The thesis analyzes the current use of e-mail communication in O2 company and suggests possible improvements according to the latest trends. In the theoretical part is explained by synthesis of resources a comprehensive overview of the bases of e-mail marketing. In the practical part is an analysis of the selected company, with addition of individual recommendations based on findings obtained in the theoretical part and knowhow of experts in e-mailing domain.

Zugl.: Marburg, Univ., Diss., 2007

Diss. Nr. 3637 Wirtschaftswiss. St. Gallen. / Literaturverz.

Objective is analyse current e-mailing of Nutricia and offer the best possible in automated e-mailing. Recommendations are based on possibilities of e-mailing tool Silverpop, which belongs to the best technologies of present days and which Nutricia chose for development of its e-mailing. Based on his experience as e-mailing specialist and operator of Silverpop author will recommend the best what is possible in today's e-mail marketing and adapt it for Nutricia business.Theory is concieved as syntax of sources making bright picture of today's e-mail marketing and there are written assumptions of successesfull e-mailing. In practical part there are analysis of Nutricia and its competitors and that is followed by summary of recommendations well founded on author experiences and Silverpop implementation companies know how.

Autor no autoriza el acceso a texto completo de su documento hasta el 13/10/2020. / Ingeniera Civil Industrial / Este estudio se enfocará en el programa de lealtad de la aerolínea Grupo Latam Airlines, llamado LANPASS. El programa premia a los socios por volar en LAN, TAM o aerolíneas asociadas con kilómetros, los que pueden ser canjeados o por pasajes aéreos o productos del catálogo LANPASS. Este estudio se enfocará en el canje de los kilómetros por productos aéreos en uno de los principales medios por el que se realiza este tipo de canjes (90% de ellos), la página web de la compañía. En este proyecto se estudiará a los socios que abandonan el proceso de canje antes de que este sea completado. El 50% de los socios no realiza ninguna búsqueda en un año. Del total de socios que ingresa en una semana al sitio web , solo el 20% concreta el canje y el 80% abandona el proceso sin canjear. Existe una gran oportunidad en este aspecto, ya que las interacciones que los socios tienen son poco frecuentes y en la mayoría de los casos no son exitosas. El objetivo de este trabajo es identificar los incentivos que fomentan efectivamente que los socios retomen el proceso y conviertan dado que han estado recientemente activos en el sitio web. Estos incentivos serán enviados por medio de la implementación de una campaña de correos personalizados. Para determinar qué incentivo es el más adecuado para cada socio, se identificará a los socios más cercanos a canjear a través de una propuesta de segmentación que describa su contexto al momento de realizar una búsqueda, generando un total de 8 segmentos diferenciados por la probabilidad de canje. Se diseñaron experimentos para testear qué tipo de correo es más efectivo, probando diferentes ofertas asuntos y comunicaciones. Se define que una oferta es efectiva para cierto segmento si logra incrementar el total de kilómetros canjeados. Se realizaron un total de 11 envíos, equivalentes a 25.000 correos en total aproximadamente. De los resultados, se obtiene que las campañas personalizadas superan a las genéricas aproximadamente en un 30% en las tasas de apertura de los correos y un 7% promedio para la cantidad de socios que hacen click en el correo. Se concluyó que la personalización específica realizada no marca mucho la diferencia en las tasas de apertura. Para la tasa de clicks, mientras más corta y sencilla sea la comunicación, mejores resultados se obtendrán. Para ambas tasas se obtuvieron buenos resultados pero no se pudo distinguir si el efecto logrado se debe a la segmentación o a la personalización o a una mezcla de ambas. Se validó la segmentación propuesta ya que no existe un único mecanismo efectivo para hacer que los socios retomen el proceso y canjeen. Considerando solo las ofertas que generaron incrementos en los kilómetros canjeados por segmento, se obtuvo que las campañas personalizadas generan un aporte entre $400 y $1.000 MM de dólares a los ingresos anuales de la compañía, que equivale a un 0.5% de los aportes de LANPASS a la aerolínea. Es un porcentaje pequeño pero debido a los bajos costos de realización del proyecto, es eficiente implementarlo.

Актуальность данного исследования заключается в анализе бизнес-процессов финансового учреждения – банка для юридических лиц, – и разработке эффективных решений обнаруженных в бизнес-процессах проблем, которые могут успешно применяться на практике для улучшения стратегической деятельности исследуемого предприятия. Целью работы являлось определение проблем в бизнес-процессах исследуемого предприятия, разработка сервиса для организации и управления банковскими коммуникациями, а также оценка экономической пользы и практической пользы от внедрения этого сервиса в деятельность АО «Точка». Предлагаемые в данной работе методы и решения позволят банку для предпринимателей и предприятий АО «Точка» не только улучшить показатели своей деятельности, но также получить значительную экономическую выгоду. Это доказывает экономическую эффективность предлагаемых в диссертации мер. / The relevance of this study lies in the analysis of the business processes of a financial institution - a bank for legal entities - and the development of effective solutions to problems found in business processes that can be successfully applied in practice to improve the strategic activities of the studied enterprise. The aim of the work was to identify problems in the business processes of the studied enterprise, develop a service for organizing and managing bank communications, as well as assessing the economic benefits and practical benefits of introducing this service into the activities of «Tochka». The methods and solutions proposed in this work will allow the bank for entrepreneurs and enterprises of «Tochka» not only to improve its performance indicators, but also to obtain significant economic benefits. This proves the economic efficiency of the measures proposed in the thesis.

Social network analysis (SNA) provides tools to examine relationships between people. Text mining (TM) allows capturing the text they produce in Web 2.0 applications, for example, however it neglects their social structure. This paper applies an approach to combine the two methods named "content-based SNA" (CB-SNA). Using the R mailing lists, R-help and R-devel, we show how this combination can be used to describe people's interests and to find out if authors who have similar interests actually communicate. We find that the expected positive relationship between sharing interests and communicating gets stronger as the centrality scores of authors in the communication networks increase. / Series: Research Report Series / Department of Statistics and Mathematics

Ao abordar as relações entre selos postais e história, a literatura filatélica ocupa-se, fundamentalmente, em situar a origem do moderno mecanismo tarifário dos correios, atendo-se também a outros detalhes técnicos como a evolução dos métodos de impressão e das características gráficas. Quanto ao simbolismo exibido nas estampas, é corrente a idéia segundo a qual os selos narram a História do país emissor por registrarem seus principais personagens, eventos e tradições, avaliação que transcende o meio filatélico e pode ser considerada de senso comum. Esta dissertação adota a perspectiva de análise sugerida pelo historiador britânico Eric Hobsbawn, que considera os selos postais um dos principais suportes materiais de que dispõe o Estado moderno para promover a massificação das tradições nacionais e, como tal, um indício privilegiado para se compreender as estratégias de elaboração da história oficial. Embora coloque o selo postal brasileiro em perspectiva cronológica ampla, para apreender-lhe a trajetória enquanto linguagem, a pesquisa privilegia o contexto em torno da transformação dos Correios em empresa pública pelo governo militar, em 1969. Um dos destacados aspectos da modernização da instituição foi transformação do selo postal brasileiro, cuja emissão foi reestruturada em termos qualitativos e quantitativos durante a década de 70, política complementada pela divulgação e incentivo à prática da filatelia. Nos selos emitidos a partir de então, observa-se a ampliação das matrizes de representação no que diz respeito à historicidade: além do usual registro da História tradicional, passam a compor o índice filatélico outras representações do passado, como a cultura popular e o folclore, além da propaganda das realizações governamentais, que remete ao futuro afinal tornado presente pelo governo militar. / When approaching the relations between mailing stamps and History, the philatelical literature has mainly dealt with pointing out the origins of the post offices modern tariff mechanisms, and has also payed attention to other technical details like the printing methods evolution and the graphic features. Concerning to the symbolism shown in the pictures, it’s usual the idea that the stamps narrate the country’s History, due the fact they register the country’s main characters, events and traditions. This valuation exceeds the philatelical milieu and can be considered as the common sense. This paper adopts the analysis perspective suggested by the British historian Eric Hobsbawn, who considers mailing stamps as one of the main material basis the modern State has to promote the national traditions massification. Therefore, it’s a privileged sign to understand the official History elaboration strategies. Although we place the Brazillian mailing stamps in a broad chronological perspective, to grasp its path as a language, this work privileged the context around the Correios transformation in a public company, by the military government in 1969. One of the emphazided features of the institution modernization was the Brazilian mailing stamps transformation, of which emission was reestructered in qualitatives and quantitatives terms during the 70’s. This policy was complemented by the spreading and incentive to the philatelical practice. On the stamps printed from that moment on, it’s possible to observe the enlargement of the matrices representation concerning to the historicity: beyond the usual register of the traditional History, other representations about the past started to compose the philatelical index, like the popular culture and the folklore; besides the government propaganda showing Brazil as a powerful country, announcing a future that had finally become present.

Title: The Use of online marketing in chosen sports e-shop Objectives: The objective of this thesis is to evaluate the use of online marketing in chosen sports e-shop Kolo-park.cz. The objective is to evaluate the use and settings of individual online marketing channels with emphasis on evaluating settings and structure of PPC campaigns. Then recommend suitable settings and structure of individual online marketing channels on the grounds on data analysis and also suggest new strategy of online marketing channels on the basis of framework See-Think-Do-Care, Methods: Methods used in this thesis: observation of online marketing area, monitoring and synthesis, analysis of PPC campaigns, analysis of e-mailing campaigns, analysis of commodity comparators settings, SEO analysis and analysis of social media. Next used methods were monitoring and synthesis. Results: The result contains recommendation to improve the structure and settings of online marketing channels/tools to achieve better results of Kolo-park.cz online marketing activities. The result is a new created strategy of individual online marketing tools/channels on the basis of framework See-Think-Do-Care. Audience, targeting, relevant content and the way how to measure online marketing activities depending on customer's buying cycle is defined...

It has been considered that spam is one of the worst advertising tools in the Internet because of wide range of porno, Viagra, luxury brands’ replicas and other unwanted mailings all over the world; nevertheless, a lot of companies continue to use this tool for products’ or services’ introduction to their potential clients and partners. According to the author’s personal four-year-experience in marketing field, the mostly asked question by companies is how to advertise the product or service to new potential partners or clients using spam without losing the reputation of the company. The author wishes to investigate whether it is possible by carefully thought-out and aimed at the right market spam advertisement to draw people’s attention. This study employs partly quantitative and partly qualitative research approach. Empirical data collection is organized through questionnaires and personal mailing experiment. Random people who filled in the first questionnaire were from the author’s personal network all over the world. Regarding the second questionnaire the author has chosen to research Commonwealth of Independent States (CIS) as the area of medium-sized companies’ location. The author used 2 million American e-mail addresses in her personal mailing experiment. In order to analyze the findings through a set of graphical techniques exploratory data analysis was used. Both questionnaires consisted from dichotomous (Yes-no) questions, alternative questions, wh-questions and descriptive questions, analysis of which incorporated through the literature review. In addition to this, personal mailing experiment is present in the study where the author tests the attitude towards spam and the perception of advertisement based on the literature review as well. It became clear that it is possible by carefully thought-out and aimed at the right market spam advertisement to draw people’s attention. The author’s experiment has proved that there are some people or the e-mail users who actually buy products advertised in spam e-mails. One of the factors that influence attitude towards e-mails might be because of the particular spam usefulness or low time consumption but the success of the online advertisement depends on people’s perception. In the particular case the attitude towards advertisement was determined by advertisement’s execution and feelings transferred by it. It is important to remember that advertisers have to take main nuances into account when introducing products or services to new clients or partners, such as clear understanding of spam mailing goals, topics of interest, perception of visual information, time of advertisement, and trust.