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HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
MASTER THESIS
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Marsol, a gold mine! How to optimize the online marketing strategy ?

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Beuckelaers, Bianca ULiège
Promotor(s) : Schyns, Michael ULiège
Date of defense : 20-Jun-2017 • Permalink : http://hdl.handle.net/2268.2/2806
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Title : Marsol, a gold mine! How to optimize the online marketing strategy ?
Author : Beuckelaers, Bianca ULiège
Date of defense  : 20-Jun-2017
Advisor(s) : Schyns, Michael ULiège
Committee's member(s) : Peiffer, Véronique ULiège
Ghilissen, Michael ULiège
Degroux, Freddy 
Language : English
Keywords : [en] Online Marketing Strategy
[en] Data analysis
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] Nowadays the implementation of data management within business strategies is essential to create value for the company. This report will develop the case of a company, MarSol SA, which has issues integrating data management into their marketing strategy. By consequence, there is a lack of customer insights which results in mass-emailing, low opening rates, low conversion rates and high bounce rates on the website.
Through the use of data mining tools, an in-depth analysis will be executed of MarSol’s data in order to obtain customer insights which will permit the segmentation of the customer data base (in function of similarities (characteristics and behavior) between the customers). The main goal is to develop a set of recommendations that will enhance the creation of a personal marketing strategy approach in function of the different segments and boost the performance of the company. Other non-data-driven recommendations will be developed as well in order to improve the online marketing strategy.


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  • Beuckelaers, Bianca ULiège Université de Liège > Master sc. gest., à fin.

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