Applying customer value measurement to a customer loyalty program: Case of implementing a key performance indicator based on customer value

In recent decade customer loyalty programs have become very popular and almost every retail chain seems to have one. Through the loyalty programs companies are able to collect information about the customer behavior and to use this information in business and marketing management to guide decision making and resource allocation. The benefits for the loyalty program member are often monetary, which has an effect on the profitability of the loyalty program. Not all the loyalty program members are equally profitable, as some purchase products for the recommended retail price and some buy only discounted products. If the company spends similar amount of resources to all members, it can be seen that the customer margin is lower on the customer who bought only discounted products. It is vital for a company to measure the profitability of their members in order to be able to calculate the customer value. To calculate the customer value several different customer value metrics can be used. During the recent years especially customer lifetime value has received a lot of attention and it is seen to be superior against other customer value metrics. In this master’s thesis the customer lifetime value is implemented on the case company’s customer loyalty program. The data was collected from the customer loyalty program’s database and represents year 2012 on the Finnish market. The data was not complete to fully take advantage of customer lifetime value and as a conclusion it can be stated that a new key performance indicator of customer margin should be acquired in order to profitably drive the business of the customer loyalty program. Through the customer margin the company would be able to compute the customer lifetime value on regular basis enabling efficient resource allocation in marketing.

Evaluating Performance of Content Marketing: YouTube Marketing in Finnish Food and Drink Industry

The purpose of this research was to define content marketing and to discover how content marketing performance can be measured especially on YouTube. Further, the aim was to find out what companies are doing to measure content marketing and what kind of challenges they face in the process. In addition, preferences concerning the measurement were examined. The empirical part was conducted through multiple-case study and cross-case analysis methods. The qualitative data was collected from four large companies in Finnish food and drink industry through semi-structured phone interviews. As a result of this research, a new definition for content marketing was derived. It is suggested that return on objective, or in this case, brand awareness and engagement are used as the main metrics of content marketing performance on YouTube. The major challenge is the nature of the industry, as companies cannot connect the outcome directly to sales.

Content marketing performance measurement system in the context of customer acquisition

This thesis examines how content marketing is used in B2B customer acquisition and how content marketing performance measurement system is built and utilized in this context. Literature related to performance measurement, branding and buyer behavior is examined in the theoretical part in order to identify the elements influence on content marketing performance measurement design and usage. Qualitative case study is chosen in order to gain deep understanding of the phenomenon studied. The case company is a Finnish software vendor, which operates in B2B markets and has practiced content marketing for approximately two years. The in-depth interviews were conducted with three employees from marketing department. According to findings content marketing performance measurement system’s infrastructure is based on target market’s decision making processes, company’s own customer acquisition process, marketing automation tool and analytics solutions. The main roles of content marketing performance measurement system are measuring performance, strategy management and learning and improvement. Content marketing objectives in the context of customer acquisition are enhancing brand awareness, influencing brand attitude and lead generation. Both non-financial and financial outcomes are assessed by single phase specific metrics, phase specific overall KPIs and ratings related to lead’s involvement.

Performance measurement model for projects from a strategic management perspective

This research studied the project performance measurement from the perspective of strategic management. The objective was to find a generic model for project performance measurement that emphasizes strategy and decision making. Research followed the guidelines of a constructive research methodology. As a result, the study suggests a model that measures projects with multiple meters during and after projects. Measurement after the project is suggested to be linked to the strategic performance measures of a company. The measurement should be conducted with centralized project portfolio management e.g. using the project management office in the organization. Metrics, after the project, measure the project’s actual benefit realization. During the project, the metrics are universal and they measure the accomplished objectives relation to costs, schedule and internal resource usage. Outcomes of these measures should be forecasted by using qualitative or stochastic methods. Solid theoretical background for the model was found from the literature that covers the subjects of performance measurement, projects and uncertainty. The study states that the model can be implemented in companies. This statement is supported by empirical evidence from a single case study. The gathering of empiric evidence about the actual usefulness of the model in companies is left to be done by the evaluative research in the future.

Metrics for Predicting User Behavior and Experience in an Interactive Storytelling System

In much of the previous research into the field of interactive storytelling, the focus has been on the creation of complete systems, then evaluating the performance of those systems based on user experience. Less focus has been placed on finding general solutions to problems that manifest in many different types of interactive storytelling systems. The goal of this thesis was to identify potential candidates for metrics that a system could use to predict player behavior or how players experience the story they are presented with, and to put these metrics to an empirical test. The three metrics that were used were morality, relationships and conflict. The game used for user testing of the metrics, Regicide is an interactive storytelling experience that was created in conjunction with Eero Itkonen. Data, in the forms of internal system data and survey answers, collected through user testing, was used to evaluate hypotheses for each metric. Out of the three chosen metrics, morality performed the best in this study. Though further research and refinement may be required, the results were promising, and point to the conclusion that user responses to questions of morality are a strong predictor for their choices in similar situations later on in the course of an interactive story. A similar examination for user relationships with other characters in the story did not produce promising results, but several problems were recognized in terms of methodology and further research with a better optimized system may yield different results. On the subject of conflict, several aspects, proposed by Ware et al. (2012), were evaluated separately. Results were inconclusive, with the aspect of directness showing the most promise.

Métriques de routage dans les réseaux maillés sans fil

Ces dernières années, les technologies sans fil ont connu un essor fulgurant. Elles ont permis la mise en place de réseaux sans fil à hautes performances. Les réseaux maillées sans fil (RMSF) sont une nouvelle génération de réseaux sans fil qui offrent des débits élevés par rapport aux réseaux Wi-Fi (Wireless Fidelity) classiques et aux réseaux ad-hoc. Ils présentent de nombreux avantages telles que leur forte tolérance aux pannes, leur robustesse, leur faible coût etc. Les routeurs des RMSF peuvent disposer de plusieurs interfaces radio et chaque interface peut opérer sur plusieurs canaux distincts, c’est des RMSF multiples-radios, multiples-canaux. Ce type de réseau peut accroître de manière considérable les performances des RMSF. Cependant plusieurs problèmes subsistent et doivent être résolus notamment celui du routage. Le routage dans les RMSF demeure un défi majeur. Le but des protocoles de routage est de trouver les meilleures routes i.e. des routes qui maximisent les débits et minimisent les délais, lors de l’acheminement du trafic. La qualité des routes dans les RMSF peut être fortement affectée par les interférences, les collisions, les congestions etc. Alors les protocoles doivent être en mesure de détecter ces problèmes pour pouvoir en tenir compte lors de la sélection des routes. Plusieurs études ont été dédiées aux métriques et aux protocoles de routage dans les RMSF afin de maximiser les performances de celles ci. Mais la plupart ne prennent pas en considération toutes les contraintes telles que les interférences, le problème des stations cachées etc. Ce mémoire propose une nouvelle métrique de routage pour RMSF. Nous avons mis en place une nouvelle métrique de routage pour RMSF appelée MBP (Metric Based on Probabilities). Cette métrique est destinée aux RMSF mono-radio ou multiples-radios. Elle permet d’éviter les routes à forte ii interférence. Les résultats des simulations ont montré que MBP présente des améliorations par rapport à certaines métriques : ETT, WCETT et iAWARE qui sont connues dans le domaine.

Routage adaptatif et stabilité dans les réseaux maillés sans fil

Grâce à leur flexibilité et à leur facilité d’installation, les réseaux maillés sans fil (WMNs) permettent un déploiement d’une infrastructure à faible coût. Ces réseaux étendent la couverture des réseaux filaires permettant, ainsi, une connexion n’importe quand et n’importe où. Toutefois, leur performance est dégradée par les interférences et la congestion. Ces derniers causent des pertes de paquets et une augmentation du délai de transmission d’une façon drastique. Dans cette thèse, nous nous intéressons au routage adaptatif et à la stabilité dans ce type de réseaux. Dans une première partie de la thèse, nous nous intéressons à la conception d’une métrique de routage et à la sélection des passerelles permettant d’améliorer la performance des WMNs. Dans ce contexte nous proposons un protocole de routage à la source basé sur une nouvelle métrique. Cette métrique permet non seulement de capturer certaines caractéristiques des liens tels que les interférences inter-flux et intra-flux, le taux de perte des paquets mais également la surcharge des passerelles. Les résultats numériques montrent que la performance de cette métrique est meilleure que celle des solutions proposées dans la littérature. Dans une deuxième partie de la thèse, nous nous intéressons à certaines zones critiques dans les WMNs. Ces zones se trouvent autour des passerelles qui connaissent une concentration plus élevé du trafic ; elles risquent de provoquer des interférences et des congestions. À cet égard, nous proposons un protocole de routage proactif et adaptatif basé sur l’apprentissage par renforcement et qui pénalise les liens de mauvaise qualité lorsqu’on s’approche des passerelles. Un chemin dont la qualité des liens autour d’une passerelle est meilleure sera plus favorisé que les autres chemins de moindre qualité. Nous utilisons l’algorithme de Q-learning pour mettre à jour dynamiquement les coûts des chemins, sélectionner les prochains nœuds pour faire suivre les paquets vers les passerelles choisies et explorer d’autres nœuds voisins. Les résultats numériques montrent que notre protocole distribué, présente de meilleurs résultats comparativement aux protocoles présentés dans la littérature. Dans une troisième partie de cette thèse, nous nous intéressons aux problèmes d’instabilité des réseaux maillés sans fil. En effet, l’instabilité se produit à cause des changements fréquents des routes qui sont causés par les variations instantanées des qualités des liens dues à la présence des interférences et de la congestion. Ainsi, après une analyse de l’instabilité, nous proposons d’utiliser le nombre de variations des chemins dans une table de routage comme indicateur de perturbation des réseaux et nous utilisons la fonction d’entropie, connue dans les mesures de l’incertitude et du désordre des systèmes, pour sélectionner les routes stables. Les résultats numériques montrent de meilleures performances de notre protocole en comparaison avec d’autres protocoles dans la littérature en termes de débit, délai, taux de perte des paquets et l’indice de Gini.

Design Techniques for Sigmadelta based ADC for Wireless Applications

Analog-to digital Converters (ADC) have an important impact on the overall performance of signal processing system. This research is to explore efficient techniques for the design of sigma-delta ADC,specially for multi-standard wireless tranceivers. In particular, the aim is to develop novel models and algorithms to address this problem and to implement software tools which are avle to assist the designer's decisions in the system-level exploration phase. To this end, this thesis presents a framework of techniques to design sigma-delta analog to digital converters.A2-2-2 reconfigurable sigma-delta modulator is proposed which can meet the design specifications of the three wireless communication standards namely GSM,WCDMA and WLAN. A sigma-delta modulator design tool is developed using the Graphical User Interface Development Environment (GUIDE) In MATLAB.Genetic Algorithm(GA) based search method is introduced to find the optimum value of the scaling coefficients and to maximize the dynamic range in a sigma-delta modulator.

Routing protocol enhancement for handling node mobility in wireless sensor networks

In wireless sensor networks, the routing algorithms currently available assume that the sensor nodes are stationary. Therefore when mobility modulation is applied to the wireless sensor networks, most of the current routing algorithms suffer from performance degradation. The path breaks in mobile wireless networks are due to the movement of mobile nodes, node failure, channel fading and shadowing. It is desirable to deal with dynamic topology changes with optimal effort in terms of resource and channel utilization. As the nodes in wireless sensor medium make use of wireless broadcast to communicate, it is possible to make use of neighboring node information to recover from path failure. Cooperation among the neighboring nodes plays an important role in the context of routing among the mobile nodes. This paper proposes an enhancement to an existing protocol for accommodating node mobility through neighboring node information while keeping the utilization of resources to a minimum.

An adaptive cluster based routing scheme for mobile wireless sensor networks

Clustering schemes improve energy efficiency of wireless sensor networks. The inclusion of mobility as a new criterion for the cluster creation and maintenance adds new challenges for these clustering schemes. Cluster formation and cluster head selection is done on a stochastic basis for most of the algorithms. In this paper we introduce a cluster formation and routing algorithm based on a mobility factor. The proposed algorithm is compared with LEACH-M protocol based on metrics viz. number of cluster head transitions, average residual energy, number of alive nodes and number of messages lost

RRNS-convolutional encoded concatenated code for OFDM based wireless communication

The modern telecommunication industry demands higher capacity networks with high data rate. Orthogonal frequency division multiplexing (OFDM) is a promising technique for high data rate wireless communications at reasonable complexity in wireless channels. OFDM has been adopted for many types of wireless systems like wireless local area networks such as IEEE 802.11a, and digital audio/video broadcasting (DAB/DVB). The proposed research focuses on a concatenated coding scheme that improve the performance of OFDM based wireless communications. It uses a Redundant Residue Number System (RRNS) code as the outer code and a convolutional code as the inner code. The bit error rate (BER) performances of the proposed system under different channel conditions are investigated. These include the effect of additive white Gaussian noise (AWGN), multipath delay spread, peak power clipping and frame start synchronization error. The simulation results show that the proposed RRNS-Convolutional concatenated coding (RCCC) scheme provides significant improvement in the system performance by exploiting the inherent properties of RRNS.

A Novel Cache Resolution Technique For Cooperative Caching In Wireless Mobile Networks

Cooperative caching is used in mobile ad hoc networks to reduce the latency perceived by the mobile clients while retrieving data and to reduce the traffic load in the network. Caching also increases the availability of data due to server disconnections. The implementation of a cooperative caching technique essentially involves four major design considerations (i) cache placement and resolution, which decides where to place and how to locate the cached data (ii) Cache admission control which decides the data to be cached (iii) Cache replacement which makes the replacement decision when the cache is full and (iv) consistency maintenance, i.e. maintaining consistency between the data in server and cache. In this paper we propose an effective cache resolution technique, which reduces the number of messages flooded in to the network to find the requested data. The experimental results gives a promising result based on the metrics of studies.

Energy Efficient Cache Discovery in Wireless Mobile Ad oc Networks

Data caching is an attractive solution for reducing bandwidth demands and network latency in mobile ad hoc networks. Deploying caches in mobile nodes can reduce the overall traf c considerably. Cache hits eliminate the need to contact the data source frequently, which avoids additional network overhead. In this paper we propose a data discovery and cache management policy for cooperative caching, which reduces the power usage, caching overhead and delay by reducing the number of control messages flooded into the network .A cache discovery process based on position cordinates of neighboring nodes is developed for this .The stimulstion results gives a promising result based on the metrics of the studies.

Routing Protocol Enhancement for handling Node Mobility in Wireless Sensor Networks

In wireless sensor networks, the routing algorithms currently available assume that the sensor nodes are stationary. Therefore when mobility modulation is applied to the wireless sensor networks, most of the current routing algorithms suffer from performance degradation. The path breaks in mobile wireless networks are due to the movement of mobile nodes, node failure, channel fading and shadowing. It is desirable to deal with dynamic topology changes with optimal effort in terms of resource and channel utilization. As the nodes in wireless sensor medium make use of wireless broadcast to communicate, it is possible to make use of neighboring node information to recover from path failure. Cooperation among the neighboring nodes plays an important role in the context of routing among the mobile nodes. This paper proposes an enhancement to an existing protocol for accommodating node mobility through neighboring node information while keeping the utilization of resources to a minimum.

Routing Protocol Enhancement for handling Node Mobility in Wireless Sensor Networks

In wireless sensor networks, the routing algorithms currently available assume that the sensor nodes are stationary. Therefore when mobility modulation is applied to the wireless sensor networks, most of the current routing algorithms suffer from performance degradation. The path breaks in mobile wireless networks are due to the movement of mobile nodes, node failure, channel fading and shadowing. It is desirable to deal with dynamic topology changes with optimal effort in terms of resource and channel utilization. As the nodes in wireless sensor medium make use of wireless broadcast to communicate, it is possible to make use of neighboring node information to recover from path failure. Cooperation among the neighboring nodes plays an important role in the context of routing among the mobile nodes. This paper proposes an enhancement to an existing protocol for accommodating node mobility through neighboring node information while keeping the utilization of resources to a minimum.