Panagiotis Leontios

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Ανάλυση Συστημάτων βάσει Διαδικασιών – Process Oriented System Analysis

In Business, Engineering, IT on 20/05/2016 at 12:56 pm

DFD-Coad-and-Yourdon-Object-Oriented-Analysis-modelΗ δομημένη ανάλυση (και ο σχεδιασμός που έπεται), υπακούει στην αρχιτεκτονική έννοια «η φόρμα (form) ακολουθεί πάντα τη λειτουργία (function)». Οι  λειτουργίες ενός Πληροφοριακού Συστήματος (ΠΣ), είναι οι διαδικασίες που μετατρέπουν ή μετασχηματίζουν (transform) δεδομένα εφαρμογών. Ως εκ τούτου, στην δομημένη ανάλυση, δίνουμε έμφαση στις διαδικασίες (processes) και στις ροές δεδομένων (data flows), από και προς αυτές τις διαδικασίες.

Η δομημένη ανάλυση βασίζεται στην θεωρία συστημάτων, η οποία προϋποθέτει ότι τα εισερχόμενα δεδομένα (inputs) τροφοδοτούν τις διαδικασίες, προκειμένου αυτές να παράγουν εξερχόμενα δεδομένα (outputs). Για να συμπληρώσουμε το μοντέλο συστημάτων (παρακάτω σχήμα 1), θα πρέπει να υπάρχει και κάποιο είδος ανατροφοδότησης (feedback), προκειμένου να εξαλειφθεί η εντροπία του συστήματος, δηλαδή να εξασφαλίσουμε το σύστημα από έκπτωση.

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Σχήμα 1 (Μοντέλο Συστημάτων)

Για να αναλύσουμε εννοιολογικά σύνθετα συστήματα όπως τα πληροφοριακά, αναλύουμε τμήματά τους μεμονωμένα. Μπορούμε δηλαδή να εξετάσουμε τα εισερχόμενα, εξερχόμενα και τις διαδικασίες ξεχωριστά και, μετά, όλα αυτά, να τα ολοκληρώσουμε για να παράγουμε ένα ενοποιημένο σύστημα. Καθώς οι διαδικασίες των συστημάτων γίνονται ολοένα πολυπλοκότερες, συνεχίζοντας με την ίδια μέθοδο, μελετάμε τμήματα των διαδικασιών αυτών και κατόπιν τα ολοκληρώνουμε. Τα τμήματα αυτά των διαδικασιών θα πρέπει να είναι αυτάρκη, μικρά συστήματα. Αυτά τα μικρότερα συστήματα αποτελούν μια ιεραρχία συστατικών συστημάτων (system components hierarchy), τέτοια ώστε, ένα συστατικό σε οποιοδήποτε επίπεδο να είναι από μόνο του ένα σύστημα με συστατικά. Κάθε σύστημα, ανεξαρτήτως επιπέδου στο οποίο βρίσκεται, έχει τα δικά του εισερχόμενα, εξερχόμενα και τις δικές του διαδικασίες και ανατροφοδότηση. Στο χαμηλότερο επίπεδο της ιεραρχίας είναι τα στοιχειώδη ή τερματικά συστατικά, τα οποία δεν μπορούν να διαιρεθούν περισσότερο και διατηρούν τα χαρακτηριστικά του συστήματός τους.

[…]

Η συνέχεια του άρθρου Process Oriented System Analysis περιλαμβάνει:

  • Τις Βασικές Αρχές της Σχεδίασης
  • Τις δραστηριότητες της Δομημένης Ανάλυσης
  • Την ανάπτυξη Διαγράμματος Περιβάλλοντος
  • Την ανάπτυξη Διαγράμματος Ροής Δεδομένων, και
  • Την ανάπτυξη Λεξικού Δεδομένων
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Digital and Social Media Marketing – The importance of ongoing monitoring (part VI)

In Business, IT on 05/05/2016 at 11:16 am

ongoing monitoring#1 | Introduction

In this last chapter we are going to talk about the importance of monitoring and learning from your engagements. It is not surprising and it still does happen that businesses will go out to social media networks, spend a lot of money and at the end of the process have no idea whether they have been successful, or seen any benefit or actually any return on their investment. Campaigns do not work in isolation. Campaigns do need to be a part of a plan and that plan should necessitate that you learn from and reflect upon what information you can take from your buyer persona in relation to your content. All of your social media networks of significance provide feedback; provide data that can be used to improve, to modify and to change direction if necessary for a campaign. They can also be used to compare with others and they can also be used to understand what the buyer persona is responding to. All of this means that it is worth time and effort to analyze the data that is available to you possibly right now. There is a lot of data out there and ultimately it is the understanding of what social networks provide to you and being able to understand from the social networks what you need to do next.

The biggest focus of social media marketing is that we promote our solution online and we reach out consumer online. That is why this strategy is very important for us because we can analyze social marketing campaigns which we can order and assign to our team members and then we can analyze the effectiveness, the return on investment even with the smallest budget to reach the targeted people that we want and it is important to use those channels which work best.

A weekly meeting in the office is a good practice to make sure that you are reviewing activity quite regularly, it is important to review things quite a lot. In a new campaign that goes live you should tend to log in to new statistics every day but you can see a more full effect especially on overall traffic levels or organic search levels on a more longer term basis so you can have key statistics that you can pull from your online tools across the business on weekly basis and have that catch up in your marketing meeting which allows you to make decisions on whether you continue to invest in certain areas or invest in something new, and try something else because something is dropping off. I would say weekly is a good standpoint to have from a monitoring and evaluating point of view.

Monitoring is definitely an ongoing process. We could be having monthly reports for this process. First of all you could be asking from different departments responding from social media, reporting from websites, reporting from the campaign, from the planners’ part that is, and you could also have one project manager analyzing data and trying to find results from different platforms. One negative of digital advertising platforms is that they are not a lot of synergies between them. There are huge competitors like Facebook and Google so they are not allowing third parties to connect figures. What you have to do is take the results of different platforms and try to translate them in one report coming from you so that there is no golden rule or platform taking all in one and this is the worst thing online. When it is a PPC campaign you should do it every day, for SEO on a weekly basis and for content it is every hour because you have to see how competitors and funs are responding, and especially if you are using social media for customer service, you have to be there.

See the rest of the article, including the following contents:

#2 | Understanding of social capital

#3 | Accessing data in Google Analytics

#4 | Accessing data from Facebook

#5 | Accessing Data from Twitter

#6 | Using spreadsheets to analyze and populate reports

#7 | Learning from digital results

#8 | PPC reports

Digital and Social Media Marketing – Choosing the right digital profiles (part V)

In Business, IT on 11/04/2016 at 9:48 am

digital profile#1 | Introduction

We have already introduced the concept of the Buyer Persona (BP) and with the concept of our digital platform, we are really talking about the range of social media that we may already be familiar with and those that may come along in the future and those that we are less familiar with. All serve the same purpose for different BPs. What we are dealing with is different technologies, different purposes for these platforms and in those platforms different actions that are performed and are an opportunity to present to the BP.

Obviously, you have heard of Facebook, Tweeter, Snapchat and a range of others. All of which you might have experienced in some way. All these give an opportunity to reach out to the audience, to reach out to different BPs and to actually contact them in a way that is meaningful for them, meaningful for your brand and meaningful for the product. We are going to look at some of these in detail and look at what can be done to actually maximize the benefit of focusing the right BP to the right platform.

So we go about researching the right digital profiles for the right digital audiences by firstly having an understanding of the different sites, areas and platforms that exist and what they can offer for us. For example, LinkedIn is very different from Facebook and also very different from Twitter in terms of what it can offer, in terms of the right type of candidate for our business. We would speak to the websites themselves, look at the different offerings that they are able to give to us so that we can have an understanding of the type of candidate that would exist on those different areas.

You think that Facebook is better for ages 25-40; you think that search is better for ages 35+ but you only think. In digital you can measure. Sometimes you can see conversions coming from nowhere. So you have to see, test and revise.

The digital communication channel that many companies use with their customers is Facebook because it is the primary social media in the country, maybe Twitter, Instagram and Pinterest because their target group is mainly women for instance and YouTube because they are probably trying to get a younger set of customers. They also usually have email marketing in which they set out their weekly newsletters to registered clients and Google+ and Google Maps which give their clients more information for easily finding them.

Read the rest of the article, which covers the following topics:

#2 | Facebook

#3 | YouTube

#4 | Twitter

#5 | LinkedIn

#6 | PPC optimization

#7 | What makes content go viral?

#8 | How to create viral content?

 

Digital and Social Media Marketing – How Campaigns fit into Organization Strategy (part IV)

In Business, IT on 16/03/2016 at 12:59 pm

organizational strategy#1 | Introduction

There are four different strategies that might be useful for an organization to consider when it comes to digital:

  • The first strategic decision is whether you are going into a digital approach at all. This will involve resourcing and providing content in that area. In terms of marketing some of the key areas that you’ll be focusing on is understanding the customers and trying to see how the consumer interacts via social media, search engines, emails or any other touch points with the organization and then feeding that information into developing of products and services and ultimately what you can search there is how people interact with you.
  • The second aspect for you to try to look into is the sales strategy; this will also help you identify the key influences in your area and then work with them to develop your products and services.
  • The third strategy is operational where social media can be used for internal organizational documents and content creation and,
  • The fourth is the customer service through which people can provide you with inquires using social media.

Campaigns fit into our overall strategy by understanding and relating to and complimenting what we are doing as a business and by looking at the business plan and what the focus for the actual business is at that point in time. For example, if we open another office in a different location then we will have a digital marketing campaign and strategy that looks and focuses on the promotion our business within that particular area. It may also relate to a new product or a new service that we release. So, again, if we recently started to recruit in the film and production sector so we had a lot of digital marketing activity that root together and revolved together around the film industry and production industry, that opened up new social media channel for us to trial. It opened up new key words on search engines for us to optimize against and therefore all that came from the business decision and business plan to either open an office in a new location or to actually focus on recruiting on a new sector. That filters down in the business in terms of the staff that you hire, in terms of the marketing activity that you undergo, in terms of analysis and monitoring the responses that come from these different locations and sectors to ensure that you are deploying activity correctly across all of the new different areas of the business. So digital marketing is just another part of that to make sure that it works properly and produces and turns into a viable commercial channel.

See the rest of the article, covering also the remaining following areas:

#2 | Company business plan example

#3 | Key elements of campaign management – Gantt chart

#4 | Risk Management

#5 | Digital project management tools and techniques

#6 | Project plan monitoring and review

#7 | Marketing automation

#8 | PCC campaign planning

Digital and Social Media Marketing – Buyer Persona Development (part III)

In Business on 27/01/2016 at 11:06 am

6a0133f3a4072c970b01b7c7b1a954970b-550wi#1 | Introduction

Before we start creating content for digital images, video, text, sound – we have to think who this content is targeted at – and this is where we have a concept of something that’s called a “buyer persona.”

A Buyer Persona (BP) is a fictional individual who is developed by an organization based on the organization’s researched profile of its typical customer. Not necessarily transacting but certainly “buying into your content”.

Persona Name
• Personal Details
o Background
o Job/Hobby details (B2C) or key job responsibilities (B2B)
o Role in purchase process, how are decisions made
• Communication mix
o Main sources of information (where personas do their research)
o Preferred content medium (how do they like to absorb content)
o Marketing message (messaging speaking directly to this persona)
• Goals and main points
o Goals
o Challenges/pain points, emotions accompanying those challenges (e.g. issues facing during day-today business that you product and services are helping to solve)
• Personal attributes
o Quotes (bring personas to life with actual quotes gathered during interviews)
o Objections (anticipate any objections from BP during purchase process and when on web site, what sections are they interested in)

Read on the rest of the article, covering areas such as:

#2 | The importance of understanding who the target audience is and how search and social help to develop this understanding

#3 | Planning integration of search and social media

#4 | Keyword research for Buyer Persona

#5 | Social media channels for Buyer Persona

#6 | Develop keyword plan for a campaign

#7 | PPC keyword vs organic keyword plan

#8 | Develop social media editorial calendar

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