The use of web analytics to promote a marketing campaign : The case study of Opera Co-Pro.

Santoriello, Francesca (author), Vitale, Maria Prosperina (mentor), Giordano, Giuseppe (co-mentor), Merico, Maurizio (co-mentor)

The thesis project aims to highlight the transformation processes after digital technologies that characterize the Fourth Industrial Revolution, characterized by Industry 4.0, born with the increasing integration of cyber-physical systems in industrial processes, digitization, and computerization of the production chain. In all sectors, the Internet is combined with intelligent machines that transform the entire production process into a huge information system. All technologies allow for much more efficient and effective industries and factories. Thanks to them, an entrepreneur, anywhere in the world, can have news about the production system. Today, both large and small entrepreneurs can have low-cost technologies that can generate a large amount of data that can bring great opportunities if handled in the right way. Technologies foster integration and cooperation between companies, bringing greater effectiveness and intelligence to different sectors of activity. The revolution is not only related to machines but is increasing with monitoring and control systems in order to highlight the plurality of resources. The objective of this work is to explore how companies can manage the digital transformation process, identifying the main elements of digital marketing that have had an impact on business models. The website and its measurement become a fundamental part of the business strategy, allowing growth, improvement in terms of efficiency and highlighting the negative aspects. In fact, the study considers all the business strategies related to the era of big data and the analysis useful for the creation of customized marketing campaigns for the user. It is thanks to the analysis of the data that it was possible to plan Opera Co-Pro's marketing campaign, carried out during the internship period. The advertising and marketing campaigns were carried out with the aim of making known the potential of the start-up through social media. They were strategically designed with the main purpose of encouraging potential customers to buy one of the subscriptions that the platform makes available to users. Great importance has been given to the performing arts sector, in order to understand how it has adapted to the challenges posed by the market through co-production and collaboration in the realization of a common project, creating a collaborative community. Co-productions are also a meeting of partners who produce together in different regulatory, economic and cultural contexts. This implies work done together at a multisectoral and multifactorial level to achieve common goals. In order to investigate the relationships promoted within the Opera Co-Pro community, the co-production network analysis has been carried out using Social Network Analysis tools. In fact, understanding the links between the actors and knowing how information propagates in the network can help to improve the understanding of the audience and to optimize both the message and the sponsorship of the company.

• Language: English
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [F. Santoriello]
• Year: 2020
• Number of pages: 116 str.
• PID: 20.500.12556/RUL-131731
• UDC: 339.138:316.472.4(043.2)(043.2)
• COBISS.SI-ID: 79101699
• Publication date in RUL: 02.10.2021

Secondary language

• Language: Slovenian
• Title: Uporaba spletne analitike za promocijo tržne kampanje : študija primera Opera Co-Pro.