The use of estimation methods and information technology in the study of effectiveness of web promotion

Karol Łopaciński

Abstract

The general dissertation study area concerns the use of internet in the enterprises promotional activities as well as the study of effectiveness of these operations. The author of dissertation characterized Internet promotion as an important area of company’s marketing activities and delineated the range and information techniques used by companies for web promotion. Then the methods used to estimate the effectiveness of web promotion were identified and the information technologies that support the estimation of promotional effects were discussed. The main thought of the dissertation, was given to defining the possibilities of Business Intelligence technologies in the study of effectiveness of web promotion. The main result of the doctoral thesis were, a design and creation of the data model of estimating web promotion effectiveness which is based on the capabilities of Business Intelligence technology. Within the dissertation the author presented the way how to apply above model in the e-mail promotional campaigns. The concept of effectiveness estimation of web promotion has been verified. The basis of empirical verification were research survey and direct interviews which were conducted on the study sample.
Diploma typeDoctor of Philosophy
Author Karol Łopaciński (MISaF / IBI / DISD)
Karol Łopaciński,,
- Department of Information Systems Design
Title in EnglishThe use of estimation methods and information technology in the study of effectiveness of web promotion
Languagepl polski
Certifying UnitFaculty of Management, Information Systems and Finance (MISaF)
Disciplinenauki o zarządzaniu / nauki ekonomiczne(nauki ekonomiczne) / nauki społeczne()
Defense Date10-04-2013
End date18-04-2013
Supervisor Adam Nowicki
Adam Nowicki,,
-

Internal reviewers Jadwiga Sobieska-Karpińska (MISaF / IBI / DBC)
Jadwiga Sobieska-Karpińska,,
- Department of Business Communication
External reviewers Józef Garczarczyk
Józef Garczarczyk,,
-
Pages305
Keywords in Englishinternet promotion, effectiveness, estimation methods of internet promotion effectiveness, Business Intelligence technology
Abstract in EnglishThe general dissertation study area concerns the use of internet in the enterprises promotional activities as well as the study of effectiveness of these operations. The author of dissertation characterized Internet promotion as an important area of company’s marketing activities and delineated the range and information techniques used by companies for web promotion. Then the methods used to estimate the effectiveness of web promotion were identified and the information technologies that support the estimation of promotional effects were discussed. The main thought of the dissertation, was given to defining the possibilities of Business Intelligence technologies in the study of effectiveness of web promotion. The main result of the doctoral thesis were, a design and creation of the data model of estimating web promotion effectiveness which is based on the capabilities of Business Intelligence technology. Within the dissertation the author presented the way how to apply above model in the e-mail promotional campaigns. The concept of effectiveness estimation of web promotion has been verified. The basis of empirical verification were research survey and direct interviews which were conducted on the study sample.
Thesis file
PRACA DOKTORSKA KAROL LOPACINSKI.pdf 7,58 MB
Other files
OPIS ROZPRAWY DOKTORSKIEJ.pdf 224,1 KB

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