This master’s thesis is focused on creating an application for survey analysis. In the first section are theoretical foundations of a direct marketing and Business Intelligence. The next chapter focuses on available tools for data analysis and BI. Analysis and preparation of input data are also included in this part. Finally, the solution proposal is presented.

The content of this master’s thesis is the proposal of partial solutions from the internet marketing tools for electronic cigarettes ecommerce. The thesis is focused on the field of sales promotion and direct marketing, which contain tools for increase size of sales, better linking of products and accessories, better communication and customer access. These thesis is based on the analysis of company, requirements and options, which are appearing with modern internet marketing tools. The main component of the thesis is proposal of partial tools of cross-selling, up-selling and loyalty system. For direct marketing it is a proposal of e-mail marketing and online chat.

This master’s thesis will look into the use of data mining in the area of segmentation and the prediction of onboarding candidates of a recruitment agency. The obtained results should serve to make company processes more effective concerning the processing of orders, and should also facilitate a more personal approach to candidates. The first chapter includes imperetive theoretical bases from the studies of Business Intelligence, data warehouses, data mining and marketing. Thereafter an analysis of the current state is presented with a focus on the capture of the key processes in processing and order. The last chapter looks at the proposed solution and implementation on the platform Microsoft SQL Server 2014. To conclude there are proposals of utilizing data mining in direct marketing.

Företag inom dagligvaruhandeln använder sig ofta av database marketing för att anpassa deras erbjudande till deras kunder och därmed stärka kundrelationen och ökaderas försäljning. Länge har logistisk regression varit en modell som ofta används för att bygga upp maskininlärningsmodeller som kan förutse vilka erbjudanden som löses in av vilken kund. I arbetet utvärderas en maskininlärningsmodell med logistisk regression och stepwise selection på kunddata från en av Sveriges större aktörer inom dagligvaruhandeln. Modellen jämförs med en annan modell som istället använder sig utav elastic net, vilket är en regulariserad regressionsmetod. Modellerna testas på fem olika produkter ur företagets sortiment och baseras på ett femtiotal variabler som beskriver kundernas sociodemografiska data och historiska köpbeteende i företagets butiker. Dessa utvärderas med hjälp av en förväxlingsmatris och värden för deras Accuracy, Balanced Accuracy, Precision, Recall och F1-score. Dessutom utvärderas modellen utifrån affärsnytta, påverkan på kundrelationer och hållbarhet. Studien visade att den logistiska regressionen med stepwise selection hade ett genomsnittligt värde för Precision på 23 procent. Vid användning av elastic net ökade värdet för Precision med i genomsnitt 7 procentenheter för samtliga modeller. Detta kan bero på att vissa av parametrarna i modellen med stepwise selection får överdrivet stora värden samt att stepwise selection väljer ut variabler för modellen som inte är optimala för att förutsäga kundens beteende. Det noterades även att kunder generellt verkade nöjda med de erbjudanden de fått, men missnöjda ifall de kände sig missförstådda av företaget. / Companies within the FMCG trade often uses database marketing to customize offers to each customer, and thereby strengthen customer relationships to the company and increase their sales. For a long time, logistic regression has been the preferred machine modelling method to predict which offer to present to each costumer. This study evaluates a machinelearning model based on logistic regression and stepwise selection on costumer data from one of Sweden’s larger companies within the FMCG trade. The model is later compared to another model based on the elastic net-method, which is a regularized regressionmodel. The models are tested on five different products from the company’s assortment and are based on about fifty different variables which describes the costumers’ sociodemographic factors and purchasing history. The models are evaluated using a confusion matrix and values stating their Accuracy, BalancedAccuracy, Precision, Recall and F1-score. Furthermore, the model is evaluated in the perspectives of business advantages, costumer relations and sustainability. The study concluded that the logistic regression and stepwise selection-model had an average Precisionon 23 procent. When the elastic net-method was used the Precision increased with approximately 7 percentage points. This might depend on the fact that some of the parameters in the logistic regression-model had an overrated value and that the stepwise selection chose a subset of features that was not optimal to predict the consumer behaviour. It was also noted that costumers most often seemed content, but were dissatisfied if they felt misunderstood by the company.

Yes / Given the potential benefits such as time and location-based advertisements, the scope of interactivity and customisation through one-to-one target marketing, SMS-based (Short Messaging Service) advertisement, is now being considered as an important alternative marketing channel. This has raised a real challenge for marketers to harness the potential of this alternative channel by overcoming several limiting issues such as security, privacy, authenticity, and irritation of unknown senders. The main objective of this study is to identify and review relevant research issues faced by wireless marketing (particularly via SMS-based advertisement) as an aide to identify potential research gaps and for developing future guiding principles. The review and analysis of literature suggest that there is scope of undertaking further research on issues related to different cultures reflecting ubiquitous traits of mobile phone, SMS advertisement, market segmentation, location and time sensitive delivery, content and context of advertisement, language and appropriate delivery.

The appearance of the Internet and new, rapidly changing emerging online technologies have led to some fundamental changes in marketing -- especially direct marketing. Besides the growing popularity of the Internet, the appearance of databases and one-to-one marketing are challenging traditional marketing methods. This thesis attempts to illustrate how direct marketing techniques can be implemented in an IT company. It starts with an overview of the concepts of direct marketing and its techniques and then provides a brief synopsis of its past as well as possible future trends. The differences between B2B and B2C marketing communications are discussed as is the role of direct marketing in the information technology (IT industry). The last section presents a case study -- concluded with the cooperation of SEAL Communication and Oracle -- which demonstrates how an IT company can effectively use direct marketing in order to achieve its goals and build long-lasting and fruitful customer relationships. For the successful execution of the direct marketing campaign, both Internet based tools and traditional methods were applied, in order to show that both of these technologies can be used together when targeting different groups with different needs.

Primary objective of this diploma thesis is to conduct analysis of promotional mix of life insurance company operating on a Czech insurance market, to review efficiency of marketing communication and express practical recommendations for optimization of communication mix and increase of efficiency of marketing communication. First, theoretical part of thesis, presents particularity of marketing a service. Promotional mix is defined as a part of the marketing mix and furthermore its components are in detail described including its application. Second, practical part of thesis, includes analysis of these components in context of reviewed company. Also specific application cases of these components of promotional mix are described including comparison with some project of competitive organizations and efficiency revision of marketing communication based on undertaken market survey.

Submitted by Jorge Silva (jorgelmsilva@ufrrj.br) on 2018-05-10T18:37:05Z No. of bitstreams: 1 2017 - Fabiane Dalla Nora.pdf: 2226682 bytes, checksum: 5413a2ecb3a50218aee52da5091dfcf2 (MD5) / Made available in DSpace on 2018-05-10T18:37:05Z (GMT). No. of bitstreams: 1 2017 - Fabiane Dalla Nora.pdf: 2226682 bytes, checksum: 5413a2ecb3a50218aee52da5091dfcf2 (MD5) Previous issue date: 2017-08-21 / CAPES / This dissertation is based on an ethnographic research conducted in a street fair of small farmers located in the city of Santa Maria, Rio Grande do Sul/RS. Known as ?Feirinha de Camobi? or ?Feira da Roraima?, it occurs in the Camobi neighborhood for about eighteen years and it came up from an initiative of the residents association, Sociedade Amigos de Camobi (SACA). The street fair is currently very important for the socioeconomic development of the families that move towards the city with the purpose of marketing their products. It is a place that allows the direct sales between producer and customer, causing them to have more autonomy over their activities. The main objective of this research is to observe how gender relations are manifested in the daily lives of these workers in organizing and holding the street fair. Understanding how this trade area interferes in these relations, both in the domestic environment and the work. Through my ethnographic experience I tried to demonstrate how the street fair modifies the social life of the women that work theres, And how it interferes in domestic life identifying the conflicts that may occur in the family sphere. / Esta disserta??o baseia-se em uma pesquisa etnogr?fica realizada em uma feira de pequenos agricultores localizada na cidade de Santa Maria, Rio Grande do Sul/RS. Conhecida como Feirinha de Camobi ou Feira da Roraima, ocorre no bairro Camobi h? aproximadamente dezoito anos e surgiu por uma iniciativa da Associa??o de moradores, Sociedade Amigos de Camobi (SACA). Atualmente, consiste em um importante meio para o desenvolvimento socioecon?mico das fam?lias que se deslocam para a cidade com o prop?sito de comercializar seus produtos. ? um espa?o que possibilita a venda direta entre produtor e cliente, fazendo com que tenham mais autonomia sobre suas atividades. O objetivo principal deste trabalho ? observar como as rela??es de g?nero se manifestam no cotidiano destes trabalhadores, na organiza??o e realiza??o da feira. Compreender como esse espa?o de com?rcio interfere nestas rela??es, tanto no meio dom?stico como no ?mbito do trabalho. Atrav?s da minha experi?ncia etnogr?fica procurei demostrar como a feira modifica a vida social das mulheres feirantes, que comercializam seus produtos, e como interfere no cotidiano dom?stico, identificando os conflitos que pode acarretar na esfera familiar.

Privacidade é um termo de grande amplitude. Uma característica comum às definições é a ênfase dada ao direito individual de revelar-se seletivamente ao mundo. Originalmente, a utilização do termo privacidade relacionava-se a direitos como o corporal e o direito territorial. Com a revolução da informática e, posteriormente, com o surgimento da Internet e o fácil acesso a dados pessoais por parte das empresas e governos, uma nova questão surge: a discussão sobre o direito à privacidade informacional. Por sua vez, as empresas do século XXI e a nova comunicação de Marketing passam por grandes transformações associadas ao desenvolvimento de bancos de dados de consumidores e de novas mídias. O e-mail e as redes sociais tornaram-se formas novas de se comunicar com o consumidor, individualmente. Associadas à informação sobre cada uma das pessoas, essas ferramentas permitem que a comunicação seja mais assertiva e, potencialmente, mais relevante para o consumidor. Isso porque uma de suas características fundamentais é a menor dispersão da mensagem, quando comparadas com mídias como a televisão. Entretanto, quanto mais a comunicação de Marketing procura o alvo, mais tênue fica a linha que separa a relevância da sensação de invasão de privacidade. O presente trabalho buscou compreender como o consumidor, alvo da comunicação, entende o processo de decisão entre defesa da sua privacidade e acesso a serviços personalizados, ou seja, como se dá esse trade off . Há carência de trabalhos nessa área, e a contribuição das pesquisas de Allan Westin (2003), realizadas na área do Direito Público, serviu como arcabouço teórico para o desenvolvimento de um questionário estruturado e para os tipos de análises que foram realizadas. Foram coletados dados de 1.791 internautas, que responderam ao questionário. Esses dados foram analisados com o auxílio de técnicas estatísticas univariadas e multivariadas, como análise de regressão e análise de cluster. O resultado da pesquisa engloba a análise dos dados primários e a revisão da literatura. Uma das conclusões é que o comportamento dos consumidores não é uniforme em relação ao tema. Confirmando as descobertas de Westin, foram identificados grupos de consumidores que valorizam mais a privacidade, e outros que valorizam mais os benefícios da personalização. Outra descoberta sugere que essa escolha não é um processo completamente consciente, e ele se dá, algumas vezes, de forma involuntária e até contraditória. Ao focar os benefícios, o consumidor parece esquecer a privacidade. Ao focar a privacidade, ele parece querer colocar limites à personalização. / Privacy is a broad-spectrum word. A common feature among the different definitions of the term is the emphasis placed on the right of the individual to reveal his or her self to the world in a selective way. Originally, the use of the word privacy was related to rights such as bodily rights and territorial rights. With the computer revolution and, later, the advent of the Internet and easy access to personal data by companies and government agencies, a new issue arose: the debate about the right to informational privacy. On the other hand, the companies of the 21th century and the new marketing communication have undergone great changes connected to the development of consumer databases and new medias. E-mail and the social networks have become new ways to establish communication with the consumer on an individual basis. Associated to information about each individual, such tools can make communication more assertive and, potentially, more relevant for the consumer. The reason is that one of its fundamental traits is the small degree of message dispersion, in comparison with medias such as television. However, the more Marketing communication seeks its target, the thinner is the line that separates relevance from the feeling of privacy invasion. The purpose of the present study is to verify how the consumer, the target of communication, understands the decision-making process involving the protection of his/her privacy versus the access to customized services, in other words, how such trade-off takes place. There are insufficient studies in this area; the research conducted by Allan Westin (2003) in the field of Public Law was the theoretical framework for the preparation of a structured survey and for the type of analysis carried out in this project. Data from 1,791 Internet-users was collected based on their answers to the survey. Such data was analyzed using uni- and multi-varied statistical techniques, such as regression analysis and cluster analysis. The result of the said survey comprises the analysis of primary data and a review of the corresponding literature. One of the conclusions is that the consumers behavior is not uniform in relation to this topic. In confirmation of Westin´s findings, there are groups of consumers who value their privacy more and others who prefer the benefits of customization. Another finding suggests that such choice is not completely conscious, and sometimes happens in an involuntary and even contradictory form. When the focus is on benefits, the consumer seems to forget his/her privacy. When the focus is on privacy, the consumer apparently wants to set some limits to customization.

近年來由於社會大環境的變遷，傳播媒體的演進，造成人們的購買習慣逐漸改變。以往仰賴的大眾傳播媒體，重要性將逐漸減退，取而代之的將是直接信函等個人傳播媒介，以及有線電視、網際網路等新興媒體。再加上消費者的需求逐漸個人化，因此，在這樣的趨勢之下，傳統的區隔市場將被細分成個人化市場，每個個人的重要性將更加明顯，企業也將面對更多的交易對象，導致企業必須蒐集顧客的各項資料，重新而全面的瞭解顧客，而企業的促銷決策，也將隨著對於顧客的瞭解而有所改變。 　　有鑑於此，本研究就針對最能夠個別接觸到顧客的直效行銷產業的業者，以探索性研究的方式，藉由國內外相關文獻的探討，以及國外施行資料庫行銷的成功個案，發展出研究的架構。接著與業者進行實地的深度訪談，以期發掘在直效行銷產業中顧客資料庫的階段性發展過程、不同階段的顧客資料庫內容與促銷決策間之關係、不同的業態對於促銷決策的影響、顧客資料庫的施行成效、以及顧客資料庫與促銷組合間的關係。 　　經由文獻探討、國外成功個案、以及國內個案公司的實際施行經驗，本研究發現在直效行銷產業裡，顧客資料庫內資料蒐集確實有階段性的發展過程，而此種發展過程將會隨著環境與企業的經營策略不同而改變。在業態的影響方面，不同的業態將會導致資料的內容與蒐集方式不同，資料更新能力也會不一樣，此外，促銷決策、促銷組合與促銷成本也會不一樣。而顧客資料庫的階段性發展，將會導致促銷決策有階段性的改變，而此種促銷方式，對於顧客的影響也是逐漸加深。在顧客資料庫的施行效益方面，會隨著顧客資料庫的發展階段與資料筆數而不同。 　　目前在國內以顧客資料庫為主要經營重心的產業越來越多，因此在其他產業運用顧客資料庫時，將可以利用本研究的發現為基礎，並且加以深入應用，將資料庫的構建過程規格化，以及對於企業的影響詳加瞭解，以便更能發揮資料庫的功能。