Digital marketing: le nuove opportunità di business per le aziende nell'era del web 2.0

L’elaborato ha lo scopo di presentare le nuove opportunità di business offerte dal Web. Il rivoluzionario cambiamento che la pervasività della Rete e tutte le attività correlate stanno portando, ha posto le aziende davanti ad un diverso modo di relazionarsi con i propri consumatori, che sono sempre più informati, consapevoli ed esigenti, e con la concorrenza. La sfida da accettare per rimanere competitivi sul mercato è significativa e il mutamento in rapido sviluppo: gli aspetti che contraddistinguono questo nuovo paradigma digitale sono, infatti, velocità, mutevolezza, ma al tempo stesso misurabilità, ponderabilità, previsione. Grazie agli strumenti tecnologici a disposizione e alle dinamiche proprie dei diversi spazi web (siti, social network, blog, forum) è possibile tracciare più facilmente, rispetto al passato, l’impatto di iniziative, lanci di prodotto, promozioni e pubblicità, misurandone il ritorno sull’investimento, oltre che la percezione dell’utente finale. Un approccio datacentrico al marketing, attraverso analisi di monitoraggio della rete, permette quindi al brand investimenti più mirati e ponderati sulla base di stime e previsioni. Tra le più significative strategie di marketing digitale sono citate: social advertising, keyword advertising, digital PR, social media, email marketing e molte altre. Sono riportate anche due case history: una come ottimo esempio di co-creation in cui il brand ha coinvolto direttamente il pubblico nel processo di produzione del prodotto, affidando ai fan della Pagina Facebook ufficiale la scelta dei gusti degli yogurt da mettere in vendita. La seconda, caso internazionale di lead generation, ha permesso al brand di misurare la conversione dei visitatori del sito (previa compilazione di popin) in reali acquirenti, collegando i dati di traffico del sito a quelli delle vendite. Esempio di come online e offline comunichino strettamente.

Rising China and Internet governance: Multistakeholderism, fragmentation and the Liberal Order in the age of digital sovereignty

In its open and private-based dimension, the Internet is the epitome of the Liberal International Order in its global spatial dimension. Therefore, normative questions arise from the emergence of powerful non-liberal actors such as China in Internet governance. In particular, China has supported a UN-based multilateral Internet governance model based on state sovereignty aimed at replacing the existing ICANN-based multistakeholder model. While persistent, this debate has become less dualistic through time. However, fear of Internet fragmentation has increased as the US-China technological competition grew harsher. This thesis inquires “(To what extent) are Chinese stakeholders reshaping the rules of Global Internet Governance?”. This is further unpacked in three smaller questions: (i) (To what extent) are Chinese stakeholders contributing to increased state influence in multistakeholder fora?; (ii) (how) is China contributing to Internet fragmentation?; and (iii) what are the main drivers of Chinese stakeholders’ stances? To answer these questions, Chinese stakeholders’ actions are observed in the making and management of critical Internet resources at the IETF and ICANN respectively, and in mobile connectivity standard-making at 3GPP. Through the lens of norm entrepreneurship in regime complexes, this thesis interprets changes and persistence in the Internet governance normative order and Chinese attitudes towards it. Three research methods are employed: network analysis, semi-structured expert interviews, and thematic document analysis. While China has enhanced state intervention in several technological fields, fostering debates on digital sovereignty, this research finds that the Chinese government does not exert full control on its domestic private actors and concludes that Chinese stakeholders have increasingly adapted to multistakeholder Internet governance as they grew influential within it. To enhance control over Internet-based activities, the Chinese government resorted to regulatory and technical control domestically rather than establishing a splinternet. This is due to Chinese stakeholders’ interest in retaining the network benefits of global interconnectivity.

Advancing digital healthcare research and machine learning-aided knowledge extraction amidst the COVID-19 pandemic

The rapid progression of biomedical research coupled with the explosion of scientific literature has generated an exigent need for efficient and reliable systems of knowledge extraction. This dissertation contends with this challenge through a concentrated investigation of digital health, Artificial Intelligence, and specifically Machine Learning and Natural Language Processing's (NLP) potential to expedite systematic literature reviews and refine the knowledge extraction process. The surge of COVID-19 complicated the efforts of scientists, policymakers, and medical professionals in identifying pertinent articles and assessing their scientific validity. This thesis presents a substantial solution in the form of the COKE Project, an initiative that interlaces machine reading with the rigorous protocols of Evidence-Based Medicine to streamline knowledge extraction. In the framework of the COKE (“COVID-19 Knowledge Extraction framework for next-generation discovery science”) Project, this thesis aims to underscore the capacity of machine reading to create knowledge graphs from scientific texts. The project is remarkable for its innovative use of NLP techniques such as a BERT + bi-LSTM language model. This combination is employed to detect and categorize elements within medical abstracts, thereby enhancing the systematic literature review process. The COKE project's outcomes show that NLP, when used in a judiciously structured manner, can significantly reduce the time and effort required to produce medical guidelines. These findings are particularly salient during times of medical emergency, like the COVID-19 pandemic, when quick and accurate research results are critical.