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.

Development and optimization of graphic user interfaces (GUIs) for infrared spectrometers at the Telescopio Nazionale Galileo

This Phd thesis was entirely developed at the Telescopio Nazionale Galileo (TNG, Roque de los Muchachos, La Palma Canary Islands) with the aim of designing, developing and implementing a new Graphical User Interface (GUI) for the Near Infrared Camera Spectrometer (NICS) installed on the Nasmyth A of the telescope. The idea of a new GUI for NICS has risen for optimizing the astronomers work through a set of powerful tools not present in the existing GUI, such as the possibility to move automatically, an object on the slit or do a very preliminary images analysis and spectra extraction. The new GUI also provides a wide and versatile image display, an automatic procedure to find out the astronomical objects and a facility for the automatic image crosstalk correction. In order to test the overall correct functioning of the new GUI for NICS, and providing some information on the atmospheric extinction at the TNG site, two telluric standard stars have been spectroscopically observed within some engineering time, namely Hip031303 and Hip031567. The used NICS set-up is as follows: Large Field (0.25'' /pixel) mode, 0.5'' slit and spectral dispersion through the AMICI prism (R~100), and the higher resolution (R~1000) JH and HK grisms.

Applying machine learning: a multi-role perspective

Machine (and deep) learning technologies are more and more present in several fields. It is undeniable that many aspects of our society are empowered by such technologies: web searches, content filtering on social networks, recommendations on e-commerce websites, mobile applications, etc., in addition to academic research. Moreover, mobile devices and internet sites, e.g., social networks, support the collection and sharing of information in real time. The pervasive deployment of the aforementioned technological instruments, both hardware and software, has led to the production of huge amounts of data. Such data has become more and more unmanageable, posing challenges to conventional computing platforms, and paving the way to the development and widespread use of the machine and deep learning. Nevertheless, machine learning is not only a technology. Given a task, machine learning is a way of proceeding (a way of thinking), and as such can be approached from different perspectives (points of view). This, in particular, will be the focus of this research. The entire work concentrates on machine learning, starting from different sources of data, e.g., signals and images, applied to different domains, e.g., Sport Science and Social History, and analyzed from different perspectives: from a non-data scientist point of view through tools and platforms; setting a problem stage from scratch; implementing an effective application for classification tasks; improving user interface experience through Data Visualization and eXtended Reality. In essence, not only in a quantitative task, not only in a scientific environment, and not only from a data-scientist perspective, machine (and deep) learning can do the difference.

Cooperative Wireless Networks for Localization

This thesis adresses the problem of localization, and analyzes its crucial aspects, within the context of cooperative WSNs. The three main issues discussed in the following are: network synchronization, position estimate and tracking. Time synchronization is a fundamental requirement for every network. In this context, a new approach based on the estimation theory is proposed to evaluate the ultimate performance limit in network time synchronization. In particular the lower bound on the variance of the average synchronization error in a fully connected network is derived by taking into account the statistical characterization of the Message Delivering Time (MDT) . Sensor network localization algorithms estimate the locations of sensors with initially unknown location information by using knowledge of the absolute positions of a few sensors and inter-sensor measurements such as distance and bearing measurements. Concerning this issue, i.e. the position estimate problem, two main contributions are given. The first is a new Semidefinite Programming (SDP) framework to analyze and solve the problem of flip-ambiguity that afflicts range-based network localization algorithms with incomplete ranging information. The occurrence of flip-ambiguous nodes and errors due to flip ambiguity is studied, then with this information a new SDP formulation of the localization problem is built. Finally a flip-ambiguity-robust network localization algorithm is derived and its performance is studied by Monte-Carlo simulations. The second contribution in the field of position estimate is about multihop networks. A multihop network is a network with a low degree of connectivity, in which couples of given any nodes, in order to communicate, they have to rely on one or more intermediate nodes (hops). Two new distance-based source localization algorithms, highly robust to distance overestimates, typically present in multihop networks, are presented and studied. The last point of this thesis discuss a new low-complexity tracking algorithm, inspired by the Fano’s sequential decoding algorithm for the position tracking of a user in a WLAN-based indoor localization system.

Visual scanning in sports actions: comparison between soccer goalkeepers and judo fighters

Visual search and oculomotor behaviour are believed to be very relevant for athlete performance, especially for sports requiring refined visuo-motor coordination skills. Modern coaches believe that a correct visuo-motor strategy may be part of advanced training programs. In this thesis two experiments are reported in which gaze behaviour of expert and novice athletes were investigated while they were doing a real sport specific task. The experiments concern two different sports: judo and soccer. In each experiment, number of fixations, fixation locations and mean fixation duration (ms) were considered. An observational analysis was done at the end of the paper to see perceptual differences between near and far space. Purpose: The aim of the judo study was to delineate differences in gaze behaviour characteristics between a population of athletes and one of non athletes. Aspects specifically investigated were: search rate, search order and viewing time across different conditions in a real-world task. The second study was aimed at identifying gaze behaviour in varsity soccer goalkeepers while facing a penalty kick executed with instep and inside foot. Then an attempt has been done to compare the gaze strategies of expert judoka and soccer goalkeepers in order to delineate possible differences related to the different conditions of reacting to events occurring in near (peripersonal) or far (extrapersonal) space. Judo Methods: A sample of 9 judoka (black belt) and 11 near judoka (white belt) were studied. Eye movements were recorded at 500Hz using a video based eye tracker (EyeLink II). Each subject participated in 40 sessions for about 40 minutes. Gaze behaviour was considered as average number of locations fixated per trial, the average number of fixations per trial, and mean fixation duration. Soccer Methods: Seven (n = 7) intermediate level male volunteered for the experiment. The kickers and goalkeepers, had at least varsity level soccer experience. The vision-in-action (VIA) system (Vickers 1996; Vickers 2007) was used to collect the coupled gaze and motor behaviours of the goalkeepers. This system integrated input from a mobile eye tracking system (Applied Sciences Laboratories) with an external video of the goalkeeper’s saving actions. The goalkeepers took 30 penalty kicks on a synthetic pitch in accordance with FIFA (2008) laws. Judo Results: Results indicate that experts group differed significantly from near expert for fixations duration, and number of fixations per trial. The expert judokas used a less exhaustive search strategy involving fewer fixations of longer duration than their novice counterparts and focused on central regions of the body. The results showed that in defence and attack situation expert group did a greater number of transitions with respect to their novice counterpart. Soccer Results: We found significant main effect for the number of locations fixated across outcome (goal/save) but not for foot contact (instep/inside). Participants spent more time fixating the areas in instep than inside kick and in goal than in save situation. Mean and standard error in search strategy as a result of foot contact and outcome indicate that the most gaze behaviour start and finish on ball interest areas. Conclusions: Expert goalkeepers tend to spend more time in inside-save than instep-save penalty, differences that was opposite in scored penalty kick. Judo results show that differences in visual behaviour related to the level of expertise appear mainly when the test presentation is continuous, last for a relatively long period of time and present a high level of uncertainty with regard to the chronology and the nature of events. Expert judoist performers “anchor” the fovea on central regions of the scene (lapel and face) while using peripheral vision to monitor opponents’ limb movements. The differences between judo and soccer gaze strategies are discussed on the light of physiological and neuropsychological differences between near and far space perception.

Non-Linear Analysis and Design of Synchronous Bearingless Multiphase Permanent Magnet Machines and Drives

A two-dimensional model to analyze the distribution of magnetic fields in the airgap of a PM electrical machines is studied. A numerical algorithm for non-linear magnetic analysis of multiphase surface-mounted PM machines with semi-closed slots is developed, based on the equivalent magnetic circuit method. By using a modular structure geometry, whose the basic element can be duplicated, it allows to design whatever typology of windings distribution. In comparison to a FEA, permits a reduction in computing time and to directly changing the values of the parameters in a user interface, without re-designing the model. Output torque and radial forces acting on the moving part of the machine can be calculated. In addition, an analytical model for radial forces calculation in multiphase bearingless Surface-Mounted Permanent Magnet Synchronous Motors (SPMSM) is presented. It allows to predict amplitude and direction of the force, depending on the values of torque current, of levitation current and of rotor position. It is based on the space vectors method, letting the analysis of the machine also during transients. The calculations are conducted by developing the analytical functions in Fourier series, taking all the possible interactions between stator and rotor mmf harmonic components into account and allowing to analyze the effects of electrical and geometrical quantities of the machine, being parametrized. The model is implemented in the design of a control system for bearingless machines, as an accurate electromagnetic model integrated in a three-dimensional mechanical model, where one end of the motor shaft is constrained to simulate the presence of a mechanical bearing, while the other is free, only supported by the radial forces developed in the interactions between magnetic fields, to realize a bearingless system with three degrees of freedom. The complete model represents the design of the experimental system to be realized in the laboratory.

The APSEL4D Monolithic Active Pixel Sensor and its Usage in a Single Electron Interference Experiment

We have realized a Data Acquisition chain for the use and characterization of APSEL4D, a 32 x 128 Monolithic Active Pixel Sensor, developed as a prototype for frontier experiments in high energy particle physics. In particular a transition board was realized for the conversion between the chip and the FPGA voltage levels and for the signal quality enhancing. A Xilinx Spartan-3 FPGA was used for real time data processing, for the chip control and the communication with a Personal Computer through a 2.0 USB port. For this purpose a firmware code, developed in VHDL language, was written. Finally a Graphical User Interface for the online system monitoring, hit display and chip control, based on windows and widgets, was realized developing a C++ code and using Qt and Qwt dedicated libraries. APSEL4D and the full acquisition chain were characterized for the first time with the electron beam of the transmission electron microscope and with 55Fe and 90Sr radioactive sources. In addition, a beam test was performed at the T9 station of the CERN PS, where hadrons of momentum of 12 GeV/c are available. The very high time resolution of APSEL4D (up to 2.5 Mfps, but used at 6 kfps) was fundamental in realizing a single electron Young experiment using nanometric double slits obtained by a FIB technique. On high statistical samples, it was possible to observe the interference and diffractions of single isolated electrons traveling inside a transmission electron microscope. For the first time, the information on the distribution of the arrival time of the single electrons has been extracted.

Antropologia del lavoro. Nuovi scenari di antropologia applicata

In questa tesi viene presentata una ricerca di campo che si configura come esempio di un’antropologia applicata alle dinamiche lavorative all’interno di un’azienda ICT italiana. Fulcro della trattazione è la riflessione sui diversi aspetti di un’analisi antropologica del clima aziendale, condotta sulla base di una rilevazione dei processi lavorativi presso una società italiana specializzata in progetti di digital marketing. Il lavoro associato alle tecnologie di ultima generazione non è impersonale o dettato soltanto da regole esterne, ma piuttosto un lavoro dal forte carattere rituale, sociale, morale e performativo, dove soggetti, ruoli, idee, scelte e problematiche si intrecciano secondo modalità uniche ed irripetibili, rintracciabili anche attraverso l’etnografia. E’ dunque necessario dare visibilità al ruolo attivo dei lavoratori nel loro essere contemporaneamente individui e soggetti che lavorano. Partendo da una riflessione su lavoro e tecnologia all’interno di un quadro interdisciplinare che vede coinvolte - insieme all’antropologia - la sociologia, l’economia e la storia, ci si sofferma sulle potenzialità dell’antropologia del lavoro. Dopo aver ripercorso tutti i passi della ricerca di campo presso l’azienda, viene condivisa una più ampia considerazione sul ruolo dell’antropologia applicata al lavoro in contesti aziendali. Infine l’esperienza di antropologa in azienda viene posta a confronto con un’altra attività svolta dalla stessa autrice in ambito accademico nel campo dell’antropologia dell’educazione. Gli studi presi in considerazione e le esperienze concrete offrono la possibilità di affrontare il tema dell’antropologia del lavoro all’interno di una più vasta riflessione sulla necessità di sviluppare un’antropologia applicata in Italia. Essa non occupa ancora un posto rilevante nello scenario della vita pubblica, ma molti sono gli sforzi che si stanno compiendo in questa direzione. Uno sguardo positivo verso il futuro e la consapevolezza di un’antropologia che è insieme azione, impegno, partecipazione e sperimentazione etnografica concludono la tesi.

1H NMR Relaxation Characterization Of Hydrates

To distinguish the components of NMR signals from hydrated materials and to monitor their evolution after the addition of water to the powders, during the first two days of hydration. To implement the 3 Tau Model in a MATLAB script, called 3TM, provided with a Graphical User Interface (GUI), to easily use the 3 Tau Model with NMRD profiles. The 3 Tau Model, developed a few years ago is used for interpreting the dispersion (NMRD profiles, dependence on the Larmor frequency) of the longitudinal relaxation times, for liquids confined in porous media. This model describes the molecular dynamics of confined molecules by introducing three characteristic correlation times and additional outputs.