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Dissertations / Theses on the topic 'Marketing personalization'

Author: Grafiati

Published: 7 June 2025

Last updated: 17 July 2025

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1

Schilke, Steffen Walter. "Multi-dimensional-personalization in mobile contexts." Thesis, University of Plymouth, 2013. http://hdl.handle.net/10026.1/1576.

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During the dot com era the word 'personalisation' was a hot buzzword. With the fall of the dot com companies the topic has lost momentum. As the killer application for UMTS or the mobile internet has yet to be identified, the concept of Multi-Dimensional-Personalisation (MDP) could be a candidate. Using this approach, a recommendation of mobile advertisement or marketing (i.e., recommendations or notifications), online content, as well as offline events, can be offered to the user based on their known interests and current location. Instead of having to request or pull this information, the ne

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2

Pfiffelmann, Jean. "Identification-based personalization effects in recruitment advertising." Thesis, Lyon, 2020. http://www.theses.fr/2020LYSE3026.

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Attirer les talents constitue aujourd’hui un défi pour les organisations. De nombreux recruteurs se tournent vers les médias sociaux pour communiquer sur leurs postes à pourvoir en ciblant les employés potentiels. Cependant, cibler les bons candidats n’est pas nécessairement suffisant pour attirer leur attention dans un environnement encombré, augmenter les taux de clics sur les publicités, ou favoriser les candidatures. Désormais, les médias sociaux offrent des options de personnalisation aux publicitaires, ce qui pourrait améliorer l’efficacité publicitaire. Par exemple, les recruteurs peuve

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3

Flory, Long Mrs. "A WEB PERSONALIZATION ARTIFACT FOR UTILITY-SENSITIVE REVIEW ANALYSIS." VCU Scholars Compass, 2015. http://scholarscompass.vcu.edu/etd/3739.

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Online customer reviews are web content voluntarily posted by the users of a product (e.g. camera) or service (e.g. hotel) to express their opinions about the product or service. Online reviews are important resources for businesses and consumers. This dissertation focuses on the important consumer concern of review utility, i.e., the helpfulness or usefulness of online reviews to inform consumer purchase decisions. Review utility concerns consumers since not all online reviews are useful or helpful. And, the quantity of the online reviews of a product/service tends to be very large. Manual as

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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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Geuens, Stijn. "Personalization in e-commerce : a procedure to create and evaluate business relevant recommendation systems." Thesis, Lille 1, 2017. http://www.theses.fr/2017LIL12016/document.

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Les systèmes de recommandation sont très étudiés dans la littérature sur l’apprentissage automatique, ce qui a permis la création de nombreux algorithmes. Cette thèse doctorale va au-delà de simples propositions de nouveaux algorithmes en tirant parti des toutes dernières techniques et en étudiant les interactions de ces techniques avec diverses sources de données. Nous nous sommes penchés sur la création de canevas capables d’aider les universitaires et les décideurs du marché dans le cadre du développement des systèmes de recommandation dans le contexte du e-commerce. Concrètement, cette thè

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Silva, Fernando Wisse Oliveira. "PERSONALIZAÃÃO DA REPRESENTAÃÃO POLÃTICA: Um estudo sobre as estratÃgias de comunicaÃÃo dos deputados Marco Feliciano e Jean Wyllys no Twitter." Universidade Federal do CearÃ, 2015. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=15096.

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FundaÃÃo Cearense de Apoio ao Desenvolvimento Cientifico e TecnolÃgico<br>O presente trabalho tem por objetivo discutir a personalizaÃÃo da polÃtica por parte dos representantes ao longo do mandato. Analisa-se como a utilizaÃÃo de media digitais tem participaÃÃo nesse fenÃmeno. Explora-se como agentes do campo acabam se apropriando dessas redes digitais para aumentar sua visibilidade, atravÃs da promoÃÃo da prÃpria imagem, a fim de influenciar favoravelmente a opiniÃo pÃblica. Esses meios sÃo frequentemente encarados com o potencial de aproximar a polÃtica dos cidadÃos, aumentando o engajament

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7

Anzén, Elizabeth, and Lukas Ekberg. "Understanding how automatized personalization with AI can drive value in B2B marketing : A case study of a Swedish industrial equipment manufacturer." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-279668.

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In the last decade, marketing automation, a tool for automatic personalization, has been gaining significant traction among marketing professionals. In parallel with the growing adoption trend, many marketing automation platform providers have been extending their offers to include AI features. However, there is a lack of research regarding how AI can enhance the process of marketing automation in a way that creates value, which is the studied topic in this thesis. A qualitative and exploratory case study has been conducted in collaboration with the global B2B company Atlas Copco, a manufactur

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8

Hillqvist, Oliver, and Östergren Amanda Johnsson. "The personalization-privacy paradox: personalized ads on social media : Exploring invasive ads on social media, in relation to perceived usefulness, consumer privacy and trust." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-95893.

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Background: In the realm of online digital marketing, personalization tailored around the user’s interests are becoming the norm. It is becoming more and more challenging for marketers to get the attention of relevant consumers and get heard through all the noise. While personalized marketing or individually customized advertisements are very prevalent and a norm when browsing the web, its incredible potential as a marketing strategy has not always been obvious. The implications of the internet, coupled with countless technological advances in both hardware and software, have made personalized

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Lindström, Sofia, Sebastian Edemalm, and Erik Reinholdsson. "Marketers are Watching You : An exploration of AI in relation to marketing, existential threats, and opportunities." Thesis, Jönköping University, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52744.

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Background: As of today, it is apparent that with the ever-changing demands and needs of customers, companies are facing enormous pressure to deliver the right value, on time, in the right way, and proper manner. To realize the full potential of Artificial Intelligence (AI), a careful plan and method need to be established in the development and deployment when incorporating the technology with marketing. Technology is evolving at a rapid pace and Artificial Intelligence (AI) can be found in a variety of applications. AI in marketing can provide valuable data clusterization and insights for pe

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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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11

Silva, Eduarda Bastos Rodrigues. "Airbnb em Lisboa : influência da humanização e da personalização na experiência do consumidor do Airbnb e na tangibilização deste serviço." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/21105.

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Mestrado em Marketing<br>O presente estudo esta inserido na area do marketing de servicos (alojamento local), nomeadamente no sector do turismo, na plataforma do Airbnb e, tem como limitação geográfica a cidade de Lisboa. Desta forma, pode-se dizer que o setor do alojamento local se tornou um elemento essencial a industria do turismo lisboeta, nao apenas por oferecer grande parte da demanda cada vez maior por hospedagem, mas tambem por gerar um enorme numero de empregos na área, incentivar parcerias com o comércio local e, consequentemente, ser um importante player para a economia portuguesa.

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Mimra, Jonáš. "Cílená marketingová komunikace v rámci CCM software." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201764.

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In my dissertation, I try to clarify the personalization of content based on the input data. Thesis deals with relatively new area of direct marketing in personalised documents delivered to end-beneficiaries through various channels, which features a classic print and e-mail. It also highlighted the importance of evaluating and analyzing the data recipient and based on feedback to modify future communications. The aim is to describe the development of application software for managing customer communication and demonstrate its effect.

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13

Berglund, Jennie, and Magdalena Forsberg. "Personalized Communications : A Cross Media tool for the future." Thesis, Högskolan Dalarna, Grafisk teknik, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:du-5097.

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Personalized communication is when the marketing message is adapted to each individual by using information from a databaseand utilizing it in the various, different media channels available today. That gives the marketer the possibility to create a campaign that cuts through today’s clutter of marketing messages and gets the recipients attention. PODi is a non-profit organization that was started with the aim of contributing knowledge in the field of digital printingtechnologies. They have created a database of case studies showing companies that have successfully implemented personalizedcomm

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14

Brost, Ludvig, Daniel Ludwiszewski, and Ted Oskarsson. "Personlig anpassning vid e-postmarknadsföring : Framställningens och kundrelationens betydelse." Thesis, Jönköping University, JIBS, Business Informatics, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-123.

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<p>Bakgrund: Företag som huvudsakligen agerar med Internet som kontaktkanal möter sällan eller aldrig sina kunder fysiskt, vilket leder till ett behov av att komplettera frånvaron av fysisk kontakt med andra former av kommunikation. Som lösning på detta problem har företag börjat tillämpa personligt anpassad e-postmarknadsföring vid kontakt med konsumenter för att bättre tillgodose kunders behov av relevant information. Samtidigt som personlig anpassning ger möjligheten att erbjuda kunden mervärde och öka kundens lojalitet kan också kunden uppfatta tekniken som falsk och konstruerad. Otillräck

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Santos, Alan Menk dos. "Smart Marketing na TV Digital Interativa atrav?s de um sistema de recomenda??o de an?ncios." Pontif?cia Universidade Cat?lica de Campinas, 2012. http://tede.bibliotecadigital.puc-campinas.edu.br:8080/jspui/handle/tede/530.

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Made available in DSpace on 2016-04-04T18:31:34Z (GMT). No. of bitstreams: 1 Alan Menk dos Santos.pdf: 6433244 bytes, checksum: d8118b5fa4198a1f3792738316afd65a (MD5) Previous issue date: 2012-12-03<br>With the implementation of the Brazilian Digital TV System (SBTVD) comes a range of new opportunities and possibilities both for viewer and TV stations. For the viewers, they will have an immense amount of channels, programs and interactive advertisements. For TV stations, it increases the possibility of advertising in new media. In this context, the opportunity arises for a recommendation

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16

Wallin, Erik Oskar. "Individual Information Adaptation Based on Content Description." Doctoral thesis, KTH, Numerical Analysis and Computer Science, NADA, 2004. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-3710.

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<p>Todays increasing information supply raises the needfor more effective and automated information processing whereindividual information adaptation (personalization) is onepossible solution. Earlier computer systems for personalizationlacked the ability to easily define and measure theeffectiveness of personalization efforts. Numerous projectsfailed to live up to the their expectations, and the demand forevaluation increased.</p><p>This thesis presents some underlying concepts and methodsfor implementing personalization in order to increase statedbusiness objectives. A personalization syste

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17

García, Alarcón Silvana Lucía. "La creación de la marca de outsider como estrategia: Julio Guzmán en las elecciones presidenciales 2016." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653648.

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El objetivo principal del estudio es analizar la construcción de la marca de outsider del candidato a la presidencia del Perú Julio Guzmán como estrategia para consolidar la imagen de un líder político. Los líderes políticos deben tener en cuenta que la imagen personal no solo transmite mensajes, sino que también influye en las emociones del público. Este artículo se propone explicar la importancia de la creación de una marca como una estrategia dentro de los escenarios de la comunicación política. Asimismo, la presente investigación resalta el valor de la marca personal de un líder político y

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18

Silva, Fernando Wisse Oliveira. "Personalização da representação política: um estudo sobre as estratégias de comunicação dos deputados Marco Feliciano e Jean Wyllys no twitter." www.teses.ufc.br, 2015. http://www.repositorio.ufc.br/handle/riufc/14621.

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SILVA, Fernando Wisse Oliveira. Personalização da representação política: um estudo sobre as estratégias de comunicação dos deputados Marco Feliciano e Jean Wyllys no twitter. 2015. 283f. – Dissertação (Mestrado) – Universidade Federal do Ceará, Programa de Pós-graduação em Comunicação Social, Fortaleza (CE), 2015.<br>Submitted by Márcia Araújo (marcia_m_bezerra@yahoo.com.br) on 2015-12-22T11:42:49Z No. of bitstreams: 1 2015_dis_fwosilva.pdf: 4031639 bytes, checksum: 16ca271872213344ad9d971d469b94eb (MD5)<br>Approved for entry into archive by Márcia Araújo(marcia_m_bezerra@yahoo.com.br) on 2

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Izquierdo, Pastor Adrià. "Online Personalized Communication : A quantitative study on promotional strategies to increase customer satisfaction." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-32756.

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Nowadays when users navigate in internet they find lots of types of communication scattered across diverse sites. Due to the lack of users’ interests in advertisements, primarily caused by not matching their preferences, today’s advertisements have a low rate of success. Recently, owing to semantic web generation, some companies started to use personalized marketing in communication as a way to turn the conversions around and thus increase customer retention and loyalty. As a matter of fact, the retention and loyalty stages on the internet are, on average, the least crafted of the whole cycle.

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Munyengeterwa, Tariro S. "The Impact of Artificial Intelligence in the Customer Journey: A Case Study of Bosch USA and Defy South Africa." Digital Commons @ East Tennessee State University, 2021. https://dc.etsu.edu/etd/3870.

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Artificial intelligence (AI) continues to gain traction and is increasingly reshaping the media and marketing communications field. While significant research has been conducted on the impact of AI in other fields, there is little empirical evidence on how AI is affecting the customer journey. The present study explored both organizations’ current use of AI tools and how customer perceptions about AI affect AI usage and adoption through the lens of diffusion of innovation theory. The research was conducted using mixed-method qualitative research. In-depth interviews and a case study content an

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Elsbernd, Erin. "Just Do It: Female Consumers, E-Commerce, PersonalizationAn Analysis of Nike's Marketing Strategy in China." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1398743591.

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Liao, Kuo-Kan, and 廖國淦. "Personalization for Network Marketing." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/00337476062329840700.

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碩士<br>國立臺灣科技大學<br>電機工程系<br>90<br>The technique of personalization for network marketing is made possible through the collection and analysis of on-line user profiles, upon which marketing and sales decisions are made. Techniques from A.I. and data mining are utilized to construct personal data profiles of on-liners. In doing so, one of the main features in our proposed approach is to collect user profile through a friendly GUI-based interactive mechanism that allows each individual user profile be collected flexibly and incrementally, while attaining user data with high degree of validity.

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23

Su, Pei-Ju, and 蘇姵如. "The Impacts of Personalization Techniques on WWW Marketing Activities." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/94311926989506612512.

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碩士<br>國立中正大學<br>資訊管理學系<br>87<br>Web-based marketing is characterized by its capability of allowing marketers to fine-tune their marketing messages in order to target a narrow segment of customers and prospects. In so doing, marketers will be able to establish stronger relationships with their customers, and produce new services or products to meet their customers’ ever-changing needs. All these are made possible due to features of the WWW such as flexibility, addressability, and accessibility. In particular, personalization techniques play a very critical role. Various personalizati

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Pires, Nuno Gonçalo Rosa Nunes. "Sistema móvel para promoções personalizadas e Marketing 1:1." Master's thesis, 2014. http://hdl.handle.net/10071/10144.

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O contexto de crise económica em que vivemos atualmente motivou um panorama de crescente procura e utilização de ofertas promocionais, mais atrativas para o consumidor e que desempenham um papel importante junto de estabelecimentos comerciais que pretendem ganhar visibilidade. Existem já sistemas vocacionados para a divulgação dessas ofertas, mas não de forma personalizada para o consumidor, ou seja, não é uma divulgação tão eficaz, e as ofertas não têm tanto impacto por não ir de encontro aos interesses do consumidor. O espectro de estratégias de Marketing 1:1, que consiste no estabelecimento

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Chaves, Filipe André Borges. "The impact of attribution modelling in luxury e-commerce : attribution model simulation." Master's thesis, 2019. http://hdl.handle.net/10362/62909.

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Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management<br>Luxurious goods started to be sold in online stores at a slow pace, but today the market has grown and it is working at high speed and has great potential. In fashion world exclusivity is the main word and along with the creation of online stores by luxurious brands, it is necessary to advertise them to the right audience and at the right time. So, companies tend to apply their marketing budget in multiple channels

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Serra, Rute Alexandra Fonseca. "Como criar valor através da experiência: uma proposta APIVITA." Master's thesis, 2019. http://hdl.handle.net/10071/19856.

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Há 40 anos, o casal de farmacêuticos Niki e Nikos Koutsianas aproveitaram o melhor que a natureza e as abelhas tinham para lhes oferecer e criaram um sabonete preto com aroma a tomilho, o primeiro produto daquela que viria a ser a primeira marca grega de cosmética natural - a APIVITA. Hoje, a marca está presente em mais de 15 mercados, incluindo Portugal, onde começou a sua atuação em abril de 2018. Apesar da boa aceitação por parte da maioria dos consumidores, a marca encontra-se perante uma multiplicidade de desafios próprios do mercado e fase em que se encontra: diversidade tanto de

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Ferreira, José Pedro Santos. "Online shopping behavior in offline retail stores : strategic value for companies?" Master's thesis, 2015. http://hdl.handle.net/10400.14/18791.

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In a world where e-tailing and traditional in-store shopping live together and complement each other in several shopping activities (Chu, et. al, 2010), little is known about the possibility of an emerging reality in which online and offline shopping merge into one single phenomenon. The purpose of this dissertation is to explore whether consumers are willing to engage in a shopping behavior inside retail stores in a way that is similar to the one they have when shopping online. Additionally, it sheds light on the strategic value the online-offline shopping holds. To accomplish these objectiv

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Sêrro, Catarina da Silva e. Gama Ataíde de Noronha. "Personalized services: Competitive advantage in the portuguese retail banking market." Master's thesis, 2013. http://hdl.handle.net/10071/6629.

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Durante as últimas duas décadas, o mundo empresarial sofreu mudanças significativas relativamente à tecnologia, pensamento de marketing, comportamento do consumidor, entre outras. Na nova abordagem de marketing, também conhecida como marketing relacional, o consumidor é o foco da empresa. Fornecer a melhor experiência de um produto ou serviço, tornou-se no objectivo principal das empresas. Criar e desenvolver relações com o cliente é o centro do marketing relacional. De forma a criar e desenvolver estas relações, as empresas recorrem a estratégias de Customer Relationship Management. A perso

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Soares, André Gomes de Castro. "How the different voices that engage in crisis communications, influence consumers NWOM intentions and corporate reputation during a customer complaint paracrisis occurring on facebook." Master's thesis, 2018. http://hdl.handle.net/10071/18357.

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The present dissertation aims to understand how the Portuguese telecommunication companies can effectively minimise the negative impact of a customer complaint paracrisis, occurring on their own Facebook-branded page. The research analyses how Facebook complaints and the comments posted in response to those complaints, by consumers and organisations, influence negative word-of-mouth intentions and perceived organizational reputation, of consumers who read those complaints and responses on their Facebook feed. The goal is to evaluate how the consumer ‘attitudes and perceptions towards the

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