A relevância da comunicação integrada no web marketing: estudo de um caso prático

Dissertação de Mestrado apresentada ao Instituto Superior de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Marketing Digital, sob orientação do Prof. Paulo Alexandre Pires

Media Brokerage: Agent-Based SLA Negotiation

Media content personalisation is a major challenge involving viewers as well as media content producer and distributor businesses. The goal is to provide viewers with media items aligned with their interests. Producers and distributors engage in item negotiations to establish the corresponding service level agreements (SLA). In order to address automated partner lookup and item SLA negotiation, this paper proposes the MultiMedia Brokerage (MMB) platform, which is a multiagent system that negotiates SLA regarding media items on behalf of media content producer and distributor businesses. The MMB platform is structured in four service layers: interface, agreement management, business modelling and market. In this context, there are: (i) brokerage SLA (bSLA), which are established between individual businesses and the platform regarding the provision of brokerage services; and (ii) item SLA (iSLA), which are established between producer and distributor businesses about the provision of media items. In particular, this paper describes the negotiation, establishment and enforcement of bSLA and iSLA, which occurs at the agreement and negotiation layers, respectively. The platform adopts a pay-per-use business model where the bSLA define the general conditions that apply to the related iSLA. To illustrate this process, we present a case study describing the negotiation of a bSLA instance and several related iSLA instances. The latter correspond to the negotiation of the Electronic Program Guide (EPG) for a specific end viewer.

A Learning Algorithm and System Approach to Address Exceptional Events in Domestic Consumption Management

The integration of the Smart Grid concept into the electric grid brings to the need for an active participation of small and medium players. This active participation can be achieved using decentralized decisions, in which the end consumer can manage loads regarding the Smart Grid needs. The management of loads must handle the users’ preferences, wills and needs. However, the users’ preferences, wills and needs can suffer changes when faced with exceptional events. This paper proposes the integration of exceptional events into the SCADA House Intelligent Management (SHIM) system developed by the authors, to handle machine learning issues in the domestic consumption context. An illustrative application and learning case study is provided in this paper.

Brokerage Platform for Media Content Recommendation

Near real time media content personalisation is nowadays a major challenge involving media content sources, distributors and viewers. This paper describes an approach to seamless recommendation, negotiation and transaction of personalised media content. It adopts an integrated view of the problem by proposing, on the business-to-business (B2B) side, a brokerage platform to negotiate the media items on behalf of the media content distributors and sources, providing viewers, on the business-to-consumer (B2C) side, with a personalised electronic programme guide (EPG) containing the set of recommended items after negotiation. In this setup, when a viewer connects, the distributor looks up and invites sources to negotiate the contents of the viewer personal EPG. The proposed multi-agent brokerage platform is structured in four layers, modelling the registration, service agreement, partner lookup, invitation as well as item recommendation, negotiation and transaction stages of the B2B processes. The recommendation service is a rule-based switch hybrid filter, including six collaborative and two content-based filters. The rule-based system selects, at runtime, the filter(s) to apply as well as the final set of recommendations to present. The filter selection is based on the data available, ranging from the history of items watched to the ratings and/or tags assigned to the items by the viewer. Additionally, this module implements (i) a novel item stereotype to represent newly arrived items, (ii) a standard user stereotype for new users, (iii) a novel passive user tag cloud stereotype for socially passive users, and (iv) a new content-based filter named the collinearity and proximity similarity (CPS). At the end of the paper, we present off-line results and a case study describing how the recommendation service works. The proposed system provides, to our knowledge, an excellent holistic solution to the problem of recommending multimedia contents.

Social Media Integration in Video Games: A Social Overlay for Desktop Games

Simpósio de Informática (INForum 2015), Covilhã, Portugal. Notes: Best paper award nominee.

The role of cultural mega events In the enhancement of city’s image attributes

In a time of fierce competition between regions, an image serve as a basis to develop a strong sense of community, which fosters trust and cooperation that can be mobilized for regional growth. A positive image and reputation could be used in the promotional activities of the region benefiting all the stakeholders as a whole. Mega cultural events are frequently used to attract tourists and investments to a region, but also to enhance the city’s image. This study adopts a marketing/communication perspective of city’s image, and intends to explain how the image of the city is perceived by their residents. Specifically, we intend to compare the perceptions of residents that effectively participated in the Guimarães European Capital of Culture (ECOC) 2012 (engaged residents), and the residents that only assisted to the event (attendees). Several significant findings are reported and their implications for event managers and public policy administrators presented, along with the limitations of the study.

Formação para a literacia da informação: uma interactividade necessária com os media

Our aim is to analyse the relationship between interactive media and its use in Education when applied to formal training for information literacy. Contextualizing the notion of literacy in an evolving framework and emphasizing the recognition of its importance, we highlight some desirable skills in the current information society, including, inevitably, technological competencies. When considering the notion of literacy within an evolving framework and emphasizing the acknowledgement of its significance some desirable skills stand out in the current information society including, inevitably, the technological skills. We emphasize media literacy and select some strategies for teaching and learning practices recommended for the development of new skills, highlighting the contribution of some international literacy standards and describing some of the good practices in Education. We also underline the need for training within an holistic perspective, integrating student’, teachers and staff cooperation in the educational process. In this process, the potential of the Web 2.0, which grants the new information users – the prosumers (consumers and producers) a new statute, new powers and obligations, is indeed worth mentioning. Regarding the situation, we shall quote the reports on the experiences of virtual learning communities that use the moodle platform and mention several activities and programs managed by the Portuguese government to increase the citizens’ literacy’s levels. In conclusion, we point out the need for lifelong learning and the ability of individuals to “learn to learn” who therefore provide literacy with a dynamic component.

A Multi–Agent Brokerage Platform for Media Content Recommendation

Near real time media content personalisation is nowadays a major challenge involving media content sources, distributors and viewers. This paper describes an approach to seamless recommendation, negotiation and transaction of personalised media content. It adopts an integrated view of the problem by proposing, on the business-to-business (B2B) side, a brokerage platform to negotiate the media items on behalf of the media content distributors and sources, providing viewers, on the business-to-consumer (B2C) side, with a personalised electronic programme guide (EPG) containing the set of recommended items after negotiation. In this setup, when a viewer connects, the distributor looks up and invites sources to negotiate the contents of the viewer personal EPG. The proposed multi-agent brokerage platform is structured in four layers, modelling the registration, service agreement, partner lookup, invitation as well as item recommendation, negotiation and transaction stages of the B2B processes. The recommendation service is a rule-based switch hybrid filter, including six collaborative and two content-based filters. The rule-based system selects, at runtime, the filter(s) to apply as well as the final set of recommendations to present. The filter selection is based on the data available, ranging from the history of items watched to the ratings and/or tags assigned to the items by the viewer. Additionally, this module implements (i) a novel item stereotype to represent newly arrived items, (ii) a standard user stereotype for new users, (iii) a novel passive user tag cloud stereotype for socially passive users, and (iv) a new content-based filter named the collinearity and proximity similarity (CPS). At the end of the paper, we present off-line results and a case study describing how the recommendation service works. The proposed system provides, to our knowledge, an excellent holistic solution to the problem of recommending multimedia contents.

A construção da marca visual e os media digitais enquanto temes

A construção de uma marca gráfica, signo que se pretende que identifique e sintetize uma entidade, deve ser consciente dos processos, objectivos e modus operandi que integram o seu contexto e tornam este tema ainda hoje um ponto central no design de identidade e no design de comunicação. Ainda assim, assistimos ao surgir de tendências que vão uniformizando várias marcas que procuram, passe o paradoxo, demarcar-se. Meme é um conceito originalmente publicado pelo biólogo Richard Dawkins (Dawkins, 1989), que significa ‘replicador’, sendo uma teoria alternativa para explicar a evolução humana (uma teoria que não depende dos genes, mas sim da noção de imitação: da noção de ideias que se reproduzem de pessoa para pessoa, quase como um vírus). O conceito vem da palavra grega mimeme e significa ‘aquilo que é imitado’. Este conceito foi desenvolvido por Susan Blackmore no livro The Meme Machine (1999) e, mais recentemente, esta autora introduz a ideia de teme – o meme tecnológico. Como explicar, por exemplo, que a recente imagem gráfica da NOS (2014) seja tão similar à da POV, criada por Paula Scher em 2007? E por sua vez, qual a razão da identidade visual da Optimus (magma, 2008) ser também, em certa medida, idêntica à da Nokia Trends Lab (criado por Greenspace), projecto do mesmo ramo de operação das telecomunicações? No modus operandi do trabalho de design de identidade entram em acção os media digitais, tanto no momento de concepção, como no momento de exibição e fruição das marcas gráficas. Assim, as aplicações, o software transformaram-se numa espécie de silent designers (conceito proposto por Gorb e Dumas em 1987), uma vez que são verdadeiros orientadores da resposta visual a um determinado problema: impulsionam direcções na linguagem visual do design, resultando em soluções semelhantes. Dada esta mudança de paradigmas que as novas tecnologias forjaram no zeitgeist do design, este artigo – baseado em parte da investigação de doutoramento em design – versa sobre a construção da marca gráfica e sobre a análise das categorias visuais que operam em cada signo gráfico da marca, bem como os medias digitais onde elas se inscrevem. Visualmente podemos constatar que as características dos nossos processos de percepção e as características dos meios de criação e transmissão das marcas actuam de forma a aproximar as soluções gráficas, resultando, por vezes, em temes. Com o objectivo de gerar debate académico sobre o tema da sintaxe e da retórica visual da marca gráfica, procuramos identificar e visualizar variáveis estruturais comuns das marcas realizadas com uma linguagem advinda do Estilo Internacional e das marcas mais recentes, digitais, fluídas e em sistema aberto, com a intenção de contribuir para implementar uma literacia visual que descodifique este signo icónico, dentro da actual realidade.

Social Media Integration in Video Games GameNshare: A Social Overlay for Desktop Games

The ever increasing popularity of social media makes it a promising source for the personalization of gameplay experiences. Furthermore, involving social network friends in a game can greatly enrich the satisfaction of the player and also attract potential novel players to a game. This master thesis describes a social overlay designed for desktop games, called GameNshare. It allows players to easily capture and share with multiple social networks game-related screenshots, videos and stories. Additionally, it also provides asynchronous multiplayer game mechanics to directly integrate social network friends in the game. GameNshare was designed to interact with the users in a non-intrusive way allowing them to be in complete control of what is shared. It prevents unsolicited sharing of messages, a key problem in social media integration tools, by the use of built-in message monitoring and anti-spam measures. GameNshare was specially designed for players aged from 18 to 25 years that are regular users of Twitter and Facebook. It was tested by a group of 10 individuals from the target age range that were surveyed to capture their insights on the use of the social overlay. The implemented GameNshare features were well accepted by the testers that were also useful in highlighting features for future development. GameNshare ultimate goal is to make players look and ask for social integration and allow them to take full advantage of their social communities to improve gaming experiences.