In digital marketing, display advertising has always been the largest revenue stream for publishers, and the biggest channel for advertisers to increase the traffic to their sites as well as getting better brand recognition. However, with the ever increasing spread of the smartphone and the continuously smarter machine learning of today, the industry has changed.    This study began with a hypothesis that since traditional display marketing evolved into programmatically bought display, the value of display advertising goes beyond branding and driving traffic to sites. Programmatic display advertising is intelligent display advertising that is bought programmatically based on algorithms and big data. The focus of this study was to analyze programmatic display campaigns, which are defined as marketing campaigns where the purchasing of publisher inventory is done by algorithms, with a set of conditions set up by the advertiser. The first step in answering the research question: “What value(s) in marketing does programmatic display campaigns bring in different stages of a company’s lifecycle and what should be expected from such campaigns in these different stages as well as in the different stages of the customer journey?” was to investigate how advertisers and experts value this type of advertisement. To reach the right customer, at the right time, with the right message, has long been the goal advertisers have with digital marketing. However, the way most advertisers go about doing this, is by using different channels to reach the customer at different stages of the customer journey. This study aims to prove that this way of doing digital marketing might not be the best one. In addition to using different channels for different purposes, could programmatic potentially be used in different ways in order to improve marketing? By compiling information and data from previous studies done in the research area, and real programmatic advertising campaigns, this study produced a framework of recommendations for how advertisers should segment their display campaigns in order to get more value from them. This research is done in collaboration with experts and advertisers in the Schibsted Media Group. My hopes are that advertisers in the group will either read this study or listen to my presentation and re-evaluate how the framework in this study could help them rethink the way they structure their display campaigns and also rethink how the channel should be valued. The findings of this study is that yes, it is possible to use programmatic for more than just branding or for the purpose of driving traffic. / Inom digital marknadsföring har displayannonsering alltid varit den största inkomstkällan för publicister, och den största kanalen för annonsörer att öka trafiken till sina webbplatser samt att få bättre varumärkesigenkänning. Med uppfinnandet av smarttelefonen och den ständigt smartare maskininlärningen, har branschen förändrats. Denna studie började med hypotesen att sedan displayaffären utvecklats till att bli programmatiskt köpt, har värdet av displayannonsering fått ett mervärde långt utöver varumärkeskännedom och för att driva trafik till webbplatsen. Programmatisk displayannonsering, programmatic, är intelligent displayannonsering där visningar köps programmatiskt i realtid baserat på algoritmer och en stor mängd data. Fokuset i den här studien ligger på att att analysera programmatiska displaykampanjer, det vill säga, kampanjer där köpdelen av utrymme på websidor hanteras av algoritmer baserade på kriterier uppsatta av annonsören. Det första steget i att svara på frågan: "Vad bidrar programmatic displayannonsering med när det gäller marknadsföring i olika steg i ett företags livscykel samt i de olika stegen i en kundresa?" var att undersöka hur annonsörer och experter värdesätter denna typ av annonsering. Att nå rätt kund, vid rätt tidpunkt, med rätt meddelande, har länge varit det mål annonsörer haft med digital marknadsföring. Det sätt på vilket de flesta annonsörer går tillväga för att uppnå detta är att använda olika marknadsföringskanaler för att nå kunden på olika stadier av kundresan. Denna studie syftar till att bevisa att detta sätt att göra digital marknadsföring kanske inte är den bästa. Förutom att använda olika kanaler för olika ändamål, skulle programmatic potentiellt kunna användas på olika sätt för att förbättra marknadsföringen? Genom att sammanställa information och data från tidigare studier gjorda i ämnet och verkliga programmatiska reklamkampanjer, har resulterat i ett ramverk av rekommendationer för hur annonsörer ska segmentera sina displaykampanjer för att få mer värde från dem. Denna forskning görs i samarbete med experter och annonsörer i Schibsted Media Group. Mina förhoppningar är att annonsörer i gruppen antingen läser avhandlingen eller lyssnar på min presentation och begrundar hur ramverket i denna studie skulle kunna hjälpa dem att ompröva hur de strukturerar sina displaykampanjer och således även ompröva hur kanalen värderas. Resultatet av denna studie är att ja, det är möjligt att använda programmatic för mer än bara varumärkeskännedom eller för att driva trafik.

There is a large body of research supporting the importance of market orientation in determining performance. A growing body of research supports the notion that strategic alliance management competencies positively influence performance. Few empirical investigations have examined the importance of market orientation in the biotechnology industry, much less the effect of alliance orientation on performance, or the combined effect of market and alliance orientation on performance. This study explores these relationships among Canadian biotechnology companies with medical/healthcare focuses. Of the 394 Canadian medical/healthcare biotechnology companies identified, 81 usable responses were received, yielding a response rate of 20.6 percent. It was found that market orientation positively and significantly influenced business performance, supporting the first hypothesis. Additionally, alliance orientation positively and significantly influenced business performance, supporting the second hypothesis. However, when market and alliance orientation were examined together, alliance orientation’s effect on business performance remained positive and significant, but market orientation’s effect on business performance became negative and non-significant. This prompted a further analysis that investigated the presence of a mediation relationship. Market orientation was fully mediated by alliance orientation in its relationship with business performance. This study contributes academically by adding to market and alliance orientation research and by the successful development of a biotechnology-specific performance instrument. This study contributes to marketing and management strategy, as it outlines performance indicators that enable high performance.

The thesis deals with characterization and comparison of two marketing tools on the Internet: Pay per click advertising in AdWords and advertising on the social media network Facebook. The theoretical part describes internet marketing as a complex system; it characterizes the specific advantages and limitations of individual input channels and current trends in their development. In the practical part, the best practices are applied to the advertising campaign of the cultural non-profit organization, the D21 Theater. Subsequently, the performance of each tool is evaluated within increased sessions and conversions in Google Analytics. At the end of the thesis, the recommendations are implemented to increase the effectiveness of the internet marketing of a cultural institution, based on the impact of advertisements and assessment of SEO optimization and web design.

This Master´s Thesis characterizes and compares three tools of the performance marketing on the internet - Search Engine Optimization (SEO), Pay-per-click advertising (PPC) and Facebook Ads. The theoretical part analyses specific advantages and limitations of each tool and current trends in the development of these tools. The application part compares SEO, PPC and Facebook in terms of the price and quality of visits. The comparison is performed on the data of 74 clients of the Fresh Services digital agency, gathered from 2014 to 2016. It identifies significant differences in prices for the visit among instruments, while the revealed differences in conversion rates have not been proven to be statistically significant. The conclusion provides recommendations for applying these tools to a marketing of small and medium enterprises.

The aim of this thesis is a monetization of e-commerce project. Using various tools of online marketing avaliable. In particular performance oriented and paid ad formats including emailing, product search engines, search engine advertising, and advanced remarketing strategy. As a proove of success or failure of this intention, project will be evaluated with EBIT and ROI indicators together. An e-commerce project of bad economic condition has been chosen for the experiment, whitch barely covered own operational costs. Many changes were accepted during the experiment. Especially in expenditure structure and media mix used. Many changes in previous ad systems used and more new tools and performance marketing features added. The result is improove in project efficiency. Project becomes economically independent unit.

This Master´s thesis entitled Modern marketing communication tools and their use of a particular online store dedicated to modern methods of promotion on the Internet market of fashion in the Czech Republic, namely the largest of these deals ZOOT.cz. The aim of the work is based on quantitative and qualitative research to evaluate the use of modern tools of marketing communication in the example mentioned internet business when compared with other entities. The theoretical part of this thesis provides a definition of Internet marketing and the entire online environment, as well as a description of various marketing tools along with outlining their modern forms. In the practical part is to analyse these tools with an online shop ZOOT.cz. The main sources of data are the results of a survey from ZOOT called Fashion Report, data from Sklik to new service Retargeting about the effectiveness of its use, as well as the conclusions of individual and group interviews with employees of ZOOT or internal documents online stores on the effectiveness of individual used instruments. The results of these studies show that if companies use modern marketing communication tools, they are still more emphasis on the rapid inclusion of innovations into business activities, providing superior customer service, but also a form of monitoring advertisements for competitors.

This thesis examines the problem of evaluating the effectiveness of digital marketing; more specifically it looks at the topic of Pay-per-click advertising on the scope of Small and Medium-sized businesses in the Czech Republic. The thesis provides literature review of the historical and current possible practices of what specific measures can be used to evaluate the success of pay-per-click advertising. Moreover, it connects the measurement subject with the associated area of attribution modeling. This topic represents an important issue for the online marketers mostly because of a currently widely used last-click attribution model that is not able to attribute the fair value of the different channels on the consumer journey to purchase. The primary research conducted in the form of qualitative research through in-depth interviews brings insights into the current practices of selected representatives of Czech SME sector as well as the digital agencies on the matter of measuring the success of online marketing and the attribution modeling. Derived findings give a picture at what stage of development the measurement and attribution of PPC currently is in the Czech SME market.