Return to search

“Ingen Reklam Tack” Ett experiment kring relevansen i datadriven marknadsföring

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-38497
Date January 2019
CreatorsEnderborg, Andreas, Friman, William
PublisherSödertörns högskola, Institutionen för samhällsvetenskaper, Södertörns högskola, Institutionen för samhällsvetenskaper
Source SetsDiVA Archive at Upsalla University
LanguageSwedish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

Page generated in 0.0019 seconds