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

Field lab: Business project

O que determina a recomendação do operador de telecomunicações : caso de estudo dos clientes MEO

Com o objetivo de consolidar e pôr em prática o conhecimento adquirido ao longo do programa de mestrado, optei pela realização de um estágio, cujo relatório apresento sob a forma de trabalho Final de Mestrado. Assim sendo, surgiu a oportunidade de realizar um estágio curricular (por um período de seis meses, entre Setembro de 2013 e Fevereiro de 2014) no âmbito do trabalho desenvolvido pela equipa de Marketing Analítico da Direção de Segmento Consumo Residencial – DSR na empresa Portugal Telecom, uma das maiores empresas na área das Telecomunicações em Portugal. Num momento de elevada concorrência entre as empresas de telecomunicações, acresce a importância atribuída pelas empresas aos seus clientes e, com ela, a necessidade de estar em constante contacto com estes. É nesse contexto que o trabalho apresentado neste relatório é desenvolvido, recorrendo a métodos explicativos, nomeadamente regressão logística, para identificar características do comportamento dos clientes que têm impacto nas atitudes e perceções dos mesmos. Por outro lado, procura-se definir a relação entre essas atitudes e/ou perceções e a recomendação dos atuais clientes do serviço a outros. Por variadas razões, não foi possível utilizar dados da Portugal Telecom, pelo que foi necessário recorrer a recolha por questionário. Através deste método foram recolhidas 193 respostas, mas apenas 159 poderam ser utilizadas, uma vez que foram eliminados os casos em que os respondentes não possuiam serviço de telecomunicações e os casos em que os clientes MEO não responderam a perguntas fundamentais do questionário. Embora de forma consciente das limitações decorrentes da dimensão desta amostra, foi decidido prosseguir com estes resultados devido à dificuldade em angariar respondentes e devido ao período de tempo de recolha disponível para este relatório. Foi realizada uma caracterização da amostra recolhida com recurso a técnicas descritivas, sendo o modelo que permite estudar os impactos estimado com recurso a regressão por máxima verosimilhança, concretamente regressão logística. A partir da revisão da literatura e do conhecimento adquirido ao longo do estágio foram criados dois modelos explicativos para a recomendação. Os resultados indicam que a reclamação é influenciada positivamente pelo rendimento do agregado familiar, pelo preço e pela percepção que os indivíduos têm em como a PT se preocupa com eles e influenciada negativamente pela reclamação, ou seja quanto quanto mais reclamações os clientes fizerem menos é a probabilidade de recomendarem a empresa.

The natural hallucinogen 5-MeO-DMT, component of Ayahuasca, disrupts cortical function in rats: reversal by antipsychotic drugs

5-Methoxy-N,N-dimethyltryptamine (5-MeO-DMT) is a natural hallucinogen component of Ayahuasca, an Amazonian beverage traditionally used for ritual, religious and healing purposes that is being increasingly used for recreational purposes in US and Europe. 5MeO-DMT is of potential interest for schizophrenia research owing to its hallucinogenic properties. Two other psychotomimetic agents, phencyclidine and 2,5-dimethoxy-4-iodo-phenylisopropylamine (DOI), markedly disrupt neuronal activity and reduce the power of low frequency cortical oscillations (<4 Hz, LFCO) in rodent medial prefrontal cortex (mPFC). Here we examined the effect of 5-MeO-DMT on cortical function and its potential reversal by antipsychotic drugs. Moreover, regional brain activity was assessed by blood-oxygen level dependent (BOLD) functional magnetic resonance imaging (fMRI). 5-MeO-DMT disrupted mPFC activity, increasing and decreasing the discharge of 51 and 35% of the recorded pyramidal neurons, and reducing (−31%) the power of LFCO. The latter effect depended on 5-HT1A and 5-HT2A receptor activation and was reversed by haloperidol, clozapine, risperidone, and the mGlu2/3 agonist LY379268. Likewise, 5-MeO-DMT decreased BOLD responses in visual cortex (V1) and mPFC. The disruption of cortical activity induced by 5-MeO-DMT resembles that produced by phencyclidine and DOI. This, together with the reversal by antipsychotic drugs, suggests that the observed cortical alterations are related to the psychotomimetic action of 5-MeO-DMT. Overall, the present model may help to understand the neurobiological basis of hallucinations and to identify new targets in antipsychotic drug development.

De meo et tuo Platonico

Invocatio: Adsit favor Jehovae.

Estimation of hourly, daily and monthly mean diffuse radiation based on MEO shadowring correction

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

An Optical Survey for Space Debris on Highly Eccentric MEO Orbits

Optical surveys for space debris in high-altitude orbits have been conducted since more than ten years. Originally these efforts concentrated mainly on the geostationary ring (GEO). Corresponding observation strategies, processing techniques and cataloguing approaches have been developed and successfully applied. The ESA GEO surveys, e.g., resulted in the detection of a significant population of small-size debris and later in the discovery of high area-to-mass ratio objects in GEO-like orbits. The observation scenarios were successively adapted to survey the geostationary transfer orbit (GTO) region; and recently surveys to search for debris in the medium Earth orbit (MEO) region of the global navigation satellite constellations were successfully conducted. Comparably less experience (both, in terms of practical observation and strategy definition) is available for eccentric orbits that (at least partly) are in the MEO region, in particular for the Molniya-type orbits. Several breakup events and deliberate fragmentations are known to have taken place in such orbits. Different survey and follow-up strategies for searching space debris objects in highly-eccentric MEO orbits, and to acquire orbits which are sufficiently accurate to catalogue such objects and to maintain their orbits over longer time spans were developed. Simulations were performed to compare the performance of different survey and cataloguing strategies. Eventually, optical observations were conducted in the framework of an ESA study using ESA’s Space Debris Telescope (ESASDT) the 1-m Zeiss telescope located at the Optical Ground Station (OGS) at the Teide Observatory at Tenerife, Spain. A first series of surveys of Molnjya-type orbits was performed between January and April 2013. During these four months survey observations were performed during nine nights. A basic survey consisted of observing a single geocentric field for 10 minutes. If a faint object was found, follow-up observations were performed during the same night to ensure a save rediscovery of the object during the next nights. Additional follow-up observations to maintain the orbits of these newly discovered faint objects were also acquired with AIUB ́s 1m ZIMLAT telescope in Zimmerwald, Switzerland. Eventually 195 basic surveys were performed during these nine nights corresponding to about 32.5 hours of observations. In total 24 uncorrelated faint objects were discovered and all known catalogue objects in the survey fields were detected. On average one uncorrelated object was found every 80 minutes. Some of these objects show a considerable brightness variation and have a high area-to-mass ratio as determined in the orbit estimation process.