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.

Consumer neuroscience: usability of brain imaging methods in marketing research

Consumer neuroscience (neuromarketing) is an emerging field of marketing research which uses brain imaging techniques to study neural conditions and processes that underlie consumption. The purpose of this study was to map this fairly new and growing field in Finland by studying the opinions of both Finnish consumers and marketing professionals towards it and comparing the opinions to the current consumer neuroscience literature, and based on that evaluate the usability of brain imaging techniques as a marketing research method. Mixed methods research design was chosen for this study. Quantitative data was collected from 232 consumers and 28 marketing professionals by means of online surveys. Both respondent groups had either neutral opinions or lacked knowledge about the four themes chosen for this study: benefits, limitations and challenges, ethical issues and future prospects of consumer neuroscience. Qualitative interview data was collected from 2 individuals from Finnish neuromarketing companies to deepen insights gained from quantitative research. The four interview themes were the same as in the surveys and the interviewees’ answers were mostly in line with the current literature, although more optimistic about the future of the field. The interviews also exposed a gap between academic consumer neuroscience research and practical level applications. The results of this study suggest that there are still many unresolved challenges and relevant populations either have neutral opinions or lack information about consumer neuroscience. The practical level applications are, however, already being successfully used and this new field of marketing research is growing both globally and in Finland.

Influence of temperate grass seed rotation systems on weed seed soil bank composition

Due to changing cropping practices in perennial grass seed crops in western Oregon, USA, alternative rotation systems are being considered to reduce weed infestations. Information is generally lacking regarding the effects of alternative agronomic operations and herbicide inputs on soil weed seed bank composition during this transition. Six crop rotation systems were imposed in 1992 on a field that had historically produced monoculture perennial ryegrass (Lolium perenne L.) seeds. Each system plot was 20 x 30 m, arranged in a randomized complete block design, replicated four times. Twenty to thirty soil cores were sampled in June 1997 from each plot. The weed species composition of the cores was determined by successive greenhouse grow-out assays. In addition to seed density, heterogeneity indices for species evenness, richness, and diversity were determined. The most abundant species were Juncus bufonius L. and Poa annua L. Changes in seed bank composition were due to the different herbicides used for the rotation crop components. Compared to the other rotation systems, no-tillage, spring-planted wheat (Triticum aestivum L.) and oat (Avena sativa L.) reduced overall weed seed density and richness, but did not affect weed species evenness or diversity. When meadowfoam (Limnanthes alba Hartweg ex Benth.) succeeded wheat in rotation, weed species richness was unaffected, but evenness and diversity were reduced, compared to the other rotation systems. For meadowfoam in sequence after white clover (Trifolium repens L.), crop establishment method (no-tillage and conventional tillage) had no effect on weed seed species density, evenness, or diversity.

Soil seed bank variation patterns according to environmental factors in a natural grassland

This research aimed to determine the soil seed bank and its relationship with environmental factors that have an influence in the distribution of the vegetation above the ground in an excluded area of natural grassland in the South of Brazil. Most of the 122 identified species in the seed bank were perennials. Data analysis indicated three distinct community groups, according to the size and composition of the soil seed bank in lowlands with permanent wet soils, in lowlands and in other areas. In general, lowlands were characterized by low-fertility soils, high moisture and aluminum contents, being spatially homogeneous habitats and, therefore, more restricted to vegetation heterogeneity than other parts of the relief. Environmental factors most associated with soil seed bank size and composition were relief position and their co-related soil variables such as: soil moisture content, potassium content, organic matter, basic saturation of cation exchange soil capacity, exchangeable basics sum of the soil and clay soil content. According to that, relief position, associated with combined effects of soil chemical properties related to it, determines the observed variation pattern of the soil seed bank, as a reflection of the vegetation above the area.

“Who is steering the ship and which constellation guides the way? Exploring transparency in the European Central Bank during the time of crisis”

This paper explores transparency in the decision-making of the European Central Bank (ECB). According to ECB´s definition, transparency means that the central bank provides the general public with all relevant information on its strategy, assessments and policy decisions as well as its procedures in an open, clear and timely manner. In this paper, however, the interpretation of transparency is somewhat broader: Information is freely available and directly accessible to those who will be affected by the decisions. Moreover, the individuals shall be able to master this material. ECB´s negative attitude towards publication of documents has demonstrated central bank´s reluctance to strive towards more extensive transparency. By virtue of the definition adopted by the ECB the bank itself is responsible for determining what is considered as relevant information. On the grounds of EU treaties, this paper assesses ECB`s accountability concentrating especially on transparency by employing principal-agent theory and constitutional approach. Traditionally, the definite mandate and the tenet of central bank independence have been used to justify the limited accountability. The de facto competence of the ECB has, however, considerably expanded as the central bank has decisively resorted to non-standard measures in order to combat the economic turbulences facing Europe. It is alleged that non-standard monetary policy constitutes a grey zone occasionally resembling economic policy or fiscal policy. Notwithstanding, the European Court of Justice has repeatedly approved these measures. This dynamic interpretation of the treaties seems to allow temporarily exceptions from the central bank´s primary objective during extraordinary times. Regardless, the paper suggests that the accountability nexus defined in the treaties is not sufficient in order to guarantee the accountability of the ECB after the adoption of the new, more active role. Enhanced transparency would help the ECB to maintain its credibility. Investing in the quality of monetary dialogue between the Parliament and the ECB appears to constitute the most adequate and practicable method to accomplish this intention. As a result of upgraded transparency the legitimacy of the central bank would not solely rest on its policy outputs.

On site measurements of DC link electrolytic capacitor bank of frequency converter using constant DC magnetization of the motor

Preventive maintenance of frequency converters has been based on pre-planned replace-ment of wearing or ageing components. Exchange intervals follow component life-time expectations which are based on empirical knowledge or schedules defined by manufac-turer. However, the lifetime of a component can vary significantly, because drives are used in very different operating environments and applications. The main objective of the research was to provide information on methods, i.e. how in-verter's operating condition can be measured reliably under field conditions. At first, the research focused on critical components such as current transducers, IGBTs and DC link capacitor bank, because these aging have already been identified. Of these, the DC link capacitor measurement method was selected for closer examination. With this method, the total capacitance and its total series resistance can be measured. The suitability of the measuring procedure was estimated on the basis of practical measurements. The research was made by using so called triangulation method, including a literature review, simulations and practical measurements. Based on the results, the new measu-rement method seems suitable with some reservations to practical measurements. How-ever, the measuring method should be further developed in order to improve its reliability.

Bank Income Diversification and its Impact on Profitability and Risk: Evidence from Nordic Markets

Financial industry has recently encountered many changes in the business environment. Increased regulation together with growing competition is forcing commercial banks to rethink their business models. In order to maintain profitability in the new environment, banks are focusing more into activities that yield noninterest income. This is a shift away from the traditional intermediation function of banks. This study aims to answer the question if the shift from traditional income yielding activities to more innovative noninterest activities is logical in terms of profitability and risk in Nordics. This study also aims to answer the question if diversification within the noninterest income categories has impact on profitability and risk and if there are certain categories of noninterest income that are better than others in terms of profitability and risk in Nordics. Results show that diversification between interest and noninterest activities and increase in the share of noninterest income have a negative impact on the risk adjusted returns and risk profile. Results also show that further diversification within the noninterest income categories has negative impact on risk adjusted profitability and risk while an increase of the share of commission and fee income category of total noninterest income has a positive impact on risk adjusted profitability and risk. Results are logical and in line with previous research (De Young & Roland, 2001; Stiroh, 2004). Results provide useful information to banks and help them better evaluate outcomes of different income diversification strategies.

Lolium multiflorum seeds in the soil: I. Soil seed bank dynamics in a no til system

The objective of the study was to characterize annual ryegrass seed population dynamics, managed for natural re-sowing, in no til systems in rotation with soybean, in different chronosequences An area was cultivated for two years with soybean, left as fallow land for the next two years and then cultivated again with soybean for the next two years. The four chronosequences represented different management periods, two with soybean (6 and 8 years old) and the other two resting (3 and 9 years old). Soil samples were taken every month during one year and divided into two depths (0-5 and 5-10 cm). Vegetation dynamics were also evaluated (number of plants, inflorescences and seedlings). Soil seed bank (SSB) dynamics showed structural patterns in time, with a "storage period" in summer, an "exhausting period" during autumn and a "transition period" in winter and spring. Pasture establishment by natural re-sowing was totally dependent on the annual recruitment of seeds from the soil. The influence of the management practices on the SSB was more important than the number of years that these practices had been implemented. Places where soybean was sown showed the largest SSBs. Most of the seeds overcame dormancy and germinated at the end of the summer and beginning of the autumn, showing a typically transitory SSB, but with a small proportion of persistent seeds

The Role of Content Marketing in Company Branding

The purpose of this study is to provide a deep understanding of the concept of content marketing in relation to company branding.

The Impact of Event Marketing on Brand Awareness in eSport Industry

The purpose of this qualitative research is to study what is the impact of event marketing on brand awareness in the context of electronic sport industry. Based on the research questions, the theoretical framework will be developed. This research will analyze earlier theories, and also searching more fresh literature to explain the current phenomenon in the eSport industry. In the empirical part, there were total of five case companies interviewed. The context of this research is eSport, which has its own chapter. The theoretical part of the thesis focuses on event marketing and brand awareness. In this research, event marketing is analyzed from the event organizers perspective. In some occasions, event exhibitors’ perspective is also analyzed. In brand awareness, the focus is how to create a brand recognizable, recalled and from there top of mind in consumers’ minds. The results of this research revealed that many companies’ struggles on getting their brand recognizable. Some of the case companies lacks a strategy and don’t exactly know the core values of their customers. However some of the case companies were opposite. One reason behind this is that some of them has experience on the field and the companies have resources that covers them. Also the current strong brand has clearly a positive affect on their business.

Marketing a Mobile Application in a Highly Competitive Global Marketplace

The purpose of this research was to study the marketing of mobile applications. The main objective was to find out what are the most efficient ways of marketing to increase the sales for a mobile application within a highly competitive marketplace. The marketplaces, app stores, are studied from the perspective of size, ease of entry, competition and customers and their purchasing process. The study also includes research on what are some of the main marketing methods used in mobile app marketing in general. The study consists of two parts, theoretical and empirical research. Theoretical research was done by studying past scientific research on the chosen subjects. As the subject is very new, the research was also extended to other publications from the field of mobile technology. The empirical part was done through interviews and empirical experiments with a case-company, which were used to answer the main objective of this study. These experiments showed that the chosen methods of mobile app marketing, app store optimization, localization and selected social media marketing activities, created the most sales when used together. Positive results were seen also when the activities were conducted by themselves, but together they were able to push the case company to their all time best results. However the key to succeeding and hitting high positions in the app store rankings would most likely require creating a solid marketing strategy, trying out other marketing activities alongside the ones used here, without forgetting to stay on top of mobile technology trends.

Marketing performance measurement in the marketing-finance interface

Marketing and finance are both facing challenges in the constantly changing business environment. Finance is challenged to change its role from cost control to value-adding business partner while marketing needs to be able to demonstrate its accountability so how it contributes to firm performance. Finance is the key partner for marketing to prove its impact by helping marketing to measure its actions. By doing so, finance can also emphasize its business partner role. There is not a lot of research conducted of the relationship between marketing and finance departments. The aim of this study is to investigate how the professional differences of marketing and finance and their forms of cooperation affect marketing performance measurement. Literature of marketing and finance disciplines, their cooperation, performance implications of their interface as well as the roles of marketing performance measurement, performance measurement system and measures were reviewed. This research was conducted as a qualitative case study among senior management of marketing and finance in the sporting goods company. The data collected through semi-structured interviews, participant observation and secondary data was described and classified and connections were made. The results of the study show that the nature of marketing and finance disciplines has many effects on their cooperation and performance measurement. Due to the ambiguous nature of marketing, measuring its performance is still seen as a challenge but digitalization is helping the measurement. It was indicated that marketing and finance professionals need to have different skillsets in order to perform their roles effectively and thus cooperation is needed. Marketing performance needs to be measured with both financial and nonfinancial measures. Both marketing and finance interviewees highlighted the importance of marketing measures over financial measures. Measuring marketing performance comprehensively is seen as a challenge since marketing and finance cooperation is still shaped by the cost control and budget management roles, rather than performance measurement. We recognized three constraints affecting this cooperation and performance measurement: people, time and software. If marketing and finance would develop deeper cooperation, they could create comprehensive performance measurement system that improves organizational performance.

Framework for Marketing Automation: Case Vaisala

Työ käsittelee Markkinoinnin Automaatiota, viitekehyksen rakentamista Markkinoinnin Automaation käyttöönottoon ja sen hyödyntämiselle markkinoinnin ja myynnin putken hallinnassa. Työ on suoritettu tapaustutkimuksena, jonka primääri datana on käytetty puoli-strukturoituja haastatteluja ja sekundääri datana on käytetty dataa myynnin tietojärjestelmistä. Kirjallisuuskatsaus markkinoinnin automaatioon paljastaa, että aihetta ei ole juurikaan tutkittu akateemisesti. Etenkin selkeitä aukkoja teorioissa on miten markkinoinnin automaatiota kannattaisi aloittaa ja miten siihen tarvittavia kamppanjoita kannattaisi rakentaa. Tapaustutkimuksen tuloksena selvisi selkeät ongelma kohdat nykysessä markkinoinnin ja myynnin putkessa, ja myös kohdat joissa markkinoinnin automaatio voi olla avuksi. Suurin osa ongelma kohdista on markkinoinnin ja myynnin välissä. Toimiakseen markkinoinnin automaatio vaatii selkeät määritykset yrityksessä Liidille ja miten sitä käsitellään. Toimivuuden takaamiseksi se tarvitsee myös jatkuvaa palautetta liideistä ja myynneistä. Alue mikä myös tarvitsee muutosta paremman toimivuuden takaamiseksi on markkinoinnin kamppanjoiden suunnittelu, yhdessä myynnin kanssa ja asiakkaan polku edellä. Tulevaisuuden tavoitteena tulisi olla viestien personointi ja asiakkaiden profilointi. Tulevaisuuden tutkimuskohteet olisivat erittäin avuliaita yrityksille, varsinki jos ne käsittelisivät käyttöönottoa tai personointia.

Boulevard to broken dreams, Part 1: the Polonoroeste road project in the Brazilian Amazon, and the World Bank's environmental and indigenous peoples' norms

ABSTRACT Before the mid 1980s the World Bank conceived "nature" as something to be "conquered" and "environment" as a source of resources for "development". By the late 1980s the Bank incorporated norms of environmental sustainability and indigenous peoples' protection into its mandate, and other development-oriented IOs followed. This two-part paper describes how a fight over the Polonoroeste road project in the Brazilian Amazon - inside the Bank, between the Bank and NGOs supported by the US Congress, and between the Bank and the government of Brazil -helped to generate the far-reaching change of policy norms. The first part describes how the project was designed as an innovation in sustainable development in rainforests; and how it provoked a firestorm inside the Bank as it moved towards project approval.