A Data-mining-based Methodology to support MV Electricity Customers' Characterization

This paper presents an electricity medium voltage (MV) customer characterization framework supportedby knowledge discovery in database (KDD). The main idea is to identify typical load profiles (TLP) of MVconsumers and to develop a rule set for the automatic classification of new consumers. To achieve ourgoal a methodology is proposed consisting of several steps: data pre-processing; application of severalclustering algorithms to segment the daily load profiles; selection of the best partition, corresponding tothe best consumers’ segmentation, based on the assessments of several clustering validity indices; andfinally, a classification model is built based on the resulting clusters. To validate the proposed framework,a case study which includes a real database of MV consumers is performed.

Marketing experiencial, emoções, satisfação e lealdade

O marketing transacional apresenta-se nos dias de hoje insuficiente para fazer face às exigências de um consumidor mais participativo, seletivo e crítico. No mercado global, industrializado e em constante evolução tecnológica, é, cada vez mais, difícil obter um grau de diferenciação assente apenas nos benefícios funcionais e racionais. O marketing transacional evoluiu para o marketing relacional, constituindo o cliente o centro do processo de trocas. A economia das experiências alterou a forma como as marcas trabalham o mercado, introduzindo o conceito de experiências, o que por sua vez conceptualizou o marketing experiencial, orientado para a gestão da experiência do cliente, transformando o ato de consumo em algo memorável, cheio de estímulos sensoriais e emocionais, convertendo-se, por vezes, no próprio produto, seja ele de âmbito industrial, desportivo ou mesmo cultural. Este grau de envolvimento do cliente com a marca é elemento gerador de emoção, de satisfação, de lealdade e de valor. Este trabalho pretendeu analisar a importância e os componentes estimuladores do marketing experiencial e a sua relação com as emoções, satisfação e a lealdade dos consumidores no evento cultural “Serralves em festa 2013”. Para tal, utilizamos uma metodologia de investigação quantitativa, com recurso a análise de equações estruturais, suportada por uma pesquisa teórica. O estudo empírico realizado, baseado num inquérito por questionário, possibilitou obter uma amostra de 264 respostas válidas. Após a validação e melhoria das escalas de medida dos conceitos, os resultados destas e do modelo estrutural demonstraram valores adequados. Estudaram-se e comprovaram-se as relações previstas nas hipóteses, nomeadamente, a relação positiva do impacto das experiências no comportamento do consumidor, designadamente, na sua emoção e satisfação e o impacto destas na sua lealdade. Entre as variáveis estudadas foram obtidos interessantes níveis de correlação e capacidades preditivas.

The differential effects of switching costs and attractiveness of alternatives on customer loyalty

Dissertação apresentada como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de Informação.

Building clusters for CRM strategies by mining airlines customer data

Trabalho de Projeto apresentado como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de Informação

A communication strategy for Continente: Proposals to improve the online services

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

Facebook brand fan pages and their impact on online branding and marketing strategy

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

Business planning in nonprofit: laying the ground for customer relationship management in Instituto de Empreendedorismo Social

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

A marketing plan for the ice cream brand Max Adventures in food service

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

Customer Lifetime Value: a framework for application in the insurance industry - Building a Business Process to Generate and Maintain an Automatic Estimation Agent

Research Project submited as partial fulfilment for the Master Degree in Statistics and Information Management

Equity in access to MRI equipment: the Portuguese case

Magnetic resonance imaging (MRI) is a method of image diagnose proven to be of undeniable importance when it comes to neuro and cardio related diseases. In fact, these diseases (such as: ischemic heart disease, stroke and acute myocardial infection) have high incidence in Portugal. For these reasons, the allocation of this medical technology should not be considered with light thoughts. In fact, making decision of resource allocation in health care can be a very complex and contested matter. The impacts of new technology allocation, such MRI, can be assessed in a variety of ways. However, a fundamental component should always be present: the use of evidence-based decision-making methods. One of these methods is Technology Assessment (TA). This paper aims to characterize the equity on access of the Portuguese population in general, to a specific medical device such as MRI, under the TA point of view. It is hoped to promote a bridge of scientific knowledge between the gap on research and policy-making through TA that can emerge as a tool to aid decision-makers in the organization of health systems. There are gaps in providing healthcare, due to geographical imbalances, with some areas unable to provide certain specialized services, as hospitals in the countryside do not provide all medical specialties. Portugal has also a large independent private sector that provides diagnostic and therapeutic services to NHS users under contracts called conventions. These medical contracts cover ambulatory health facilities for laboratory tests and examinations such as diagnostic tests and Radiology. However, there is no convention from the NHS when concerning the MRI exam. Therefore, this reality can be considered a limitation in the access of the general population to this kind of clinical exam. TA can play an useful and important role in helping the decision-makers to explore potential gains that might be achieved by introducing a more rational decision making into health care management, namely into the Radiology area, regarding the allocation of MRI equipment.

Promoting healthy eating standards on children through CSR educational programs: An evaluation of impact on eating preferences, attitude towards the brand and perceived brand reputation

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

Internationalization Plan - How can UniPlaces improve its customer acquisition strategy in the London market?

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

A knowledge-based framework to facilitate E-training implementation

Dissertação para obtenção do Grau de Mestre em Engenharia Eletrotécnica e de Computadores

The dynamics of brand loyalty across a consumer’s lifetime

This project studies the Portuguese female fashion market. We intend to determine patterns of consumer brand loyalty across brands and ages. By interviewing 8 young adults and surveying 125 teens and 87 adults, we found that brands’ segmentation by usage per age segment is related with differentiation in brand loyalty and peer pressure. We also found that teens have higher attitudinal brand loyalty while adults have higher behavioral loyalty. Moreover, brand loyalty in teens is more susceptible to peer pressure. The results imply that customer relationship management strategies should be differentiated according to age segment. We also derive marketing implications with a focus on each brand’s loyalty profile.

Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector

Double degree. 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 and Warsaw School of Economics