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 Economics

m-SportGIS

Information technologies (ITs), and sports resources and services aid the potential to transform governmental organizations, and play an important role in contributing to sustainable communities development, respectively. Spatial data is a crucial source to support sports planning and management. Low-cost mobile geospatial tools bring productive and accurate data collection, and their use combining a handy and customized graphical user interface (GUI) (forms, mapping, media support) is still in an early stage. Recognizing the benefits — efficiency, effectiveness, proximity to citizens — that Mozambican Minister of Youth and Sports (MJD) can achieve with information resulted from the employment of a low-cost data collection platform, this project presents the development of a mobile mapping application (app) — m-SportGIS — under Open Source (OS) technologies and a customized evolutionary software methodology. The app development embraced the combination of mobile web technologies and Application Programming Interfaces (APIs) (e.g. Sencha Touch (ST), Apache Cordova, OpenLayers) to deploy a native-to-the-device (Android operating system) product, taking advantage of device’s capabilities (e.g. File system, Geolocation, Camera). In addition to an integrated Web Map Service (WMS), was created a local and customized Tile Map Service (TMS) to serve up cached data, regarding the IT infrastructures limitations in several Mozambican regions. m-SportGIS is currently being exploited by Mozambican Government staff to inventory all kind of sports facilities, which resulted and stored data feeds a WebGIS platform to manage Mozambican sports resources.

The effectiveness of the “Processo Especial de Revitalização” as an instrument of corporate restructuring in the context of the current economic crisis

This work project intends to evaluate the effectiveness of the Portuguese Government’s strategy to promote the orderly deleveraging of the corporate sector in the context of the current economic crisis. The recommendations of the Troika and the commitments assumed under the Memorandum of Understanding signed by the Government in 2011 required the creation of formal processes to avoid disorderly deleveraging. Conclusions and recommendations were drawn based on past experiences of large-scale corporate restructuring strategies in other countries and on the analysis of financial and statistical data on companies applying for “Programa Especial de Revitalização”.

Effects of quantitative easing on the USA economy: A test for policy effectiveness

The catastrophic disruption in the USA financial system in the wake of the financial crisis prompted the Federal Reserve to launch a Quantitative Easing (QE) programme in late 2008. In line with Pesaran and Smith (2014), I use a policy effectiveness test to assess whether this massive asset purchase programme was effective in stimulating the economic activity in the USA. Specifically, I employ an Autoregressive Distributed Lag Model (ARDL), in order to obtain a counterfactual for the USA real GDP growth rate. Using data from 1983Q1 to 2009Q4, the results show that the beneficial effects of QE appear to be weak and rather short-lived. The null hypothesis of policy ineffectiveness is not rejected, which suggests that QE did not have a meaningful impact on output growth.

How to increase reach efficiency and effectiveness of Meo's digital marketing campaigns

Field lab: Business project

Young adult Brazilian beauty consumers perception of Lancôme and the effectiveness of social media relationhips with local celebrities on their purchase intention

The aim of this research is to evaluate if a premium beauty brand, in this case, Lancôme, can influence positively the purchase intention from Brazilian young adults, between 18 and 29 years old, consumers of beauty products, by initiating a relationship with a local celebrity or “it” girl on social media. This hypothesis has not been tested, and this research is a first attempt of evaluating it. Additionally, the consumer behavior, brand preferences and social media activeness of this age segment in Brazil are further studied as important insights for beauty brands to conquer these consumers. Results did not confirm the positive influence of local celebrities on this age segment’s purchase intention but several suggestions are made for future research to revisit this topic. Furthermore, there is a significant brand love for M.A.C., an international Lancôme competitor, amongst this target, as well as a probable price sensitivity facing premium beauty brands.

How to increase reach efficiency and effectiveness of MEO’s digital marketing campaigns?

Field lab: Business project