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In the world of internet marketing, search engine optimization is a popular term. Getting higher rankings on the search engine and thereby getting more views to advertiser’s site is basically what it is. However, those views will not mean a lot if they do not lead to sales or conversion. Search advertisers join an online auction in order to get a slot in the search engine results pages. This means, in Pay per Click online model, advertisers have to pay to the search engine for the number of clicks on the advertisement they posted. Therefore, predicting conversion likelihood for advertisers is highly crucial for the sake of the revenue. Besides, being able to understand and track the conversion rates not only allows advertisers to measure the performance of the web pages but also to identify areas for improvement. In this study, machine learning is used for predicting the conversion rate using search term queries in google shopping ads. The purpose is to analyse if a pattern on search term queries to predict conversion rate can be observed. Search term queries with a high probability of better conversion rate can be advertised more. While the bids on low-conversion segments can be lowered to reduce the costs. For this purpose, extracting features from the text to represent it in a way that can be understood by the machine like term frequency and paragraph vector are tested on machine learning and deep learning model. The results show that different patterns of search term queries do not lead to a predictable conversion rate in the specific use case. Thus, the search term itself is no indicator for good or bad conversion rate.
Hypothesis Extraction from Academic Papers Using Neural Networks for Ontology Theory Learning
(2019)
In this study, we investigated a new use case of deep learning. We applied deep learning to extract causes and effects from the hypotheses of the scientific papers. The research presents a variety of RNN models, including RNN models with CRF layer for labelling the sequences. We used such models as Bi-LSTM, LSTM, SimpleRNN and GRU. The experiments were conducted with GloVe vector representation and character level vector representation of words. Moreover, along with RNN models, we evaluated various hyperparameters and model setups to achieve the highest performance scores. In the end, we obtained promising results and shared our thoughts on the future prospects of the following studies.
COVID-19 pandemic influence on the social protection systems of selected Global South countries.
(2022)
Social protection which is a set of policies and programmes designated to improve people’s life quality and protect them from poverty and social vulnerabilities is something that has been severely impacted by the sudden Coronavirus pandemic that began in late 2019. The following paper will analyse how the social protection systems of Brazil and Rwanda performed in the times of the crisis and its main assumption is that the social protection system in Brazil has failed in the face of COVID-19 pandemic due to deficient and callous governing while the inclusive and efficient policymaking in Rwanda enabled the country’s social protection system to conduct an effective crisis response.
The study will examine what are the country-specific social protection factors that contributed to different crisis responses in the instances of Brazil and Rwanda. The key results are that while the COVID-19 pandemic has disclosed the weaknesses of social protection systems in both Brazil and Rwanda, the first had a failed response because of the dismissive attitude of political leaders which resulted in unsatisfactory consequences in the social protection functionality while the latter performed admirably in the times of a crisis because of a fast institutional healthcare response and communication between the government and the citizens. The research method of this study is literature analysis and review as well as a cross-country comparison.
Abstract
The world as we know it today is characterized by a massive process of digitalization in every prospect. Communication patterns, economy and business mechanisms as well as life styles are changing towards a higher utilization of technology, digital devices and the internet. With the bust of the dot.com bubble, the previously static and company dominated web changed into an interactive playground where everybody can become a publisher of content: the Web 2.0 was born. Social media developed soon which is competing with traditional media like TV, newspaper or radio.
Marketers worldwide quickly discovered the potential of using these social media to promote their brands, products and services. Social media has the huge advantage that it is able to track and store all data of a user’s history and actions. This makes it possible to target specific customer groups and provide them customized content. Nevertheless marketing approaches differ from country to country.
Therefore this thesis discusses the potential of social media marketing (SMM) for foreign companies in China in order to improve customer relationships. With market saturation of smartphones, the best and most cost-effective way in China to do SMM is via mobile social networks as they grant the closest access to targeted audiences. For this a “9-step social media action plan” is developed. The action plan is especially suitable for small and medium sized foreign enterprises who utilize the Chinese messenger app WeChat as their first marketing tool.
Die vorliegende Studie untersucht erstmalig, inwieweit Personen, die hinsichtlich des Delikts der Kinderpornografie registriert sind, ebenfalls aufgrund von Sexualstraftaten zum Nachteil von Kindern polizeilich auffällig werden. Die Untersuchung bezieht sich auf alle bei der Polizei Berlin erfassten Tatverdächtigen der Kinderpornografie zwischen 2012 und 2017 (1.569 Fälle).
This study was focused to determine the causal relationship between free cash flow (FCF) and profitability of public listed pharmaceutical companies in Germany. Based on the review of the past empirical studies it was found that contradictory evidences are present in the past studies regarding the relationship of FCF and the variables of profitability of publicly listed companies. To conduct this study, quantitative research was performed, where quantitative data was empirically testing to find evidence regarding the impact of FCF on variables of profitability of public listed pharmaceutical companies in Germany. A sample of 10 years panel data from 2011 to 2020 was selected for 10 German publicly listed pharmaceutical companies. The data was collected from the annual financial reports of the listed companies. Panel regression analysis with random effect was conducted to analyze the data. The results of the panel regression analysis suggested that FCF can have a significant positive impact on net profit margin (NPM) and return on asset (ROA) as variables of profitability. Therefore, the causal relationship of FCF with the two variables of profitability namely; NPM and ROA of the 10 German public listed pharmaceutical companies was found to be positive and significant. However, the causal relationship of FCF with the two variables of profitability namely; gross profit margin (GPM) and return on equity (ROE) of the 10 German public listed pharmaceutical companies was found to be insignificant. The FCF can increase the profitability in terms of NPM and ROA of German public listed pharmaceutical companies. Hence, the causal relationship between free cash available and profitability in term of ROA and NPM of the pharmaceutical public listed companies in Germany were found to be significant and positive. Therefore, the upwards movement of FCF can have a significant positive influence on profitability of pharmaceutical public listed companies in Germany in terms of ROA and NPM.
PRODUKT- UND MARKENPIRATERIE
(2019)
Waste management is now more important than ever in the world because of population growth and increasing revenues. Because of both reasons, people start to consume more so in parallel with the consumption, wastes also increase. If the wastes were analyzed in terms of their contents, it could be seen that organic wastes have the highest percentage in the total wastes. Due to this reason, organic wastes should be utilized with regard to environment and economics. In order to achieve this utilization, all organic waste management systems have to be compared and also new methods and their integration with other systems should be examined in the sense of economics and environment.
Compared to other EU countries,Germany is in a good place for organic waste management in terms of recycling. However, more research should be conducted and more utilization options should be investigated. In this sense, vermicompost is going to be examined as an organic waste management system.
Besides, integration of vermicompost with other waste management systems are going to be analyzed. In this thesis, the following question is going to be answered : Does using of vermicompost as an organic waste management system or integration of vermicompost with other organic waste management systems in Germany contribute to German economy more than other organic waste management systems do ?
Die folgende Arbeit untersucht das Geschäftsmodell des Fintech N26 hinsichtlich seiner Wettbewerbsfähigkeit gegenüber der Commerzbank.
Dabei wird eine deskriptive Fallstudienanalyse der benannten Forschungsobjekte nach dem Strukturierungsrahmen des Business Model Canvas durchgeführt, sodass Rückschlüsse auf die Wettbewerbsfähigkeit möglich sind. Die qualitative Vorgehensweise soll dazu dienen der Forschungslücke bezüglich der neuen Fintechs zu schließen.
Aus der detaillierten Auseinandersetzung geht die Unterschiedlichkeit der Geschäftsmodelle hervor. Das innovative Fintech N26 kreiert durch die Implementierung von Finanzdienstleistungen anderer Unternehmen eine ganzheitlich funktionelle Banking Plattform, die digital über eine App gesteuert werden kann. Dadurch schafft N26 ein besonders benutzerfreundliches, flexibles und mobiles Banking. Die Commerzbank differenziert sich durch die persönliche Beratungs- und Betreuungsleistung in stationären Filialen. Das Leistungsprogramm der Bank ist durch Qualität und Quantität ausgezeichnet.
In seinem Geschäftsmodell ist die klassische Bank besonders am Kunden bzw. Absatzvolumen orientiert. Im Kontext der Digitalisierung verliert die Präsenzstruktur jedoch an Signifikanz. Es ergibt sich bei der Commerzbank, dass eine Geschäftsmodellinnovation erforderlich ist, um die Wettbewerbsfähigkeit zu gewährleisten. Im Rahmen der Abschlussarbeit geht hervor, dass das Fintech N26 seine Wettbewerbsfähigkeit gegenüber der Commerzbank durch seine Nutzerorientierung schafft. Dabei sind die Elemente des Geschäftsmodells zueinander so konsistent gestaltet, dass diese den Interessen und Ansprüchen des Zielkundensegments, Generation Y, optimal zugeschnitten sind. Folglich sichert das Fintech die Wettbewerbsfähigkeit im Retail Banken Markt durch Value Innovation.
Cyprus is a big east Mediterranean island with more than half a century long problem. Unfortunately, this problem was caused by conflicts between two neighbouring nations on the island and with Turkey’s illegal invention this problem became the problem for the century. In this thesis historical development of the problem takes an important place since conflict has very important historical roots. This thesis explains peace projects of the UN on the island and the last well-known peace project called Annan plan which was also supported by the EU. Lastly the EU enlarged the island without solving this historical problem. The EU often uses its strong conditionality power over candidates, yet the EU fails to conduct a peace on the island before it welcomes Cyprus to the Union. The main reason for this fast enlargement decision of the EU was Greece’s open policy for Cyprus. Since Eastern enlargement was important for the EU as a new market and an important security policy, the EU did not want to spend time on Cyprus because this would postpone the eastern enlargement. As a result, Republic of Cyprus became a member of the EU as a whole island, while the problem is still there.
Das Ziel der Arbeit war es, die traditionellen Finanzierungsquellen von Startups mit den am Markt relativ neu auftretenden Initial Coin Offerings zu vergleichen und empirisch zu überprüfen. Hierbei sollte speziell der Forschungsfrage nachgegangen werden, ob die klassischen Finanzierungsquellen von Startups, durch Initial Coin Offerings ersetzt werden können. Dazu wurden Vor- und Nachteile der Finanzierungsvarianten analysiert, ein Vergleich von ausgewählten Kriterien vorgenommen und letztlich durch Interviews mit Experten abgerundet. Die Ergebnisse bestätigen zum Teil den momentanen Hype der Blockchain basierten Finanzierungsart, wirft jedoch aufgrund der gesetzlichen Unklarheit ebenso Fragen auf. Zweifelsohne kann die Bachelorarbeit für Startup interessierte Studenten und Lehrende interessant sein.
Die Unternehmensfinanzierung ist ein essenzieller Teil des Erfolgs eines Unternehmens und kann in zahlreiche Arten unterteilt werden. Der Lebenszyklus eines Unternehmens gibt darüber Aufschluss, welche Art von Finanzierung für ein Unternehmen geeignet ist. Die Finanzierungsarten können in die Innen- und Außenfinanzierung unterteilt werden, von denen jede Besonderheiten aufweist und verschiedene Kapitalgeber*innen anspricht, die unterschiedliche Anforderungen sowie Interessen an Kapitalnehmer*innen haben. Die Kreditfinanzierung ist dabei eine der häufigsten Außenfinanzierungsarten und weist unterschiedliche Kapitalgeber*innen auf. Die Quelle des Kapitals ist der Finanzmarkt. Crowdlending Plattformen haben eine neue Finanzierungsquelle für KMU's gebracht, diese ist eine alternative Kreditfinanzierung.
Nowadays, globalisation is being increasingly resisted. Nationalist tendencies, yearnings for greater heterogeneity and the pursuit of contradictory trends are growing. Culturally diverse states strive to coexist by defending and promoting their distinct interests, jeopardising international cohesion. In such unpredictable times, supranational organisations such as the European Union are indispensable sources of international stability. Due to the growing complexity of international relations, managing cross-border cooperation has become increasingly difficult. Even the greatest supporter of the European project has to admit that the European Union is at risk. Over the past decade, the European Union has been facing a series of crises. Especially the Eurozone crisis and the migration crisis have reinforced an anti- European sentiment and fuelled Eurosceptic and populist movements across the European continent. These difficulties culminated in the British referendum on leaving the European Union in June 2016, whose result constitutes a major threat to the future of the European Union. Will other Member States follow? Will the European Union disintegrate? What are the consequences of Brexit for the European project as a whole? The purpose of this thesis is to identify the impact of Brexit on European integration. More precisely, this thesis focuses particularly on the effects of Brexit on the European Union’s budget, the single market, the customs union, the Northern Ireland backstop, as well as the issue of immigration. Furthermore, it takes a closer look by analysing the impact of Brexit on German businesses. This study shows that the impact of Brexit should not be underestimated. Yet, the ultimate scope of the consequences depends on both the terms of the withdrawal agreement and the future relationship between the United Kingdom and the European Union. This thesis contributes to the growing body of European studies and provides an overview of current developments within and future prospects for the European Union. In addition, the findings also serve as a basisto understand the challenges of European integration.
Macroeconomic Effects of Fiscal Consolidation: New Evidence from the Great Recession in Europe?
(2013)
Large fiscal consolidation packages aiming at reducing budget deficits and debt levels to
prudent levels have been designed to overcome the Great Recession in Europe. This paper
investigates how fiscal consolidation is conducted in four sample countries in order to
comply with the respective limits under the Excessive Deficit Procedure of the Stability
and Growth Pact. The subsequent macroeconomic analysis reveals that the consolidation
measures do not only fall back behind their aim of reducing the public debt-to-GDP ratio,
but lead to overall devastating economic consequences, especially in the peripheral
countries. The central argument of the thesis claims that restrictive austerity measures are
currently self-defeating and harmful for economic growth. Moreover, the reluctance to
induce a change in these measures will drive the economies even further into a state of
recession instead of stabilizing their economic positions. The main finding of this paper is
that the negative outcomes would have been predictable much earlier if policy makers had
based their decisions on standard macroeconomic theory. The underestimation of fiscal
multipliers and the misinterpreted crowding out effect are only some factors that indicates
the need to loosen up the tight budget constraints and refocus on a more growth-friendly
consolidation process.