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.

Development of a Control System for a Tele Operated Mobile Robot

Mobile robots are capable of performing spatial displacement motions in different environments. This motions can be calculated based on sensorial data (autonomous robot) or given by an operator (tele operated robot). This thesis is focused on the latter providing the control architecture which bridges the tele operator and the robot’s locomotion system and end effectors. Such a task might prove overwhelming in cases where the robot comprises a wide variety of sensors and actuators hence a relatively new option was selected: Robot Operating System (ROS). The control system of a new robot will be sketched and tested in a simulation model using ROS together with Gazebo in order to determine the viability of such a system. The simulated model will be based on the projected shape and main features of the real machine. A stability analysis will be performed first theoretically and afterwards using the developed model. This thesis concluded that both the physical properties and the control architecture are feasible and stable settling up the ground for further work with the same robot.

Quadcopter assistant for a mobile assembly robot

Science has revolutionized the human life. The advance progress in science and research is making human life easier and more comfortable. The new and emerging technology of micro drone is penetrating and widening the scientific research. This thesis is a part of work in which a unique work is carried out, although related research paper and journal are available. Design and development of automatic charging station for a ready to fly quadcopter is rare and unusual work. The work is carried out as an standard engineering process that include requirements gathering, creating the required document (this thesis is a part of required document as well), selection of suitable hardware, configuring the hardware, generate the code for software, uploading code to the microcontroller, troubleshooting and rectification, finalized prototype and testing. Thesis describe how mechatronics engineering is useful in generating a customized and unique project. At the starting phase of this project (before purchasing a ready to fly quadcopter) every single aspect of this work was known. The only unknown alternatives was a battery and charger. Several task was achieved including design and development of automatic charging station, accurate landing and telecast a live video on additional screen. At starting it was decided that quadcopter should follow the mobile robot, during study it was concluded there is no such quadcopter available in market to auto follow a robot indoor. This works starts with a market survey and comparing the different brands of quadcopter that meets all the requirements and specifications of the mobile robot assembly. Selection of quadcopter is a result of discussion and meeting with the team members, supervisor, professor and project manage.

Design of traction transmission and suspension systems for an omni-directional mobile robot

This project aims to design and manufacture a mobile robot with two Universal Robot UR10 mainly used indoors. In order to obtain omni-directional maneuverability, the mobile robot is constructed with Mecanum wheels. The Mecanum wheel can move in any direction with a series of rollers attached to itself. These rollers are angled at 45º about the hub’s circumference. This type of wheels can be used in both driving and steering with their any-direction property. This paper is focused on the design of traction system and suspension system, and the velocity control of Mecanum wheels in the close-loop control system. The mechanical design includes selection of bearing housing, couplers which are act as connection between shafts, motor parts, and other needed components. The 3D design software SolidWorks is utilized to assemble all the components in order to get correct tolerance. The driving shaft is designed based on assembled structure via the software as well. The design of suspension system is to compensate the assembly error of Mecanum wheels to guarantee the stability of the robot. The control system of motor drivers is realized through the Robot Operating System (ROS) on Ubuntu Linux. The purpose of inverse kinematics is to obtain the relationship among the movements of all Mecanum wheels. Via programming and interacting with the computer, the robot could move with required speed and direction.

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.