The digital transformation of the banking industry: case of Caixa Geral de Depósitos

This project emerges from the evidence of failures in terms of the Digital Marketing strategy at Caixa Geral de Depósitos, and its ambition to achieve the leadership position in digitalization of banking services, while transforming it with a focus on digital inclusion, to boost sales and guarantee competitiveness in the open banking era. CGD has been evolving its digital offer, but it presents several areas with a lot of potential for evolution. This project aims to provide information and highlight the relevance of this topic, as well as defining an efficient digital marketing strategy and establish the most suitable methods for the company to improve its online presence. It was found that it will not be easy to expand Digital Marketing at CGD, has there are many barriers such as compliance and data protection regulations in the banking industry. The strong hierarchical structure, dispute of resources and priorities, need of alignment between several departments, archaic softwares, analytics limitations and lack of knowledge and autonomy, will definitely slow down all the processes. Despite of this process not being easy, there are many quick wins that can be implemented that will improve the company’s Digital Marketing drastically. Increasing traffic and engagement on the various touchpoints, both for potential customers and current customers, either through our own channels or paid channels; Optimizing the digital conversion ratio in the various acquisition journeys, through the optimization and customization of the conversion funnel; and maximizing the customer experience, end-to-end, from the landing page to the purchase decision.Este projeto surge na sequência da evidência de falhas ao nível da estratégia de Marketing Digital na Caixa Geral de Depósitos, e da sua ambição de alcançar a posição de liderança na digitalização de serviços bancários, focando na inclusão digital, para impulsionar vendas e garantir competitividade na era do open banking. A CGD tem vindo a evoluir a sua oferta digital, mas apresenta várias áreas com muito potencial de evolução. Este projeto pretende fornecer informação e realçar a relevância deste tema, bem como definir uma estratégia de Marketing Digital eficiente para determinar os métodos mais adequados para a empresa melhorar a sua presença online. Verificou-se que não será fácil expandir o Marketing Digital na CGD, visto que existem muitos entraves, como o compliance e as normas de proteção de dados no setor bancário. A forte estrutura hierárquica, disputa de recursos e prioridades, necessidade de alinhamento entre diversos departamentos, softwares arcaicos, limitações de analítica e falta de conhecimento e autonomia, certamente irão desacelerar todos os processos. Apesar deste processo não ser fácil, há muitos quick wins que irão melhorar drasticamente o Marketing Digital da empresa. Aumentar o tráfego e engagement nos vários pontos de contato - tanto para clientes potenciais como para clientes atuais, seja por meio de canais próprios como canais pagos; Otimizando a taxa de conversão digital - nas várias jornadas de aquisição, através da otimização e customização do funil de conversão; e maximizar a experiência do cliente, de ponta a ponta, desde a página de destino até a decisão de compra

Who\u27s Trending: #NBA vs #NHL

Many professional athletes across a wide variety of sport have obtained celebrity status and as a result, have become human brands much greater than themselves (Carlson and Donavan, 2013). Previous research analyzed specific cases, individual strategies, and consumer behaviors. However, this study has furthered new knowledge by obtaining a comprehensive description of the differing approaches set in place by the National Basketball Association and the National Hockey League with regard to branding of individual athletes on Twitter. The purpose of this study was to determine in which ways do different sport leagues contrast in how they brand athletes on Twitter. A cross-sectional design was employed to adequately collect data needed with a population that consisted of Twitter accounts of MLB and NBA teams. Six teams from both of leagues were sampled and obtained through stratified random sampling based on number of followers to accurately represent the greater population. Secondary quantitative data was collected and analyzed via an independent t-test. Overall, NBA accounts maintained a significantly higher degree of focus on individual athletes than the NHL on Twitter. Because of this, NBA teams maintain a greater connection between fans and players, communicate more information about players’ personal lives, and have taken advantage of their ability to become the new gatekeeper

Effectiveness of online marketing tools

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economic

Integrating WASH and nutrition in market-based interventions: principles and results from the field

This paper outlines principles for integrating market-based approaches for improving WASH and nutrition. It draws on iDE’s experience implementing such programs, and specifically highlights learnings from iDE Bangladesh’s program Profitable Opportunities for Food Security (PROOFS), implemented in partnership with ICCO Cooperation, BoP Inc., and Edukans. PROOFS leverages market forces to increase food security, nutrition, and water and sanitation for smallholder farmers and base-ofpyramid consumers. The program recently concluded a pilot in which Nutrition Sales Agents added a set of WASH products to their existing “basket” of nutrition-related goods. The paper highlights principles for leveraging markets to achieve outcomes in WASH and nutrition. Specific insights involve aligning sales cycles, managing different sales and distribution channels, and ensuring that product margins provide profit opportunity for businesses and sales agents. These principles are underscored by observations from the WASH-Nutrition pilot, the final results of which will be available for the WEDC Conference

A Roadmap to Reduce U.S. Food Waste by 20 Percent

The magnitude of the food waste problem is difficult to comprehend. The U.S. spends $218 billion a year -- 1.3% of GDP -- growing, processing, transporting, and disposing of food that is never eaten. The causes of food waste are diverse, ranging from crops that never get harvested, to food left on overfilled plates, to near-expired milk and stale bread. ReFED is a coalition of over 30 business, nonprofit, foundation, and government leaders committed to building a different future, where food waste prevention, recovery, and recycling are recognized as an untapped opportunity to create jobs, alleviate hunger, and protect the environment -- all while stimulating a new multi-billion dollar market opportunity. ReFED developed A Roadmap to Reduce U.S. Food Waste as a data-driven guide to collectively take action to reduce food waste at scale nationwide.This Roadmap report is a guide and a call to action for us to work together to solve this problem. Businesses can save money for themselves and their customers. Policymakers can unleash a new wave of local job creation. Foundations can take a major step in addressing environmental issues and hunger. And innovators across all sectors can launch new products, services, and business models. There will be no losers, only winners, as food finds its way to its highest and best use

A holistic view of marketing communication of accessories – A case study of Axis Communications

Background For a long time, Axis has mainly focused on network cameras. But lately Axis is turning its focus towards a different kind of approach, looking more at the customers and their needs, which has given end-to-end solutions and customer segments increased attention in different departments within Axis. A sustainable portion of Axis’ offering is its accessories, but this branch of products has never received any particular interest. This case study aims to deepen the knowledge on how Axis communicates accessories and find ways to improve it both internally and externally. Purpose The purpose of this research is to develop a framework that underlines the areas that high-technology companies can work with in order to improve their marketing communication of accessories. Method The project has been conducted as a case study in combination with explorative and problem-solving approaches for the different research questions. The case study is a qualitative study based on interviews with 18 different stakeholders with insight to the marketing communication and sales of accessories at Axis Communications. Conclusions Existing literature offers little guidance for high-technology companies who wishes to improve their marketing communication of accessories. This study shows that there are good reasons for companies to evaluate their work, and that is why a new framework has been proposed with the intention to work as an inspiration and guidance for the companies who want to improve their marketing communication of accessories. Furthermore, a call-to-action plan has been created for Axis, which contains concrete measures and improvement areas that has been identified on the basis of the framework during the study

Implementation of the Affordable Care Act in California: A Window of Opportunity for State Policy Makers

Outlines policy goals toward which the state can make significant gains under the 2010 healthcare reform law, including near-universal coverage, delivery system reform, simplifying insurance markets, and prevention and wellness. Considers challenges

Towards a User Privacy-Aware Mobile Gaming App Installation Prediction Model

Over the past decade, programmatic advertising has received a great deal of attention in the online advertising industry. A real-time bidding (RTB) system is rapidly becoming the most popular method to buy and sell online advertising impressions. Within the RTB system, demand-side platforms (DSP) aim to spend advertisers' campaign budgets efficiently while maximizing profit, seeking impressions that result in high user responses, such as clicks or installs. In the current study, we investigate the process of predicting a mobile gaming app installation from the point of view of a particular DSP, while paying attention to user privacy, and exploring the trade-off between privacy preservation and model performance. There are multiple levels of potential threats to user privacy, depending on the privacy leaks associated with the data-sharing process, such as data transformation or de-anonymization. To address these concerns, privacy-preserving techniques were proposed, such as cryptographic approaches, for training privacy-aware machine-learning models. However, the ability to train a mobile gaming app installation prediction model without using user-level data, can prevent these threats and protect the users' privacy, even though the model's ability to predict may be impaired. Additionally, current laws might force companies to declare that they are collecting data, and might even give the user the option to opt out of such data collection, which might threaten companies' business models in digital advertising, which are dependent on the collection and use of user-level data. We conclude that privacy-aware models might still preserve significant capabilities, enabling companies to make better decisions, dependent on the privacy-efficacy trade-off utility function of each case.Comment: 11 pages, 3 figure