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Claesson, Jennifer, and Henrik Gedda. "Google Ads: Understanding millennials' search behavior on mobile devices." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75731.
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Purpose: The purpose of this study is to understand millennials search behavior on mobile devices. Research Questions: How do millennials value organic and sponsored search results on mobile devices? What are the Web advertising variables that affect millennials attitudes towards sponsored search ads on mobile devices? Methodology: Data was collected from 103 Swedish millennials through an experiment and survey. Conclusion: The findings of this research supports the variables of entertainment and incentives to have a positive association with millennials attitudes towards mobile search ads while irritation, informativeness and credibility were only partially supported when testing independently with attitudes. An overall negative attitude could be seen toward sponsored links when participants motivated their action to click. Moreover, the results illustrated a higher attitude value towards mobile search ads to reflect an increased click behavior on sponsored search results.
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Soto, Trujillo Fernando, and Mattias Grehnik. "Optimering av budgivning i Google AdWords." Thesis, KTH, Data- och elektroteknik, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-203791.
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Google tillhandahåller en tjänst för företag att köpa annonsplatser på Googles sökmotor vid namn AdWords. Företaget Docklin Digital skapar annonser och köper annonsplatser åt företagets kunder genom AdWords. I Google AdWords är det möjligt att ge bud som kommer påverka vilken annonsplats som en annons kommer att få. Docklin Digital skriver in och ändrar dessa bud manuellt och söker efter ett sätt att optimera budgivningsprocessen. För att lösa problemet genomfördes en förstudie av tidigare arbeten, fakta om Google AdWords och lämpliga metoder för att testa och analysera tillvägagångsätt för ändring av bud. Förstudien resulterade i att två skript utvecklades. Ett av skripten utvecklades med hjälp av resultatet från avhandlingar och det andra skriptet utvecklades med hjälp av företagets sätt att manuellt konfigurera bud. I analysskedet konstaterades det att skriptet som utvecklades med hjälp av avhandlingarna presterade marginellt bättre men till en ökad kostnad på 36 %. Skriptet som baserades på företagets manuella budgivningsförfarande ansågs prestera bättre, detta på grund av att skriptet resulterade i lägre totala kostnader och presterade ungefär likadant.Google allows companies to buy ad space on Googles search engine, which goes by the name AdWords. Docklin Digital creates ads and buys ad space for the company’s clients with the help of AdWords. Google AdWords lets companies input bids that will affect the ad space an ad will receive. Docklin Digital inputs these bids manually and is searching for a way to optimize the bidding process with the help of JavaScript. To solve this problem a pilot study was conducted into earlier works in the field, facts about Google AdWords and appropriate methods to test and analyse a procedure for automatic changing of bids. The pilot study resulted in two developed scripts. One of the scripts was developed by applying a theory from a thesis. The other script was based on the company’s manual way of configuring bids. In the analysis stage of this thesis, the script that was developed from the thesis was found to perform marginally better but to an increased cost of 36 %. In the end the script that was based on the company’s manual way of working was deemed to perform better, the reason being the lower total costs and performing in an almost similar way.
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Lukošiūtė, Edita. "„Google” paieškos „AdWords” skelbimų efektyvumo vertinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140605_123928-04024.
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Darbe yra analizuojamas „Google“ paieškos „AdWords“ skelbimų efektyvumas. Dėl didėjančios informacinių technologijų svarbos, dauguma vartotojų ieškosi informacijos apie produktus ir paslaugas bei perka juos internetu. Todėl reklamos kūrėjams tampa ypač aktualus efektyvių paieškos sistemos skelbimų kūrimo klausimas. Darbo tikslas – remiantis moksliniais reklamos efektyvumo vertinimo šaltiniais ir „Google“ paieškos „AdWords“ skelbimų efektyvumo vertinimo rezultatais, pateikti bendrą „AdWords“ skelbimų efektyvumo vertinimo ir skelbimų efektyvumo didinimo modelius. Magistro baigiamąjį darbą sudaro trys pagrindinės dalys. Pirmojoje, teorinėje dalyje, yra analizuojami skirtingų autorių požiūriai į reklamos efektyvumo vertinimą, yra pateikiami „Google“ paieškos „AdWords“ skelbimų vertinimo ypatumai. Analitinėje baigiamojo darbo dalyje yra atliekamas pasirinktų „Google“ paieškos „AdWords“ reklaminių kampanijų skelbimų efektyvumo vertinimas. Trečiojoje dalyje yra pateikiamas „Google“ paieškos „AdWords“ skelbimų efektyvumo vertinimo ir efektyvumo didinimo modeliai bei pateikiamos skelbimų efektyvumo didinimo priemonės.The paper analyzes the effectiveness of „Google“ search engine „AdWords“ ads. Due to the growing importance of information technology , most users search for information about products and services and buy them online. Therefore the issue of ads effectiveness has become extremely important to every advertiser. The objective of this paper is to present general model of „Google“ search engine „AdWords“ ads effectiveness measurement and opportunities of ads effectiveness improvement, scientific resources of advertising effectiveness assessment and results of case analysis. Master's thesis consists of three main parts. In the first, theoretical part of the work introduces analysis, comparison of different authors approaches to the advertising activities performance by finding out methods and indicators, which assess the effectiveness of the ads. The analytical part is based on case study which analyzes effectiveness of particular „Google“ search engine „AdWords“ campaigns. The third part is intended for the model, which shows how to measure effectiveness of the „Google“ search engine „AdWords“ ads, and oppurtinities of ads effectiveness improvement.
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Sjöbro, Linus. "Annonsspårning för digitala medier : En systemjämförelse för uppföljning av annonskonvertering hos Facebook-annonser." Thesis, Mittuniversitetet, Institutionen för informationssystem och –teknologi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-37296.
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Facebook is today the biggest ads platform in the world. This makes it strategi- cally smart for companies to run their ads on the platform. To follow up the result from these ads is an important part for the companies to know if the target audience is the right one. The purpose with this thesis was to investigate if it’s possible for the company Leeroy to develope their own system that follow up ad conversion for Facebook ads. But also investigate how to implement Facebook’s own system and if other systems could be used. From this two purposes a number of goals have been set, which all could be answered. A pilot study resulted in the gathering of information if an own solution could be implemented. The result of this pilot study results in the answer no, an own solution could not be implemented at this state. Through the pilot study a recommended solution could be presented where Facebook’s system is the recommended way to go. This result is based on a system comparison between Facebook and Google Firebase. This recommended solution has resulted in a implementation guide that Leeroy can use to implement Facebook SDK in their application portfolio based on React Native.Facebook är idag världens största annonsplattform vilket gör det strategiskt smart för företag att annonsera sin produkt eller sina tjänster på plattformen. Att följa upp resultatet av dessa annonser är för företagen en viktig parameter för att veta om den annonserade målgruppen är rätt. Syftet med detta arbete var att undersöka om ett eget system för mobilapplikationer hos företaget Leeroy kan utvecklas för uppföljning av annonskonverteringar hos Facebook-annonser och hur Facebooks egna system implementeras och om andra system går att använda. Utifrån detta syfte kunde ett antal mål fastställas som alla kunde besvaras. Utifrån en förstudie kunde information insamlas om hurvida en egen lösning går att tillämpa. Vilket resulterat i svaret nej, det är idag inte möjligt att utveckla en egen lösning. Genom förstudiens resultat kan en rekommenderad lösning presenteras där Facebooks system rekommenderas utifrån en jämförelse mellan Facebook och Google Firebase. Denna rekommenderade lösning har resulterat i en implementationsguide som Leeroy kan använda för att implementera Facebook SDK i sin applikationsportfölj baserat på React Native.
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Čierna, Katarína. "Využitie PPC marketingu v mobilných reklamných kampaniach (Optimalizácia mobilných kampaní v AVG Technologies)." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-196959.
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The thesis is focused on most recent trends in the mobile marketing industry, paid mobile advertising market structure, size and processes. The aim of the thesis is to define the possibilities of using mobile advertising in two basic segments mobile advertising in search and mobile display advertising. It provides performance results of the paid mobile advertising campaigns and their role in the corporate practice. The last part provides in-depth view about use of mobile advertising at the company AVG Technologies. It illustrates how the company increased the number of app installations and factors that influence the effectiveness of in-app advertising campaigns in general.
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Ekendahl, Niklas. "Ada code generation support for Google Protocol Buffers." Thesis, Linköpings universitet, Databas och informationsteknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-102688.
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We now live in an information society where increasingly large volumes of data are exchanged between networked nodes in distributed systems. Recent years have seen a multitude of dierent serialization frameworks released to efficiently handle all this information while minimizing developer effort. One such format is Google Protocol Buers, which has gained additional code generation support for a wide variety of programming languages from third-party developers. Ada is a widely used programming language in safety-critical systems today. However, it lacks support for Protocol Buffers. This limits the use of Protocol Buffers at companies like Saab, where Ada is the language of choice for many systems. To amend this situation Ada code generation support for Protocol Buffers has been developed. The developed solution supports a majority of Protocol Buffers' language constructs, extensions being a notable exception. To evaluate the developed solution, an artificial benchmark was constructed and a comparison was made with GNATColl.JSON. Although the benchmark was artificial, data used by the benchmark followed the same format as an existing radar system. The benchmark showed that if serialization performance is a limiting factor for the radar system, it could potentially receive a significant speed boost from a substitution of serialization framework. Results from the benchmark reveal that Protocol Buffers is about 6 to 8 times faster in a combined serialization/deserialization performance comparison. In addition, the change of serialization format has the added benefit of reducing size of serialized objects by approximately 45%.
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Paroulek, Luboš. "Online marketingová strategie společnosti SEVT, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85271.
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This dissertation deals with issues of online marketing strategy of the company SEVT a.s. The mening part dealts with issues of internet marketing in general including tools of internet marketing. In the next part situation analysis of the company itself is performed. In this dissertation company's websites are closely examined, including visitou analysis, konversion analysis and so on. The next part is dedicated to the SEO and SEM problematics. Company's websites are rated based on their SEO principles and effectiveness of the websites is evaluated. Tools of internet marketing used in the company are analysed in the part SEM. Aim of this dissertation is to evaluate current online marketing strategy and design a new strategy, that will be more effective in the usage of internet marketing tools and in the mening of web presentation of the company itself. This new strategy should lead to the increase in earnings from the online marketing actitivities of the company.
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Dvořáková, Ivana. "Návrh na optimalizáciu internetového predaja Triola a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199715.
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This diploma thesis demonstrates the importance of the internet sales in today's world, using an example of the real world company, Triola, which specializes in lingerie manufacturing. Objective of this thesis is behavioral analysis of the company's customers, followed by evaluation of this knowledge which results into recommendations on how to optimize internet sales and how to enhance the design and functionality to achieve this. Analysis and its evaluation are both based on the latest research in this field, which describes the customer's motivation for the internet shopping and the correlation between web design and impulsive shopping. Part of the analysis is also the comparison of trends in behavior of customers all across the world with customers from Czech Republic and with customers of Triola company, trying to identify trends that will likely affect the Triola company in the future. The thesis also comes up with important information about the customers of the Triola company and possible evolution of the internet sales and shows the different approaches for the Triola to take, in order to make internet shopping a pleasant experience for its customers and to raise the internet sales rates as a result.
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von, Wenckstern Michael. "Web applications using the Google Web Toolkit." Master's thesis, Technische Universitaet Bergakademie Freiberg Universitaetsbibliothek "Georgius Agricola", 2013. http://nbn-resolving.de/urn:nbn:de:bsz:105-qucosa-115009.
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This diploma thesis describes how to create or convert traditional Java programs to desktop-like rich internet applications with the Google Web Toolkit. The Google Web Toolkit is an open source development environment, which translates Java code to browser and device independent HTML and JavaScript. Most of the GWT framework parts, including the Java to JavaScript compiler as well as important security issues of websites will be introduced. The famous Agricola board game will be implemented in the Model-View-Presenter pattern to show that complex user interfaces can be created with the Google Web Toolkit. The Google Web Toolkit framework will be compared with the JavaServer Faces one to find out which toolkit is the right one for the next web projectDiese Diplomarbeit beschreibt die Erzeugung desktopähnlicher Anwendungen mit dem Google Web Toolkit und die Umwandlung klassischer Java-Programme in diese. Das Google Web Toolkit ist eine Open-Source-Entwicklungsumgebung, die Java-Code in browserunabhängiges als auch in geräteübergreifendes HTML und JavaScript übersetzt. Vorgestellt wird der Großteil des GWT Frameworks inklusive des Java zu JavaScript-Compilers sowie wichtige Sicherheitsaspekte von Internetseiten. Um zu zeigen, dass auch komplizierte graphische Oberflächen mit dem Google Web Toolkit erzeugt werden können, wird das bekannte Brettspiel Agricola mittels Model-View-Presenter Designmuster implementiert. Zur Ermittlung der richtigen Technologie für das nächste Webprojekt findet ein Vergleich zwischen dem Google Web Toolkit und JavaServer Faces statt
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Branchetti, Simone. "Color Watermarking Techniques for Text-based Media." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2020. http://amslaurea.unibo.it/22170/.
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The main focus in this thesis is text-based watermarking: that means embedding a secter payload of bits into a text, while keeping the text as unaltered as possible to make it harder to identifiy that a watermark happened at all. Using two Google Workplace add-ons we explore the efficacy, the ease of use and the portability of three structural watermarking techniques: Homoglyph-based watermarking, Space coloring-based watermarking and Grayscale based Watermarking. The latter two are techniques developed specifically for this thesis. Another important focus is the use of the Digital Object Identifer system as another level of protection for a document, using its metadata system like one would a Zero-watermarking technique.
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Teasdale, Dion, and d. teasdale@yarraranges vic gov au. "The Goose at Goldie's Milk Bar: The Nature of Human Animal Relationships in Three Modern Literary Fairy Tales." RMIT University. Creative Media, 2007. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20071219.100227.
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The Goose at Goldie's Milk Bar is a modern literary fairy tale written in the form of a novel for adult readers. Set in the fictional Australian small country town of Baxters Creek, it tells the story of Goldie Sullivan, an elderly former milk bar proprietor who has an affair with a gigantic cognisant gander. Goldie lives out the back of the town's old milk bar, hiding from the surrounding narrow-minded community, until late one night she witnesses a bolt of lightning strike the bell tower on the nearby church. When she goes to investigate, Goldie finds the body of a large bird buried in the debris and, believing it is an omen, she carries the half-dead bird home on her back. As she rehabilitates the bird, Goldie discovers there is more to the feathered creature than she first thought. The bird, a giant gander blown off course and struck down in the middle of migration, reveals an advanced awareness of humanity and the profound ability to comprehend the sorrow in Goldie's life. Through a shared appreciation of jazz music, Goldie and the goose learn to communicate and a close friendship ensues. Goldie teaches the goose to dance, the pair share baths and the goose moves into Goldie's bedroom. Before too long, Goldie finds herself in the midst of a most indecent affair. Goldie's relationship with the gander unfolds against a backdrop of other unconventional relationships. Kevin Dwyer, the new reporter in town finds himself drawn to the shire maintenance worker, Travis Handley. Real estate agent Alexander Bourke has taken Lynne Fontaine, the chef at the local Chinese restaurant, as his oriental mistress, and recently windowed farmer, Mary Peddley, sets tongues wagging with the one-legged publican, Jack Diamond. The novel uses the human animal narrative to explore the premise that fate is driven by unseen, sometimes magical forces that manifest in inexplicable ways to reveal the hidden truths of people. The writing of the novel has been supported by research conducted for an exegesis titled, The Nature of Human Animal Relationships in Three Modern Literary Fairy Tales. The exegesis identifies and discusses the nature of the central human animal relationships in three novels: Yann Martel's Life of Pi, Peter Hoeg's Woman and the Ape and the writing project, The Goose at Goldie's Milk Bar. The exegesis identifies and discusses the roles and functions the human and animal characters perform in the three novels through a comparative analysis of the narrative theories of early Russian Structuralist, Vladimir Propp. The exegesis also identifies and discusses the types of transformation the human and animal characters undergo, and conducts a comparative analysis of the theories of English academic and fairy tale historian, Jack Zipes. Finally, the exegesis analyses and discusses the multi-dimensional nature of the bonds formed by the human and animal characters and demonstrates how writers of modern literary fairy tales seek to awaken the reader to the possibilities of relationships with animals beyond usual human understanding or experience.
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Hafsaoui, Aymen. "Peformances de Niveau Applicatif en Environnement Filaire et sans Fil." Phd thesis, Télécom ParisTech, 2011. http://pastel.archives-ouvertes.fr/pastel-00669973.
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L'intérêt pour l'analyse passive de traces a considérablement augmenté, nous offrant de nouvelles approches pour analyser et améliorer les performances réseaux. L'hétérogénéité d'Internet est en constante évolution : nouvelles technologies d'accès, des clients avec mobiles et toujours de plus en plus de services et d'applications. D'autre part, l'intérêt pour la mesure de performance des réseaux d'entreprises ne cesse de se développer. Ces sujets sont d'une importance cruciale pour les fournisseurs de services Internet, gestionnaires de réseaux et des entreprises, puisqu'ils ont déjà reçu une attention considérable de la part de la communauté de recherche. Malgré ces efforts, un certain nombre de questions reste ouvert. Dans cette thèse on traite le trafic TCP, qui représente la majorité des flux Internet. Lors de cette analyse, nous nous concentrons sur les connexions complètes, du point de vue TCP. Le présent travail se compose de trois parties traitant différent aspects sur les approches actuelles d'analyse de performances de TCP, l'étude des performances et la détection d'anomalies de niveau applicatif. Dans la première partie, nous présentons les travaux les plus importants, les traces réseaux sur lesquelles nous nous sommes basé ainsi que les problèmes rencontrés lors de l'étude des performances de TCP au niveau applicatif. Nous présentons un premier aperçu de l'impact de l'application sur les transferts TCP. Nous démontrons que si les pertes peuvent avoir un impact négatif sur les petits transferts TCP, l'application affecte de manière significative le temps de transfert de la majorité des flux. Dans cette partie, nous démontrons que certaines mesures peuvent être biaisées par des technologies spécifiques mises en oeuvre dans les réseaux Cellulaires. Dans la seconde partie, nous comparons sur des traces passives, les performances de clients Internet, d'un même operateur sur les trafics : Cellulaires, FTTH et ADSL. Nous montrons que l'étude des paramètres classiques d'analyse de performance ne permet pas d'expliquer totalement les performances perçues par les clients. Ensuite, nous validons une approche plus fine, permettant de décomposer chaque connexion TCP, bien formée, en intervalles de temps. Notre approche de décomposition de connexion TCP permet d'extraire automatiquement l'impact du comportement de l'application, l'accès, le serveur et le client. Nous regroupons, avec des algorithmes adéquats, les transferts avec des performances similaires sur les différents types d'accès. Puis, nous proposons une caractérisation de certains aspects de l'analyse de trafic dans un reseau d'entreprise. Dans la dernière partie, nous nous concentrons sur la problématique de profilage d'anomalies sur les connexions TCP, définis comme correct mais avec des performances anormales. Notre méthode permet d'identifier la cause des problèmes de performance, qui peuvent être soit des pertes ou bien des temps perdus lors de la préparation des données ou du transfert. Nous appliquons cette approche pour le cas de plusieurs traces de trafic Internet et entreprise. Nous démontrons l'existence d'une adaptation spécifique pour la récupération sur les pertes sur le réseau Cellulaire qui semble plus efficace que sur les réseaux filaires.
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Teixeira, Ana Filipa Resende. "Performance do Google Ads versus Facebook Ads na Divulgação de uma Campanha Publicitária." Dissertação, 2019. https://hdl.handle.net/10216/124006.
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Teixeira, Ana Filipa Resende. "Performance do Google Ads versus Facebook Ads na Divulgação de uma Campanha Publicitária." Master's thesis, 2019. https://hdl.handle.net/10216/124006.
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Lo, Ching-Hsiang, and 羅敬翔. "Explanatory Variables on Internet Advertising Effect - The Case of Google Ads." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/w3am5e.
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碩士國立臺灣科技大學
企業管理系
105
Companies usually communicate consumers with advertisement. In recent year, internet advertising benefits enterprises more and more, and the internet advertising market keep growing, the Google advertising provide advertisers a new method to internet advertising marketing, the programmatic buy combines with Doubleclick Ad Exchange. The exchange system allows advertisers to set on their advertisement and help advertising to find the target audience with the cookie technique. So, the mission of this research is to find how the variables affect the ad performance. This research model is based on the media model proposed by Ephron、Harvey、Maroney、Moran、Spaeth、Brandon(2003), and the measurement indicator of ad performance proposed by Chen & Tian(2008). And collect the real internet advertisement data from Doubleclick Manager for supporting the research experiment. About the design of research experiment, using three variables, each of them is the using media, advertisement presenting and advertisement environment. To prove these three variables have the effect on ad porformence, advertising response and sales response. After the one-way ANOVA analysis, the research result shows that the effect of each variables is significant. The advertiser can have the right strategy for their advertising marketing based on the research results.
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Wu, Ang-Chen, and 吳昂臻. "Performance Comparisons of Google Display Ads on Content Farm Pages and High-quality Pages." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/v9vwj8.
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碩士元智大學
資訊管理學系
105
The study evaluates the performance of display ads on content-farmed pages as compared to those on non-content farm sites. Content farms generate a significant number of low-quality articles on many different topics and then use keywords to get their pages better positions on search engine results pages that enable web users to browse and click on ads. This study begins with the selection of content-farmed pages’ features and then identifies content-farmed sites using classifier trained with a dataset of multiple types of sites. The classification results using Weka SMO model indicate that the overall recall, precision, and F1-Measure reach 93.6%, 93.8%, and 93.7% respectively. We compare the performance of display ads placed on content-farmed pages and regular ones. The results reveal that display ads in remarketing campaigns performed better than those in standard display campaigns on all type of websites. Within the remarketing campaigns, display ads placed on the non-content-farmed pages have better conversion rate but lower click-through rate than those on content-farmed pages.
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Plevová, Silvia. "Online marketingová propagácia pre obchod s oblečením." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-428804.
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Diploma thesis is focused on creating a strategy and evaluating an effectivity of PPC campaigns of the e-shop called Factcool. Introduction of the diploma thesis is dedicated to the currently most used online advertising systems Google Ads and Facebook Ads. The PPC strategy is created based on the worked-out analysis of the current state.Thestrategy andcampaignseffectivity are evaluated with use of analytical platforms. The main goal of the diploma thesis is to find any drawbacks of the strategy and to come up with ideas for improvement not only for the specific e-shop, but also for the whole industry.
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Balça, Joana Neto Marques Coelho. "Display advertising : Google AdWords vs Facebook ads, um estudo sobre return on investment na YoursPorto, lda." Master's thesis, 2018. http://hdl.handle.net/10400.26/24363.
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Com a crescente exigência do consumidor, surge uma enorme necessidade das empresas se adaptarem às novas tendências de mercado, e nada melhor do que o desenvolvimento do Marketing Digital e do Inbound Marketing. Dado esse sentimento de expansão, as empresas cada vez mais se internacionalizam para outros mercados. No Marketing Digital não é exceção. Neste relatório surgiu a curiosidade de estudar o comportamento do consumidor português, mais difícil de atrair, e o consumidor argentino, que apesar de a literatura considerar um utilizador mais conservador e com menos acesso às novas tecnologias, surpreende com os resultados obtidos pela aluna.
Ferramentas como Google AdWords e Facebook Ads, surgiram como propósito de ultrapassar os métodos tracionais de gestão e lançamento de campanhas, tornaram o Marketing mais facilmente mensurável e criaram a possibilidade de obter dia após dia os resultados reais das várias campanhas. Online Display Advertising, baseada em publicidade gráfica e visual, é o tipo de campanha maioritariamente utilizado na empresa de estágio e o caso de estudo. Com uma grande variedade de métricas possíveis de analisar, no seguinte documento, é medido através de: Conversões, Cost/Conv. e CTR. Por ser possível obter os resultados das campanhas a cada instante que o gestor pretenda, é importante para a empresa saber diariamente o seu retorno sobre o investimento, e assim tomar as suas ações estratégicas.
Deste modo, em âmbito escolar, surgiu um grande problema de investigação sobre o fenómeno da atualidade. Será que Google AdWords é mais lucrativo para as empresas que Facebook Ads? Qual será a plataforma que atrai mais a atenção ao consumidor eletrónico? São as respostas a estas perguntas que fundamentam este relatório de estágio e que foram obtidas através de uma metodologia mista, utilizando digital analytics (quantitativa) e entrevista (qualitativa). Deste modo, chegou-se à conclusão que o Facebook Ads é a plataforma mais lucrativa para a empresa e a Argentina o país que gera mais retorno. No entanto, o ideal é utilizar as duas plataformas de maneira a que se complementem.
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Hsu, Ya-Wen, and 許雅雯. "The Research of Google ads on the status of the application of Taiwan’s SMEs and its’ Long Tail Phenomena." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/ekrheb.
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碩士臺中技術學院
商業設計系碩士班
99
Web development has created new industrial revolution in Food, clothing, housing, traffic and amusement deeply affect people in all aspects of life. The Internet search engine has become a "portal", and Google to search and advertising services-oriented and broad alliance Friends of the way of integration will maximize the effectiveness of various services, in the highly competitive technology industries stay ahead. Google''s advertising business thinking and unique profit model-based are motivations of the research, and more Taiwan enterprises to small and medium enterprises based mainly in the marketing budget generally limited, so I hope through the understanding of the Google advertising program, known through interviews the status of SMEs’ application, to provide Internet marketing aspects of Taiwan''s SMEs in the reference. This study aims at investigating and analysing the Google advertising services in contrast to Taiwan Yahoo! Kimo''s keyword advertising. The research is using content analysis and in-depth interviews with literature and theories as the basis, to study the application of Google ads by the small and medium enterprises in Taiwan as well as to observe under the long tail phenomenon and analyse the success of Google ads. The results showed that there are two major differences between Google ads and Taiwan Yahoo! Kimo''s keyword ads: (a) Status: Google is a web search engine portal as while Taiwan Yahoo! Kimo is a comprehensive web portal. Web search engines do not have restrictions of age, ethnicity, industry and other else as while comprehensive web portals have bias in favour of certain aspects such as consumer products; (b) Internationalization and localization: Taiwan Yahoo! Kimo has a large market share in Taiwan but the account is only limited to Taiwan''s local operations; in contrast, Google account can operate advertising globally, making Google a more superior advertising market especially in the export industry. When focusing on Google AdWords, there is no limitations in keywords.Searching i.e. any words can be the keywords in searching. This indicates the existence of Long Tail phenomenon. In addition, the innovative business model of Google ads fulfills the nine proposed principles for the success in the Long Tail theorem, suggesting its high commercial potential. The condition of the use of Google ads by the small and medium enterprises in Taiwan is summarized as follows: (a) Free-of-charge Google ads is highly exposed to the public which effectively promotes the brand awareness. Together with no budget afford, high immediacy and mobility, accurate marketing and free analytic software, Google ads has been popular among the enterprises in Taiwan; (b) There are currently five industries on the use of online search engine marketing: entertainment games, tourism, retail, education and medical and health technology. Those enterprises related to the above industries can use AdWords as one of the marketing methods in order to attract more customers online. Based on the study, there are two suggestions to advertising agencies: (a) online word-of-mouth marketing: The official websites share many successful cases but most of which are subjective advertising operations. Online blogs, social media and online forums provide a good platform to share the user experience in a more objective way and hence promoting keyword ads; (b) mobile advertising: the development of the mobile advertising is still in its infancy in Taiwan. Its high immediacy and mobility with direct communicating features help spread the ads to the customers in a more direct way. Due to the ease of publcity, mobile ads are likely to play an important role in marketing in the future. For small and medium enterprises, there are some recommendations: (a) considerations of online advertising: owning a Web site is the top priority of requirements. Need of recruiting authorized agents for website operations is also accounted into considerations. Comparison of online ads among enterprises of same industry for reference can reduce the risk of failure; (b) web optimization: "reader", "Search Engine" and "ROI" are the focuses in website adjustment which can be assisted by Google Analytics; (c) communication: conflicts always exist during cooperation between the agents and the enterprises. The major possible reasons are different opinions, weak strength in enterprises and failure in insistence. Good communication can enhance the cooperation as well as promote the success.
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Carriço, Mariana Dias. "Performance of online advertising : search, display and social media Ads." Master's thesis, 2016. http://hdl.handle.net/10400.14/20715.
Full textAbstract:
Digital advertising is becoming increasingly relevant. In particular, managers are gradually
allocating the online budget to mobile and social media advertising. For that reason, it
becomes essential to understand the performance of different ad types and the dynamics
within each format and platform.
The present study aims to compare different ad types – search, display and social media –
whilst assessing the impact of different devices – mobile devices and computers – on online
campaign performance. Moreover, it seeks to understand the factors that explain the
performance within each ad type. This dissertation focuses on a B2B company that advertises
an invoicing software using Google and Facebook. To this end, the study is based on
descriptive quantitative research, analyzing secondary data from sixteen campaigns.
The results show that search ads perform better on average than social media and display ads.
However, the device of impression has also a significant impact on campaign performance. In
fact, ads displayed on mobile devices yield more clicks and ads displayed on computer
desktops generate more conversions. On Facebook, users often clicked on an ad in a mobile
device and switched to a computer to convert. Besides, the targeting strategy adopted in
display and social media ads has a significant influence on performance. On social media, ads
retargeted to visitors of the company’s website originated significantly more conversions.
In conclusion, these findings are relevant for managers in allocating the online budget across
ad types and in optimizing the ads for different devices and target audience.A publicidade digital tem um peso crescente na despesa em publicidade. Em particular, as empresas estão a alocar o orçamento digital a publicidade móvel e nas redes sociais. É essencial compreender o desempenho de diferentes tipos de anúncios e a dinâmica dentro de cada tipo de formato e de plataforma. O presente estudo compara diferentes tipos de anúncios – anúncios de pesquisa, de display e de redes sociais – analisando o impacto dos dispositivos de exibição – dispositivos móveis e computadores – no desempenho de campanhas. Além disso, pretende identificar os factores explicativos do desempenho de cada tipo de anúncio. A dissertação foca-se numa empresa comercial que anuncia um software de facturação através do Google e do Facebook. Numa óptica de pesquisa quantitativa descritiva, este estudo analisa dados secundários de dezasseis campanhas. Os resultados mostram que os anúncios de pesquisa têm em média um melhor desempenho. Contudo, o dispositivo de impressão tem uma influência significativa no mesmo. Os anúncios exibidos em dispositivos móveis geraram mais cliques e os anúncios exibidos em computadores mais conversões. No Facebook, alguns utilizadores clicaram no anúncio através de um dispositivo móvel e subscreveram ao software num computador. Adicionalmente, a estratégia de segmentação adoptada nos anúncios display e nas redes sociais influenciou o seu desempenho. No Facebook, os anúncios redireccionados aos visitantes do site da empresa originaram significativamente mais conversões. Concluindo, estes resultados são relevantes na alocação do orçamento digital a vários tipos de anúncios e na optimização dos anúncios para diferentes dispositivos e tipos de público alvo.
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Procházková, Petra. "Využití online marketingu ve vybraném sportovním e-shopu." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-392754.
Full textAbstract:
Title: The Use of online marketing in chosen sports e-shop Objectives: The objective of this thesis is to evaluate the use of online marketing in chosen sports e-shop Kolo-park.cz. The objective is to evaluate the use and settings of individual online marketing channels with emphasis on evaluating settings and structure of PPC campaigns. Then recommend suitable settings and structure of individual online marketing channels on the grounds on data analysis and also suggest new strategy of online marketing channels on the basis of framework See-Think-Do-Care, Methods: Methods used in this thesis: observation of online marketing area, monitoring and synthesis, analysis of PPC campaigns, analysis of e-mailing campaigns, analysis of commodity comparators settings, SEO analysis and analysis of social media. Next used methods were monitoring and synthesis. Results: The result contains recommendation to improve the structure and settings of online marketing channels/tools to achieve better results of Kolo-park.cz online marketing activities. The result is a new created strategy of individual online marketing tools/channels on the basis of framework See-Think-Do-Care. Audience, targeting, relevant content and the way how to measure online marketing activities depending on customer's buying cycle is defined...
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Castro, Alberto Jorge Ribas. "Relatório de estágio na startup Facestore: estagiário no Departamento de Marketing." Master's thesis, 2018. http://hdl.handle.net/10773/26884.
Full textAbstract:
O atual relatório incidirá sobre o relato das atividades e tarefas desenvolvidas no âmbito de Estágio Curricular, agregado ao Mestrado de Marketing. Esta experiência decorreu na Facestore, considerada uma das mais prestigiadas Startups portuguesas, localizada na cidade do Porto. A presente Startup é, maioritariamente, conhecida por disponibilizar aos seus clientes a oportunidade de abrir uma loja online. Estes conseguem, autonomamente, geri-la através de um backoffice inovador, intuitivo e user friendly. Distingue-se, mundialmente, da concorrência, por ser a primeira Startup a integrar lojas online dentro do Facebook. O estágio teve uma duração aproximada de seis meses, desenrolando-se a tempo inteiro. A intenção prévia foi a de associar o contexto teórico, adquirido durante os primeiros dois semestres do Mestrado, ao contexto prático, relacionado com a experiência de estágio. Esta oportunidade resultou numa aprendizagem única e memorável, onde as espectativas foram deveras superadas. Não só uma experiência de trabalho ímpar, onde evolui como um futuro profissional de Marketing, mas também pessoal, onde a troca de conhecimento se registou diariamente, resultando em amizades que ainda hoje perduram.The current report will focus on the description of all the activities and tasks developed within the scope of an Internship, included on the Master of Marketing. This experiment took place in Facestore, considered one of the most prestigious Portuguese Startups, located in the city of Porto. This Startup is mostly known for giving its customers the opportunity to open an online store. Enabling anyone to, autonomously, manage an innovative, intuitive and user friendly Backoffice. Distinguishes itself, worldwide, from the competition, for being the first Startup to integrate online stores within Facebook. The internship lasted approximately six months, taking place at full time. The previous intention was to associate the theoretical context, acquired during the first two semesters of the Master, to the practical context, related to the internship experience. This opportunity resulted in a unique and memorable learning, where the expectations were exceeded. Not only a singular work experience, where I evolve as a future professional of Marketing, but also personal, where the exchange of knowledge registered daily, had result in friendships that still exist today.
Mestrado em Marketing
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Nunes, Diogo Filipe Gonçalves de Melo. "Relatório de Estágio: VidaEdu." Master's thesis, 2019. http://hdl.handle.net/10400.26/30756.
Full textAbstract:
O meu projeto é baseado no estágio realizado na área do marketing digital na empresa
Eduinteligente Unipessoal, Lda de dia 10 de Setembro a 13 de Novembro de 2018. Sendo uma
empresa de experiências educativas no estrangeiro, o seu grande objetivo é possibilitar o acesso
a essas mesmas experiencias a todas as pessoas. Justifico a escolha desta empresa pelo interesse
que manifesto pelo setor, dado que cada vez mais estudantes pretendem estudar fora de Portugal
e, assim, iria tentar perceber quais os motivos que impulsionam tal decisão.
Existia uma grande oportunidade de melhoria na área do marketing digital na empresa,
oportunidade de melhoria derivada do administrador e fundador da empresa, Paulo Martins, ter
receio em utilizar as novas plataformas de publicidade online para divulgar o serviço e adquirir
novos clientes.
De forma a mostrar a eficiência do marketing digital ao administrador e fundador da
empresa, utilizei a ferramenta do Google Ads, onde implementei uma campanha para um
serviço específico com o objetivo de aumentar as inscrições e o Brand Awareness da marca.
A campanha teve a duração de 18 dias e, após esse período de tempo, foi realizada uma
recolha de dados da mesma. Após essa recolha, e com base nas métricas da publicidade online,
conclui que se registou um aumento quer do nível de Brand Awareness, como a nível de geração
de leads.My project is based on the internship fulfilled in the Digital Marketing area on the firm Eduinteligente Unipessoal, Lda from 10th of September till 13th of November, 2018. Being a firm with educational experiences overseas, their main goal is to facilitate the access to these same experiences to everyone. My firm’s choice is justified by the interest that I manifest in this sector since there is even more students intending to study outside of Portugal and therefore, try to understand the motives that drive such decision. There was a big opportunity to improve the Digital Marketing area in the firm, which came from the administrator and founder of the firm, Paulo Martins, by being afraid of using the new online advertising platforms to spread the service and gain new customers. In order to show the efficiency of Digital Marketing to the administrator and founder of the firm, I used a Google Ads tool, where I implemented a campaign of a specific service with the goal of increasing the number of subscriptions and the awareness of the brand. This campaign had the duration of 18 days and after this period, there was a collection of data of the campaign. After the collection and with the base of online publicity metrics, I concluded that there was an increase in the awareness of the brand as well as the lead generation level.
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Lopes, André Filipe Ferreira. "Paid Search Advertising como meio de desenvolvimento de Brand Awareness para a conversão de Leads." Master's thesis, 2021. http://hdl.handle.net/10400.26/36117.
Full textAbstract:
A inovação tecnológica trouxe mudanças teóricas na maneira como o marketing é aplicado, passando a haver um maior interesse das empresas pela prática de paid search advertising, devido à maior eficácia na entrega de uma mensagem. Simultaneamente, a concorrência cada vez mais acirrada em muitos dos sectores de serviços B2B, tem levado as organizações a procurar uma vantagem competitiva por meio da notoriedade da marca. Diante desses desafios, a SGS Academy enquanto departamento de formação profissional do grupo SGS, passou a procurar novas formas de comunicar digitalmente, de modo a promover uma maior aproximação do negócio ao seu mercado e converter um maior número de leads através dos seus canais digitais. Para tal, delineou-se uma estratégia assente na criação e monitorização de uma campanha promocional com recurso a anúncios pay-per-click na plataforma Google Ads. O presente documento académico apoia-se numa técnica de análise de conteúdo e comprova que a introdução de uma campanha comunicacional de paid search advertising, assente na criação e monitorização de anúncios PPC, atuou como um meio eficaz para o aumento da brand awareness da SGS Academy e consequente conversão de leads no ecossistema digital da marca.The technological innovation has brought theoretical changes in the way marketing is applied, and companies are now more interested in the practice of paid search advertising, due to the greater effectiveness in delivering a message. Simultaneously, the increasingly fierce competition in many of the B2B service sectors has led organizations to seek competitive advantage through brand awareness. Facing these challenges, SGS Academy, as a professional training department of the SGS group, started looking for new ways to communicate digitally, in order to promote a closer approach of the business to its market and convert a greater number of leads through their digital channels. To this end, it was outlined a strategy based on the creation and monitoring of a promotional campaign using pay-per-click ads on the Google Ads platform. This academic document is supported by a content analysis technique and proves that the introduction of a paid search advertising campaign, based on the creation and monitoring of PPC ads, acted as an effective means to increase SGS Academy brand awareness and consequent conversion of leads in the digital ecosystem of the brand.
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Petr, Tomáš. "Internetový marketing ve společnosti VEMA, a.s." Master's thesis, 2010. http://www.nusl.cz/ntk/nusl-89383.
Full text
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Lemos, André Miguel Fonseca. "Optimizing multi-channel use in digital marketing campaigns." Master's thesis, 2015. http://hdl.handle.net/10400.14/17115.
Full textAbstract:
Digital marketing has been gaining importance in the last years. It has become an easier, faster and more accountable way to reach customers than traditional, offline marketing, leading to more effective results and lower campaign costs. In digital marketing, the need to constantly reach large audiences is met by integrating online communication channels, as this increases customer touch points and ad exposures. It becomes thus important to know which channels perform better, individually or in combination with each other and traditional media. This dissertation evaluates the performance of different online advertising channels, including email (old/new formats), display (customary and social media formats) and search engine marketing (SEM), within a single, multi-channel campaign conducted in Portugal in 2014 for a large FMCG brand. First, the effectiveness and efficiency of different channels were statistically compared, and related to international benchmarks. Then, linear regression models were ran to estimate the effect of single and multiple channel use on campaign performance metrics. Results showed that classic email formats performed the best in terms of conversion rates, profit and ROI, whereas social media display ads performed the worst. Meanwhile, the use of SEM and new email formats did not improve campaign performance. It was possible to conclude that pre-defining and aligning campaign goals between agencies and advertisers is the key to optimize multi-channel use in digital marketing, as well as past experience with different channels.mais fácil, mais rápida e mais responsável para atingir os clientes que o marketing offline tradicional, levando a resultados mais eficazes e os custos de campanha inferiores. Em marketing digital, a necessidade de alcançar grandes audiências é cumprida por meio da integração de canais de comunicação on-line, pois isso aumenta os pontos de contacto com o cliente. Torna-se assim importante saber quais os canais que geram melhor desempenho, individualmente ou em combinação. Esta dissertação avalia o desempenho dos diferentes canais de publicidade on-line, incluindo e-mail (velho / novo formatos), display (formatos de media habitual e social) e search engine marketing (SEM), dentro de uma campanha multicanal realizada em Portugal em 2014 para uma grande marca FMCG. Em primeiro lugar, a eficácia e eficiência de diferentes canais foram comparados estatisticamente, e relacionado com benchmarks internacionais. Então, modelos de regressão linear foram feitos para estimar o efeito do uso único e múltiplo de canais, em métricas de desempenho da campanha. Os resultados mostraram que os formatos de e-mail clássicos tiveram o melhor desempenho em termos de taxas de conversão, lucro e ROI, enquanto os anúncios de exibição de media social realizada pelo pior. Enquanto isso, o uso de SEM e novos formatos de e-mail não melhorou o desempenho da campanha. Foi possível concluir que a pré-definição e alinhamento das metas de campanha entre agências e anunciantes é a chave para otimizar o uso de multicanal em marketing digital, bem como a experiência passada com diferentes canais.
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Assis, Tássia de Moncada. "Marketing digital para empresas e os desafios de construir relevância e valor nas redes sociais." Master's thesis, 2021. http://hdl.handle.net/10362/136412.
Full textAbstract:
Este relatório foi desenvolvido com base nas minhas atividades enquanto estagiária na agência digital Brief Creatives. A abordagem deste relatório está definida entre um enquadramento teórico e um enquadramento prático, ambos segundo conhecimentos adquiridos em sala de aula e durante o estágio. Para a componente teórica, o relatório apresenta as fundações do marketing digital e das redes sociais e como estas áreas tornaram-se essenciais para o êxito comercial de empresas nos dias de hoje. A componente prática apresenta uma descrição das minhas funções durante o estágio e a aplicação dos meus conhecimentos teóricos. O objetivo principal deste relatório é promover uma reflexão sobre a importância de marcas e empresas possuírem uma presença digital com conteúdos relevantes e de valor.This report was elaborated based on my activities as an intern at the digital agency Brief Creatives. The approach is defined between theoretical and practical, both according to the knowledge acquired in class and during the internship. In the theoretical approach, this report presents the foundations of digital marketing and social media, and how these fields have become essential for the commercial success of brands nowadays. The practical approach presents a description of my tasks as an intern and how my theoretical knowledge was applied to them. The main goal of this report is to promote a reflection about the importance of brands and businesses maintaining an online presence that offers relevant and valuable content.
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Alves, Tomás de Oliveira Mouton Ribeiro. "Assessing the relative performance of online advertising media." Master's thesis, 2014. http://hdl.handle.net/10400.14/15268.
Full textAbstract:
Online marketing campaigns are the big trend in today’s advertising world. The obvious advantages of online ad media – low costs, multiple tracking options and better segmentation -, are forcing marketing managers to re-allocate big portions of their advertisement budgets from traditional offline marketing media to online ad campaigns.
Several digital communication channels are suitable for online advertising, each serving different communication goals - awareness, engagement, traffic generation, lead generation and sales conversion – according to the overall brand strategy. Yet, which channel or mix of channels should advertisers or marketing agencies employ in order to best achieve its communication goals is something that still remains highly unclear. This is particularly true for advertising markets outside the USA.
The overall aim of this dissertation was hence to compare the performance of different advertising media channels – E-mail marketing, Social Networked Media and Paid Search -, with performance being assessed from the viewpoint of a digital marketing agency, both in terms of campaign effectiveness (traffic and lead generation) and campaign profitability (ROI). To this end, secondary panel data regarding the features and performance of six online ad campaigns (five of which were conducted in more than one channel), namely click-through rates (CTR; traffic generation), lead conversion rates (LCR; submission of a registration form) and Return-on-Investment (ROI), conducted over the course of the first trimester of 2014 were compiled. OLS multivariate linear regression analysis was then performed to understand which channel and campaign features significantly affected campaign effectiveness and profitability. Moreover, primary data were also collected by selecting a poorly performing campaign, optimizing it based on the results of the secondary data analysis, re-launching it and re-analyzing its performance results.
Results show that e-mail marketing campaigns seem to be the most effective and the most profitable ones for digital marketing agencies operating under performance (lead conversion)-based pricing models. Social Networked media such as Facebook, however, seem to perform better when the campaign goal is drive traffic to advertisers’ websites, as CTR rates for this channel tend to higher on average. Regarding the quasi-experiment done, E-mail and Google had similar performance in terms of target effectiveness. The number of conversions was also similar, However, Google had substantial higher costs, due to the number of impressions. After dropping that channel, campaign’s results have improved. Nevertheless, the increase in the number of leads may have been due to E-mail design rather than the channel choice.Atualmente, as campanhas de publicidade on-line são uma grande tendência entre as empresas. As principais vantagens dos canais on-line – como por exemplo os baixos custos associados, as opções de tracking e de segmentação, motivam os Marketers a re-alocar uma parcela maior do orçamento total de Publicidade do tradicional para campanhas online. Existem diversos media on-line que podem ser usados, assim como objetivos diferentes - branding, aumento das vendas ou captação de bases de dados. No entanto, ainda não é claro o que o canal on-line mais apropriado para uma empresa, consoante o objetivo traçado. Ainda, a maioria dos resultados só dizem respeito ao mercado dos EUA. Esta tese visa compreender o desempenho dos canais E-mail Marketing, anúncios do Facebook e Google Ad Words, tendo em conta três objetivos diferentes: geração de tráfego para o site do cliente (número de cliques) , o preenchimento de um registo (número de conversões) e o ROI médio por canal . Devido à parceria com Revshare , uma agência digital Português, todos os resultados são baseados sobre a perspectiva da agência. Foram analisados dados secundários de 6 campanhas, lançadas no primeiro trimestre do presente ano, no mercado Português - 5 das quais são campanhas multi-canal. Foi realizado uma análise descritiva dos dados obtidos. Também foram recolhidos dados primários, com o objetivo de avaliar o impacto da escolha dos canais no desempenho dos mesmo. Foi realizada uma regressão linear OLS com o intuito de entender quais as variáveis que têm impacto no número de cliques, conversões e ROI. Concluindo, o E-mail aparenta ser o canal mais adequado quando o objetivo é a conversão. Além disso, é o único com um ROI positivo. Os anúncios do Facebook são uma boa opção em direcionar o tráfego para o site do cliente. Relativamente à expriência realizada, tanto o canal E-mail como o Google tiveram uma performance semelhante em termos de leads e segmentação. Contudo, devido ao maior número de impressões gerados pelo Google, os custos deste canal foram substancialmente mais elevados. Assim, e depois de ter sido retirado este canal, os resultados da campanha melhoraram. No entanto, esta melhoria poderá ter sido originada pela alteração do design do E-mail e não pela combinação de canais.
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Steinhagen, Elisabeth Fechner Frank. "Urheberrechtliche Probleme mit Volltexten im Internet : das Beispiel der Google Buchsuche /." 2008. http://www.gbv.de/dms/ilmenau/abs/56711872Xstein.txt.
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Vogt, Tobias Pezoldt Kerstin. "Internationales Marketing von Suchmaschinen : Erschließung des chinesischen Marktes am Beispiel von Google /." 2007. http://www.gbv.de/dms/ilmenau/abs/526568801vogt.txt.
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Brandão, Liliana Carina Pereira. "Wavelet-Based Cancer Drug Recommender System." Master's thesis, 2020. http://hdl.handle.net/10400.26/34491.
Full textAbstract:
A natureza molecular do cancro serve de base para estudos sistemáticos de genomas
cancerígenos, fornecendo valiosos insights e permitindo o desenvolvimento de
tratamentos clínicos. Acima de tudo, estes estudos estão a impulsionar o uso clínico de
informação genómica na escolha de tratamentos, de outro modo não expectáveis, em
pacientes com diversos tipos de cancro, possibilitando a medicina de precisão.
Com isso em mente, neste projeto combinamos técnicas de processamento de imagem,
para aprimoramento de dados, e sistemas de recomendação para propor um ranking
personalizado de drogas anticancerígenas. O sistema é implementado em Python e testado
usando uma base de dados que contém registos de sensibilidade a drogas, com mais de
310.000 IC50 que, por sua vez, descrevem a resposta de mais de 300 drogas
anticancerígenas em 987 linhas celulares cancerígenas.
Após várias tarefas de pré-processamento, são realizadas duas experiências. A primeira
experiência usa as imagens originais de microarrays de DNA e a segunda usa as mesmas
imagens, mas submetidas a uma transformada wavelet. As experiências confirmam que
as imagens de microarrays de DNA submetidas a transformadas wavelet melhoram o
desempenho do sistema de recomendação, otimizando a pesquisa de linhas celulares
cancerígenas com perfil semelhante ao da nova linha celular.
Além disso, concluímos que as imagens de microarrays de DNA com transformadas de
wavelet apropriadas, não apenas fornecem informações mais ricas para a pesquisa de
utilizadores similares, mas também comprimem essas imagens com eficiência,
otimizando os recursos computacionais.
Tanto quanto é do nosso conhecimento, este projeto é inovador no que diz respeito ao uso
de imagens de microarrays de DNA submetidas a transformadas wavelet, para perfilar
linhas celulares num sistema de recomendação personalizado de drogas anticancerígenas.
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Saraiva, Diogo Emanuel Morgado. "IEC 61850 Routable GOOSE and SV profiles over IP telecom networks." Master's thesis, 2018. http://hdl.handle.net/10773/25970.
Full textAbstract:
We live in an era where the consumption of energy rises to an almost immeasurable level, jeopardizing the balance of systems when a power failure in the electrical grid occurs. This brought the necessity of making it safer and intelligent, hence emerging the concept of Smart Grid.
The IEC 61850 standard was initially designed to operate within substations, yet other potential developments glimpsed to operate not only within substations but also to the outside of them. Based on several communications protocols, including MMS, GOOSE and SV, the IEC 61850 provides the possibility of real-time data exchange, leading to cost savings, increased security and interoperability between different vendors’ devices.
Addressing this issue, together with EFACEC and the Institute of Telecommunications of Aveiro, a key question emerged: What are the requirements for the communication between devices in different substations?
This MSc dissertation aims to answer this question, as well as to analyse other possible technologies that are suitable at the time of its implementation. With this analysis, a specific technology stands out, the 4G-LTE. A study was conducted recurring to temporal diagrams of the messages, performing with both approaches as described in the standard. Either using the IP or VPN approach, different technologies such as ADSL, Optical Fibre, and the previously referred 4G-LTE were tested. Thereafter, the results of the study are analysed, obtaining this way the conclusions for each one of the approaches, as well for each of the different technologies studied.
Last but not least, it is analysed which of the approaches will be more beneficial in the long-term, as well as the necessary future work that must be developed in the different areas of the presented standard.Vivemos numa era em que o consumo de energia cresce a um nível quase imensurável, colocando em causa o equilíbrio de um sistema aquando a ocorrência de uma falha na rede elétrica. Isto trouxe a necessidade de a tornar numa rede mais segura e inteligente, surgindo então o conceito de Smart Grid. O standard IEC 61850 foi inicialmente concebido para operar dentro das subestações, contudo vislumbraram-se outras potencialidades para o aplicar não só dentro, mas também para fora das mesmas. Assente em vários protocolos de comunicação, entre os quais MMS, GOOSE e SV, o IEC 61850 oferece a possibilidade de troca de dados em tempo real, levando a uma redução de custos, um aumento da segurança bem como a interoperabilidade entre os equipamentos dos diferentes vendedores. Abordando este tema em conjunto com a EFACEC e o Instituto de Telecomunicações de Aveiro, houve uma questão se levantou: Quais são as condições requeridas para a comunicação entre os equipamentos das diferentes subestações? Esta dissertação de mestrado visa dar resposta a esta questão, assim como analisar outras possíveis tecnologias a utilizar no momento da sua implementação. Realizada essa análise, houve uma tecnologia que se evidenciou, o 4G-LTE. Foi elaborado um estudo com recurso a diagramas temporais de mensagens, utilizando as duas abordagens descritas no standard. Quer utilizando a abordagem por IP quer utilizando a abordagem por VPN, foram testados em ambos os cenários diferentes tecnologias como a ADSL, Fibra Ótica, bem como o já referido, 4G-LTE. De seguida, são analisados os resultados do estudo, obtendo as devidas conclusões para cada uma das abordagens bem como para cada uma das diferentes tecnologias. Por fim, é analisada qual das abordagens será mais proveitosa a longo prazo, assim como qual o trabalho futuro que deverá ser desenvolvido no que diz respeito às diferentes áreas do standard apresentado.
Mestrado em Engenharia Eletrónica e Telecomunicações