This thesis deals with the issue of paid search ads. Search ads are explained in the context of the development of the Internet and search engines, the functioning of search engines and advertising systems in the Czech environment. The aim of this thesis is a practical demonstration of the creation of classic and product campaigns. Campaigns are created for specific e-commerce in advertising systems Google AdWords and Sklik. Subsequently they are processed and it is compiled a set of generally applicable rules for the proper and efficient creation of search campaigns. To verify broader use results is used qualitative methods of expert interview with an expert in PPC.

Submitted by Cristiana Ramos Barboza Cuencas (cristiana.cuencas@fgv.br) on 2014-04-14T17:51:09Z No. of bitstreams: 1 1199000906.pdf: 47024694 bytes, checksum: bafc34162525691e90d610129c811968 (MD5) / Approved for entry into archive by PAMELA BELTRAN TONSA (pamela.tonsa@fgv.br) on 2014-04-14T17:52:27Z (GMT) No. of bitstreams: 1 1199000906.pdf: 47024694 bytes, checksum: bafc34162525691e90d610129c811968 (MD5) / Made available in DSpace on 2014-04-14T18:21:44Z (GMT). No. of bitstreams: 1 1199000906.pdf: 47024694 bytes, checksum: bafc34162525691e90d610129c811968 (MD5) Previous issue date: 1990 / E tão emocionante, envolvente e complexo o mundo da propaganda que, sempre que embarcamos nessa viagem, a impressão é de que entramos no mundo da aventura. Tudo isso porque a propaganda, em última instância, trata da comunicação humana e dos inúmeros fatores que interferem no seu processo. O meu trabalho, portanto, iniciou-se pela consulta bibliográfica a outros aventureiros mais experientes que sondaram a influência da propaganda como força de persuasão nessa ligação efervescente com os consumidores, bem como a outros estudiosos que verificaram o impacto da propaganda sobre o consumo para algumas classes de bens. Quinze países foram sondados e trouxeram interessantes contribuições teóricas, como, por exemplo, a que revela que a mídia eletrônica não encanta a todos universalmente. É ver para crer. Feita essa viagem, resolvi partir em direção a uma pesquisa que explicasse um pouco da influência da economia sobre esse comportamento de consumo. A propaganda acompanha o crescimento da economia? Em que setores? Novas descobertas interessantes surgiram. Já o terceiro estudo, afunilando a experiência, leva-nos a buscar que indicadores provam a relação desencadeadora da propaganda em relação aos preços. Existem indicadores? São visíveis? Em que setores de atividade a sensibilidade ao preço e maior do que à propaganda? Descobriram-se fatos e dados instigantes. Por fim, no quarto estudo, procurou-se avaliar quais os possíveis efeitos de uma mídia alternativa, como a veiculação de mensagens especiais no ponto de venda, que poderão, no futuro, servir como fator decisivo para alavancar vendas adicionais para os produtos assim anunciados. Mais do que um conjunto de análises estatísticas e experimentos, através desta dissertação busca-se identificar tendências e evidências que sirvam de base para futuros estudos que possam comprovar a eficácia de cada elemento do conjunto de marketing, descobrindo-se um amplo espectro de buscas, que apenas começa a revelar-se.

Made available in DSpace on 2010-04-20T20:15:00Z (GMT). No. of bitstreams: 0 Previous issue date: 2002-05-08T00:00:00Z / O presente trabalho estuda o arcabouço teórico dos diferentes indicadores de criação de valor para os acionistas e avalia a relevância e eficácia dessas métricas como reais indicadores de geração de valor. Foram escolhidas para este trabalho cinco medidas de geração de valor que englobam métodos tradicionais e métodos modernos de avaliação: RR (Retorno Residual), RRA (Retomo Residual Ajustado), ROE (Return on Equity), ROI (Return on Investment) e LAJIDA (Lucro antes de Juros, Impostos, Depreciação e Amortização ou EBITDA). A geração de valor para o acionista foi quantificada pela variável RT (Retorno Total) definida como sendo a variação do preço da ação mais seu fluxo de dividendos. O poder de previsão é analisado através de medidas estatísticas, que visam avaliar o conteúdo informacional das medidas de criação de valor em termos absolutos, relativos e incrementais, seguindo metodologia utilizada por BIDDLE, BOWEN & W ALLACE (1997) e CHEN & DODD (1997,1998) para o mercado de capitais norte-americano. Para tanto, são realizadas análises de correlação e diversas regressões: lineares, múltiplas e forward regressions. Diversas análises de sensibilidade também são desenvolvidas, incluindo variações no cálculo do custo de capital, retirada de outliers, defasagens temporais, ajuste da variável dependente pelo índice de mercado e análise de subgrupos anuais e qüinqüenais. A amostra foi composta por 88 empresas com ações negociadas na Bovespa, examinadas ao longo de 10 anos, de janeiro de 1990 a dezembro de 1999, gerando uma matriz com aproximadamente 880 observações. Os resultados apresentam baixas correlações entre os indicadores de valor e o retorno total das ações, sendo que as diversas regressões efetuadas geram R2 reduzidos, como os resultados apresentados nos trabalhos utilizados como referência. Nas regressões lineares o LAJIDA apresenta-se como o melhor indicador e nas regressões múltiplas otimiza-se a explicação do RT ao utilizar ROI, LAJIDA e RRA em conjunto. Conclui-se que o mercado de capitais parece não utilizar de forma imperativa os indicadores de valor como ferramenta de previsão, possivelmente, porque eles mostram a realidade passada, enquanto o mercado busca explicações nas expectativas futuras. Mesmo assim, esses indicadores de valor são importantes, como ferramenta de gestão, para direcionar as atitudes dos administradores das companhias na linha da criação de valor para os acionistas. / The present study examines the theoretical background of different methods for evaluating value generation for shareholders, and also evaluates the relevance and effectiveness of those metrics as real drivers of value generation. Five performance evaluation metrics were chosen for this study: Residual Income, Adjusted Residual Income, ROE, ROI and EBIDT A. Those performance measures were analyzed as independent variables explaining the creation of value for shareholders, measured as Total Shareholder Retum, TSR, defined as change in stock price plus dividends. The analysis is performed using different testing procedures for a sample of 88 Brazilian companies, along a ten year period, from January 1990 until December 1999. The statistical procedures were based on studies performed by B IDDLE, BOWEN & W ALLACE ( 1997) and CHEN & DODD ( 1997, 1998) for the American capital market. The empírical analyses were based on correlation tests and linear and multiple regressions for the pooled intertemporal sample of 880 firm-years. Numerous sensitivity analyes were also performed, including evaluation of cross sectional groups, withdrawing :of outliers, changes in the methodologies for the calculation of the cost of capital and information lags. The results show low correlation between the five metrics studied and the TSR. The regressions presented low values for R2 , not far from the results found in the studies used as reference. The EBITDA was the best indicator found in the linear regression analyses and for the multiple analyses the use of ROI, EBITDA and Adjusted Residual Income together provided the best information content. The capital markets does not seem to use the value creation metrics as prevision tools, possibly because they evaluate the past performance while the market is based on expectations for future returns. Nevertheless, those performance measures are of great value as managing tools in order to set goals, define bonus packages, and align the objectives of management team and shareholders.

abstract: Cardiovascular disease (CVD) is the leading cause of mortality yet largely preventable, but the key to prevention is to identify at-risk individuals before adverse events. For predicting individual CVD risk, carotid intima-media thickness (CIMT), a noninvasive ultrasound method, has proven to be valuable, offering several advantages over CT coronary artery calcium score. However, each CIMT examination includes several ultrasound videos, and interpreting each of these CIMT videos involves three operations: (1) select three enddiastolic ultrasound frames (EUF) in the video, (2) localize a region of interest (ROI) in each selected frame, and (3) trace the lumen-intima interface and the media-adventitia interface in each ROI to measure CIMT. These operations are tedious, laborious, and time consuming, a serious limitation that hinders the widespread utilization of CIMT in clinical practice. To overcome this limitation, this paper presents a new system to automate CIMT video interpretation. Our extensive experiments demonstrate that the suggested system significantly outperforms the state-of-the-art methods. The superior performance is attributable to our unified framework based on convolutional neural networks (CNNs) coupled with our informative image representation and effective post-processing of the CNN outputs, which are uniquely designed for each of the above three operations. / Dissertation/Thesis / Masters Thesis Computer Science 2016

abstract: This study examines the 3 key questions of media budget allocation, to find our a better invest model. Including spending share of traditional media and digital media, program selection strategy and duration mix optimization to analyse the trend of sample A (a global cosmetic brand) . Based on every test media campaign, we do research of media performance and sales volumn, add youth consumer behavior result, to develop a media investment ROI model for this brand. Create the evaluation system according to past big data and find the learnings of different length TVC usage. Of course all relavant findings and implications will be summarized after every section. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2018

Contribui na atribuição de valor ao exercício profissional e acadêmico da Ciência da Comunicação, enquanto elemento constitutivo do caráter institucional de organizações de grande porte com fins lucrativos. Objetivo: Buscar mais informações sobre a estrutura organizacional, os métodos de mensuração do retorno dos investimentos e a avaliação destes processos pelos profissionais da área e pelos seus controladores, na Petrobras S. A., na Basf S. A. e na Bayer S. A. Divisão Cropscience. Método: Estudo de casos com relato da estrutura organizacional, das metodologias adotadas e entrevistas semi-estruturadas dos principais envolvidos nos processos de patrocínios culturais, comunicação corporativa e comunicação interna, respectivamente. Resultados: Constata-se a aceleração na adoção destas metodologias, o interesse crescente sobre o planejamento e controle dos investimentos na área, bem como o início de um processo de sua inclusão na apropriação contábil gerencial e nos relatórios de desempenho econômico e de evolução patrimonial destas organizações. / A contribution to allocate value to professional and academic work in Communication Science, as part of large companies´ corporate nature. Objective: Finding more information on organizational structure, methods of measuring the return on investments and evaluation of these processes by professionals of communication and their controllers, at Petrobras S.A., Basf S.A. and Bayer S.A. - Cropscience Division. Method: Case studies with organizational structure, report of the methodologies adopted in cultural sponsorship, corporate communication and internal communication areas and their professionals´ points of view collected in semi-structured interviews. Results: It is verified an acceleration in the adoption of these methodologies, a growing interest on planning and controlling investments in the Communication area, as well as and a starting process which includes results on investment in ownership accounting management and in reports on economical development and equity performance of these organizations.

Syfte med detta arbete är att undersöka huruvida avkastningsberäkning för en datalagerinvestering bör göras, hur det kan göras och om det görs. Vidare avses att undersöka om generella kalkylmetoder kan användas av företag, oavsett storlek, som avser att starta datalagerinvesteringsprojekt. Datalagerteknologin har ännu en hög utvecklingstakt och detta medför ofta höga utvecklingskostnader i samband med investeringar inom datalager. Undersökningen baseras på en kombinerad dokumentstudie och enkätundersökning. Dokumentstudien belyser den problematik vilken förknippas med problemområdet. Enkätundersökningen fokuseras mot olika större organisationer såsom banker, post och dagligvaruhandeln, vilka idag använder sig av datalager. De tillfrågas om huruvida avkastningsberäkning görs i deras organisation och, i så fall, hur den utförs. Analysen och resultatet tyder på att problemområdet inte har en enkel lösning och att någon typ av avkastningsberäkning bör användas. Svårigheterna ligger i att värdera de potentiella fördelar som ett datalager kan generera.

No description available.

Le lot de scarabées présenté dans ce travail appartient à l’ancienne collection d’antiquités du roi Farouk (1920-1965). La collection fut confisquée après les événements de 1952. Certains de ces objets, dont les scarabées ici étudiés, furent déposés dans une banque, avec les bijoux de la famille royale. Ils gagnèrent les réserves du musée égyptien du Caire en 1969. Ils sont aujourd'hui conservés dans deux grandes boîtes scellées. Dans ces dernières furent triés 1800 sceaux pharaoniques, dont la majorité était des scarabées. De ce premier lot, une première sélection de 350 objets fut effectuée, de celle-ci une deuxième de 298, à partir de laquelle furent extraits les 114 scarabées étudiés ici.Ces scarabées avaient été achetés sur des critères probablement esthétiques ou parce que dans certains cas ces scarabées sont des curiosités. On ne connaît la provenance d’aucun : ils sont, par conséquent, décontextualisés, sur un plan archéologique. On ne possède, en outre, aucun renseignement sur le lieu d'origine ni même sur l'endroit où ils ont été achetés. On ne peut donc reconstituer le parcours qu'ils ont effectué. Chacun a donc été étudié comme un unicum dans la mesure où on ne pouvait les replacer dans un contexte archéologique.Le principal critère retenu pour mener cette analyse est la lisibilité des hiéroglyphes de la face et la qualité de réalisation du scarabée. Ce choix arrêté, les scarabées ont été examinés dans le détail, mesurés, photographiés et un fac-similé de la face réalisé pour chacun d'eux. D’autres critères ont été également retenus comme la typologie du dos.Le plus ancien de ces scarabées est au nom du roi Chéops de la IVe dynastie, le plus récent date de la XXVIe dynastie. Les autres ne se distribuent pas de manière harmonieuse entre les différentes périodes. Le Nouvel Empire est surreprésenté. Vient ensuite le Moyen Empire et quelques rares scarabées se répartissent entre l'Ancien Empire et l'époque tardive.Les objets ont été classés en plusieurs groupes: les scarabées avec noms de rois avec « parallèles » attestés (A), les scarabées avec noms de rois sans « parallèles » attestés (B), les scarabées avec noms de reines ou de membres de la famille royale avec « parallèles » attestés (C), les scarabées avec noms de reines ou de membres de la famille royale sans « parallèles » attestés (D), les scarabées avec noms de particuliers avec « parallèles » attestés (E), les scarabées avec noms de particuliers sans « parallèles » attestés (F), les scarabées autres avec « parallèles » attestés (G), et les scarabées autres sans « parallèles » attestés (H). Enfin, un commentaire a été effectué. / The lot of scarab beetles presented in this work belongs to the former collection of Antiquities of King Farouk (1920-1965). The collection was confiscated after the events of 1952. Some of these objects, including the scarab beetles studied here, were deposited in a bank with the jewels of the royal family. They were deposited in the archives of the Cairo Egyptian Museum in 1969. Today they are kept in two large sealed boxes. One box contains 1800 pharaonic seals, most of which were scarab beetles. Of this lot, a first selection of 350 objects was made that was then narrowed down to 298 objects, from which the 114 sacarab beetles studied here were extracted.These scarab beetles were probably purchased on aesthetic criteria or because, in some cases, they were curiosities. We do not know the origin of any: they are, therefore, decontextualized, from an archaeological plan. There is no information available on the place of origin or even about where they were purchased, so it is not possible to reconstruct their history. Each has been studied as a unicum since we could not place any of them in an archaeological context.The main criterion used to conduct this analysis was the readability of the hieroglyphs on the face and the quality of implementation (or execution) of the beetle. The choice was made after the scarab beetles were examined in detail, measured, photographed and a facsimile of the face made for each of them. Other selection criteria were applied like the typology of the back.The oldest of these scarab beetles dates from the time of King Khufu of the Fourth Dynasty; the most recent of them dates to the XXVI Dynasty. The others are distributed unequally among different periods. The New Kingdom is over-represented. Then comes the Middle Kingdom. A few scarab beetles are divided between the Old Kingdom and the Late Period.The objects were classified into several groups: scarab beetles with names of kings with "parallels" attested (A), scarab beetles with kings names without "parallels" attested (B), scarab beetles with names of queens or members royal family with "parallels" attested (C), scarab beetles with names of queens or members of the royal family without "parallels" attested (D), scarab beetles with individual names with "parallels" attested (E), scarab beetles with specific names without "parallels" attested (F), scarab beetles with other "parallels" attested (G), and scarab beetles with other "parallels" attested (H). Finally, a comment was made.

In this era of the Internet of Things and Big Data, a proliferation of connected devices continuously produce massive amounts of fast evolving streaming data. There is a need to study the relationships in such streams for analytic applications, such as network intrusion detection, fraud detection and financial forecasting, amongst other. In this setting, it is crucial to create data mining algorithms that are able to seamlessly adapt to temporal changes in data characteristics that occur in data streams. These changes are called concept drifts. The resultant models produced by such algorithms should not only be highly accurate and be able to swiftly adapt to changes. Rather, the data mining techniques should also be fast, scalable, and efficient in terms of resource allocation. It then becomes important to consider issues such as storage space needs and memory utilization. This is especially relevant when we aim to build personalized, near-instant models in a Big Data setting. This research work focuses on mining in a data stream with concept drift, using an online bagging method, with consideration to the memory utilization. Our aim is to take an adaptive approach to resource allocation during the mining process. Specifically, we consider metalearning, where the models of multiple classifiers are combined into an ensemble, has been very successful when building accurate models against data streams. However, little work has been done to explore the interplay between accuracy, efficiency and utility. This research focuses on this issue. We introduce an adaptive metalearning algorithm that takes advantage of the memory utilization cost of concept drift, in order to vary the ensemble size during the data mining process. We aim to minimize the memory usage, while maintaining highly accurate models with a high utility. We evaluated our method against a number of benchmarking datasets and compare our results against the state-of-the art. Return on Investment (ROI) was used to evaluate the gain in performance in terms of accuracy, in contrast to the time and memory invested. We aimed to achieve high ROI without compromising on the accuracy of the result. Our experimental results indicate that we achieved this goal.