influences the purchasing decision within the B2B sector. The purpose of this research project was to examine lead scoring in the perspective of B2B marketing automation, and to investigate how lead scoring can contribute to a more efficient and effective marketing process for Visma Advantage. The aim was to develop a recommendation for an optimal lead scoring model for Visma Advantage and which marketing actions that are suitable for the different lead score values. The result shows that there can be several ways of an optimal use of a lead scoring model for Visma Advantage. The result also presents a completed lead engagement scorecard and lead profile scorecard, together with a lead score matrix that specifies the thresholds for each lead score value. In addition to that, relevant marketing actions for each lead score value in the model is presented in the result. / Den digitala marknadsföringen har kommit till att bli en viktig del för företag, i processen avatt attrahera nya kunder. Digitaliseringen har lett till betydande förändringar av hurkonsumenter och företag söker information och gör sin efterforskning innan de slutför ettköp. Ett stort skifte har observerats, gällande hur digital kommunikation påverkarinköpsbeslutet, inom B2B-sektorn. Syftet med detta projekt var att undersöka lead scoring i perspektivet av automatisering avB2B marknadsföring, och att undersöka hur lead scoring kan bidra till en mer effektiv ochverkningsfull marknadsföring för Visma Advantage. Syftet var att ta fram en rekommendationför en optimal lead scoring-modell för Visma Advantage och vilka marknadsföringsåtgärdersom är passande för respektive lead score-värde. Resultatet visar att det kan finnas flera sätt för en optimal användning av en leadscoring-modell för Visma Advantage. Resultatet presenterar också ett färdigt poängkort förbåde profil-aspekten och för engagemangs-aspekten, tillsammans med en lead score-matrissom anger tröskelvärdena för varje lead score-värde. I tillägg till poäng-korten presenterasrelevanta marknadsföringsåtgärder för varje lead score-värde i modellen, i resultatet.

Les chemins sont un support de travail et de loisir pour les agriculteurs, les sylviculteurs et maintes usagers qui souhaitent se ressourcer, se défouler ou partager un moment convivial. lis constituent un vecteur de rencontre et de lien entre l'homme et la nature.Cette multiplicité d'usages et d'usagers permet de faire vivre ce patrimoine qui a tôt fait de disparaitre sans intervention humaine. Cependant, la circulation des véhicules utilisés pour l'exploitation ou la randonnée, ainsi que la sur-fréquentation de certains sites touristiques accentuent l'érosion du sol de ces voies non revêtues. La plupart des plaintes transmises aux gestionnaires sont liées à ces dégradations ainsi qu'aux pratiques nuisant à la naturalité des milieux, à la sécurité du public et à [a tranquillité des riverains.Le laboratoire de géographie de l'Université Jean Monnet et le Parc Naturel Régional du Pilat ont souhaité mettre en place un dispositif d'analyse multicritère cartographique décisionnel dans le but d'objectiver et de traiter efficacement les problèmes d'entretien et de conflits signalés sur !es chemins. ·L'implication des acteurs du territoire dans la conception de ce dispositif a permis de formuler des solutions acceptables répondant aux situations concrètes insatisfaisantes localisées dans le cadre d'un diagnostic cartographique participatif sur Géo Web.Par ailleurs, des cartes de sensibilité ont été modélisées grâce à un logiciel d'analyse multicritère cartographique afin de mieux prendre en compte les risques liés à l'érosion des chemins et à la circulation des randonneurs motorisés.Le dispositif final repose sur !'utilisation de solutions Géo Web permettant d'assurer un suivi numérique et de communiquer sur l'état des sentiers. / Dirt roads constitute both a work and a !eisure support for farrners, foresters and a lot of users who wish to unwind, to spend their energy or to sharc a convivial moment. They represent a vector of encounter and link between man and nature.This multiplicity of dirt roads usages and users witling to use them make it possible to keep a live this heritage, which quickly disappears without anthropogenic interventions. However, the circulation of vehicle~ used for farming or hiking, as well a~ the overcrowdîng of certain tourist sites, accentuate the soil erosion of these unpaved roads.Most of the complaints submitted to road managers are linked to these degradations as well as to practices that harm the natural environrnent, public safety and the tranquilily of local residents. The University of Jean Monnet (Saint-Etienne) and the Regional Nature Park of Pilat decided to set-up a multi-criteria decision analysis {MCDA) system in order to objectify and deal effectively with maintenance problems and conflicts arising between users.The invo!vement of territorial actors in the design of this device has made it possible to formulate acceptable solutions that respond to the unsatisfactory local situations found during a participatory cartographie diagnosis on Geo Web. Furthermore, sensitivity maps were modeled using a multi~criteria mapping software to integrate the risks associated with road erosion and the traffic of motorized hikers.The final MCDA procedure uses Geo Web solutions to provide digital tracking and information on !rails' state.

This thesis investigates the barriers and opportunities in adopting Digital Tracking Technologies (DTT) for concrete circularity in Sweden, utilising a multi-level perspective (MLP) framework often used to analyse Socio-Technical Transitions (STT). The construction industry, especially the concrete sector, is a major consumer of natural resources and a significant contributor to environmental degradation and waste. Transitioning from a linear to a circular economy (CE) is crucial for sustainable resource management, particularly through DTT adoption. However, the construction industry's slow adoption of Digital Technologies (DT) presents significant challenges. Therefore, this study uses a mixed-method approach, incorporating bibliometric analysis, text mining of academic literature and social media posts, and thematic analysis of semi-structured interviews with key stakeholders, supported by PESTLE and SWOT analyses to understand the dynamics at the regime level comprehensively. The findings identify 22 critical drivers, 24 barriers, and 15 opportunities affecting DTT adoption in the Swedish prefab concrete sector. Key barriers include high implementation costs, regulatory complexities, resistance to change, knowledge and awareness gaps, and integration issues. Conversely, opportunities include government incentives, enhanced material traceability, improved resource efficiency, potential industry collaborations, transparency for reuse, and alignment with sustainable development goals. The study provides strategic recommendations to overcome these barriers and leverage opportunities, thereby supporting the transition to a CE in the concrete sector. This research enhances the understanding of socio-technical transitions and offers practical insights for policymakers, industry stakeholders, and academics. / Demand Trust for Circular Building Materials [FA] (3C)