Campaign Execution Research Articles

The compliance of sepsis resuscitation care bundle in patients diagnosed with septic shock or sepsis to the International Surviving Sepsis Campaign among patients admitted to a tertiary and teaching hospital, Ethiopia: A 1-year prospective observational study

BackgroundHigh rates of morbidity and mortality would be seen in patients suffering from sepsis and/or septic shock. It has been hypothesised that the Surviving Sepsis Campaign will reduce the morbidity and mortality of individuals who are diagnosed with septic shock and/or sepsis. Improving the surviving sepsis campaign's execution is necessary to reduce these deleterious occurrences. There is currently a lack of local data regarding the management in accordance with the guidelines in the Surviving Sepsis Campaign.Therefore, this study aimed to assess the compliance rate of sepsis resuscitation care bundle in patients diagnosed with septic shock and/or sepsis to the International Surviving Sepsis Campaign among patients admitted to a tertiary and teaching hospital, Ethiopia. MethodsHospital based, prospective observational study was conducted from January 1/2023 to December 31, 2023. Consecutive sampling technique was employed to select study participants for a period of one year and the smaple size was found to be 88 participants. A prepared checklist with standards taken from the International Surviving Sepsis Campaign was used to collect the data. Data were collected through direct-observation, interviewing the responsible physician who made the sepsis and/or septic shock diagnosis, and reviewing patient charts. Data were entered and analysed with statistical package for social sciences (SPSS) version-25. ResultsIn treating patients diagnosed with septic shock and/or sepsis, the total compliance rate with the International Surviving Sepsis Campaign's (ISSC) sepsis resuscitation care bundle was 38 %. In the initial one-hour care bundle, 100 % of patients received the RECOMMENDED initial fluid resuscitation, 64 (72.7 %) of patients received broad spectrum antibiotics, 12 (14 %) of patients had blood culture before antibiotics. ConclusionsThis study concluded that sepsis resuscitation care bundle practice was subpar. Therefore, we recommend that educational training, increased awareness, and sharing the current and existing evidences are an important measures to improve the utility of the recommendations of the International Surviving Sepsis Campaign's (ISSC). After the sepsis treatment bundle has been fully implemented, a re-evaluation will take place in the summer of 2025.

The Role of Ria Miranda in Improving the Implementation of the Ramadan Campaign Towards Giordano Product Sales

This research discusses the role of Ria Miranda in improving the implementation of the Ramadan Campaign towards Giordano product sales. With the development of time and changes in societal behavior, Giordano collaborates with local designers with the aim of boosting product sales. This involves determining materials and ornaments that form the basis of the theme chosen for the campaign. This study also examines the marketing strategies employed by both brands, such as conducting product launching events, optimizing public figures as promotional mediums to foster positive interaction towards purchase intention. Collaborative strategies between brands to enhance campaign execution are considered to be relatively easy and effective in their application, thus influencing sales increase.

Promotional Inventory Displays: An Empirical Analysis Using IoT Data

Problem definition: Despite their widespread use, promotional inventory displays’ campaign execution is opaque. Brands (manufacturers) can only verify in-store display presence through manual, on-site audits, which are costly and limited in scope. This lack of visibility into execution makes it difficult for brands to quantify the sales impact of displays and properly evaluate campaign performance. Methodology/results: We use Internet-of-Things (IoT)-generated data on the real-time location of about 15,000 displays from 10 display campaigns in about 5,000 stores of a Fortune 500 retail chain, paired with the stores’ point-of-sale (POS) data between September 2017 and March 2018, to measure the operational execution and effectiveness of display campaigns. First, we find that campaigns are poorly executed: 29% of displays never made it to a store’s floor, and those that made it only spent 62% of the campaign there. Second, we find that poor execution deprives brands of substantial sales, especially during campaign weeks: placing a display on the floor during an arbitrary week increases the targeted products’ sales by 7.3%, and placing it on the floor during a campaign week boosts sales by another 2.3%. Managerial implications: Our results enable brands to optimize investments in promotional display campaigns and execution. We project that brands would suffer a 3.1% dollar sales decrease during campaign weeks by discontinuing current campaigns. However, they could achieve up to a 6.9% dollar sales increase during campaign weeks through improved execution. Supplemental Material: The online appendix is available at https://doi.org/10.1287/msom.2022.0291 .

Implementing Environmental Communication Strategy Towards Climate Change Through Social Media in Indonesia

Indonesia is not exempt from the globally increasing environmental complexities (particularly climate change). Following Cox’s (2013) environmental communication strategy, this research aimed to review environmental communication strategies by environmental non-governmental organizations (ENGOs) with the “Bye Bye Plastic Bags” campaign through social media in Bali, Indonesia. This study also examined the communal perspectives of the “Bye Bye Plastic Bags” campaign execution. An in-depth interview was performed with five ENGO respondents and two community counterparts to obtain the study aim. Resultantly, ENGOs incorporated Cox’s (2013) four-phase environmental communication strategy for the campaign (assessment, planning, production, and action and reflection). The ENGOs employed digital platforms (Instagram and Facebook) during the campaign for knowledge transfer. Additionally, community respondents denoted the campaign as a good initiative in substantially reducing garbage-littering among Bali tourists. As it was claimed (by community respondents) that the campaign only emphasized younger individuals, both respondent groups implied the need to expand the target audience across all generations as environmental intricacies were a social issue.

Promotional Inventory Displays: An Empirical Analysis Using IoT Data

We use internet-of-things (IoT)-generated data on the real-time location of about 15 thousand displays in about 5 thousand stores of a Fortune 500 retailer, paired with the stores' point-of-sale (POS) data between September 2017 and March 2018, to measure the operational execution and effectiveness of promotional inventory display campaigns. We find that campaigns are poorly executed: 29 percent of displays never made it to a store's floor, and those that did only spent 62 percent of the campaign there. We also find that poor execution deprives targeted products of substantial sales: placing a display on the floor on an arbitrary week increases the targeted products' sales by 7.3 percent, and placing it on the floor on a campaign week boosts sales by another 2.3 percent. Finally, we project that stores would decrease targeted products' dollar sales during campaign weeks by 3.1 percent if they discontinued display campaigns as currently executed, and they could increase these products' revenues during campaign weeks by up to 6.9 percent by improving display campaign execution.

The impact of the General Data Protection Regulation on digital marketing and analytics

The EU’s General Data Protection Regulation (GDPR) has a substantial impact on all areas of digital marketing and analytics, including first and third-party data collection, targeting and segmentation, campaign execution and analysis. Since its introduction, the digital marketing industry has made various changes to its practices to comply with the new law, changing the landscape for marketers, advertisers and publishers. This paper reviews the nature and impact of these changes, and makes several recommendations for marketers who may still be unclear on how to balance their own interests with those of the individuals with whom they wish to communicate through their marketing. It also discusses strategies to mitigate the impact of the restrictions imposed by the GDPR on data collection and processing, particularly through third parties.

Multistage performance modelling in digital marketing management

IntroductionInteractive media, apart from one-to-one communication, allow for detailed tracking of the performance of online campaigns and improving it with the use of dedicated technologies (Hoffman and Novak, 1995). Several interdisciplinary research directions can be observed with the main goal of increasing outcomes from online advertising and identification of new challenges (Guha et al., 2010). Campaign execution is usually based on media plans, which are prepared at strategical level with conventional planning methods (Cannon, 2001) or dedicated models dealing with a multi-objective approach in the online environment (Hengbo and Yanfeng, 2012; Du and Xu, 2012). While campaign planning takes place periodically, the online advertising systems require tuning and optimization in real time. In the online environment, methods based on multivariate testing or stochastic models or contextual selection (Tang et al., 2013) are used. Apart from optimization, improvement is performed with the use of behavioral targeting systems (Yan et al., 2009), retargeting customers with revealed interest in specific products (Lambrecht and Tucker, 2013) or real time bidding systems (Yuan et al., 2013). Intensive online advertising can affect websites and makes information seeking more difficult and causes an increased cognitive load, frustration and other negative emotions (Brajnik and Gabrielli, 2010). Due to factors related to cognitive avoidance, the dropping performance of online advertising is observed over time (Kelly et al., 2010). With connected characteristics related to audience, changes of the performance over the time, campaign planning requires the use of past data with the ability of taking into an account uncertain information. Earlier approaches based on stochastic or fuzzy models use same importance for data from past periods and from recent results.Due to searching for a more realistic approach, the presented research is based on the use of past data with a forgetting function and weighted importance of data from past periods. The work is presented as follows: after the literature review and the problem statement, the conceptual framework of a multistage performance modelling is presented. In the next stage, the proposed framework is used in an empirical study for dynamic evaluation of data from experimental advertising campaign. Finally, conclusions are presented.1. Literature ReviewInteractive media created the ability to measure different results from online marketing campaigns and use them in the decision process related to planning at both strategy and tactical levels. New metrics are used in this field for media planning for the evaluation of online campaigns and are based on the direct response and interactions or longer term influence on brand awareness (Novak and Hoffman, 1996; Pavlou and Stewart, 2000) with an essential quantitative approach to media planning (Hoffman and Novak, 2000). New approaches dedicated to online media use its specifics, but conventional media planning based on earlier approaches is still applicable in that area (Cannon, 2001). The basis for online campaign execution within the portal selling advertising space is the scheduling at different slots the use of different creations. Estimations of potential audiences and the ability to serve advertisements use the analysis based on the planned behaviors and site pre-visit intentions (Wu, 2007). At the operational level other areas deal with the real time campaign optimization and searching for the best method of resource exploitation with the use of stochastic models (Chakrabarti et al., 2009). Even when a banner selection is performed at the operational level and the selection is used with the different parameter scheduling, the execution is based on plans from a strategical level (Amiri and Menon, 2003). Scheduling is used within advertising server applications to select specific content as an answer to a request coming from a web browser. …

Mobile crowdsensing with mobile agents

We introduce mobile agents for mobile crowdsensing. Crowdsensing campaigns are designed through different roles that are implemented as mobile agents. The role-based tasks of mobile agents include collecting data, analyzing data and sharing data in the campaign. Mobile agents execute and control the campaign autonomously as a multi-agent system and migrate in the opportunistic network of participants' devices. Mobile agents take into account the available resources in the devices and match participants' privacy requirements to the campaign requirements. Sharing of task results in real-time facilitates cooperation towards the campaign goal while maintaining a selected global measure, such as energy efficiency. We discuss current challenges in crowdsensing and propose mobile agent based solutions for campaign execution and monitoring, addressing data collection and participant-related issues. We present a software framework for mobile agents-based crowdsensing that is seamlessly integrated into the Web. A set of simulations are conducted to compare mobile agent-based campaigns with existing crowdsensing approaches. We implemented and evaluated a small-scale real-world mobile agent based campaign for pedestrian flock detection. The simulation and evaluation results show that mobile agent based campaigns produce comparable results with less energy consumption when the number of agents is relatively small and enables in-network data processing with sharing of data and task results with insignificant overhead.

캠페인 실행에 영향을 미치는 디지털 마케팅 성과모형 연구

본 논문은 기업의 마케팅 캠페인 실행 성과를 향상시키기 위한 디지털 마케팅 모델에 대한 연구 결과를 제시하고 있다. 최근 ERP, CRM, SCM 등 비즈니스 가치 사슬 프로세스를 개선하기 위한 프로젝트를 마친 기업들은 마케팅 프로세스를 전사적으로 개선하기 위한 작업을 진행하고 있다. 기존 마케팅 기법의 한계를 극복하기 위해서 디지털 마케팅 기법을 활용하기 위한 시도가 많다. 특히 마케팅 프로세스의 실행 단계인 캠페인 수행성과를 향상시키기 위해 디지털 마케팅 기법들을 적용하고 있다. 이에 본 논문에서는 디지털 마케팅 연구 모델과 연구 가설을 수립하고, 마케팅 전문가 설문 조사를 통한 통계적 분석 방법을 통해 검증하고자 하였다. 연구를 통해서 디지털 마케팅 모델 중에서 웹 분석, 소셜 분석, 개인 맞춤형 고객 관계 분석, 캠페인 실행 자동화, 실시간 캠페인 관리 등의 기법이 기업의 마케팅 캠페인 실행 성과에 영향을 미치는 것을 실증적으로 검증하였다. This paper presents research result of digital marketing model for improving enterprise marketing campaign performance. Recently, the enterprises which had completed projects such as ERP, CRM, and SCM for business value chain process transformation are working to improve enterprise marketing process. It is the trend for enterprises to use digital marketing tactics to overcome the limit of existing traditional marketing tactics. Especially, enterprises try to adopt digital marketing for marketing campaign performance. In this paper, digital marketing research model and hypothesis were established and statistically analyzed by marketing expert survey research. The research finding is that Web Analytics, Social Analytics, Personalized CRM, Campaign execution automation, Real-Time campaign management can be core influencers for marketing campaign performance improvement.

Adaptive Right-Time Technologies in Customer Relationship Management

Customer relationship management (CRM) is highly affected by its dynamic environment. In this context, the symbiotic qualities of adaptability and realtime technologies offer new potentials of process optimization and integration. CRM is about establishing and maintaining profitable long term customer relationships. It involves the coordination of customer directed business processes in marketing, sales, and service (Hippner and Wilde 2002, pp. 6–8). These processes are typically subject to very rapid changes of customer behavior (e.g. due to seasonality, fashion, tests, etc.) and business environment (e.g. new product launches, special prices, commercials, etc.). The implied dynamics necessitate a continuous adaptation to present market conditions. In regard to e.g. target group planning for catalogues, mailings or e-mail newsletters, campaign management in CRM always has to consider up-to-date customer needs while bearing in mind ongoing competitor activities and their effect on customer behavior. In practice, however, target groups for the next month t1 are planned on the basis of the reaction data of similar campaigns from previous months t−1, t−2, . . . , t−n. The actualization of customer-specific response predictions (which are the analytical foundation of the business rules for target group definition) is carried out in month t0. In other words, the actualization is conducted on the basis of out-dated data. In addition, it takes place one month before the actual campaign execution. Accordingly, response prediction for the individual customer does not reflect customer behavior during the campaign execution in month t1, but the behavior within the months of provided data t−1, t−2, . . . , t−n (Berry and Linoff 2000, pp. 206–208). Derived business rules for campaign target groups only insufficiently cover customers with factual strong response probability. Given this diluted decision basis, potential revenues are not realized. A continuous adaptation of business rules in real-time cuts these losses but involves enhancements, both on the system side and on the process side of traditional operations.

AIDS Communication Campaigns in Uganda: Organizational Factors and Campaign Planning as Predictors of Successful Campaign Execution

About 60% of all the HIV/AIDS cases are found in sub-Saharan Africa (UNAIDS, 2007). While a few countries in the region have shown a decline in prevalence, most countries in southern Africa have made little progress in their fight against AIDS. The goal of this study was to provide empirical support to confirm and extend an earlier model of the effect of organizational factors and campaign planning on campaign execution to help answer the question of what makes for a successful communication campaign to change AIDS-related behavior. A survey of the top leaders of 120 Ugandan organizations delivering AIDS communication campaigns supports a model that illustrates the vital role of several features, such as focused campaign goals, the formality of organizational structure, and outreach worker supervision, on effective campaign execution. Surprisingly, financial resources are negatively related to goal extensiveness and message clarity and may be a distraction during campaign execution.

Campaign execution: New technology platforms offer multichannel solutions

This paper reviews the development of cross-media tools and techniques for direct marketers, with a healthy mix of personalised website, e-mail and print outreach to customers and prospects. By examining new and emerging approaches to customer messaging and marketing — illustrated through the narratives of active, current practitioners — the paper introduces an infrastructure and resources model for executing successful integrated marketing campaigns.

Exploiting response models—optimizing cross-sell and up-sell opportunities in banking

The banking industry regularly mounts campaigns to improve customer value by offering new products to existing customers. In recent years this approach has gained significant momentum because of the increasing availability of customer data and the improved analysis capabilities in data mining. Typically, response models based on historical data are used to estimate the probability of a customer purchasing an additional product and the expected return from that additional purchase. Even with these computational improvements and accurate models of customer behavior, the problem of efficiently using marketing resources to maximize the return on marketing investment is a challenge. This problem is compounded because of the capability to launch multiple campaigns through several distribution channels over multiple time periods. The combination of alternatives creates a complicated array of possible actions. This paper presents a solution that answers the question of what products, if any, to offer to each customer in a way that maximizes the marketing return on investment. The solution is an improvement over the usual approach of picking the customers that have the largest expected value for a particular product because it is a global maximization from the viewpoint of the bank and allows for the effective implementation of business constraints across customers and business units. The approach accounts for limited resources, multiple sequential campaigns, and other business constraints. Furthermore, the solution provides insight into the cost of these constraints, in terms of decreased profits, and thus is an effective tool for both tactical campaign execution and strategic planning.