Background: As personalization has become a common CRM strategy for companies to create valuable relationships with customers, users are receiving an increased amount of personalized communication, further research is needed on the influence of content personalization in specific channels, to improve customer engagement.  Purpose: This paper seeks to analyse the influence of eCRM content personalization strategies on the consumer engagement performance of email marketing campaigns building upon existing knowledge about the benefits and opportunities of personalization strategies.  Method: The selected method is quantitative, using A/B testing, based on the comparison of different variations on two identical segments where the only differentiated element is the one being evaluated. Two controlled experiments evaluating subject line and image personalization are performed evaluating four metric of email marketing performance: open rate, click-through rate, conversion rate and unsubscribe rate.  Conclusion: The results of the two controlled experiments performed for this research, subject line personalization and image personalization, complement past literature on content personalization strategies (Bertrand et al., 2010; Carlota Rocha et al., 2023; Munz et al., 2020; Sahni et al., 2018) by demonstrating the statistically significant positive influence of content personalization on email marketing performance and reinforcing the importance of familiarity with the brand or product on reducing the probability of bad outcomes.

Deal Organizer is a web-based application that scans multiple websites for online bargains. It allows users to specify their preferences in order for them to receive notifications based on personalized content. The application obtains deals from other websites through data extraction techniques that include reading RSS feeds and web scraping. In order to better facilitate content personalization, the application tracks the user's activity by recording clicks on both links to deals and rating buttons, e.g., the Facebook like button. Due to the dynamic nature of the source websites offering these deals and the ever-evolving web technologies available to software developers, the Deal Organizer application was designed to implement an interface-based design using the Spring Framework. This yielded to an extensible, pluggable and flexible system that accommodates maintenance and future work gracefully. The application's performance was evaluated by executing resource-intensive tests on a constrained environment. Results show the application responded positively. / text

Marketing is one of the industries most impacted by the rapid development of AI and its applications. This study, in particular, illuminates the significant field of content personalization, which is a highly successful marketing strategy. In a world where content personalization is increasingly implemented by e-commerce websites, movie platforms, music platforms, and even news websites, the practice of collecting personal information for content personalization has raised concerns among consumers, leading many to reject such practices. Individuals' beliefs and cultural characteristics play a significant role in their attitudes toward content personalization. Therefore, this study aims to explore the drivers that would lead someone to share their personal information for content personalization. However, rather than just examining this trade-off, the study seeks to gain a deeper understanding of the issue by exploring how these drivers are related to individual cultural characteristics. To explore consumers' opinions and the drivers that would motivate someone to share their personal information for content personalization, interviews were conducted with individuals from Northern Europe and Greece, who have different cultural characteristics. By examining the topic through personal experiences and perspectives, the study revealed that certain drivers are considered regardless of culture, while others are culturally specific, thus creating specific patterns for how individuals of different cultures think. This information can guide marketers, policymakers, and professionals in the field to align their practices with the diverse cultural characteristics of individuals.

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2016-06-13T13:27:34Z No. of bitstreams: 1 Thiago Silva de Souza_.pdf: 4022356 bytes, checksum: a1501abc241ec37282c058d610c0508e (MD5) / Made available in DSpace on 2016-06-13T13:27:34Z (GMT). No. of bitstreams: 1 Thiago Silva de Souza_.pdf: 4022356 bytes, checksum: a1501abc241ec37282c058d610c0508e (MD5) Previous issue date: 2016-03-21 / Nenhuma / O modo como as pessoas fazem turismo mudou consideravelmente nas últimas décadas. Essas mudanças de comportamento foram influenciadas, entre outros, por fatores tecnológicos, pois os turistas agora possuem diversas ferramentas de apoio desde o momento em que se pensa em fazer turismo, durante o turismo propriamente dito, e até mesmo após ele. Com isso, espera-se muito mais dessas ferramentas de apoio no quesito utilidade, confiabilidade e qualidade no serviço prestado. Muitos estudos têm sido conduzidos nesse sentido, diversos avanços já foram alcançados e atualmente já existem ferramentas que atendem várias demandas atuais dos turistas em seus itinerários. No entanto, a maioria delas não levam em consideração alguns aspectos importantes para que o turista seja realmente auxiliado, como por exemplo, encontrar informações turísticas sobre cidades consideradas de pequeno porte ou distantes de locais turísticos expressivos. O que muito se nota nessas ferramentas atuais, até mesmo nas de cunho comercial, é que somente são contempladas as cidades de grande porte, de alto fluxo de turistas. As demais cidades, que também possuem seus atrativos turísticos, são deixadas de lado. Outra característica comum nas ferramentas atuais é que os guias são gerados previamente e são entregues muitos dados estáticos aos turistas. No modelo de arquitetura desenvolvido neste trabalho, a coleta por informações turísticas acontece de maneira dinâmica, realizando buscas de conteúdo na web em diversas bases de conhecimento abertas e que estão em constante atualização. A partir daí essas informações são organizadas e armazenadas em ontologia, e por fim, entregues ao turista, baseadas em princípios de computação ubíqua. Essa capacidade de realizar buscas na web faz com que um número maior de cidades possa ser encontrado e se consiga chegar a um bom nível de satisfação do turista no uso da ferramenta, bem como eleva a percepção do grau de utilidade da arquitetura proposta. Portanto, o objetivo deste trabalho é desenvolver um modelo de arquitetura de sistema para o turismo ubíquo, baseado em dispositivos móveis, chamado de Ataîru, que na língua indígena Tupi-Guarani significa “companheiro de viagem”. O modelo considera dados sobre a localização e perfil do turista, bem como sobre dados climáticos, data e hora do local pesquisado, para prover respostas personalizadas aos turistas. Para avaliar o modelo proposto, foram utilizadas três técnicas pertinentes, a saber: avaliação por cenários, avaliação de desempenho e avaliação de usabilidade. Na avaliação de desempenho mostrou-se a viabilidade do modelo através de testes feitos no ambiente de nuvem computacional. Na avaliação de usabilidade foram convidados voluntários para usarem o aplicativo móvel cliente Ataîru, onde o objetivo foi avaliar a (1º) percepção de facilidade de uso e (2º) percepção de utilidade do aplicativo, e a (3º) percepção de utilidade das informações apresentadas, alcançando percentuais de concordância total de 72,5%, 82,5% e 67,5%, respectivamente e de concordância parcial de 27,5%, 15% e 30%, respectivamente. Isso mostra que o modelo supre a necessidade dos turistas de informações turísticas de cidades consideradas pequenas ou distantes de locais turísticos expressivos, tanto no aspecto quantitativo quanto qualitativo. / The way people do tourism has changed considerably in recent decades. These behavioral changes were influenced, among others, by technological factors, because tourists now have several tools to support from the moment in which it thinks about doing tourism, during the tour itself, and even after it. Thus, it is expected more of these support tools in the category utility, reliability and quality of service provided. Many studies have been conducted in this direction, several advances have been achieved and currently there are already several tools that meet current demands of tourists in their itineraries. However, most of them do not take into account some important aspects for the tourist really be helped, for example, find tourist information about cities considered small or far from significant tourist sites. What very noticeable in these current tools, even in commercial nature, is that only the large cities are contemplated, high flow of tourists. The other cities, which also have their tourist attractions, are set aside. Another common feature in today's tools is that the guides are pre-generated and delivered many static data to tourists. In architectural model developed in this work, the collection of tourist information happens dynamically, making content web searches in several open knowledge bases and are constantly updated. From there the information is organized and stored in ontology, and finally delivered to the tourist, based on principles of ubiquitous computing. This ability to search the web makes a larger number of cities can be found and can reach a good level of tourist satisfaction in using the tool as well as increases the perception of the degree of usefulness of the proposed architecture. Therefore, the objective of this work is to develop a system architecture model for the ubiquitous tourism, based mobile devices, called Ataîru, which in the indigenous language Tupi-Guarani means "traveling companion". The model takes into account data on the location and tourist profile, as well as weather data, date and time of the searched location, to provide personalized answers to tourists. To evaluate the proposed model, we used three techniques relevant, namely: evaluation of scenarios, performance evaluation and evaluation of usability. In performance evaluation proved the viability of the model by testing done in the cloud computing environment. In evaluating usability volunteered invited to use the mobile client application Ataîru, where the objective was to evaluate (1) perceived ease of use and (2) application utility perception, and (3) perceived usefulness of the information presented, increasing percentage of total concordance of 72.5%, 82.5% and 67.5%, respectively, and partial concordance 27.5%, 15% and 30%, respectively. This shows that the model supplies the need of tourist of tourist information about cities considered small or far from significant tourist sites, both in quantitative and qualitative aspect.

In my dissertation, I try to clarify the personalization of content based on the input data. Thesis deals with relatively new area of direct marketing in personalised documents delivered to end-beneficiaries through various channels, which features a classic print and e-mail. It also highlighted the importance of evaluating and analyzing the data recipient and based on feedback to modify future communications. The aim is to describe the development of application software for managing customer communication and demonstrate its effect.

Made available in DSpace on 2015-05-14T12:36:29Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 2909809 bytes, checksum: 27b0cc11fa58c3080c9bf2558be74b71 (MD5) Previous issue date: 2011-08-22 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Due to particular interactivy mode performed by TV services, engines are requeried that allow to retrieve informations beyond those provided directly. In this sense, context-aware applications use relevant informations to provide support in tasks execution. To develop these kind of applications presents challenges in context capture from heterogeneous sources, as sensors; by representation more adjusted to perform context-aware behavior; and to enable infer knowledges. This dissertation proposes an approach for content personalization of Interactive TV Applications by context handling. To this end, a context modelling was achieved to describe the user information and sports content information semantic in an integrated way and services were developed whose features provides support to context usage. / Graças ao modo peculiar de interatividade realizada por aplicativos na TV, são necessários mecanismos que possibilitem recuperar informações além daquelas fornecidas diretamente. Neste sentido, aplicações sensíveis ao contexto utilizam informações consideradas relevantes para fornecer suporte à realização de tarefas. Desenvolver aplicações desta natureza apresenta desafios quanto a captura de dados a partir de diferentes fontes, tais como sensores; quanto a representação mais adequada para realizar comportamento sensível ao contexto; e capacitar a inferência de conhecimentos. Este trabalho propõe uma abordagem para personalização do conteúdo de aplicações de TV Digital Interativa através da manipulação de informações de contexto. Para tanto, foi realizada a especificação de um modelo contextual que descreve semântica de informações do usuário e de conteúdo esportivo de maneira integrada, e foram desenvolvidos serviços cujas funcionalidades oferecem suporte ao uso de contexto.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Ubiquitous computing is known as the third wave of computing, which aims at making computational devices become more permeated to the users lives. It has helped people to perform their daily activities in many areas of expertise, especially in the educational domain where it assists instructors and students during their academic duties, achieving knowledge anywhere and anytime, making use of unobtrusive ways of reaching the desired content. Multimedia capture and context-awareness are two relevant subjects in ubiquitous computing research. While the former results in large amounts of digital media (e.g., video, audio, slides, text comments) being automatically produced, the latter oers the proper means to integrate and access such content. By merging the two concepts, users may benet from tools that allow them to retrieve, view and interact with the captured media artifacts. Thus, this work presents a communication model based on peer-to-peer networks, used for transferring and replicating the captured content. Furthermore, a contextual access architecture is presented for personalization and recommendation of interactive multimedia content captured in an instrumented educational environment. This architecture takes into account context information, user preferences and presentation constraints in order to personalize the access experience, tailoring it to users\' needs. As a case study, the proposals were implemented in Classroom eXperience, which is a ubiquitous computing platform for multimedia capturing designed to automatically record lectures and make them available to students. / Computação ubíqua é conhecida como a terceira onda da computação, a qual visa tornar os dispositivos computacionais mais integrados à vida das pessoas. Ela tem ajudado as pessoas a realizarem suas atividades diárias em diferentes domínios, especialmente no domínio educacional, onde auxilia instrutores e alunos durante as suas atividades acadê- micas obtendo conhecimento em qualquer lugar e a qualquer momento, fazendo uso de formas não intrusivas para recuperar o conteúdo desejado. Captura e acesso multimídia e ciência de contexto são dois importantes temas em pesquisas de computação ubíqua. Enquanto o primeiro produz automaticamente um grande volume de mídias digitais (ex., vídeo, áudio, slides, comentários de texto), o segundo oferece meios adequados para integrar e acessar tal conteúdo. Ao fundir os dois conceitos, os usuários podem se beneciar de ferramentas que lhes permitam recuperar, visualizar e interagir com os artefatos de mídia capturados. Assim, este trabalho apresenta um modelo de comunicação baseado em redes peer-to-peer, utilizado para transferência e replicação do conteúdo capturado. Além disso, uma arquitetura de acesso contextual é apresentada para personalização e recomendação de conteúdo multimídia interativo capturado em ambientes educacionais instrumentados. Essa arquitetura utiliza uma abordagem que considera informações de contexto, preferências do usuário e restrições de apresentação a m de personalizar a experiência de acesso, adequando-a às necessidades dos usuários. Como estudo de caso, as propostas foram implementadas no Classroom eXperience, que é uma plataforma de computação ubíqua para captura multimídia concebida para gravar automaticamente as aulas ministradas e disponibilizá-las posteriormente aos alunos. / Mestre em Ciência da Computação