E-CRM e a influência da digital analytics.

O mercado consumidor passou por diversas transformações ao longo do tempo devido principalmente à evolução tecnológica. A evolução tecnológica proporcionou ao consumidor a possibilidade de escolher por produtos e marcas, e permite a oportunidade de colaborar e influenciar a opinião de outros consumidores através do compartilhamento de experiências, principalmente através da utilização de plataformas digitais. O CRM (gerenciamento do relacionamento com o consumidor) é a forma utilizada pelas empresas para conhecerem o consumidor e criar um relacionamento satisfatório entre empresa e consumidor. Esse relacionamento tem o intuito de satisfazer e fidelizar o consumidor, evitando que ele deixe de consumir a marca e evitando que ele influencie negativamente outros consumidores. O e-CRM é o gerenciamento eletrônico do relacionamento com o consumidor, que possui todas as tradicionais características do CRM, porém com o incremento do ambiente digital. O ambiente digital diminuiu a distância entre pessoas e empresas e se tornou um meio colaborativo de baixo custo de interação com o consumidor. Por outro lado, este é um meio onde o consumidor deixa de ser passivo e se torna ativo, o que o torna capaz de influenciar não só um pequeno grupo de amigos, mas toda uma rede de consumidores. A digital analytics é a medição, coleta, análise e elaboração de relatórios de dados digitais para os propósitos de entendimento e otimização da performance em negócios. A utilização de dados digitais auxilia no desenvolvimento do e-CRM através da compreensão do comportamento do consumidor em um ambiente onde o consumidor é ativo. O ambiente digital permite um conhecimento mais detalhado dos consumidores, baseado não somente nos hábitos de compra, mas também nos interesses e interações. Este estudo tem como objetivo principal compreender como as empresas aplicam os conceitos do e-CRM em suas estratégias de negócios, compreendendo de que forma a digital analytics contribui para o desenvolvimento do e-CRM, e compreendendo como os fatores críticos de sucesso (humano, tecnológico e estratégico) impactam na implantação e desenvolvimento do e-CRM. Quatro empresas de diferentes segmentos foram estudadas através da aplicação de estudo de caso. As empresas buscam cada vez mais explorar as estratégias de e-CRM no ambiente digital, porém existem limitações identificadas devido à captação, armazenamento e análise de informações multicanais, principalmente considerando os canais digitais. Outros fatores como o apoio da alta direção e a compreensão de funcionários para lidar com estratégias focadas no consumidor único também foram identificados neste estudo. O estudo foi capaz de identificar as informações mais relevantes para a geração de estratégias de gerenciamento eletrônico do relacionamento com o consumidor e identificou os aspectos mais relevantes dos fatores críticos de sucesso.

Laboratório de criação digital

O projeto aqui apresentado consiste no desenvolvimento de um plano estratégico de marketing digital para o projeto Laboratório de Criação Digital (LCDPorto). O LCDPorto tem sete anos de existência, sem nunca ter definido uma estratégia de comunicação. O principal objetivo passa por aprofundar os vários temas que integram Marketing Digital, e desenvolver um plano que permita ao LCDPorto ganhar mais notoriedade pelas atividades que desenvolve e, também, obter mais público para participar nas atividades. Áreas como email marketing, contente marketing, SEO, social media e outras, não são áreas que funcionam de forma independente, mas sim, parte de um plano estratégico. Neste relatório serão apresentados alguns dos passos deste plano, nomeadamente Análise de Concorrência Online, estratégia de SEO, com o objetivo de obter dados prévios essenciais ao desenvolvimento desta estratégia de Marketing Digital.

"Alexander von Humboldt als internationaler Publizist. Zur Edition seiner sämtlichen Schriften"

Alexander von Humboldt veröffentlichte rund 800 Aufsätze, Artikel und Essays in zahlreichen Wissensgebieten und diversen Sprachen. Die Verteilung ihrer Publikati-onsorte entspricht der Reichweite seiner Reisen und der globalen Perspektive seiner Forschungen. Die Vielfalt seiner Co-Autoren und Kooperationspartner spiegelt seine Multidisziplinarität. Humboldts umfangreiches publizistisches Werk dokumentiert sei-ne internationale Bedeutung als Wissenschaftler, Reiseschriftsteller und Kulturver-mittler. An der Universität Bern entsteht die erste Gesamtedition dieses Humboldt-schen Œuvres, die 2019 zum 250. Geburtstag des Autors vorliegen soll. Ihr Ziel ist Systematisierung, Dokumentation und Erschließung des Corpus – in einer Buchausgabe mit Text- und Apparatbänden und in einer digitalen Edition mit computerphilo-logischen Werkzeugen. Alexander von Humboldt (1769–1859), Aufsätze und Essays, internationale Publizistik, Wissenschaftsgeschichte, Editionsphilologie.

Aplicação da teoria moderna do portfólio à selecção de canais de marketing digital

O intuito desta dissertação é investigar em que medida a Teoria Moderna do Portfólio pode ser aplicada à selecção de um portfólio de canais ou de tácticas de Marketing Digital, de modo a obter o melhor compromisso entre o retorno esperado do investimento e o respectivo risco. Anteriores aplicações da teoria do portfólio ao Marketing, enquanto meio de racionalizar a selecção do portfólio, concentraram-se no uso deste modelo em decisões relacionadas com portfólios de produtos, de clientes e segmentos de clientes, de formatos de retalho e de promoções de preço. Não se encontraram evidências de que a abordagem proposta neste texto tenha já sido tentada. A evolução tecnológica nas últimas duas décadas trouxe a adopção generalizada de smartphones e tablets e também a revolução da internet, originando a proliferação do e-mail, dos blogs e dos sites de redes sociais. Devido à infinidade de meios para chegar aos consumidores, os marketers enfrentam actualmente grandes desafios no planeamento e na definição das suas estratégias de Marketing. Em resposta, consultoras detêm ferramentas para a análise de portfólios de canais de Marketing que permitem às empresas e aos marketers, em particular, melhorar o desempenho da sua actividade e maximizar o rendimento da sua despesa de Marketing. Contudo, além de dispendiosas e estritamente analíticas, estas ferramentas são muito sofisticadas, baseando-se em algoritmos e raciocínios complexos que nem sempre são evidentes para os marketers, o que dificulta a sua compreensão e consequentemente a sua adopção. Sem uma ferramenta de análise, é frequente os marketers fundamentarem as suas decisões nos resultados das campanhas online anteriores, registados pelas Web Analytics, e na sua experiência profissional. Assim, crê-se que a Teoria Moderna do Portfólio, baseando-se em conceitos estatísticos simples, possa representar para os marketers uma ferramenta útil no apoio à selecção do conjunto de canais ou de tácticas de Marketing Digital que melhor se adequa aos interesses e aos objectivos estratégicos das organizações. A Teoria Moderna do Portfólio tem como principais vantagens a análise e selecção de portfólios com base na sua combinação de retorno esperado e risco de investimento (retorno ajustado ao risco), por oposição a considerar exclusivamente o retorno esperado, e a simplicidade estatística do modelo, por oposição aos softwares das consultoras. O presente estudo fundamentou-se na literatura existente acerca da Teoria Moderna do Portfólio, concebida em 1952 por Harry Markowitz, bem como no conceito de Sharpe Ratio, por William Sharpe, tendo-se revisto também conceitos genéricos de Marketing e Marketing Digital. Dado que a medição do retorno financeiro do investimento em Marketing – central ao estudo – não é tão linear quanto a medição dos retornos de activos financeiros, revelou-se necessário introduzir algumas alterações à teoria do portfólio original. Estas alterações tomaram em consideração as principais conclusões dos estudos anteriores sobre a aplicação do modelo a outras áreas. Para desenvolver o modelo proposto, utilizou-se o Microsoft Excel. Seguidamente, procedeu-se à sua prova de conceito através de uma abordagem empírica, utilizando dados de uma empresa portuguesa de Marketing Digital. Concluiu-se que é possível aplicar a Teoria Moderna do Portfólio à selecção de canais ou tácticas de Marketing Digital de uma empresa, com as devidas adaptações, para determinar as parcelas do orçamento de comunicação de uma organização a alocar a cada tipo de canal ou táctica.

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

Field lab: Business project

MARKETING COMMUNICATIONS IN B2B COMPANIES – The Roles of Marketing Communication Tools in the Digital Age

Marketing communications has gone through significant changes during the last decades and new online tools have been leading this change for the last decade. Now, in the digital age, if wanting to be successful companies need to experiment new things and seize the opportunities online provides and adapt to the new environment. However, during this time the marketing communication mix and the meanings given to the various components of it have not changed dramatically, and personal selling, direct marketing, sales promotion, advertising and public relations activities are still regarded as important tools in the marketing communications mix. The purpose of this study was to examine business-to-business marketing communications and the tools used by companies in their marketing communications efforts in the digital age and in a global environment. The research questions dealt with the marketing communication tools and their roles as well as the role of online marketing communication and the way it has shaped the field of b2b marketing communications. In order to answer these questions, qualitative approach was chosen and the data was collected by theme interviews with six representatives of Finnish global companies from the b2b sector being interviewed. The theoretical framework covers the general field of b2b marketing communications and its main elements. The online environment as well as the concept of a global marketplace and integrated approach to marketing communication activities is also discussed. The theory was supported by the interviews regarding the activities and roles of the marketing communication tools and both theory as well as the interviews found personal selling to be a vital tool. However, the importance of online has grown and online marketing activities have risen right next to personal selling. The use of analytics and marketing automation was found to be of great interest in the interviews and they were seen as a growing domain in b2b marketing communications. The importance of targeted and personalised messages from relevant medias was a repeating theme as was the customer-centric approach in marketing communication activities. Also, offline and online tools and channels were seen as something that should be treated together as an entity rather than as separate activities. Relevant content created according to the needs of the customer with the gathered data from analytics were seen as the future of b2b marketing communications. Online has added its input to the more traditionally perceived tools and they are executed within the framework of the digital age. Nevertheless, even though online has increased its presence in the b2b marketing communications mix, the more traditionally perceived marketing communication tools, especially personal selling, have not lost their meaning or place in the b2b marketing communication mix.

Using open source software for digital libraries A case study of CUSAT

The purpose of this paper is to describe the design and development of a digital library at Cochin University of Science and Technology (CUSAT), India, using DSpace open source software. The study covers the structure, contents and usage of CUSAT digital library. Design/methodology/approach – This paper examines the possibilities of applying open source in libraries. An evaluative approach is carried out to explore the features of the CUSAT digital library. The Google Analytics service is employed to measure the amount of use of digital library by users across the world. Findings – CUSAT has successfully applied DSpace open source software for building a digital library. The digital library has had visits from 78 countries, with the major share from India. The distribution of documents in the digital library is uneven. Past exam question papers share the major part of the collection. The number of research papers, articles and rare documents is less. Originality/value – The study is the first of its type that tries to understand digital library design and development using DSpace open source software in a university environment with a focus on the analysis of distribution of items and measuring the value by usage statistics employing the Google Analytics service. The digital library model can be useful for designing similar systems

A produção independente de webséries pela perspectiva multiplataforma da televisão digital e internet

Pós-graduação em Televisão Digital: Informação e Conhecimento - FAAC

The new digital revolution: From the consumer Internet to the industrial Internet

The new digital technologies have led to widespread use of cloud computing, recognition of the potential of big data analytics, and significant progress in aspects of the Internet of Things, such as home automation, smart cities and grids and digital manufacturing. In addition to closing gaps in respect of the basic necessities of access and usage, now the conditions must be established for using the new platforms and finding ways to participate actively in the creation of content and even new applications and platforms. This message runs through the three chapters of this book. Chapter I presents the main features of the digital revolution, emphasizing that today’s world economy is a digital economy. Chapter II examines the region’s strengths and weaknesses with respect to digital access and consumption. Chapter III reviews the main policy debates and urges countries to take a more proactive approach towards, for example, regulation, network neutrality and combating cybercrime. The conclusion highlights two crucial elements: first, the need to take steps towards a single regional digital market that can compete in a world of global platforms by tapping the benefits of economies of scale and developing network economies; and second, the significance of the next stage of the digital agenda for Latin America and the Caribbean (eLAC2018), which will embody the latest updates to a cooperation strategy that has been in place for over a decade.

Google Analytics & CONTENTdm: Harness Up Your Repository Metrics

A demonstration of the installation and use of Google Analytics with CONTENTdm in order to better gather metrics and insight into both general and specific online traffic across such digital repositories. Issues addressed will include collection-level traffic, digital object-level traffic, general site referrals to the repository, specific referrals to the repository, search engine referrals, user keywords, traffic occurring inside and/or outside an institution’s own network, reporting options.

Text analytics of social media: Sentiment analysis, event detection and summarization

In the last decade, large numbers of social media services have emerged and been widely used in people's daily life as important information sharing and acquisition tools. With a substantial amount of user-contributed text data on social media, it becomes a necessity to develop methods and tools for text analysis for this emerging data, in order to better utilize it to deliver meaningful information to users. ^ Previous work on text analytics in last several decades is mainly focused on traditional types of text like emails, news and academic literatures, and several critical issues to text data on social media have not been well explored: 1) how to detect sentiment from text on social media; 2) how to make use of social media's real-time nature; 3) how to address information overload for flexible information needs. ^ In this dissertation, we focus on these three problems. First, to detect sentiment of text on social media, we propose a non-negative matrix tri-factorization (tri-NMF) based dual active supervision method to minimize human labeling efforts for the new type of data. Second, to make use of social media's real-time nature, we propose approaches to detect events from text streams on social media. Third, to address information overload for flexible information needs, we propose two summarization framework, dominating set based summarization framework and learning-to-rank based summarization framework. The dominating set based summarization framework can be applied for different types of summarization problems, while the learning-to-rank based summarization framework helps utilize the existing training data to guild the new summarization tasks. In addition, we integrate these techneques in an application study of event summarization for sports games as an example of how to better utilize social media data. ^

Text Analytics of Social Media: Sentiment Analysis, Event Detection and Summarization

In the last decade, large numbers of social media services have emerged and been widely used in people's daily life as important information sharing and acquisition tools. With a substantial amount of user-contributed text data on social media, it becomes a necessity to develop methods and tools for text analysis for this emerging data, in order to better utilize it to deliver meaningful information to users. Previous work on text analytics in last several decades is mainly focused on traditional types of text like emails, news and academic literatures, and several critical issues to text data on social media have not been well explored: 1) how to detect sentiment from text on social media; 2) how to make use of social media's real-time nature; 3) how to address information overload for flexible information needs. In this dissertation, we focus on these three problems. First, to detect sentiment of text on social media, we propose a non-negative matrix tri-factorization (tri-NMF) based dual active supervision method to minimize human labeling efforts for the new type of data. Second, to make use of social media's real-time nature, we propose approaches to detect events from text streams on social media. Third, to address information overload for flexible information needs, we propose two summarization framework, dominating set based summarization framework and learning-to-rank based summarization framework. The dominating set based summarization framework can be applied for different types of summarization problems, while the learning-to-rank based summarization framework helps utilize the existing training data to guild the new summarization tasks. In addition, we integrate these techneques in an application study of event summarization for sports games as an example of how to better utilize social media data.

Big Data Analytics for Earth Sciences: the EarthServer approach

Big Data Analytics is an emerging field since massive storage and computing capabilities have been made available by advanced e-infrastructures. Earth and Environmental sciences are likely to benefit from Big Data Analytics techniques supporting the processing of the large number of Earth Observation datasets currently acquired and generated through observations and simulations. However, Earth Science data and applications present specificities in terms of relevance of the geospatial information, wide heterogeneity of data models and formats, and complexity of processing. Therefore, Big Earth Data Analytics requires specifically tailored techniques and tools. The EarthServer Big Earth Data Analytics engine offers a solution for coverage-type datasets, built around a high performance array database technology, and the adoption and enhancement of standards for service interaction (OGC WCS and WCPS). The EarthServer solution, led by the collection of requirements from scientific communities and international initiatives, provides a holistic approach that ranges from query languages and scalability up to mobile access and visualization. The result is demonstrated and validated through the development of lighthouse applications in the Marine, Geology, Atmospheric, Planetary and Cryospheric science domains.

Big Data Analytics for Earth Sciences: the EarthServer approach

Big Data Analytics is an emerging field since massive storage and computing capabilities have been made available by advanced e-infrastructures. Earth and Environmental sciences are likely to benefit from Big Data Analytics techniques supporting the processing of the large number of Earth Observation datasets currently acquired and generated through observations and simulations. However, Earth Science data and applications present specificities in terms of relevance of the geospatial information, wide heterogeneity of data models and formats, and complexity of processing. Therefore, Big Earth Data Analytics requires specifically tailored techniques and tools. The EarthServer Big Earth Data Analytics engine offers a solution for coverage-type datasets, built around a high performance array database technology, and the adoption and enhancement of standards for service interaction (OGC WCS and WCPS). The EarthServer solution, led by the collection of requirements from scientific communities and international initiatives, provides a holistic approach that ranges from query languages and scalability up to mobile access and visualization. The result is demonstrated and validated through the development of lighthouse applications in the Marine, Geology, Atmospheric, Planetary and Cryospheric science domains.

Emergence and Innovation in Digital Learning: Foundations and Applications

Educational systems worldwide are facing an enormous shift as a result of sociocultural, political, economic, and technological changes. The technologies and practices that have developed over the last decade have been heralded as opportunities to transform both online and traditional education systems. While proponents of these new ideas often postulate that they have the potential to address the educational problems facing both students and institutions and that they could provide an opportunity to rethink the ways that education is organized and enacted, there is little evidence of emerging technologies and practices in use in online education. Because researchers and practitioners interested in these possibilities often reside in various disciplines and academic departments the sharing and dissemination of their work across often rigid boundaries is a formidable task. Contributors to Emergence and Innovation in Digital Learning include individuals who are shaping the future of online learning with their innovative applications and investigations on the impact of issues such as openness, analytics, MOOCs, and social media. Building on work first published in Emerging Technologies in Distance Education, the contributors to this collection harness the dispersed knowledge in online education to provide a one-stop locale for work on emergent approaches in the field. Their conclusions will influence the adoption and success of these approaches to education and will enable researchers and practitioners to conceptualize, critique, and enhance their understanding of the foundations and applications of new technologies.