Essays about: "Data-driven marketing"

Showing result 6 - 10 of 28 essays containing the words Data-driven marketing.

1. 6. How can B2B companies optimize their marketing and sales efforts in the customer journey with digital means? : A case study with a Swedish manufacturing company.

   University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

   Author : Lisa Svensson; Sanna Eriksson; [2022]
   Keywords : Data-driven Marketing; B2B Customer Journey; B2B Sales Funnel; B2B Sales Management; Digital Inbound Marketing; Digital Content Marketing; Growth hacking;

   Abstract : Rapid digital transformation, accelerated by covid-19 and a younger, more digital workforce, has changed the B2B sales environment affecting customer behavior, business practices and technologies. To adapt to this change B2B companies need to create new endeavors that connect marketing and sales activities, and identify how these can be efficiently enhanced by technology and digital tools. READ MORE

3. 7. Development of a data-driven marketing strategy for an online pharmacy

   University essay from Högskolan Dalarna/Institutionen för information och teknik

   Author : Gelaye Worku Holmér; Ishara H. Gamage; [2022]
   Keywords : Online pharmacies; data-driven marketing strategies; market basket analysis; exploratory analysis; Apriori algorithm;

   Abstract : The term electronic commerce (e-commerce) refers to a business model that allows companies and individuals to buy and sell goods and services over the internet. The focus of this thesis is on online pharmacies, a segment of the ecommerce market. READ MORE

4. 8. IDENTITY & TECHNO-UTOPIANISM.A Critical Discourse Analysis of Marketing Material and their Sociotechnical Imaginaries

   University essay from Göteborgs universitet/JMG - Inst f journalistik och masskomm

   Author : Åberg Albin; [2021-10-12]
   Keywords : ;

   Abstract : This research paper sets out to investigate the messaging present in a corpus of texts gathered from Acxiom’s, an American data-analysis and ‘Identity Solutions’-company, website. The paper applies a framework of Critical Discourse Analysis informed by Theo van Leeuwen’s theory of ‘legitimations’ and analyses the findings through the theoretical framework of ‘Sociotechnical Imaginaries’. READ MORE

5. 9. Investigating the Attribution Quality of LSTM with Attention and SHAP : Going Beyond Predictive Performance

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Hannes Kindbom; [2021]
   Keywords : Digital marketing; Attribution modelling; Multi-touch attribution; Deep learning; LSTM; SHAP; Attention; Interpretability; Digital marknadsföring; Attributionsmodellering; Multi-touch attribution; Djupinlärning; LSTM; SHAP; Attention; Tolkningsbarhet;

   Abstract : Estimating each marketing channel’s impact on conversion can help advertisers develop strategies and spend their marketing budgets optimally. This problem is often referred to as attribution modelling, and it is gaining increasing attention in both the industry and academia as access to online tracking data improves. READ MORE

6. 10. The impact of AI on branding elements : Opportunities and challenges as seen by branding and IT specialists

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Alfedaa Sabbar; Lina Nygren Gustafsson; [2021]
   Keywords : AI; ML; GANs; DNN; Branding; Logo; Visual brand elements; Non-visual brand elements;

   Abstract : Background: The usage of AI is becoming increasingly necessary in almost every industry, including marketing and branding. AI can help managers, marketers and designers in the marketing and branding sectors to overcome realistic and practical challenges by providing data-driven results. These results could be used in making decisions. READ MORE