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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Mariya Gerasimova
Audience Behavior Analysis and Development of Segmentation Methods for Media Planning and Implementation of Publicis Groupe
Business Informatics
(Bachelor’s programme)
2017
Diploma demonstrates the development and implementation of new method of segmentation of audience on the example of an advertising and communication holding company.

The first chapter describes the technical possibilities in our country for the development and promotion of the method of segmentation of the audience. Undoubtedly, a tremendous push forward in this area for marketers will provide timely processing of Big Data in real time. It is an opportunity to be as close to your consumer as possible and to offer a product or service at the right time without bothering with advertising and irrelevant offers.

The second chapter contains an analysis of the audience, what kind of audience, how often it spends its time on the Internet, what content it prefers to consume. The division into a generation will allow us to better understand the audience and its needs, to find insights that will help build the most correct communication strategies with the right message for the client.

The third chapter presents the real data, on the basis of which the experiment was conducted with the introduction of a new method to Publicis Media. The segmentation method, which was in the holding company, its advantages and disadvantages is considered, and a practical example of implementation based on BMW is presented.

The work is written on 70 pages, contains 52 images and a list of 20 titles of literature and a glossary.

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