• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Measuring Advertising of Cafe Using Wi-Fi Technology

Student: Viaznikovtseva Ekaterina

Supervisor: Sergey Alexandrovskiy

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

Restaurant sphere is considered as one of the most competitive businesses. As the consequence the importance of taking maximum benefits from each channel of communication is growing. Assessment of advertising effectiveness tends to be one of the main and regular tasks to achieve in the restaurant sphere which means that working on perfecting the methods of measuring advertising channels is crucial for success of public catering enterprises. The research is devoted to the study of a new approach to assessing the effectiveness of advertising in the restaurant sector. The reviewed Wi-Fi analytics technology will enable to gather cafe traffic data and use it in subsequent analyzes, as well as in planning the advertising budget. The objectives of the study will be to introduce a new method for evaluating advertising using Wi-Fi technology and to develop recommendations for cafe advertising based on the information received. Furthermore, to analyze the pasta-bar attendance, a cohort analysis was conducted. The comparison of sales and the advertising channel work information against data from cohort analysis indicated patterns that should be considered in conducting future advertising campaigns.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses