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IMPROVING)THE)ACOUNT)MANAGEMENT)PERFORMANCE)IN)BILLY)MOBILE))

Antonia"Fragiskou"[m2014009]"

Internship"report"presented"as"partial"requirement"for"obtaining"the"Masters"degree"in"Information"Management"

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NOVA"Information"Management"School"Instituto"Superior"de"Estatstica"e"Gesto"de"Informao!Universidade!Nova!de!Lisboa"!

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IMPROVING!THE!PERFORMANCE!OF!ACCOUNT!MANAGEMENT!IN!BILLY!MOBILE!

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Antonia!Fragiskou![!M2014009]!

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Internship"report"presented"as"partial"requirement"for"obtaining"the"Masters"degree"in"Information"Management,"with"a"specialization"in"Information"Technologies."

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Advisor:!Miguel"Neto"

Co!Advisor:!Ana"Verdugo"

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! November!2016! !

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ACKNOWLEDGEMENTS!

I"would"like"to"thank"for"their"great"support"my"friends"Vikram"and"Maikel,"my"parents"that"even"from"distance"they"were"always"supporting"me"and"motivating"me"to"provide"this"work."""

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ABSTRACT!

The"report"aims"to"present"an"internship"report"on"an"online"advertising"network"Billy"Mobile."The"main"purpose!of"the"internship"report"is"to"bring"out"the"key"role"of"the"intern"as"an"account"manager"in"the"advertising"department"at"Billy"Mobile."As"an"account"manager"in"the"advertising"team,"the"main"tasks"involved"were"to"provide"feedback,"technical"support,"planning"and"optimisation"for"the"account,"as"well"as"developing"a"relationship"with"the"customer."Though,"due"to"the"high"amounts"of"accounts"that"are"been"managed"be"each"account"manager"at"the"departments"was"leading"to"a"low"performance"of"the"account"manager"itself"but"also"to"a"loss"of"a"competitive"advantage"on"the"market."The"problem"addressed"in"the"internship"report"is"what"means"or"what"factors"can"account"manager"improve"upon"to"enhance"their"performance"to"provide"Billy"Mobile"a"competitive"edge"in"the"industry"

The"particular"paper"analyses"the"critical"factors"which"are"high"related"to"a"successful"longMterm"relationship,"through"a"questionnaire"which"has"been"answered"from"the"accounts"of"the"author."The"analysis"reflects"the"current"performance"of"the"author"as"an"account"manager,"by"representing"the"general"account"management"manners."Trust,"commitment,"transparency,"knowledge,"communication"and"an"overall"satisfaction"are"high"related"to"the"performance"of"a"customer"relationship."As"a"solution"to"the"particular"issues"the"paper"suggests"the"key"account"management"model"which"separates"the"key"dealing"accounts"and"giving"them"the"appropriate"time"and"attention."

The"paper"concludes"the"performance"of"the"intern"as"a"successful"account"manager"and"showing"signs"or"key"areas"of"improvement."The"research"analysis"also"gave"an"inside"view"of"how"Billy"Mobile"worked"and"operated"as"an"advertising"department"separating"the"operations"of"direct"advertisers"and"networks."This"was"a"key"difference"to"analyse"the"role"of"account"manager"as"both"direct"advertisers"and"networks"work"in"a"different"manner."The"intern"though"his"experience"of"working"in"the"position"for"6"months"is"able"to"provide"critical"analysis"for"the"position"by"recommending"that"only"key"accounts"be"handled"by"account"managers"rather"than"all"accounts"which"has"proved"to"be"a"time"consuming"and"a"waste"of"resources"in"certain"aspects."

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Keywords:"M"Mobile"Marketing;"Digital"Adverting;"Account"Manager;"Key"Account;"Customer"Relationship;!

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INDEX!

1." Introduction"................................................................................................................."1"

1.1" Problem"&"Research"Question:"............................................................................"1"

1.2" Research"Objectives"............................................................................................."1"

2."Internship"at"Billy"mobile"............................................................................................."2"

2.1"Billy"Mobile"............................................................................................................"2"

2.2"Service"Delivering"By"Billy"Mobile".........................................................................."6"

2.3"Internship"at"Billy"Mobile"......................................................................................."8"

2.3.1"Internship"objectives"......................................................................................"8"

2.3.2"Role"and"Tasks"at"Billy"Mobile"........................................................................"8"

2.4"Internship"Daily"Activities"......................................................................................"8"

3."Theotirical"Approach:"Customer"Relationship"Key"Account"Management"And"Its"Role12"

3.1"Customer"Relationship"Management".................................................................."12"

3.2"Key"Account"Management".................................................................................."13"

3.3."Role"of"Key"Account"Manager"&"Its"performance".............................................."13"

4." Research"Methodology".............................................................................................."16"

4.1"Research"Design"..................................................................................................."16"

4.2"Data"Collection"...................................................................................................."16"

4.3"Sample"Population"..............................................................................................."17"

4.4"Sampling"Frame"..................................................................................................."17"

4.5"Quantitative"Research"and"Questionnaire".........................................................."17"

4.6"Qualitative"Research"and"Interview"....................................................................."18"

4.6"Data"Analysis"......................................................................................................."18"

5."Research"Analysis"......................................................................................................."19"

5.1"Qualitative"Analysis"............................................................................................."19"

5.3" Factors"of"performance"......................................................................................"24"

5.3.1"Commitment"..............................................................................................."24"

5.3.2"Trust"............................................................................................................."25"

5.2.3"Knowledge"..................................................................................................."25"

5.2.4"Transparency"&"Communication:"................................................................"26"

5.2.5"Satisfaction".................................................................................................."28"

6."Conclusion".................................................................................................................."29"

7."References".................................................................................................................."30""

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LIST!OF!FIGURES!

Figure!1:!T!Business!Model!Canvas!of!Billy!Mobile".................................................................."3"Figure!2:!T!Operation!Model!of!Billy!Mobile!in!2016,!source:(Billy(Mobile"............................."4"Figure!3:!T!Business!Model!of!Billy!Mobile!in!2016,!source:!Billy!Mobile"................................"5"Figure!4:T!Interstitials,!source:!Billy!Mobile"............................................................................."6"Figure!5:!T!Redirects,!source:!Billy!Mobile"................................................................................"6"Figure!6:!T!Pops!up,!Source!Billy!Mobile"................................................................................."7"Figure!7:!T!Banners,!Source!Billy!Mobile".................................................................................."7"Figure!8:!T!Billys!Panel"............................................................................................................."9"Figure!9:!Billys!Panel!offers!data!and!stats"............................................................................."9"Figure!10:!T!Daily!Activities"....................................................................................................."11"Figure!11:!T!Mean!&!Mode!Representation!for!the!Factor!of!Commitment"........................."24"Figure!12:!T!Mean!&!Mode!Representation!of!the!Factor!of!Trust"........................................"25"Figure!13:!T!Mean!&!Mode!Representation!of!the!Factor!of!Knowledge".............................."25"Figure!14:!T!Mean!&!Mode!Representation!of!the!Factor!of!Transparency".........................."26"Figure!15:!T!Mean!&!Mode!Representation!of!the!Factor!of!Communication"......................"27"Figure!16:!T!Mean!&!Mode!Representation!of!the!Factor!of!Satisfaction"............................."28"

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