Relevant bibliographies by topics / Big data in marketing / Dissertations / Theses
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Dissertations / Theses on the topic 'Big data in marketing'

Author: Grafiati
Published: 5 June 2025
Last updated: 2 August 2025

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1

Liu, Xiao. "Marketing Solutions Enabled by Big Data Using Structural Models." Research Showcase @ CMU, 2015. http://repository.cmu.edu/dissertations/512.

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Digital marketing has brought in enormous capture of consumer data. In quantitative marketing, researchers have adopted structural models to explain the (dynamic) decision process and incentives of consumers. However, due to computational burdens, structural models have rarely been applied to big data. Machine learning algorithms that perform well on big data, however, hardly have any theoretical support. Equipped with both economics perspective and machine leaning techniques, in this dissertation, I aim to combine rigorous economic theory with machine learning methods and apply them to data o
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Nybacka, A. (Aino). "Privacy concerns of consumers in big data management for marketing purposes:an integrative literature review." Bachelor's thesis, University of Oulu, 2016. http://urn.fi/URN:NBN:fi:oulu-201605261989.

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This bachelor’s thesis is a literature review about big data, privacy concerns for individual consumers and how these two overlap together in a way to possibly explain what are the privacy concerns that customers have, and the companies maybe should think about, when they utilize data as a marketing tool. The thesis introduces an integrative framework for the privacy concerns emerging from the process of big data management for marketing purposes and gives insights for phases in this process first separately from companies point of view, then from the consumers point of view regarding the pri
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Brauer, Jimmy, and Eriksson Björn Linnala. "Blockchain's influence on digital marketing : An exploratory study examining blockchain in relation to big data and digital marketing." Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172806.

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Today's society has grown to be highly digitalized where technologies are playing a large role in everyone's lives. Moreover, society is still developing at a rapid pace, with a new innovation around every corner and with more and more business conducted online. By using this as a starting point, the authors of this thesis choose to examine how blockchain can influence the use of big data in digital marketing. Moreover, as previous articles have perceived GDPR as an obstacle for implementing blockchain within this context, the authors perceived it as necessary to examine blockchains’ relation
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Nybacka, A. (Aino). "The role of consumers’ knowledge and attitudes in determining the importance of privacy in big data marketing." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201806062496.

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The world has changed due to the digital revolution and this means that the marketing environment has changed and that it has to keep changing. Even though the data has always existed and been a part of marketing, due to this digital revolution the marketing done based on customer data has evolved immensely as well. Big data offers marketers opportunities that seem endless, due to the exponentially growing amount of data and the new innovations that are made to harness it, but what has to be remembered is that big data marketing is not a solution without its problems. In this research we fo
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Dervan, Philip. "Social networking theory and the rise of digital marketing in the light of big data." Thesis, University of Southampton, 2015. https://eprints.soton.ac.uk/378356/.

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The topic of this thesis is the use of ‘Big Data’ as a catalyst for true precision target marketing, where online advertisements across all communication channels are so timely and relevant that they are welcomed by the consumer because they improve the customer experience. In particular, the research has been directed to demonstrate the link between investment in digital branding and sales revenue at the company level. This thesis includes a review of the accumulation of ‘Big Data’ from a plethora of social networks, and an assessment of its current use and application by marketing and sales
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Gibson, Scott D. "Advertising planning in the age of big data. An exploratory study." Thesis, Queensland University of Technology, 2018. https://eprints.qut.edu.au/122469/1/Scott_Gibson_Thesis.pdf.

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The impact that big data has on relationships between advertising agencies and clients is explored from the planning perspective. Using diffusion of innovations theory, findings indicate that the complexities and expectations associated with using data in advertising decision-making both inhibits and accelerates its use. Clients are attracted to the promise of competitive advantage, driving agencies to respond, often with short-term gains at the expense of long-term brand building. Planners develop advertising strategies primarily using traditional research. However those who can meaningfully
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De, Koker Louise. "Fostering collaboration amongst business intelligence, business decision makers and statisticians for the optimal use of big data in marketing strategies." University of the Western Cape, 2019. http://hdl.handle.net/11394/6780.

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Philosophiae Doctor - PhD<br>The aim of this study was to propose a model of collaboration adaptable for the optimal use of big data in an organisational environment. There is a paucity of knowledge on such collaboration and the research addressed this gap. More specifically, the research attempted to establish whether leadership, trust and knowledge sharing influence collaboration among the stakeholders identified at large organisations. The conceptual framework underlying this research was informed by collaboration theory and organisational theory. It was assumed that effective collaborat
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Lager, Joel, and Pontus Hermansson. "Marknadsföringsmixens fortsatta betydelse, med hänsyn till digitaliseringen. : En systematisk litteraturstudie." Thesis, Högskolan Dalarna, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:du-27860.

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Syfte: Syftet med denna studie är att diskutera hur marknadsföringsmixen kunnat bevarat sin betydelse över tid inom området marknadsföring, med hänsyn till de förändringar som digitaliseringen inneburit. Metod: Studien genomfördes som en systematisk litteraturstudie. Studien baserades på över 50 vetenskapliga artiklar som är relevanta för syftet. Artiklarna samlades in via akademiska databaser. Resultat: Studien visar på att marknadsföringsmixen fortsatt är en aktuell modell inom marknadsföring tack vare sin pedagogiska enkelhet och förmåga att anpassa sig till rådande förutsättningar. De f
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Shi, Fanjuan. "A Smart Marketing Personalization Methodology Based On Real-Time Contextualisation In The Era of Big Data." Thesis, Lyon, 2017. http://www.theses.fr/2017LYSE3019/document.

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La personnalisation peut améliorer la pertinence et l'utilité des communications marketing B2C. Cependant, ce n'est pas la panacée pour tous les défis marketing B2C. Dans le but de renforcer la pertinence et l'utilité des contenus de marketing personnalisés, nous proposons une approche de personnalisation marketing contextuelle qui permet d'analyser les comportements d’achat cross-canaux, d'interpréter les intentions du consommateur, de détecter l'état cognitif des consommateurs et d'utiliser la stratégie de personnalisation appropriée pour générer et afficher des contenus marketing personnali
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Sacchetti, Giacomo. "L’impatto degli Analytics: come i Big Data stanno cambiando le aziende." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2022.

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In questa tesi affronto il mondo dei big data e di come stanno avendo impatto sulle aziende. Vengono affrontati casi di studio come Cambridge Analytica, le elezioni Americane del 2016 e la Brexit. Si affronta anche vari aspetti di gestione e estrazione dei dati negli algoritmi di suggestione dei vari provider di servizi, quali netflix, amazon etc...
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Salvador, Alexandre Borba. "O uso das informações de big data na gestão de crise de marca." Universidade de São Paulo, 2015. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-01102015-144508/.

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As crises de marca não só experimentam um crescimento em quantidade como também passam a ter sua visibilidade aumentada pelas redes sociais. A repercussão de uma crise de imagem de marca afeta negativamente tanto o brand equity como as vendas no curto prazo. Mais do que isso, gera custosas campanhas para minimização dos efeitos negativos. Se por um lado o avanço tecnológico aumenta a visibilidade da crise, por outro, possibilita acesso a uma série de informações, internas e externas, que podem ajudar na definição de um plano de ação. Big Data é um termo recentemente criado para designar o cres
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Afzal, Samra. "Big data analysis of Customers’ information: A case study of Swedish Energy Company’s strategic communication." Thesis, Uppsala universitet, Medier och kommunikation, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-388552.

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Big data analysis and inbound marketing are interlinked and can play a significant role in the identification of target audience and in the production of communication content as per the needs of target audience for strategic communication campaigns. By introducing and bringing the marketing concepts of big data analysis and inbound marketing into the field of strategic communication this quantitative study attempts to fill the gap in the limited body of knowledge of strategic communication research and practice. This study has used marketing campaigns as case studies to introduce a new strate
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Peyne, Benjamin, and Ariane Chan. "Data-driven decision making in Marketing : A theoretical approach." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-33545.

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Customer insight is at the heart of the big data era. This revolution makesit possible to directly obtain high potential data and in large quantitiesabout customers. Thus we take note that, more than ever, a large volumeof big data is collected by companies.We observe that big data have become a necessary tool within marketing.More and more companies orient their decisions according to theinformations provided by data, with the aim of quickly having betterresults.Nevertheless, in order to integrate these big data in a better way and gaina competitive advantage, companies must face new challeng
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Giannini, Andrea. "Social Network Analysis: Architettura Streaming Big Data di Raccolta e Analisi Dati da Twitter." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2022. http://amslaurea.unibo.it/25378/.

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Negli ultimi anni i social media, come ad esempio Facebook, Twitter, WhatsApp, YouTube, si sono diffusi a macchia d'olio. Ormai quasi tutti accedono giornalmente su almeno uno di questi per informarsi, esprimere opinioni e interagire con altri utenti. Per questa ragione sono diventati fondamentali per i reparti marketing delle aziende essendo non solo un ottimo canale di comunicazione, ma anche una fonte di informazioni sui clienti e potenziali tali. La tesi si focalizza proprio su quest'ultimo aspetto. Il progetto Social Network Analysis (SNA) vuole essere infatti uno strumento attravers
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Krusing, Markus, and Leo Tiricke. "Big datas påverkan på beslutsfattande av kundsegment : - En fallstudie av organisationer inom resebranschen." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-329506.

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Through an ever-increasing connectivity, the digital imprints left behind are opening new possibilities for organizations. Big data contains large amounts of consumer data and through analysis this data is transformed into information. This has enabled organizations new forms of how to implement big data to the decision-making process regarding segmentation of consumers. Through a qualitative survey and semi-structured interviews, a case study is used for the research of Destination Gotland and TUI. The purpose of this study is to investigate how big data affects the decision-making process fo
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Wright, Michelle Christine. "Social Media Data Strategies Bankers Use to Increase Customer Market Share." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7356.

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Banking leaders who fail to implement social media data-driven marketing strategies lose opportunities to increase customer market share through customer acquisition and retention, improved customer service, heightened brand awareness, customer cocreation, and relationship management. The purpose of this multiple case study was to explore strategies banking leaders used to integrate social media analytics into marketing strategies to increase customer market share. The target population was 6 senior bankers from 2 banks in the mid-Atlantic region of the United States, with a significant social
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Tan, Lujiao. "Data-Driven Marketing: Purchase Behavioral Targeting in Travel Industry based on Propensity Model." Thesis, Blekinge Tekniska Högskola, Institutionen för industriell ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-14745.

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By means of data-driven marketing as well as big data technology, this paper presents the investigation of a case study from travel industry implemented by a combination of propensity model and a business model “2W1H”. The business model “2W1H” represents the purchasing behavior “What to buy”, “When to buy”, and “How to buy”. This paper presents the process of building propensity models for the application in behavioral targeting in travel industry.     Combined the propensity scores from predictive analysis and logistic regression with proper marketing and CRM strategies when communicating wi
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Bezuidenhout, Werner. "How to incorporate the use of big data in a marketing strategy within South Africa to gain competitive advantage." Thesis, Stellenbosch : Stellenbosch University, 2013. http://hdl.handle.net/10019.1/95635.

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Thesis (MBA)--Stellenbosch University, 2013.<br>The research study aims to show how South African companies within the retail, financial services and cellular industries can incorporate Big Data into their marketing strategies to gain a competitive advantage. The literature review sets out to explain what Big Data is and how it can fit into a marketing strategy as well as exploring the challenges and benefits companies around the world experience when working with Big Data. The findings from the literature review are used to create a proposed framework that can guide South African companies
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Solenne, Andrea. "Machine Learning nell'era del Digital Marketing." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2020. http://amslaurea.unibo.it/20476/.

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Il Machine Learning è una branca dell’intelligenza artificiale avente lo scopo di migliorare autonomamente l’identificazione di pattern nei dati. L'obiettivo di questo elaborato è capire se gli strumenti che mette a disposizine il machine learning possano fare la differenza nella creazione di strategie di digital marketing. Per rispondere a questa domanda sono stati presi in considerazione come casi studio, aziende che hanno utilizzato o utilizzano algoritmi di machine learning per il raggiungimento o miglioramento delle proprie strategie di marketing. Sulla base dei casi analizzati, si è dedo
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Carlsson, Ricky, and Alexander Vilhelmsson. "Nej tack till onödig reklam! : En studie om riktad marknadsföring via Big Data från ett konsumentperspektiv." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-176771.

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Title: No thanks to unnecessary advertising! -A study on targeted marketing via Big Data in a consumer perspective Authors: Ricky Carlsson and Alexander Vilhelmsson Supervisor: Anders Parment Key words: Targeted marketing, Big Data, Customer segmentation, Buying process, Integrity concern, Customer relationship management, Marketing communication, Strategic management, Big Data management, Online Behavioural Targeting Introduction: In a world that is globalizing and where digital development is advancing, companies have had to adapt. In recent times with the increasingly more digital world, te
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Hansson, Madelene, and Adam Manfredsson. "“We Traded Our Privacy for Comfortability” : A Study About How Big Data is Used and Abused by Major International Companies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96480.

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Due to digitalization, e-commerce and online presence is something most of us take for granted. Companies are moving more towards an internet-based arena of sales, rather than traditional commerce in physical stores. This development has led to that firms’ choses to market themselves through various online channels such as social media. Big data is our digital DNA that we leave behind on every part of the internet that we utilize. Big data has become an international commodity that can be sold, stored and used. The authors of this thesis have investigated the way international firms extract an
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MacFarlane, Gregory Stuart. "Using big data to model travel behavior: applications to vehicle ownership and willingness-to-pay for transit accessibility." Diss., Georgia Institute of Technology, 2014. http://hdl.handle.net/1853/51804.

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The transportation community is exploring how new "big'' databases constructed by companies or public administrative agencies can be used to better understand travelers' behaviors and better predict travelers' responses to various transportation policies. This thesis explores how a large targeted marketing database containing information about individuals’ socio-demographic characteristics, current residence attributes, and previous residential locations can be used to investigate research questions related to individuals' transportation preferences and the built environment. The first study e
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Qassim, Niazy. "L'utilisation du big data, de l'intelligence artificielle et des technologies XR dans les campagnes politiques : Une étude comparative Franco-Allemande." Electronic Thesis or Diss., Université Côte d'Azur, 2022. http://www.theses.fr/2022COAZ2033.

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Ces dernières années, les nouvelles technologies ont rendu l'information politique facilement accessible. Dans le même temps, l'information est devenue une matière première stratégique que les acteurs politiques cherchent à maîtriser pour obtenir des avantages compétitifs. En parallèle, les technologies artificielles d'intelligence et de réalité étendue (XR) ont commencé à révolutionner les formes et les modes de communication politique. Dans cette thèse, nous avons étudié comment les candidats et les partis politiques en France et Allemagne utilisent ces technologies lors des campagnes électo
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Loverus, Anna, and Paulina Tellebo. "There ain ́t no such thing as a free lunch : What consumers think about personal data collection online." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-315656.

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This study examines how consumers reason and their opinions about personal data collection online. Its focus is to investigate whether consumers consider online data collection as an issue with moral implications, and if these are unethical. This focus is partly motivated by the contradiction between consumers’ stated opinions and actual behavior, which differ. To meet its purpose, the study poses the research question How is personal data collection and its prevalence online perceived and motivated by consumers?. The theoretical framework consists of the Issue-Contingent Model of Ethical Deci
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Economou, Emmanuel. "How institutional pressures influence data-driven corporate communications." Thesis, Queensland University of Technology, 2021. https://eprints.qut.edu.au/209153/1/Emmanuel_Economou_Thesis.pdf.

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This study explores the use of data to guide corporate communications, a practice of which empirical research is limited, and is the first to investigate how institutional pressures influence practitioners in their work. In-depth interviews were conducted with 15 participants from a wide range of organisations in Brisbane, Australia. Additionally, the study illustrates the current state of research on big data in corporate communication in a systematic literature review. The study’s findings indicate that institutional pressures influence data-driven corporate communications and are generally
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Dell, Molina Mauricio Henry. "Transferencia tecnológica del big data hacia la gestión cultural : pertinencia del uso de indicadores de marketing digital en la industria de la música popular chilena." Tesis, Universidad de Chile, 2015. http://repositorio.uchile.cl/handle/2250/138165.

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Magíster en gestión cultural<br>Dado que durante los últimos 50 años las industrias culturales y creativas se han validado cada vez más como áreas diferenciadas de la economía y el desarrollo, el gestor cultural profesional enfrenta también un creciente desafío profesional y requiere de herramientas, conocimientos y capacidades afines que le permitan impulsar las actividades culturales en tanto sector productivo. Junto con lo anterior, el explosivo desarrollo de las nuevas tecnologías de la información y las comunicaciones alojadas en Internet originaron en los últimos 20 años el fenómen
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Pettersson, Thorell Sandro, and Fredrik Björkman. "Digital direktmarknadsföring och personlig integritet : En obeaktad gråzon?" Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-414731.

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I takt med en tilltagande användning av internet och teknologiska enheter har tillgången till användargenererad data om individer ökat. Denna personliga data kan, genom fenomen som Big Data, vidare exploateras av företag som grund för att utforma och anpassa marknadsföring i linje med konsumenters individuella preferensmönster. Detta utgör delar inom digital direktmarknadsföring. Emellertid existerar det en problematik med specifikt utformad direktmarknadsföring i digital miljö. Konsumenter som mottager denna typ av marknadsföring har en tendens till att uppleva att företagen kom
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Fürsten, Cardell Joshua, and Maya Källström. "Maskininlärning inom digital marknadsföring : En studie om hur maskininlärning hjälper eller stjälper digitala marknadsföringsbyråer, och vilka faktorer som bör tas i beaktning vid användning av maskininlärning." Thesis, Södertörns högskola, Medieteknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-44948.

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Problem: Although AI tools have come to facilitate and influence digital marketing in several ways, there is a continuing need for research on how AI can alleviate marketing problems and how the use of AI tools for marketing purposes can be facilitated for digital marketing agencies.  Purpose: The purpose of the study is to demonstrate how and why machine learning can both benefit and harm digital marketing agencies, as well as what factors digital marketing agencies need to take into account if they intend to use machine learning in digital marketing. Method: The study is based on a qualitati
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Klingler, Tina. "Entscheidungsunterstützung des Marketing-Managements durch Marketingsinformationssysteme." [S.l. : s.n.], 2004. http://www.bsz-bw.de/cgi-bin/xvms.cgi?SWB11675735.

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Klee, Christopher. "AI in Marketing – Curse or Blessing? : Impacts of Programmatic Advertising and Personalized Content on Society." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-299572.

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With the help of Programmatic Advertising and the resulting personalized content, consumers can be targeted precisely and with the help of Artificial Intelligence. The associated use of customer data creates ethical conflicts. Therefore, the research question is asked: How does Programmatic Advertising influence consumer's data security and diversity of opinion and what effect does this have on the further development of the technology? For the purpose of elaborating the research problem a literature analysis and expert interviews are carried out. The analysis shows that Programmatic Advertisi
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FORLEO, GIANROBERTO. "Digital AgriFood – Conversazioni online e Big Data per lo sviluppo della comunicazione strategica e progettuale del sistema produttivo marchigiano. Abstract." Doctoral thesis, Urbino, 2023. https://hdl.handle.net/11576/2710331.

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Milišauskas, Paulius. "Elektroninės komercijos, naudojant didžiuosius duomenis, rinkodaros modelis." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140218_132530-89125.

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Baigiamajame magistro darbe analizuojamos elektroninės komercijos, tradicinės ir skaitmeninės rinkodaros bei duomenų analizės teorijos. Identifikuojamos pragrindinės probleminės duomenų analizės vietos. Pristatomi mažų ir vidutinių Lietuvoje veikiančių elektroninių parduotuvių savininkų apklausos skaitmeninės rinkodaros ir vartotojų kuriamų duomenų analizės temomis rezultatai. Sudaromas teorinis rinkodaros modelis, o vėliau papildomas apklausos rezultatų įžvalgomis, nurodomos pagrindinės išspręstos probleminės sritys. Remiantis nauju rinkodaros modeliu siūlomas verslo modelis. Darbo pabaigoje
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Gabel, Sebastian. "One-to-One Marketing in Grocery Retailing." Doctoral thesis, Humboldt-Universität zu Berlin, 2019. http://dx.doi.org/10.18452/20084.

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In der akademischen Fachliteratur existieren kaum Forschungsergebnisse zu One-to-One-Marketing, die auf Anwendungen im Einzelhandel ausgerichtet sind. Zu den Hauptgründen zählen, dass Ansätze nicht auf die Größe typischer Einzelhandelsanwendungen skalieren und dass die Datenverfügbarkeit auf Händler und Marketing-Systemanbieter beschränkt ist. Die vorliegende Dissertation entwickelt neue deskriptive, prädiktive und präskriptive Modelle für automatisiertes Target Marketing, die auf Representation Learning und Deep Learning basieren, und untersucht deren Wirksamkeit in Praxisanwendungen. I
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Gremlin, Therese, and Vlada Rusakova. "What do consumers really think about advertising chasing them online? : A quantitative study about consumers’ perception of behavioural marketing." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74811.

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Behavioral marketing is something that has received lots of attention due to growing awareness around artificial intelligence (AI) and companies using this technology for marketing purposes. However, the data collection practices have been receiving lots of critique for a while now and therefore it is more important than ever to gain an insight of how the consumers perceive behavioral online marketing. From this standpoint two research questions have been developed: How do consumers’ attitudes towards behavioral marketing, affect their purchase intention? and How does exposure to behavioral ma
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Wong, Chi-chiu Albert, and 黃志超. "A marketing plan for the provision of public data services in Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1989. http://hub.hku.hk/bib/B31264542.

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Wong, Shing-tat, and 黃承達. "Disaggregate analyses of stated preference data for capturing parking choice behavior." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2006. http://hub.hku.hk/bib/B36393678.

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Asp, Sandin Agnes. "Individuell marknadsföring : En kvalitativ studie om konsumenters uppfattning kring individanpassad marknadsföring gällande personlig integritet." Thesis, Högskolan i Skövde, Institutionen för informationsteknologi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-18770.

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Digitaliseringen av samhället har ökat kraftigt det senaste decenniet och hela 95% av Sveriges befolkning uppger att de använder internet dagligen. Det har också lett till att data som personer lämnar efter sig på nätet även den har ökat. Denna ökning i kombination med smartare analysverktyg för att utvinna information ur dessa datamängder har möjliggjort en ny typ av marknadsföring, den individanpassade marknadsföringen. Det innebär att företag riktar sina erbjudanden och annonser för den specifika konsumenten med hjälp av dennes egen data även kallat digitala fotspår. De digitala fotspår som
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38

李安敏 and On-man Andrew Lee. "Some thoughts on the applications of management science in sales and marketing activities on the professional products." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1996. http://hub.hku.hk/bib/B31267397.

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39

Chen, Xi, and 陳熹. "Using data mining techniques to discover customer behavioral patterns for direct marketing in mobile telecommunication industry." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2008. http://hub.hku.hk/bib/B40987942.

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40

Chintagunta, Pradeep Kumar. "Issues in panel data analysis a theoretical and empirical investigation /." access full-text, 1990. http://libweb.cityu.edu.hk/cgi-bin/ezdb/umi-r.pl?9114533.pdf.

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41

Benamara, Issam. "Artificial intelligence for the configuration and optimization of digital advertising campaigns." Electronic Thesis or Diss., Paris 13, 2024. http://www.theses.fr/2024PA131029.

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Avec l'évolution du marketing moderne, la publicité numérique est devenue un élément central, permettant aux entreprises d'atteindre des audiences plus larges et diversifiées avec une précision inédite. Les plateformes de publicité numérique offrent des avantages comme des coûts contrôlables, un ciblage précis et la mesurabilité des performances. Cependant, la complexité croissante de ces écosystèmes pose des défis majeurs pour l'optimisation des campagnes. Les méthodes traditionnelles, dépendantes de l'expertise humaine, deviennent insuffisantes face à cette complexité. D'où une dépendance ac
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42

Snygg, Oliver, and Carl Torberger. "Vilka nya markanadsmodeller kanfå producerande företag att gå motcirkulär ekonomi?" Thesis, KTH, Industriell produktion, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-255347.

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Miljömedvetenheten i världen ökar. Samhällsdebatten formas allt mer av ett miljöperspektiv på flera olika fronter. Allt fler börjar förstå att jordens resurser är ändliga och vi måste tänka om hur vi lever idag. Den producerande industrin står för stor dela avbrukandet av råmaterial, men hur kommer industrin se ut i framtiden?Framtidens industri beskrivs ofta som en cirkulär ekonomi där minimala mängder råmaterial bryts och den största parten av det material som faller ur användning går återin i produktionen. Verkligheten vi lever i idag är en annan, större parten av världensindustri fortsätte
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43

Snygg, Oliver, and Carl Torberger. "Vilka nya marknadsmodeller kan få producerande företag att gå mot cirkulär ekonomi?" Thesis, KTH, Skolan för industriell teknik och management (ITM), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-264557.

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Miljömedvetenheten i världen ökar. Samhällsdebatten formas allt mer av ett miljöperspektiv på flera olika fronter. Allt fler börjar förstå att jordens resurser är ändliga och vi måste tänka om hur vi lever idag. Den producerande industrin står för stor dela av brukandet av råmaterial, men hur kommer industrin se ut i framtiden? Framtidens industri beskrivs ofta som en cirkulär ekonomi där minimala mängder råmaterial bryts och den största parten av det material som faller ur användning går åter in i produktionen. Verkligheten vi lever i idag är en annan, större parten av världens industri forts
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44

Alfaro, Vásquez Máximo, Núñez Juan Pablo Coloma, and Villanueva Ronald Rengifo. "Uso de publicidad programatica para rentabilizar un diario deportivo digital." Master's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2004. http://hdl.handle.net/10757/655867.

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En las tres últimas décadas la llamada cultura .COM ha causado una revolución tan grande como la de la imprenta en su momento, revolución que potenció las comunicaciones y por ende la manera de comerciar y consumir. Con un crecimiento mundial continuo y orgánico ha logrado migrar la costumbre de los consumidores obligando a los medios de comunicación tradicionales a reinventarse o desaparecer. Nuestro país no es ajeno a este cambio registrando un aumento importante en los 15 últimos años y aunque todavía se considera la web como soporte del negocio original, la exposición de productos
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45

Alfaro, Vásquez Máximo, Villanueva Ronald Rengifo, and Núñez Juan Pablo Javier Coloma. "Uso de publicidad programatica para rentabilizar un diario deportivo digital." Master's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655867.

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En las tres últimas décadas la llamada cultura .COM ha causado una revolución tan grande como la de la imprenta en su momento, revolución que potenció las comunicaciones y por ende la manera de comerciar y consumir. Con un crecimiento mundial continuo y orgánico ha logrado migrar la costumbre de los consumidores obligando a los medios de comunicación tradicionales a reinventarse o desaparecer. Nuestro país no es ajeno a este cambio registrando un aumento importante en los 15 últimos años y aunque todavía se considera la web como soporte del negocio original, la exposición de productos
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46

Wöldern, Lars. "Discovery and Analysis of Social Media Data : How businesses can create customized filters to more effectively use public data." Thesis, Linnéuniversitetet, Institutionen för datavetenskap och medieteknik (DM), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75275.

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The availability of prospective customer information present on social media platforms has led to many marketing and customer-facing departments utilizing social media data in processes such as demographics research, and sales and campaign planning. However, if your business needs require further filtration of data, beyond what is provided by existing filters, the volume and rate at which data can be manually sifted, is constrained by the speed and accuracy of employees, and their digital competency. The repetitive nature of filtration work, lends itself to automation, that ultimately has the
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47

MAZHAR, FAIZAN. "EXPLOITING DIVERSE DATA SOURCES TO INVESTIGATE EMERGING SAFETY ISSUES OF DRUGS IN POST-MARKETING PHASE: A RESEARCH FRAMEWORK FOR CLINICAL PHARMACOLOGIST." Doctoral thesis, Università degli Studi di Milano, 2021. http://hdl.handle.net/2434/812797.

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I farmaci di neo-immissione in commercio vengono approvati sulla base delle prove di efficacia e sicurezza dimostrate nel corso dei trial clinici pre-registrativi. Gli studi clinici randomizzati e controllati di fase 3 sono infatti considerati il mezzo più rigoroso per studiare il profilo di efficacia/sicurezza dei farmaci. Vari aspetti legati alla sicurezza di un medicinale possono però non essere individuati durante la conduzione di tali studi clinici e vengono resi noto solo quando il prodotto viene utilizzato nella pratica clinica quotidiana. Le attività di ricerca del farmacologo clinico
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48

王達才 and Tat-choi Wong. "The strategic importance of information systems to airline revenue management." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B31266873.

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容勁 and King Stanley Yung. "Application of multi-agent technology to supply chain management." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1999. http://hub.hku.hk/bib/B31223886.

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50

Hansen, Simon, and Erik Markow. "Big Data : Implementation av Big Data i offentlig verksamhet." Thesis, Högskolan i Halmstad, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-38756.

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