Proyecto Integrador presentado por Marcel Christian Äckerle [marcel_aeckerle@gmx.de]

Licenciatura en International Business Administration. Departamento de Administración de Negocios Internacionales. Escuela de Negocios y Economía, Universidad de las Américas Puebla.

Evaluadores

Presidente: Dr. Ditmar Hilpert
Vocal y Director: Dr. Sergio Picazo Vela

Cholula, Puebla, México a 20 de abril de 2015.

Resumen

The purpose of this study is to investigate the effects of a targeted, relevant, and data-driven email marketing approach regarding conversion rate, a commercial key performance indicator used in online retail.

Firstly the qualitative research was done in the areas of email marketing, content marketing, target marketing and data-driven marketing to be applied in combination with industry best practices to design a targeted marketing campaign. In co-operation with a Mexican online retailer an experiment with a sample size of...

Palabras clave: email marketing, data-driven marketing, direct marketing, content marketing, targeted content, customer segmentation, big data, lead activation, commercial conversion rate, open rate, click through rate.

Resumen (archivo pdf, 100 kb).

El acceso a esta tesis es restringido.

Äckerle, M. C. 2015. Evaluating opportunities for targeted email marketing by measuring the impact of a lead activation campaign on commercial conversion rate. Proyecto Integrador Licenciatura. International Business Administration. Departamento de Administración de Negocios Internacionales, Escuela de Negocios y Economía, Universidad de las Américas Puebla. Abril. Derechos Reservados © 2015.

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El acceso a esta tesis es restringido.