| dc.description.abstract | This thesis aims to analyze how SafetyWing can improve the efficiency of its ambassadors
and what the implications are for ambassador programs in general. Ambassador programs
are an expanding part of digital marketing for businesses. Briefly, ambassador programs
are when a business awards another business a commission for sending traffic their way.
SafetyWing, a Norwegian startup operating on a global basis within the insurance industry,
is a company that relies on ambassadors for digital marketing.
We collected user data from SafetyWing, as well as traffic data describing traffic entering
the SafetyWing webpage. In addition, we collected both traffic data and textual data
from the web pages of SafetyWing’s ambassadors. We have used various methods such as
textual analysis, topic modeling, correspondence analysis, regression, and visualizations to
analyze the data. In addition, we created two new variables, namely category (1-4) and
topic (1-6). To analyze profitability, we divided total sales per blog post by total traffic to
the blog.
The results showed that blogposts that focus extensively on SafetyWing, category 4, are
much more efficient than those focused elsewhere, because of the focus. Moreover, blog
posts about digital nomads, the target group of SafetyWing, are relatively unprofitable
in category 4. Lastly, we found that blog posts that focus somewhat or extensively on
SafetyWing, benefit from also including one or a few competitors.
Our conclusion is shaped as a recommendation to SafetyWing. Namely, we recommend
SafetyWing advise ambassadors to write a category 4 blogpost and use this actively as a
referral source from other blog posts. Additionally, the post should include one or a few
of the competitors of SafetyWing. | en_US |
