The study investigates whether it is possible to drive sales-oriented marketing for B2C companies in social media through data-driven marketing, and thus increasing the relevance of the ads. The study has had an experimental approach where hypotheses are tested from a company towards a target group of just over 480 000 people in the Småland region. Two separate marketing campaigns were run on Facebook and Instagram where the fundamental difference between the two was the strategic arrangement. The experimental design included a campaign, containing three separate ads, where strategy and target group segmentation were based on the "The purchasing funnel" model. The result of the campaign, as part of the study's experiments, was then compared against the campaign run without strategy or audience segmentation. This showed a final result just over 20 times better than the previous campaign and a ROAS (return of ad spent) of 25.

Submitted by Angela Maria de Oliveira (amolivei@uepg.br) on 2017-11-09T10:26:51Z No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) Dissertação Rhuan Scomacao.pdf: 1625156 bytes, checksum: 1f46cb17bb09abc9bd7cc86048711801 (MD5) / Made available in DSpace on 2017-11-09T10:26:51Z (GMT). No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) Dissertação Rhuan Scomacao.pdf: 1625156 bytes, checksum: 1f46cb17bb09abc9bd7cc86048711801 (MD5) Previous issue date: 2017-09-29 / Este trabalho tem como objetivo analisar três obras do escritor estadunidense Howard Phillips Lovecraft, a partir do efeito do horror cósmico no leitor. As narrativas foram escolhidas segundo o grau de influência nos leitores e na forma de percepção do elemento cósmico em seus enredos. Para isso, tanto “O Chamado de Cthulhu” (1926), como “Nas Montanhas da Loucura” (1931) e “A Sombra Vinda do Tempo” (1935) apresentam características que retratam o horror cósmico em diversas escalas de percepção, partindo da suposição do efeito cósmico pelos narradores, até alcançar o contato físico e intelectual entre os narradores e os seres fantásticos. Quanto à análise, utilizamos das teorias sobre a narrativa fantástica e sobre a relação dela com a realidade do leitor. David Roas (2014), com seu livro A ameaça do fantástico, constitui a maior parte do arcabouço teórico, em específico a sua tese sobre a desestabilização do real provocada pela obra fantástica. Por sua vez, Sunand Tryambak Joshi (1990; 2001; 2010) apresenta uma fortuna crítica sobre Lovecraft e sua obra que não só possibilita uma imersão profunda na estética do escritor, como também auxilia na construção dos caminhos teóricos escolhidos para essa dissertação. Por fim, o trabalho discute o horror cósmico no diálogo com o leitor, analisando como o efeito cósmico é recebido, além de elencar os elementos de cada narrativa que nos levam a acreditar que o medo cósmico, tão empregado por Lovecraft em suas narrativas, é uma das heranças mais prodigiosas de seus discursos para a narrativa fantástica. / This work has the goal to analyze three literary works by the American writer Howard Phillips Lovecraft, starting from the effect of the cosmic horror on the reader. The narratives have been chosen based on the level of influence they have upon the readers and on the form of the perception of the cosmic element on their plots. Therefore, “The Call of Cthulhu” (1926), as well as “At the Mountains of Madness” (1931) and “The Shadow Out of Time” (1935) present characteristics that portray the cosmic horror on many scales of perception, beginning from the supposition of the cosmic effect by the narrators until reach the physical and intellectual contact between the narrators and the fantastic beings. Regarding the analysis, we used the theories about the fantastic narrative and its relationship with the reader’s reality. David Roas (2014), with his book “A ameaça do fantástico”, built most of the theoretical framework, specifically his thesis about the destabilization of the reality caused by the fantastic work. On the other hand, Sunand Tryambak Joshi (1990; 2001; 2010) presents a critical fortune about Lovecraft and his work tha not only allows a deep immerdion on the writer’s aesthetics, but also helps to build the theoretical paths chosen to this dissertation. Finally, the work discusses the cosmic horror on the dialogue with the reader, analyzing how the cosmic effect is received, in addition to list the elements of each narrative that lead us to believe that the cosmic fear, largely used on Lovecraft’s narratives, is one of the most prodigious inheritances of his speeches to the fantastic narratives.

AbstraktSyfte: Syftet med studien var att analysera hur företag kan förbättra förståelsen för denekonomiska lönsamheten i sina marknadsföringsaktiviteter, detta genom att undersöka hurföretag idag arbetar med att följa upp den lönsamheten av digital marknadsföring samtvilken förbättringspotential företag upplever att det finns kring sätten de arbetar på. Metod: En kvalitativ metod har genomförts i denna studie där fyra intervjuer hargenomförts med tre respondenter som arbetar med att utvärdera lönsamhet av digitalmarknadsföring. Den insamlade empirin har sedan jämförts med nuvarande teorier för attförsöka förbättra förståelsen för ämnet. Resultat: Företag använder idag främst ROAS för att mäta lönsamheten avmarknadsföring och att den data som utgör grunden för utvärderingen kommer ochbearbetas av Google och Metas AI modeller. Däremot behandlas dessa olika av företag,vilket har visat sig motsvara deras erfarenhet och expertis inom området. De mest väsentliga aspekter som uppmärksammades var förbättringen och utnyttjandet avAI och dataanalysverktyg då den är kärnan i att utvärdera lönsamheten avmarknadsföringsaktiviteterna. Respondenterna är övertygade om att AI kommer utgöra enallt större del av arbetet med att utvärdera lönsamheten med digital marknadsföring därförmågan att förstå och hantera dessa AI modeller kommer att vara viktigt för företag iframtiden.Slutsats: Studien beskriver hur företag arbetar i praktiken och bidrar till nuvarande teoriergenom att visa på områden som bekräftar och säger emot tidigare forskning. Till exempelhar studien bekräftat problemet med att kunden inte delar med sig av information på nätet,vilket styrks av litteraturen. Medan det också visat sig att företagen i studien endast harutvärderat lönsamhetsmåttet ROAS, vilket säger emot tidigare forskning. / Purpose: The purpose of the study was to analyze how companies can improve theirunderstanding of the economic profitability of their marketing activities by examining howcompanies currently work to follow up on the profitability of digital marketing, as well asthe potential for improvement that companies perceive in the ways they work. Method: A qualitative method has been employed in this study, where four interviewshave been conducted with three respondents who work on evaluating the profitability ofdigital marketing. The collected empirical data has then been compared with currenttheories in order to enhance understanding of the subject. Results: Companies today primarily use ROAS (Return on Advertising Spend) to measurethe profitability of marketing, and the data that forms the basis for evaluation is providedand processed by Google and Meta's AI models. However, these are treated differently bycompanies, which has been found to correspond to their experience and expertise in thefield. The most significant aspects that were highlighted were the improvement and utilization ofAI and data analysis tools, as they are at the core of evaluating the profitability ofmarketing activities. The respondents are convinced that AI will play an increasinglyimportant role in evaluating the profitability of digital marketing, where the ability tounderstand and manage these AI models will be crucial for companies in the future.