The terminology of customer journey

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Table of contents

1. Introduction 
1.1 Purpose of the Study
1.2 Research question
1.3 Rationale to select Vattenfall
1.4 Limitations of the study
1.5 Definitions of Key concepts
1.6 Thesis Disposition
2. Literature Review 
2.1 Strategic communication
2.2 Big data analysis
2.3 Inbound Marketing
2.3.1 Pull vs. Push Media Strategies
2.3.2 Pull media strategy vs. Inbound marketing
2.4 Micro-segmentation of desired audience
2.5 Customer journey
2.6 Micro-segmentation vs. customer journey
2.7 Big data ethics and privacy issues
3. Theoretical framework 
4. Methodology 
4.1 Description of the research method(s)
4.2 Selected Campaigns
4.3 Google Analytics 360
4.4 Communication content of both campaigns
4.5 Big data analysis
4.6 Data sets
4.7 Big data feedback loop
4.8 Data Mining
4.9 Big data analysis of Vattenfall’s selected campaigns
4.9.1 Data Sets of both selected campaigns
4.9.2 Selected campaigns and Big data feedback loop
4.9.3 Real time evaluation and content tweaking
4.9.4 Data Mining and audiences’ micro-segmentation
4.10 Data Collection
4.11 Research Ethics
5. Results and Data Analysis 
5.1 Difference in Big Data driven campaigns’ performance overtime with the help of evaluation
5.1.1 Website Traffic
5.1.2 Conversion rate
5.1.3 Session duration
5.1.4 Search Engine Marketing (SEM) Campaign
Target audience size and budget
Number of impressions
Conversion rate
5.1.5 Budget
5.1.6 Social Media data
Impressions on Facebook and Instagram content
Click through rate (CTR)
Leads
Cost per lead (CPL)
5.1.7 Programmatic Display
Impressions on Programmatic display
Clicks on Programmatic display
Orders on Programmatic display
5.1.8 Goal Completion
5.1.9 Analysis of part one
5.2 Big data driven micro-segmentation and difference in the performance of target audience categories
5.2.1 Big Data and targeted audience groups
5.2.2 Analysis of second part
6 Discussion 
6.1 Expansion of three staged strategic communication Plan
7 Conclusion 
a. Potential benefits of micro-segmentation and inbound marketing supported by big data analysis
7.2 Future agenda
References