How to increase reach efficiency and effectiveness of MEO’s digital marketing campaigns?

Field lab: Business project

A comparison analysis of the marketing strategy of Lufthansa and Emirates in Germany

The objective of this paper is to perform an analysis of the marketing strategy of Lufthansa and Emirates in Germany. Since both airlines use a similar approach to increase brand awareness an in-depth analysis is implemented in order to identify potential differences. Hereby, consumer insights about the perception and expectation travellers have in common will be analyzed and assessed with quantitative data. Both airlines are well positioned in terms of their marketing strategy, but when Emirates is strengthen its marketing campaign with that pace, the Gulf carrier will certainly make use of its economic strength and can become a frightening threat for the Lufthansa Group on long-haul destinations. Finally, recommendations for future marketing activities for both airlines will be given.

How to improve urban mobility in Lisbon: intermodality and information and ticketing systems

Urban mobility is one of the main challenges facing urban areas due to the growing population and to traffic congestion, resulting in environmental pressures. The pathway to urban sustainable mobility involves strengthening of intermodal mobility. The integrated use of different transport modes is getting more and more important and intermodality has been mentioned as a way for public transport compete with private cars. The aim of the current dissertation is to define a set of strategies to improve urban mobility in Lisbon and by consequence reduce the environmental impacts of transports. In order to do that several intermodal practices over Europe were analysed and the transport systems of Brussels and Lisbon were studied and compared, giving special attention to intermodal systems. In the case study was gathered data from both cities in the field, by using and observing the different transport modes, and two surveys were done to the cities users. As concluded by the study, Brussels and Lisbon present significant differences. In Brussels the measures to promote intermodality are evident, while in Lisbon a lot still needs to be done. It also made clear the necessity for improvements in Lisbon’s public transports to a more intermodal passenger transport system, through integration of different transport modes and better information and ticketing system. Some of the points requiring developments are: interchanges’ waiting areas; integration of bicycle in public transport; information about correspondences with other transport modes; real-time information to passengers pre-trip and on-trip, especially in buses and trams. After the identification of the best practices in Brussels and the weaknesses in Lisbon the possibility of applying some of the practices in Brussels to Lisbon was evaluated. Brussels demonstrated to be a good example of intermodality and for that reason some of the recommendations to improve intermodal mobility in Lisbon can follow the practices in place in Brussels.

How could marketing automation impact the business performance of Comexposium?

Comexposium continues to exhibit strong growth through global acquisition of key events. However, the company identified the need to increase the renewal rate of its exhibitors. In order to do so, Comexposium determined marketing automation software could have enormous value. However, the company currently does not have the appropriate data to determine to specific returns the software could provide. Thus, this report focused on assessing the impact of marketing automation on the business performance of a B2B enterprise and the best methods to implement and measure it. The main findings were that the software could be of immense value to Comexposium, if the company is ready to invest in internal resources and take the time to adapt to the changes the tool will incur.

A spatial multicriteria model for urban accessibility mapping

Accessibility is nowadays an important issue for the development of cities. It is seen as a priority in order toguarantee equal access to fundamental rights, to improve the quality of life of citizens and to ensure that everyone, regardless of age, mobility or ability, have equal access to all the resources and benefits cities have to offer. Consequently, factors closely related to the accessibility have gained a higher relevance for identifying and assessing the location of urban facilities. The main goal of the paper is to present an accessibility evaluation model applied in Santarém, in Brazil, a city located midway between the larger cities of Belem and Manaus. The research instruments, sampling method and data analysis proposed for mapping urban accessibility are described. Daily activities were used to identify and group key destinations. The model was implemented within a geographic information system and integrates the individualâ s perspective through the definition of each key destination weight, reflecting their significance for daily activities in the urban area. Accessibility to key destinations was mapped over 24 districts of the city of Santarém. The results of this model application can support city administration decision-making for new investments in order to improve urban quality of life.

A GIS extension model to calculate urban heat island intensity based on urban geometry

This paper presents a simulation model, which was incorporated into a Geographic Information System (GIS), in order to calculate the maximum intensity of urban heat islands based on urban geometry data. The method-ology of this study stands on a theoretical-numerical basis (Okeâ s model), followed by the study and selection of existing GIS tools, the design of the calculation model, the incorporation of the resulting algorithm into the GIS platform and the application of the tool, developed as exemplification. The developed tool will help researchers to simulate UHI in different urban scenarios.

Marketing socioambiental: o estudo de caso da participação popular em áreas de alta densidade de postes e linhas de alta tensão em Portugal

O presente artigo centra-se na análise do marketing socioambiental, promovido por empresas do setor energético, bem como o papel da sociedade civil, por intermédio, dos movimentos populares de reivindicação, contra os postes e linhas de alta e muito alta tensão em áreas residenciais na União Europeia e, especificamente, em Portugal. O processo de urbanização crescente e o modo de vida urbano desenfreado acarretaram mudanças substanciais no tecido urbano, sobretudo, no que diz respeito ao avanço das linhas aéreas de energia elétrica. Desde a década de 1960, uma série de estudos foram desenvolvidos sobre os efeitos destas infraestruturas tecnológicas em áreas residenciais. Apesar do intenso debate ainda não existem resultados consensuais quanto à sua influência na saúde das populações. Não obstante, diversos organismos internacionais, tais como, a Organização Mundia l de Saúde (OMS) e a Comissão Internacional de Proteção Contra Radiação Não - Ionizante (ICNIRP), já estabeleceram parâmetros de precaução, a partir da fixação de valores de exposição, tanto em termos ocupacionais , quanto para a população. Neste sentido, objetiva-se com a presente comunicação analisar o papel do marketing socioambiental, a partir da participação popular, dos movimentos internacionais e nacionais contra a alta tensão, sobretudo em Portugal. A pesquisa centrou-se numa abordagem qualitativa de fontes secundárias de dois blogues e cinco jornais nacionais que apresentavam notícias sobre a constituição e as manifestações realizadas pelo Movimento Nacional Contra Linhas de Alta Tensão em Zonas Habitadas. Este Movimento teve a sua origem no Sul de Portugal e difundiu-se por todo o país recrutando indivíduos preocupados com a instalação das novas e das já existentes linhas aéreas de energia elétrica. O Movimento ganhou força a nível nacional com o apoio de partidos políticos. Também foi realizado trabalho de campo em junho de 2014.

Seismic vulnerability of vernacular buildings in urban centres: the case of Vila Real de Santo António

Following detailed studies of Portuguese vernacular building typologies, this paper deals with buildings located in historical urban centres. An analysis of the history of the urban centre and, in particular, of some vernacular buildings is enhanced. Additionally, a discussion on the influence of changes of the geometry, and on added built volumes to original buildings in the seismic vulnerability of the buildings is also provided.

Improving selective collection of urban waste using a business intelligence system

Today recovering urban waste requires effective management services, which usually imply sophisticated monitoring and analysis mechanisms. This is essential for the smooth running of the entire recycling process as well as for planning and control urban waste recovering. In this paper we present a business intelligence system especially designed and im- plemented to support regular decision-making tasks on urban waste management processes. The system provides a set of domain-oriented analytical tools for studying and characterizing poten- tial scenarios of collection processes of urban waste, as well as for supporting waste manage- ment in urban areas, allowing for the organization and optimization of collection services. In or- der to clarify the way the system was developed and the how it operates, particularly in process visualization and data analysis, we also present the organization model of the system, the ser- vices it disposes, and the interface platforms for exploring data.

Influência da temperatura e da quantidade de água no substrato sobre a germinação de sementes de Ochroma pyramidale (Cav. ex Lam.) Urban (pau-de-balsa)

O presente trabalho foi conduzido com o objetivo de avaliar diferentes volumes de água no substrato e temperaturas na germinação de sementes de Ochroma pyramidale (Cav. ex Lam.) Urban. Antes da instalação dos testes de germinação, as sementes foram tratadas com imersão em água quente a 80º C até o resfriamento, para superar a dormência. A semeadura foi realizada em rolos de papel germitest, umedecidos com volumes (mL) de água equivalentes a 1,5; 2,0; 2,5 e 3,0 vezes o peso do substrato nas temperaturas de 25, 30 e 35º C. O delineamento experimental adotado foi o inteiramente casualizado com os tratamentos em esquema fatorial 4 x 3. Para cada tratamento, utilizaram-se quatro repetições de 25 sementes. Após o encerramento do experimento (aos 21 dias), foi avaliada a porcentagem, o índice de velocidade de germinação e os comprimentos da raiz primária e do hipocótilo. A porcentagem de germinação final não foi influenciada pelos fatores estudados. O índice de velocidade de germinação foi favorecido pelas maiores temperaturas, 30 e 35º C. A temperatura de 30º C e a quantidade de água de 1,5 vezes o peso do papel, e 35º C e a quantidade de 3,0 vezes, foram as mais indicadas para o desenvolvimento da raiz primária e do hipocótilo da espécie. Para a germinação das sementes de O. pyramidale recomenda-se a temperatura de 30º C com a quantidade de água de 1,5 vezes o peso do papel, e a temperatura de 35º C com a quantidade de água de 3,0 vezes.

The urban morphology of Braga between Late Antiquity and the fourteenth-fifteenth centuries

This paper aims to approach the urban transformation processes occurring in the city of Braga between Late Antiquity and the fourteenth-fifteenth centuries. Our approach is based upon the cross-referencing of documental, iconographic and cartographic data with data emerging from archaeological works conducted across the city throughout the last two decades. Despite the scarcity in sources documenting the historical period under study, a similar circumstance registered in other western European cities, new and emerging archaeological data associated with a regressive analysis of available information for the forthcoming centuries —documents, maps, plans and illustrations, have been contributing towards an advance in the overall knowledge regarding the continuity and changing processes impacting upon the urban area of Braga. Thereby, our goal is to develop a synthesis work describing the major evolutionary stages happening in Braga from the fifth to the fifteenth centuries and based upon anintegrated analysis of the architectonic markers, the morphology present in the urban setting, the existing Christian topography, the defensive system and the main road network.

Diversity of sand flies in domiciliary environment of Santarém, state of Pará, Brazil: species composition and abundance patterns in rural and urban areas

This paper aimed to evaluate the richness, abundance and frequency of sand fly occurrence in rural and urban areas American visceral Leishmaniasis -AVL is endemic in the study area of Santarém municipality, Pará state. Sand flies were collected during 1995-2000, using CDC light traps placed in neighborhoods and rural areas of the municipality. A total of 53.454 individuals and 26 species of sand flies were collected. The most abundant species in both urban and rural environments was Lutzomyia longipalpis, vector of AVL in the area. The highest species richness by capture was in rural area. In all years sampled, the largest number of species of sand fly collected was always in rural areas. The species of sand flies in urban and rural area were similar in 11 species. In the rural area other 11 species were found, a total of 22 species. Shannon-Wiener index ranged from 0.12 to 0.84 at rural areas and 0.08 to 0.34 at urban ones. In general, rural localities showed higher diversity (H') of phlebotomines than urban ones. Individual-based rarefaction curves for each area demonstrated that urban localities had the lowest expected number of phlebotomine species and the richest rural ones reach higher expected values with lower amount of individuals than urban sites. The most frequent species were Lutzomyia longipalpis, Evandromyia carmelinoi and Bichromomyia flaviscutellata.

3D representation of the urban evolution of Braga using the cityengine tool

The morphological evolution of the city of Braga has been the subject of several studies focusing on different urban areas in different periods. Using the accumulated knowledge provided by the available archaeological, historical and iconographic data of Braga, from the Roman times to the nineteenth century, we intend to present a working methodology for 3D representation of urban areas and its evolution, using the CityEngine ESRI tool. Different types of graphic and cartographic data will be integrated in an archaeological information system for the characterization of urban buildings. Linking this information system to the rules of characterization of urban spaces through the CityEngine tool, we can create the 3D urban spaces and their changes. The building characterization rules include several parameters of architectural elements that can be dynamically changed according the latest information. This methodology will be applied to the best known areas within of the city allowing the creation of different and dynamic layouts. Considerations about the concepts, challenges and constraints of using the CityEngine tool for recording and representing urban evolution knowledge will be discussed.

Copper toxicity for Scinax ruber and Rhinella granulosa (Amphibia: Anura) of the Amazon: Potential of Biotic Ligand Model to predict toxicity in urban streams

In the last years many populations of anurans have declined and extinctions have been recorded. They were related to environmental pollution, changes of land use and emerging diseases. The main objective of this study was to determine copper sensitivity of the anuran of the Amazon Rhinella granulosa and Scinax ruber tadpoles at stage 25 and Scinax ruber eggs exposed for 96 h to copper concentrations ranging from 15 µg Cu L-1 to 94 µg Cu L-1. LC50 at 96 h of Rhinella granulosa Gosner 25, Scinax ruber Gosner 25 and Scinax ruber eggs in black water of the Amazon were 23.48, 36.37 and 50.02 µg Cu L-1, respectively. The Biotic Ligand Model was used to predict the LC50 values for these species and it can be considered a promising tool for these tropical species and water conditions. Copper toxicity depends on water physical-chemical composition and on the larval stage of the tadpoles. The Gosner stage 19-21 (related to the appearance of external gills) is the most vulnerable and the egg stage is the most resistant. In case of contamination by copper, the natural streams must have special attention, since copper is more bioavailable.

The impact of urban noise on primary schools: perceptive evaluation and objective assessment

This paper aims to assess the impact of environmental noise in the vicinity of primary schools and to analyze its influence in the workplace and in student performance through perceptions and objective evaluation. The subjective evaluation consisted of the application of questionnaires to students and teachers, and the objective assessment consisted of measuring in situ noise levels. The survey covered nine classes located in three primary schools. Statistical Package for Social Sciences was used for data processing and to draw conclusions. Additionally, the relationship of the difference between environmental and background noise levels of each classroom and students with difficulties in hearing the teacherâ s voice was examined. Noise levels in front of the school, the schoolyard, and the most noise-exposed classrooms (occupied and unoccupied) were measured. Indoor noise levels were much higher than World Health Organization (WHO) recommended values: LAeq,30min averaged 70.5 dB(A) in occupied classrooms, and 38.6 dB(A) in unoccupied ones. Measurements of indoor and outdoor noise suggest that noise from the outside (road, schoolyard) affects the background noise level in classrooms but in varying degrees. It was concluded that the façades most exposed to road traffic noise are subjected to values higher than 55.0 dB(A), and noise levels inside the classrooms are mainly due to the schoolyard, students, and the road traffic. The difference between background (LA95,30min) and the equivalent noise levels (LAeq,30min) in occupied classrooms was 19.2 dB(A), which shows that studentsâ activities are a significant source of classroom noise.