Serpens for Kepler
Research and development project aimed at creating innovative solutions for multi-stream marketing communications. The project is implemented jointly by the MTP (Poznan International Fairs) and the Institute of Bioorganic Chemistry, Polish Academy of Sciences, Poznan Supercomputing and Networking Center.
Traditional channels of communication with customers, enriched with new services (such as Internet services., digital signage, applications on smartphones, adwords), bring a new quality in the relationship between business and customers. While designing new marketing products, MTP would like to analyse the development of technologies and their impact on customer contact. The project aims to create a platform that will allow for the implementation of multi-stream, mass communication campaigns of with the common view and content. By integrating all communication streams, the platform will gather in an automated feedback from all channels which will allow to carry out the analysis and measurement of the effectiveness of the campaign and the examination of trends. The system will also address the problem of the aging of the data contained in databases. As the results of the project new tools will be provided for marketing campaigns on a global scale.
Scheduled finish date: 2016-06-30
Implementation of the project focused primarily on the issue of optimal selection of parameters of communication, so that among the millions of possibilities to choose the most appropriate from the point of view of the content of the message, the target group and the time, optimizing costs. Reaching the right audience with the right message is constructed on the effectiveness of advertising. The designed system that will handle both technologically advanced Internet tools, as well as more traditional means of communication will greatly simplify and shorten the process of planning and implementation of complex campaigns.
The challenge for the research and the enormity of the project is to master a diversified feedback that comes from different streams and its inclusion in a uniform, structured, which will enable the segmentation results and analysis of data in multiple sections. The rapid development of technology entails new opportunities to build a marketing message, which raises further questions; how to integrate changing communication tools? These and many other issues facing before the fair and institute, which merged their potentials, knowledge and experience to build a prototype of a unique system.
MTP joint project and PSNC is called "multi-stream mass communication system that integrates marketing, direct and indirect results of the verification online, as the basis for a new service for customers of the fair - SWEP" received a positive opinion in the third edition of the program conducted by Innotech National Centre for Research and Development and thus gained funding from the European Regional Development Fund under the Operational Programme Innovative Economy.