Asiakaslähtöisen markkinointiviestinnän toteuttaminen investointihyödykemarkkinoilla, case Metso Paper, liiketoimintayksikkö Kalanterit

Tutkielman tavoitteena on selvittää, miten markkinointiviestintä voidaan investointihyödykemarkkinoilla toteuttaa asiakaslähtöisesti. Siinä on käsitelty asiakkaiden tarpeita markkinoinnin lähtökohtana, kohderyhmän segmentointia sekä viestinnän sisällön rakentamista investointihyödyke-markkinoilla. Tutkimuksessa on käytetty normatiivista eli soveltavaa case-tutkimusta ja sen analyysimenetelmä on ollut kvalitatiivinen. Tutkielma jakautuu teoreettiseen ja empiiriseen osaan: tutkimuksen teoriaosa on toteutettu kirjallisuustutkimuksena ja empiirisen osan pohjana on käytetty aiheesta aiemmin tehtyä kvantitatiivista tutkimusta, jota on täydennetty kvalitatiivisilla syvähaastatteluilla. Empiirisen osan tavoitteena on rakentaa markkinointiviestinnän sanoma OptiDwell-kalanterille sen kohderyhmän tarpeiden selvityksen pohjalta.

Palveluasumisen markkinapotentiaali Suomessa asuvien venäjänkielisten ikäihmisten keskuudessa - Analyysi markkinoista ja kuluttajakäyttäytymisestä

Tutkimus on toimeksianto Yritykseltä X, joka halusi selvitettävän, millaista markkinapotentiaalia on nähtävissä ikäihmisten palveluasumisessa Suomessa asuville venäjänkielisille. Markkinoiden analysoinnin lisäksi tutkimuksessa on selvitetty kohderyhmän kuluttajakäyttäytymistä ja ostokykyä. Tutkimuksen tavoitteena ei ole antaa toimeksiantajalle valmista investointipäätöstä, vaan tuoda tietoa markkinoista ja kohderyhmästä päätöksenteon tueksi. Käytössä on ollut neljä empiiristä aineistoa. Primääriaineistona ovat asiantuntija¬haastattelut sekä kyselyt Yrityksen X venäjänkielisille työntekijöille ja maksaja-asiakkaille – eli kuntien ja sairaanhoitopiirien edustajille. Sekundääriaineistona on joukko suomalaisten Venäjä-asiantuntijoiden viime vuosien tutkimuksia. Pro gradun teoriaosuus on tiivis. Teorian on auttanut kirjoittajaa tarkastelemaan palveluasumisen markkinoita kansainvälisellä vivahteella sekä suomalaisittain uuden kuluttajaryhmän kuluttajakäyttäytymistä ja ostokykyä. Suomessa asuvia venäjänkielisiä ikäihmisiä ei ole aikaisemmassa tutkimuksessa tarkasteltu omana kohderyhmänään, mutta heistä on tehty paljon yhteiskunnallista tutkimusta. Tätä on hyödynnetty muun muassa tarkasteltaessa kohderyhmän kulttuurisia piirteitä, sosiaalisia tapoja, kieltä ja uskontoa. Suomessa asuvista venäjänkielisistä ikäihmistä ei voi puhua yhtenäisenä ryhmänä. Osa yli 65-vuotiaista on suomen kielen taitoisia ja työssään menestyneitä, mutta monen maahanmuuttajan sosiaalinen asema laski heidän muuttaessaan Suomeen. Neuvostoliitossa asuneet ovat tottuneet niukkoihin olosuhteisiin, siihen että samassa taloudessa asui jopa kolme sukupolvea, ja että perhe piti huolta yhteiskunnan tuen ollessa niukkaa. Vaikka venäläisessä kulttuurissa vanhainkodeilla on huono maine, voidaan Suomessa asuvien ikäihmisten keskuudessa nähdä positiivista suhtautumista palveluasumista ja suomalaisia julkispalveluja kohtaan. Mikäli Yritys X rakentaa yksikön Lappeenrantaan, kannattaa potentiaalisina asiakkaina nähdä myös venäläiset terveysmatkailijat ja suunnitella palvelutarjonta laajemmin kuin vain Suomessa asuville venäjänkielisille. Mikäli yksikkö tulee Helsinkiin, on kilpailijana ortodokseille ja venäjänkielisille vanhuksille tarkoitettu Helenan vanhainkoti.

Improvements on ICA mixture models for image pre-processing and segmentation

Today several different unsupervised classification algorithms are commonly used to cluster similar patterns in a data set based only on its statistical properties. Specially in image data applications, self-organizing methods for unsupervised classification have been successfully applied for clustering pixels or group of pixels in order to perform segmentation tasks. The first important contribution of this paper refers to the development of a self-organizing method for data classification, named Enhanced Independent Component Analysis Mixture Model (EICAMM), which was built by proposing some modifications in the Independent Component Analysis Mixture Model (ICAMM). Such improvements were proposed by considering some of the model limitations as well as by analyzing how it should be improved in order to become more efficient. Moreover, a pre-processing methodology was also proposed, which is based on combining the Sparse Code Shrinkage (SCS) for image denoising and the Sobel edge detector. In the experiments of this work, the EICAMM and other self-organizing models were applied for segmenting images in their original and pre-processed versions. A comparative analysis showed satisfactory and competitive image segmentation results obtained by the proposals presented herein. (C) 2008 Published by Elsevier B.V.

Personal Values as Basis for Strategic Segmentation: a study with Professionals from Sao Paulo

An important segmentation basis used by firms is related to consumers` personal values which are investigated in this study. It was used a descriptive research with the survey method of data collection in a sample of executives from Sao Paulo who are considered to be potential buyers of high value and innovative goods. An exploratory factor analysis was employed in order to reduce the values scale used and a cluster analysis was performed to identify the groups of executives according to the importance attached to different person values. Concluding, it was observed that there was a similarity among the three personal values dimensions, named as Civility (concerns about having a good conduct before society according to social rules of interaction), Self-Direction (intellectual aspects and practical orientation in their conducts) and Conformity (restriction of actions, inclinations and impulses, that are likely to harm others and would violate expectations) and the ones reported in the theory Rokeach`s theory about instrumental personal values. Furthermore, three groups of executives were identified (good conduct group, low restriction group and high restriction group). The differences observed in the importance of personal values here presented by the dimensions called Civility, Self-Direction and Conformity can lead to different buying behaviors and product preferences. From the results found in this study the companies could adapt their current and new products offers, as well as their communication in order to better serve these segments of executives from Sao Paulo.

Targeted! Population segmentation, electronic surveillance and governing the unemployed in Australia

Targeting is increasingly used to manage people. It operates by segmenting populations and providing different levels of opportunities and services to these groups. Each group is subject to different levels of surveillance and scrutiny. This article examines the deployment of targeting in Australian social security. Three case studies of targeting are presented in Australia's management of benefit overpayment and fraud, the distribution of employment services and the application of workfare. In conceptualizing surveillance as governance, the analysis examines the rationalities, technologies and practices that make targeting thinkable, practicable and achievable. In the case studies, targeting is variously conceptualized and justified by calculative risk discourses, moral discourses of obligation and notions of welfare dependency Advanced information technologies are also seen as particularly important in giving rise to the capacity to think about and act on population segments.

A segmentation-based and partial-volume-compensated method for an accurate measurement of lateral ventricular volumes on T-1-weighted magnetic resonance images

Lateral ventricular volumes based on segmented brain MR images can be significantly underestimated if partial volume effects are not considered. This is because a group of voxels in the neighborhood of lateral ventricles is often mis-classified as gray matter voxels due to partial volume effects. This group of voxels is actually a mixture of ventricular cerebro-spinal fluid and the white matter and therefore, a portion of it should be included as part of the lateral ventricular structure. In this note, we describe an automated method for the measurement of lateral ventricular volumes on segmented brain MR images. Image segmentation was carried in combination of intensity correction and thresholding. The method is featured with a procedure for addressing mis-classified voxels in the surrounding of lateral ventricles. A detailed analysis showed that lateral ventricular volumes could be underestimated by 10 to 30% depending upon the size of the lateral ventricular structure, if mis-classified voxels were not included. Validation of the method was done through comparison with the averaged manually traced volumes. Finally, the merit of the method is demonstrated in the evaluation of the rate of lateral ventricular enlargement. (C) 2001 Elsevier Science Inc. All rights reserved.

Exploring Different Types of Sharing: A Proposed Segmentation of the Market for "Sharing Businesses"

Sharing instead of buying is regaining traction among today's consumers. This study aims at identifying segments of sharing consumers to unearth potentially viable clusters of a consumer behavior that is a market of growing economic relevance. By means of a qualitative study and a survey with a roughly representative sample of 1121 Swiss-German and German consumers, a set of trait-related, motivational, and perceived socioeconomic variables is identified that can be used to group individuals into segments that differ with regard to their approach to sharing. A cluster analysis based on these variables suggests four potential clusters of sharing consumers-sharing idealists, sharing opponents, sharing pragmatists, and sharing normatives. Two sets of testable propositions are derived that can guide further research in this domain and pave the way to a more targeted approach to the growing market of "sharing" businesses.

ASP-malli ja sen alustavien kohdesegmenttien määrittely. Case: Novo Group Oyj

Tutkielman tavoitteena oli selvittää ASP-, eli sovellusvuokrausmallin erityis-piirteitä sekä määrittää alustavat kohdesegmentit toiminnan-, talouden- ja henkilöstönohjausjärjestelmille ASP-ratkaisuna. Työ on kaksiosainen. Tutkimuksen teoreettisessa osassa keskitytään segmentoinnin teorioihin, tietojärjestelmien ulkoistamisen motiiveihin sekä etuihin ja haittoihin sekä ASP-malliin kokonaisuudessaan. Tutkimuksen empiiristä osuutta varten suoritettiin kvalitatiivinen tutkimus, joka koostui 20 haastattelusta 18 eri organisaatiossa. Haastateltavat olivat pääasiassa asiakasyritysten tietohallintopäällikköjä. Alustavat kohdesegmentit muodostettiin teoreettisessa osassa esitettyjen ASP-mallin erityispiirteiden sekä haastattelututkimuksesta saadun informaation perusteella. ASP on uusi malli tietojärjestelmien hankintaan. ASP on käsitteenä vain noin kolme vuotta vanha tutkielman tekohetkellä. Kyseessä on malli, jolle tutkimuslaitokset ovat tehneet lupaavia kasvuennusteita IT-markkinoilla. Markkinoiden kasvu ei ole kuitenkaan ollut ennusteiden mukaista. ASP-ratkaisuna hankittu tietojärjestelmä on kokonaisvaltainen ulkoistusmalli. Kaikki mahdollinen ASP-ratkaisuna hankittavaan järjestelmään tai sovellukseen liittyvä ulkoistetaan palveluntarjoajalle. Tutkimuksessa selvisi, että kiinnostusta mallia kohtaan on olemassa. Mallin edut nähdään suurempina kuin haitat. ASP-ratkaisun käyttöönotolla asiakasyritykselle mahdollistuu resurssien kohdentaminen ydinliiketoimintaan.

Ultra-high Field (7 T) MRI and a Novel Robust Segmentation of Thalamic Nuclei on DWI for Gamma Knife Surgery Purposes: The Targeting of the Ventrointermediate Nucleus

Introduction: Gamma Knife surgery (GKS) is a noninvasive neurosurgical stereotactic procedure, increasingly used as an alternative to open functional procedures. This includes the targeting of the ventrointermediate nucleus of the thalamus (e.g., Vim) for tremor. Objective: To enhance anatomic imaging for Vim GKS using high-field (7 T) MRI and Diffusion Weighted Imaging (DWI). Methods: Five young healthy subjects and two patients were scanned both on 3 and 7 T MRI. The protocol was the same in all cases, and included: T1-weighted (T1w) and DWI at 3T; susceptibility weighted images (SWI) at 7T for the visualization of thalamic subparts. SWI was further integrated into the Gamma Plan Software® (LGP, Elekta Instruments, AB, Sweden) and co-registered with 3T images. A simulation of targeting of the Vim was done using the quadrilatere of Guyot. Furthermore, a correlation with the position of the found target on SWI and also on DWI (after clustering of the different thalamic nuclei) was performed. Results: For the 5 healthy subjects, there was a good correlation between the position of the Vim on SWI, DWI and the GKS targeting. For the patients, on the pretherapeutic acquisitions, SWI helped in positioning the target. For posttherapeutic sequences, SWI supposed position of the Vim matched the corresponding contrast enhancement seen at follow-up MRI. Additionally, on the patient's follow-up T1w images, we could observe a small area of contrast-enhancement corresponding to the target used in GKS (e.g., Vim), which belongs to the Ventral-Lateral-Ventral (VLV) nuclei group. Our clustering method resulted in seven thalamic groups. Conclusion: The use of SWI provided us with a superior resolution and an improved image contrast within the central gray matter, enabling us to directly visualize the Vim. We additionally propose a novel robust method for segmenting the thalamus in seven anatomical groups based on DWI. The localization of the GKS target on the follow-up T1w images, as well as the position of the Vim on 7 T, have been used as a gold standard for the validation of VLV cluster's emplacement. The contrast enhancement corresponding to the targeted area was always localized inside the expected cluster, providing strong evidence of the VLV segmentation accuracy. The anatomical correlation between the direct visualization on 7T and the current targeting methods on 3T (e.g., quadrilatere of Guyot, histological atlases, DWI) seems to show a very good anatomical matching.

Segmentation of Industrial Customers – Case: Finnish Mechanical Engineering Companies

Segmentointi on perinteisesti ollut erityisesti kuluttajamarkkinoinnin työkalu, mutta siirtymä tuotteista palveluihin on lisännyt segmentointitarvetta myös teollisilla markkinoilla. Tämän tutkimuksen tavoite on löytää selkeästi toisistaan erottuvia asiakasryhmiä suomalaisen liikkeenjohdon konsultointiyritys Synocus Groupin tarjoaman case-materiaalin pohjalta. K-means-klusteroinnin avulla löydetään kolme potentiaalista markkinasegmenttiä perustuen siihen, mitkä tarjoamaelementit 105 valikoitua suomalaisen kone- ja metallituoteteollisuuden asiakasta ovat maininneet tärkeimmiksi. Ensimmäinen klusteri on hintatietoiset asiakkaat, jotka laskevat yksikkökohtaisia hintoja. Toinen klusteri koostuu huolto-orientoituneista asiakkaista, jotka laskevat tuntikustannuksia ja maksimoivat konekannan käyttötunteja. Tälle kohderyhmälle kannattaisi ehkä markkinoida teknisiä palveluja ja huoltosopimuksia. Kolmas klusteri on tuottavuussuuntautuneet asiakkaat, jotka ovat kiinnostuneita suorituskyvyn kehittämisestä ja laskevat tonnikohtaisia kustannuksia. He tavoittelevat alempia kokonaiskustannuksia lisääntyneen suorituskyvyn, pidemmän käyttöiän ja alempien huoltokustannusten kautta.

Supplier Segmentation for Nordic Petrochemical Industry

Objective of this thesis was to map possibilities for systematic supplier management in field of chemical process industry. Through this study it was aimed to develop a tool for supplier management that could be integrated with operations in business unit. With developed tool suppliers should be able to be segmented based on their willingness and capability, and segmentation could be applied in purchasing decisions. In this thesis there was made a survey of methods that are recognized in literature to manage and allocate suppliers. This thesis recognizes segmentation as a method to group and select suppliers in procurement. Based on literature, a proposal for segmentation framework and evaluation criteria factors will be constituted. Based on theoretical proposal, in an expertise workshop a final segmentation framework was constituted, which covers segments with descriptions and evaluation part. Evaluation part includes an evaluation framework which helps to score suppliers with selected factors and leads to total grades in willingness and capability. These total grades will be the coordinates and they determine the segment where the supplier under evaluation belongs. In this thesis segments definitions, objectives, and road maps will be described.

Texture segmentation in Williams syndrome

Williams syndrome (WS) is a developmental disorder in which visuo-spatial cognition is poor relative to verbal ability. At the level of visuo-spatial perception, individuals with WS can perceive both the local and global aspects of an image. However, the manner in which local elements are integrated into a global whole is atypical, with relative strengths in integration by luminance, closure, and alignment compared to shape, orientation and proximity. The present study investigated the manner in which global images are segmented into local parts. Segmentation by seven gestalt principles was investigated: proximity, shape, luminance, orientation, closure, size (and alignment: Experiment I only). Participants were presented with uniform texture squares and asked to detect the presence of a discrepant patch (Experiment 1) or to identify the form of a discrepant patch as a capital E or H (Experiment 2). In Experiment 1, the pattern and level of performance of the WS group did not differ from that of typically developing controls, and was commensurate with the general level of non-verbal ability observed in WS. These results were replicated in Experiment 2, with the exception of segmentation by proximity, where individuals with WS demonstrated superior performance relative to the remaining segmentation types. Overall, the results suggest that, despite some atypical aspects of visuo-spatial perception in WS, the ability to segment a global form into parts is broadly typical in this population. In turn, this informs predictions of brain function in WS, particularly areas V1 and V4. (c) 2006 Elsevier Ltd. All rights reserved.

Achieving market segmentation from B2B sectorisation

Purpose – The creation of a target market strategy is integral to developing an effective business strategy. The concept of market segmentation is often cited as pivotal to establishing a target market strategy, yet all too often business-to-business marketers utilise little more than trade sectors or product groups as the basis for their groupings of customers, rather than customers' characteristics and buying behaviour. The purpose of this paper is to offer a solution for managers, focusing on customer purchasing behaviour, which evolves from the organisation's existing criteria used for grouping its customers. Design/methodology/approach – One of the underlying reasons managers fail to embrace best practice market segmentation is their inability to manage the transition from how target markets in an organisation are currently described to how they might look when based on customer characteristics, needs, purchasing behaviour and decision-making. Any attempt to develop market segments should reflect the inability of organisations to ignore their existing customer group classification schemes and associated customer-facing operational practices, such as distribution channels and sales force allocations. Findings – A straightforward process has been derived and applied, enabling organisations to practice market segmentation in an evolutionary manner, facilitating the transition to customer-led target market segments. This process also ensures commitment from the managers responsible for implementing the eventual segmentation scheme. This paper outlines the six stages of this process and presents an illustrative example from the agrichemicals sector, supported by other cases. Research implications – The process presented in this paper for embarking on market segmentation focuses on customer purchasing behaviour rather than business sectors or product group classifications - which is true to the concept of market segmentation - but in a manner that participating managers find non-threatening. The resulting market segments have their basis in the organisation's existing customer classification schemes and are an iteration to which most managers readily buy-in. Originality/value – Despite the size of the market segmentation literature, very few papers offer step-by-step guidance for developing customer-focused market segments in business-to-business marketing. The analytical tool for assessing customer purchasing deployed in this paper originally was created to assist in marketing planning programmes, but has since proved its worth as the foundation for creating segmentation schemes in business marketing, as described in this paper.

Segmentation-level fusion for iris recognition

This paper investigates the potential of fusion at normalisation/segmentation level prior to feature extraction. While there are several biometric fusion methods at data/feature level, score level and rank/decision level combining raw biometric signals, scores, or ranks/decisions, this type of fusion is still in its infancy. However, the increasing demand to allow for more relaxed and less invasive recording conditions, especially for on-the-move iris recognition, suggests to further investigate fusion at this very low level. This paper focuses on the approach of multi-segmentation fusion for iris biometric systems investigating the benefit of combining the segmentation result of multiple normalisation algorithms, using four methods from two different public iris toolkits (USIT, OSIRIS) on the public CASIA and IITD iris datasets. Evaluations based on recognition accuracy and ground truth segmentation data indicate high sensitivity with regards to the type of errors made by segmentation algorithms.

Temporary exchange rate-based stabilization programs under asset market segmentation

This paper analyses the welfare consequences of temporary exchange rate-based stabilization programs. Differently than previous papers, however, here we assume that only a fraction of households participates in asset market transactions. With this asset market segmentation assumption, the effects of temporary programs on welfare may change drastically. Households with access to the bonds market are able to protect themselves better from the changes in the inflation rate – although at the cost of a distortion in their consumption path. As a consequence, they may decrease their inflation tax burden – which would increase for the other group of households. By the other side, when these agents that lack the access to the asset markets are credit constrained, they may welcome the program, since the government Is temporally reducing the inflation tax they have to pay. The temporary program could end up benefiting both groups, what could help to understand their popularity.