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.

Intelligence acquisition methods in cyber domain : examining the circumstantial applicability of cyber intelligence acquisition methods using a hierarchical model

Phenomena in cyber domain, especially threats to security and privacy, have proven an increasingly heated topic addressed by different writers and scholars at an increasing pace – both nationally and internationally. However little public research has been done on the subject of cyber intelligence. The main research question of the thesis was: To what extent is the applicability of cyber intelligence acquisition methods circumstantial? The study was conducted in sequential a manner, starting with defining the concept of intelligence in cyber domain and identifying its key attributes, followed by identifying the range of intelligence methods in cyber domain, criteria influencing their applicability, and types of operatives utilizing cyber intelligence. The methods and criteria were refined into a hierarchical model. The existing conceptions of cyber intelligence were mapped through an extensive literature study on a wide variety of sources. The established understanding was further developed through 15 semi-structured interviews with experts of different backgrounds, whose wide range of points of view proved to substantially enhance the perspective on the subject. Four of the interviewed experts participated in a relatively extensive survey based on the constructed hierarchical model on cyber intelligence that was formulated in to an AHP hierarchy and executed in the Expert Choice Comparion online application. It was concluded that Intelligence in cyber domain is an endorsing, cross-cutting intelligence discipline that adds value to all aspects of conventional intelligence and furthermore that it bears a substantial amount of characteristic traits – both advantageous and disadvantageous – and furthermore that the applicability of cyber intelligence methods is partly circumstantially limited.

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.

Dynamic Competitor Analysis Model Of Welding Quality Management Software

Tämä diplomityö arvioi hitsauksen laadunhallintaohjelmistomarkkinoiden kilpailijoita. Kilpailukenttä on uusi ja ei ole tarkkaa tietoa siitä minkälaisia kilpailijoita on markkinoilla. Hitsauksen laadunhallintaohjelmisto auttaa yrityksiä takaamaan korkean laadun. Ohjelmisto takaa korkean laadun varmistamalla, että hitsaaja on pätevä, hän noudattaa hitsausohjeita ja annettuja parametreja. Sen lisäksi ohjelmisto kerää kaiken tiedon hitsausprosessista ja luo siitä vaadittavat dokumentit. Diplomityön teoriaosuus muodostuu kirjallisuuskatsauksesta ratkaisuliike-toimintaan, kilpailija-analyysin ja kilpailuvoimien teoriaan sekä hitsauksen laadunhallintaan. Työn empiriaosuus on laadullinen tutkimus, jossa tutkitaan kilpailevia hitsauksen laadunhallintaohjelmistoja ja haastatellaan ohjelmistojen käyttäjiä. Diplomityön tuloksena saadaan uusi kilpailija-analyysimalli hitsauksen laadunhallintaohjelmistoille. Mallin avulla voidaan arvostella ohjelmistot niiden tarjoamien primääri- ja sekundääriominaisuuksien perusteella. Toiseksi tässä diplomityössä analysoidaan nykyinen kilpailijatilanne hyödyntämällä juuri kehitettyä kilpailija-analyysimallia.

The role of collective intelligence in crowdsourcing innovation

Social insects are known for their ability to display swarm intelligence, where the cognitive capabilities of the collective surpass those of the individuals forming it by orders of magnitude. The rise of crowdsourcing in recent years has sparked speculation as to whether something similar might be taking place on crowdsourcing sites, where hundreds or thousands of people interact with each other. The phenomenon has been dubbed collective intelligence. This thesis focuses on exploring the role of collective intelligence in crowdsourcing innovations. The task is approached through three research questions: 1) what is collective intelligence; 2) how is collective intelligence manifested in websites involved in crowdsourcing innovation; and 3) how important is collective intelligence for the functioning of the crowdsourcing sites. After developing a theoretical framework for collective intelligence, a multiple case study is conducted using an ethnographic data collection approach for the most part. A variety of qualitative, quantitative and simulation modelling methods are used to analyse the complex phenomenon from several theoretical viewpoints or ‘lenses’. Two possible manifestations of collective intelligence are identified: discussion, typical of web forums; and the wisdom of crowds in evaluating crowd submissions to websites. However, neither of these appears to be specific to crowdsourcing or critical for the functioning of the sites. Collective intelligence appears to play only a minor role in the cases investigated here. In addition, this thesis shows that feedback loops, which are found in all the cases investigated, reduce the accuracy of the crowd’s evaluations when a count of votes is used for aggregation.

Business intelligence – enabling self-service: A case study in a global manufacturing company

Business intelligence (BI) is an information process that includes the activities and applications used to transform business data into valuable business information. Today’s enterprises are collecting detailed data which has increased the available business data drastically. In order to meet changing customer needs and gain competitive advantage businesses try to leverage this information. However, IT departments are struggling to meet the increased amount of reporting needs. Therefore, recent shift in the BI market has been towards empowering business users with self-service BI capabilities. The purpose of this study was to understand how self-service BI could help businesses to meet increased reporting demands. The research problem was approached with an empirical single case study. Qualitative data was gathered with a semi-structured, theme-based interview. The study found out that case company’s BI system was mostly used for group performance reporting. Ad-hoc and business user-driven information needs were mostly fulfilled with self-made tools and manual work. It was felt that necessary business information was not easily available. The concept of self-service BI was perceived to be helpful to meet such reporting needs. However, it was found out that the available data is often too complex for an average user to fully understand. The respondents felt that in order to self-service BI to work, the data has to be simplified and described in a way that it can be understood by the average business user. The results of the study suggest that BI programs struggle in meeting all the information needs of today’s businesses. The concept of self-service BI tries to resolve this problem by allowing users easy self-service access to necessary business information. However, business data is often complex and hard to understand. Self-serviced BI has to overcome this challenge before it can reach its potential benefits.

Location intelligence strategisen päätöksenteon tukena

Kilpailuetua tavoittelevan yrityksen pitää kyetä jalostamaan tietoa ja tunnistamaan sen avulla uusia tulevaisuuden mahdollisuuksia. Tulevaisuuden mielikuvien luomiseksi yrityksen on tunnettava toimintaympäristönsä ja olla herkkänä havaitsemaan muutostrendit ja muut toimintaympäristön signaalit. Ympäristön elintärkeät signaalit liittyvät kilpailijoihin, teknologian kehittymiseen, arvomaailman muutoksiin, globaaleihin väestötrendeihin tai jopa ympäristön muutoksiin. Spatiaaliset suhteet ovat peruspilareita käsitteellistää maailmaamme. Pitney (2015) on arvioinut, että 80 % kaikesta bisnesdatasta sisältää jollakin tavoin viittauksia paikkatietoon. Siitä huolimatta paikkatietoa on vielä huonosti hyödynnetty yritysten strategisten päätösten tukena. Teknologioiden kehittyminen, tiedon nopea siirto ja paikannustekniikoiden integroiminen eri laitteisiin ovat mahdollistaneet sen, että paikkatietoa hyödyntäviä palveluja ja ratkaisuja tullaan yhä enemmän näkemään yrityskentässä. Tutkimuksen tavoitteena oli selvittää voiko location intelligence toimia strategisen päätöksenteon tukena ja jos voi, niin miten. Työ toteutettiin konstruktiivista tutkimusmenetelmää käyttäen, jolla pyritään ratkaisemaan jokin relevantti ongelma. Konstruktiivinen tutkimus tehtiin tiiviissä yhteistyössä kolmen pk-yrityksen kanssa ja siihen haastateltiin kuutta eri strategiasta vastaavaa henkilöä. Tutkimuksen tuloksena löydettiin, että location intelligenceä voidaan hyödyntää strategisen päätöksenteon tukena usealla eri tasolla. Yksinkertaisimmassa karttaratkaisussa halutut tiedot tuodaan kartalle ja luodaan visuaalinen esitys, jonka avulla johtopäätöksien tekeminen helpottuu. Toisen tason karttaratkaisu pitää sisällään sekä sijainti- että ominaisuustietoa, jota on yhdistetty eri lähteistä. Tämä toisen tason karttaratkaisu on usein kuvailevaa analytiikkaa, joka mahdollistaa erilaisten ilmiöiden analysoinnin. Kolmannen eli ylimmän tason karttaratkaisu tarjoaa ennakoivaa analytiikkaa ja malleja tulevaisuudesta. Tällöin ohjelmaan koodataan älykkyyttä, jossa informaation keskinäisiä suhteita on määritelty joko tiedon louhintaa tai tilastollisia analyysejä hyödyntäen. Tutkimuksen johtopäätöksenä voidaan todeta, että location intelligence pystyy tarjoamaan lisäarvoa strategisen päätöksenteon tueksi, mikäli yritykselle on hyödyllistä ymmärtää eri ilmiöiden, asiakastarpeiden, kilpailijoiden ja markkinamuutoksien maantieteellisiä eroavaisuuksia. Parhaimmillaan location intelligence -ratkaisu tarjoaa luotettavan analyysin, jossa tieto välittyy muuttumattomana päätöksentekijältä toiselle ja johtopäätökseen johtaneita syitä on mahdollista palata tarkastelemaan tarvittaessa uudelleen.

Business intelligence – enabling self-service: A case study in a global manufacturing company

Business intelligence (BI) is an information process that includes the activities and applications used to transform business data into valuable business information. Today’s enterprises are collecting detailed data which has increased the available business data drastically. In order to meet changing customer needs and gain competitive advantage businesses try to leverage this information. However, IT departments are struggling to meet the increased amount of reporting needs. Therefore, recent shift in the BI market has been towards empowering business users with self-service BI capabilities. The purpose of this study was to understand how self-service BI could help businesses to meet increased reporting demands. The research problem was approached with an empirical single case study. Qualitative data was gathered with a semi-structured, theme-based interview. The study found out that case company’s BI system was mostly used for group performance reporting. Ad-hoc and business user-driven information needs were mostly fulfilled with self-made tools and manual work. It was felt that necessary business information was not easily available. The concept of self-service BI was perceived to be helpful to meet such reporting needs. However, it was found out that the available data is often too complex for an average user to fully understand. The respondents felt that in order to self-service BI to work, the data has to be simplified and described in a way that it can be understood by the average business user. The results of the study suggest that BI programs struggle in meeting all the information needs of today’s businesses. The concept of self-service BI tries to resolve this problem by allowing users easy self-service access to necessary business information. However, business data is often complex and hard to understand. Self-serviced BI has to overcome this challenge before it can reach its potential benefits.

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.

Intelligence in peace support operations

Finnish Defence Studies is published under the auspices of the National Defence College, and the contributions reflect the fields of research and teaching of the College. Finnish Defence Studies will occasionally feature documentation on Finnish Security Policy. Views expressed are those of the authors and do not necessarily imply endorsement by the National Defence College.

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.