4,143 research outputs found

    Persona based marketing strategies:creation of personas through data analytics

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    Abstract. In this study, we purposed a novel approach of using data analytics for persona generation. We design a process which can be adoptable for companies to enhance their marketing efforts, specifically, enabled them to focus real potential audience. To carry out our research we use company’s sales data and digital analytics to generate consumer personas. These personas can be used in various actions like content creation, UX designing and creation of marketing strategies. The research focuses on the development of marketing strategies and analyzes the impact of those marketing strategies on conversion rate. Previously researchers worked on customer segmentation by using customer data from Google Analyticsand data originated from social media analytics, however, this research focuses on giving the action-based approach to companies in order to find out their real customers and enhance their conversion rate by using all means of analytical data i.e. companies own sales data, social media analytics, and Google Analytics. This study adopts persona development to recognize and define potential customers. Personas are fictional but with the help of data, we can develop them more closely to a real audience. The rapidly evolving digital marketing landscape required more and more technicalities to drive result-oriented marketing strategies. In this study, we employed a qualitative methodology, which includes designing a process (framework) from digital data analytics. Some of the features of personas were extracted from data analytics obtained from Facebook insights, Google Analytics, and company’s sales database while some of the qualitative feature like Bio, motivation and taglines of personas were extracted from specially designed workshop with people from company’s sales and marketing department. This research is conducted in a company named “Quieton Oy” and the results of this research depicts the effectiveness of the process, its validity and the reliability of the process. The main objective of this thesis is to enable the creation of consumers personas based on data analytics and the efficient utilization of those personas for defining the marketing strategies

    Maintaining customer relationships on Facebook : case Pihlatek Oy

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    This master’s thesis studies how to maintain customer relationships on Facebook in micro-enterprise business. Due to digitalization, social media has become a daily practice in people’s lives, influencing buying processes increasingly. Social media’s ubiquity has evoked companies to act on it, turning competition of customers online. To keep up in the competition, customer engagement has become essential in social media activities among businesses. For a micro-enterprise maintaining customer relationships on social media is worthwhile due to the inexpensiveness of the use of social media. The research examines what are important factors in maintaining customer relationships on Facebook. Moreover, the thesis studies what kind of content engages customers on Facebook and how an increase in the company’s activity on social media affects the existing customers. The thesis is a case study based on action research and literature published by scholars, analyzing 36 social media posts shared on Facebook in three months research period. The results of the study show that the company should focus on sharing valuable content, communicating with the customers, and rewarding them with competitions on Facebook. Also, the company should be authentic and entertaining, and reply to any comments the customers are presenting on the site. Moreover, the results indicate that content should be shared on Facebook when the customers are active on the site, targeting more on daytime. Visual content as well as competitions and offers are excellent ways to engage customers on the platform. The study also reveals that a remarkable increase in the company’s activity on social media does not affect the existing customers negatively on three months research period. Maintaining customer relationships on Facebook is valuable for a micro-enterprise when the customer base is vast, spreading into a large area. Facebook offers a great place to reach customers and engage with them at an exceptionally low cost.Tämä opinnäytetyö tutkii asiakassuhteiden ylläpitoa Facebookissa mikroyrityksen liiketoiminnassa. Digitalisaation myötä sosiaalisen median käytöstä on tullut arkipäiväistä, vaikuttaen kuluttajien ostokäyttäytymiseen yhä enemmän. Sosiaalisesta mediasta on tullut olennainen osa myös yritysten liiketoimintaa, jonka johdosta kilpailu asiakkaista on siirtynyt internetiin. Yritysten tulevaisuuden ja kilpailukyvyn kannalta asiakkaiden sitouttamisesta sosiaalisen median kanavissa on tullut tärkeää. Erityisesti pienyrityksille sosiaalisen median käyttö asiakassuhteiden ylläpidossa on todettu kannattavaksi edullisuutensa vuoksi. Tutkielma selvittää, mitkä ovat tärkeitä tekijöitä asiakassuhteiden ylläpidossa Facebookissa. Tämän lisäksi opinnäytetyö tutkii minkälaisen sisällön julkaiseminen Facebookissa sitouttaa asiakkaita ja vaikuttaako yrityksen aktiivisuuden kasvu sosiaalisessa mediassa nykyasiakkaisiin. Opinnäytetyö on tapaustutkimus pohjautuen toimintatutkimukseen sekä kirjallisuuteen. Työssä analysoidaan 36 Facebook-julkaisua kolmen kuukauden ajanjaksolla. Tutkimustulokset osoittavat, että yrityksen pitäisi keskittyä Facebookissa asiakkaille hyödyllisen sisällön jakamiseen, kommunikointiin asiakkaiden kanssa sekä heidän palkitsemiseensa kilpailuilla. Tämän lisäksi yrityksen olisi tärkeää kommentoida kaikkiin asiakkaiden viesteihin, olla aito sekä viihdyttävä. Tulokset osoittavat myös, että parhaiten asiakkaita sitouttava julkaisu on jaettu päiväsaikaan, asiakkaiden ollessa aktiivisia kanavalla. Visuaalisen sisällön lisäksi erinomainen keino asiakkaiden sitouttamisessa on kilpailujen ja tarjousten julkaiseminen. Tulokset paljastavat myös, että yrityksen aktiivisuuden merkittävällä lisäämisellä sosiaalisessa mediassa ei ole negatiivista vaikutusta nykyasiakkaiden sitoutumiseen. Asiakassuhteiden ylläpito Facebookissa on tärkeää mikroyritykselle, jonka asiakaskunta levittyy laajalle alueelle. Facebook tarjoaa pienyritykselle erinomaisen alustan olla yhteydessä asiakkaisiin ja asiakkuuksien vahvistamiseen

    Comparison of Owned, Earned and Paid Website Visitors: a Case Study

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    This thesis explores website traffic and visitors by analysing website customer behaviour. The thesis expands the current research on web analytics to consider the rising categorization of media into owned, earned and paid media types. The research is first of its kind to further explore if there is significant difference between owned, earned and paid website visitors measured by web metrics. In addition to academic contributions, it is desired that the research helps marketers and publishers to invest their resources between generating each type of traffic in order to reach their individual goals and maximize the return-on-investment. In this paper, a framework for measuring owned, earned and paid website visitors is created. The research framework is tested in a case study where owned, earned and paid traffic is driven from Facebook to a fashion magazine’s online articles. Data on visitor-level website behavior of 2739 visitors is collected from the case website using Piwik analytics. The data was analyzed using two quantitative methods: chi-square test of homogeneity and one-way analysis of variance. These methods were used in order to determine whether statistically significant differences in website between owned, earned and paid visitor groups exists. Further, the case study demonstrates how to use the framework and appropriate techniques to effectively collect, extract, and analyze website visitor’s web behavior and the differences between owned, earned and paid website visitors. The empirical research reveals that significant differences between different types of website visitors exists. The chi-square test of homogeneity indicated a statistical significant difference of binomial proportions of ‘new / return user rate’, ‘bounce-rate’ and ‘mobile / desktop rate’ variables. One-way ANOVA indicated a statistical significant difference between the means of owned, earned and paid visitors of “visit count” and “actions”, but also a non-significant difference of “visit duration”. Thus also the usability of the research framework is confirmed. This thesis expands the research on clickstream data into social networking and earned media in media and journalism, and so contributes to the existing research on web analytics. This thesis also contributes to the existing literature on owned, earned and paid media and web analytics by adding owned and earned social media exposure to clickstream research and comparing them to paid social media exposure it in assessing user’s behavioral response in a cross-site context. Thus the thesis also combines social marketing with web analytics and expands the use ‘owned’, ‘paid’ and ‘earned’ jointly in a digital environment. This study is also first one to apply ‘heart rate monitoring’ measurement, redefined visit duration and bounce-rate metrics. The thesis provides useful technical and methodological information about website visitor tracking and web metrics for both academics and businesses seeking benefits from web analytics and online channels

    The effectiveness of content marketing activities in Facebook and Instagram : generating leads and improving sales for a B2C experiential service company

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    Nowadays a majority of society is using social media, which increased the number of social network sites (SNS) users. Business to consumer (B2C) companies have started to use SNS in order to gain from its close connectivity to customers and to attract new customers. Becoming of most self-interest to master the art of online marketing through SNS for B2C companies. The aim of this thesis is to study the effectiveness of visual user-generated content (UGC) versus own branded content for sales conversions on Facebook. Additionally, the study compares the effectiveness of own branded visual content vs UGC in generating leads on Instagram and Facebook. By analyzing the effectiveness of content marketing activities on SNS, we are contributing to the discussion on strategic marketing decisions for B2C enterprises. Having an interaction effect between the type of social network platform and type of content that is not statistically significant different, we can truthfully reject hypothesis one. The difference between conversion rates indicates that UGC inspires more confidence, achieving higher conversions rates over the five days the campaign occurred. Although the sample size was restricted which can affect the power of detecting meaningful difference and not allowing a statement on significance.Atualmente, a maior parte da nossa sociedade usa redes sociais, o que aumentou o número de usuários de redes sociais. Muitas empresas (B2C) começaram a usar redes sociais para contribuir ao bem do negocio. Tornando-se do maior interesse saber dominar a arte do marketing online através de redes sociais, estas plataformas sendo Facebook e Instagram. O objetivo desta tese é estudar a eficácia do conteúdo visual gerado por usuários (UGC) versus o conteúdo de marca própria para conversões de vendas no Facebook. Além disso, o estudo compara a eficácia do conteúdo visual de marca própria versus o de usuários (UGC) na geração de leads no Instagram e no Facebook. Ao analisar a eficácia das atividades de marketing com o conteúdo das redes sociais contribuindo para a discussão sobre decisões estratégicas de marketing para as empresas (B2C). Resultados revelam um efeito de interação entre o tipo de rede social e o tipo de conteúdo que não é estatisticamente significativo, rejeitando a hipótese 1. A diferença entre as quotas de conversão indica que o conteúdo visual gerado por usuários (UGC) inspira mais confiança, alcançando taxas de conversão mais altas nos cinco dias em que a campanha ocorreu. Embora o tamanho da amostra tenha sido restrito, o que pode afetar o poder de detetar diferenças significativas e não permitindo uma declaração com significância

    Proceedings of the First Karlsruhe Service Summit Workshop - Advances in Service Research, Karlsruhe, Germany, February 2015 (KIT Scientific Reports ; 7692)

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    Since April 2008 KSRI fosters interdisciplinary research in order to support and advance the progress in the service domain. KSRI brings together academia and industry while serving as a European research hub with respect to service science. For KSS2015 Research Workshop, we invited submissions of theoretical and empirical research dealing with the relevant topics in the context of services including energy, mobility, health care, social collaboration, and web technologies

    Suljettujen online-mainosalustojen strategiat — tapaukset Google ja Facebook

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    This thesis studies closed ad platforms in the modern online advertising industry. The research in the field is still nascent and the concept of a closed ad platform doesn’t exist. The objective of the research was to discover the main factors determining the revenue of online advertising platforms and to understand why some publishers choose to establish their own closed ad platforms instead of selling their inventory for third-party ad platforms. The concept of a closed ad platform is defined leveraging the existing online advertising literature and the platform governance structure theory. Using the case study method, Google and Facebook were chosen as the cases as they have driven most of the innovation in the field and quickly gained significant market share. In total, 47 people were interviewed for this study, most of them working for advanced online advertisers. Based on the interviews, a microeconomic mathematic formula is created for modeling an ad platform’s net advertising revenue. The formula is used to identify the five main drivers of an ad platform’s revenue an each of them are studied in depth. The results suggest that the most important revenue drivers the ad platforms can affect are access to an active user base, the efficiency of ad serving and the comprehensiveness of measurement. Setting up a closed ad platform requires significant investments from a publisher and should be only done if it can improve the advertisers’ results. After it’s been established, a closed platform can leverage its position to collect user data and structured business data to optimize its performance further. The results provide a structured understanding of the main dynamics in the industry that can be used in decision-making and a basis for future research on closed ad platforms.Tämä diplomityö tutkii suljettuja mainosalustoja nykyaikaisella online-mainonta-alalla. Alan tutkimus on vielä aluillaan ja suljetun mainosalustan konseptia ei ole olemassa. Tämän tutkimuksen tavoitteena oli löytää online-mainosalustojen liikevaihdon määrittävät tekijät ja ymmärtää miksi jotkut julkaisijat valitsevat omien suljettujen mainosalustojen perustamisen mainospaikkojen kolmansien osapuolien mainosalustoille myymisen sijaan. Suljetun mainosalustan konsepti määritellään olemassaolevaa online- mainontakirjallisuutta ja alustojen hallintarakenneteoriaa hyödyntäen. Tapaustutkimusmenetelmää käyttäen, Google ja Facebook valittiin tapauksiksi, sillä ne ovat ajaneet eniten innovaatioita alalla ja nopeasti saavuttaneet merkittävän markkinaosuuden. Yhteensä 47 henkilöä haastateltiin tätä tutkimusta varten, useimmat heistä edistyneiden online-mainostajien työntekijöitä. Haastattelujen perusteella luodaan mikrotaloudellinen matemaattinen kaava mainosalustan nettoliikevaihdon mallintamiseksi. Kaavaa käytetään tunnistamaan mainosalustan liikevaihdon viisi pääkomponenttia, ja kuhunkin niistä perehdytään syvällisemmin. Tulokset viittaavat, että tärkeimmät liikevaihdon ajurit, joihin mainosalustat voivat vaikuttaa ovat pääsy aktiiviseen käyttäjäkantaan, mainosten näyttämisen tehokkuus ja mittaamisen kattavuus. Suljetun mainosalustan perustaminen vaatii merkittäviä investointeja julkaisijalta ja tulisi tehdä ainoastaan, jos sillä voidaan parantaa mainostajien tuloksia. Suljetun alustan perustamisen jälkeen sen positiota voidaan hyödyntää käyttäjädatan ja strukturoidun liiketoimintadatan keräämiseksi suorituskyvyn edelleen optimoimiseksi. Tulokset tarjoavat toimialan päädynamiikkojen ymmärryksen, jota voidaan käyttää päätöksenteossa sekä pohjana suljettujen mainosalustojen edelleen tutkimiseksi tulevaisuudessa

    Web-analytiikan käyttö yritykseltä-yritykselle -verkkosivuston suorituskyvyn mittaamiseen, arviointiin ja parantamiseen

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    Companies are struggling with decisions about web sites. Web analytics is a study about visitor online behaviour and one of its key benefits is that decisions can be based on facts instead of opinions. This thesis was done for Company that was interested in facilitating web analytics to better guide decision-making. The thesis can be divided into three parts: the first is about measuring web site usage, the second is about estimating the monetary value of web site usage and the third is about improving the business performance of the web site. We used A/B testing methodology to improve the web site performance. A web site valuation framework was developed for this thesis. The framework contains two subcategories: revenue generating usage of the web site and cost saving usage of the web site. The framework is based on measuring the amount of important actions that visitors complete on the web site and on estimating the monetary value of those actions. A product purchase or a brochure download are examples of important actions. The framework provides multiple formulas to estimate the monetary value of those actions. We found out that web analytics is a useful and powerful tool for web sites and basic web analytics is relatively easy to implement. However, to fully leverage the potential of web analytics site-specific customizations and manual labour from analyst is needed. We also found out that business-to-business web sites can benefit from A/B testing. We were able to improve the effectiveness of the "request a quote" form. One of the findings was that it is possible to estimate the monetary value of business-to-business web site even though the web site does not have e-commerce capabilities. Traffic observations also revealed some interesting insights: visitor behaviour is improved when they are browsing the web site in their local language; visitor behaviour is improved when the web site is fast and providing responsive design to mobile visitors is important as the usage of mobile devices to browse the web is increasing rapidly.Yritykset kamppailevat päätösten kanssa, jotka koskevat verkkosivuja. Web analytiikka on oppi vierailijoiden online-käyttäytymisestä ja yksi sen tärkeimmistä hyödyistä on se, että päätökset voi perustaa faktoihin mielipiteiden sijaan. Tämä diplomityö on tehty yritykselle, joka on kiinnostunut hyödyntämään webanalytiikkaa päätöksenteossa. Työ voidaan jakaa kolmeen osaan: ensimmäinen osa kertoo yrityksen verkkosivuston käytön mittaamisesta, toinen osa arvioi verkkosivun käytön rahallista arvoa ja kolmas osa kertoo web-analytiikan käytöstä verkkosivuston liiketoiminnan parantamiseen. Tässä työssä käytettiin A/B-testausmetodologiaa verkkosivuston parantamiseen. Verkkosivuston arviointimalli kehitettiin tätä työtä varten. Malli koostuu kahdesta osasta: liikevaihtoa kasvattava osa verkkosivuston käytöstä ja kuluja säästävä osa verkkosivuston käytöstä. Malli perustuu siihen, että mitataan, kuinka paljon vierailijat tekevät tärkeitä toimintoja verkkosivuilla ja siihen, että arvioidaan naiden toimintojen rahallista arvoa. Tuotteen ostaminen tai esitteen lataaminen ovat esimerkkejä tärkeistä toiminnoista. Työn aikana selvisi, että web-analytiikka on hyödyllinen ja tehokas työkalu verkkosivuille ja web-analytiikan käyttöönotto on suhteellisen helppoa. Webanalytiikan täysi hyödyntäminen vaatii kuitenkin sivukohtaisia kustomointeja ja manuaalista työtä analyytikolta. Tulokset paljastavat, että A/B-testaus on hyvä tapa suorittaa kokeita verkkosivustoilla ja yritykseltä-yritykselle -verkkosivustot voivat hyötyä siitä. Löysimme myös, että on mahdollista mitata yritykseltä-yritykselle -verkkosivuston rahallista arvoa, vaikka verkkosivustolla ei olisi verkkokauppaa. Liikennetarkkailun tulokset paljastivat muutamia mielenkiintoisia näkemyksiä: vierailijat käyttäytyvät enemmän toivotulla tavalla, kun he selailevat verkkosivustoa paikallisella kielellä tai silloin, kun verkkosivusto on nopea ja mobiililaitteille optimoidun käyttökokemuksen tarjoaminen on tärkeää, koska mobiililaitteiden käyttö verkon selailuun kasvaa räjähdysmäisesti

    Social Commerce: An Empirical Examination of the Antecedents and Consequences of Commerce in Social Network Platforms

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    This paper studies a pioneering venture of integrating e-business with social network platforms and seeks to understand the antecedents and consequences of social commerce . In particular, we conduct an econometric analysis examining how the characteristics of the users and their social networks affect their decision to participate in this novel service. Based on the empirical results, we find that the social neighbors of the users and their economic behavior, the brand loyalty of the users, and their familiarity with the platform have significant effects on the likelihood of social purchases. Additionally, we build predictive models in order to both identify the effective disseminators of information and discover their distinguishing characteristics. Finally, we both contribute to the related literature, discovering new rich findings, and provide actionable insights with major implications for brands and marketers who would like to generate direct sales on social network platforms and orchestrate word-of-mouth
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