Sökning: "Data-driven marketing"

Visar resultat 16 - 20 av 37 uppsatser innehållade orden Data-driven marketing.

  1. 16. Insights on Creating a Growth Machine Using Attribution Modelling

    Master-uppsats, KTH/Optimeringslära och systemteori

    Författare :Hannes Kindbom; Viktor Reineck; [2021]
    Nyckelord :Digital marketing; Attribution modelling; Last-touch attribution; Multi-touch attribution; Simple probabilistic; Logistic regression; Digital marknadsföring; Attributionsmodellering; Last-touch attribution; Multi-touch attribution; Simpel probabilistisk; Logistisk regression;

    Sammanfattning : Given access to detailed tracking data, the problem of attribution modelling has recently gained attention in both academia and the industry. Being able to determine the influence of each marketing channel in driving conversions can help advertisers to allocate their marketing budgets accordingly and ultimately increase their customer base and achieve a higher Return On Investment (ROI). LÄS MER

  3. 17. Implementation and Exploitation of Data and Data Driven Decisions in B2B sales and marketing - A Case Study

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Ella Almius Cederstav; Elin Elmeljung; [2020-06-23]
    Nyckelord :Big data; Data driven; Data Analytics; Digital transformation; Change management;

    Sammanfattning : Despite the increasing reliance on data in decision making, firms have issues turning their organisations data driven. Even though data driven decision making have an increasing impact on marketing and sales practices in all industries, a greater focus is given to consumer centered firms. LÄS MER

  4. 18. Contextualizing Data in Marketing Practice

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Jens Andersson; Robert Odéen; [2020-06-23]
    Nyckelord :Data-driven marketing; Digitalization; Analytics; Professional services;

    Sammanfattning : Purpose - As data is becoming more available than ever for companies, this article aims to uncover the role of data within marketing practices by following its path through the marketers value creation process. That is, the factors deciding the use or non-use of data generated insights and how we can understand the dynamics between them. LÄS MER

  5. 19. IT’S IN THE DATA : A multimethod study on how SaaS-businesses can utilize cohort analysis to improve marketing decision-making

    Master-uppsats, Linköpings universitet/Institutionen för ekonomisk och industriell utveckling

    Författare :Gustav Fridell; Saam Cedighi Chafjiri; [2020]
    Nyckelord :saas; software as a service; software-as-a-service; data; cohort; cohort analysis; cohort-analysis; marketing; decision-making; decision making; marketing decision-making; marketing decision making; data; subscription; pricing model; data-driven; data driven; analytics; metrics; multimethod; multimethodology; action reserach; growth; profitability; segment;

    Sammanfattning : Incorporating data and analytics within marketing decision-making is today crucial for a company’s success. This holds true especially for SaaS-businesses due to having a subscription-based pricing model dependent on good service retention for long- term viability and profitability. LÄS MER

  7. 20. Vad händer om du kombinerar en rabattkod med en influencer? En kvalitativ studie om priskampanjer via influencers

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Anna Nävermyr; Ebba Bengtsson; [2020]
    Nyckelord :Influencer promotional code; Price promotion; Influencer marketing; Influencer; Customer behaviour;

    Sammanfattning : Influencer marketing has rapidly grown over the last few years and is becoming the fastest-growing channel, where companies' budgets are skyrocketing within this area. A common form of influencer marketing is companies using influencers to communicate their promotional codes. LÄS MER