SWEP - Multi-stream mass communication system enabling the integration of direct and indirect marketing with online verification of results, as the basis of a new service intended for the customers of trade fairs.
In times characterized by excess of media messages and information noise, the selection of the most effective communication tools and building appropriate messages poses a serious challenge for anyone who is committed to the goal of efficient and sucessful marketing.
The Poznań International Fair along with the Institute of Bioorganic Chemistry of the Polish Academy of Sciences - the Poznań Supercomputing and Networking Center have decided to join forces in order to implement a research and development project aimed at creating innovative solutions for multi-stream marketing communications.
The parties involved in the implementation of the project focus primarily on the issue of the optimal selection of parameters of communication, in order to be able to choose, from amongst the millions of possibilities, those most appropriate from the point of view of the content of the message, the target group and the timing, thereby enabling the optimization of costs. Reaching the right audience group with a properly constructed message is crucial for the effectiveness of any advertising activities. The designed system, which 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 main challenge for the research and the project is taking control of the enormous amounts of diversified feedback information coming from the various streams and its inclusion in a uniform and ordered structure, which will enable the segmentation of results and the analysis of data in multiple cross sections. The rapid development of technology brings new possibilities in building marketing messages, which leads to another question: how to integrate the changing communication tools? These and many other issues are faced by the Poznań International Fair and the institute, which combined their potentials, knowledge and experience in order to build a prototype of a unique system.
The joint project carried out by the Poznań International Fair and the Poznań Supercomputing and Networking Center is entitled "SWEP - multi-stream mass communication system enabling the integration of direct and indirect marketing with online verification of results, as the basis of a new service intended for the customers of trade fairs". It received a positive opinion in the third edition of the Innotech program conducted by the National Centre for Research and Development and therefore received co-funding from the European Regional Development Fund under the Operational Programme Innovative Economy.
The project includes the implementation of a research phase (phase A) within the framework of the INNOTECH programme in the In-Tech programme path.
The implementation of the project is planned for the period 01.07.2014 - 30.06.2016
Value of the project 4 495 800 PLN
Amount of co-funding 2 005 375 PLN