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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Puttonen, Juho", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-23T15:02:42Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-23T15:02:42Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103891", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kiinnostus dataan, data-analytiikkaan sek\u00e4 sen hy\u00f6dynt\u00e4miseen her\u00e4tt\u00e4\u00e4 kasvavaa kiinnostusta niin akateemisesti kuin yritysten joukossa. Tutkimuksen tarkoituksena oli selvitt\u00e4\u00e4, miten ja millaista dataa hy\u00f6dynnet\u00e4\u00e4n verkkokauppojen markkinoinnin ja myynnin tukemisessa sek\u00e4, miten dataa hy\u00f6dynnet\u00e4\u00e4n asiakaspolun kolmessa eri osto-vaiheissa: ostoa edelt\u00e4v\u00e4 vaihe, oston aikainen vaihe ja oston j\u00e4lkeinen vaihe. Tarkoitus oli my\u00f6s kartoittaa, miten verkkokauppiaat tekev\u00e4t datal\u00e4ht\u00f6ist\u00e4 myynti\u00e4 ja markki-nointia. Tutkimuksessa selvitettiin my\u00f6s mahdollisia haasteita ja hy\u00f6tyj\u00e4, joita verkko-kaupat kohtaavat data-analysointity\u00f6kalujen sek\u00e4 datal\u00e4ht\u00f6isen p\u00e4\u00e4t\u00f6ksenteon k\u00e4yt\u00f6s-s\u00e4. T\u00e4t\u00e4 kautta pyrittiin selvitt\u00e4m\u00e4\u00e4n, millainen data on hy\u00f6dyllist\u00e4 ja relevanttia johta-jille, jotka tekev\u00e4t t\u00f6it\u00e4 n\u00e4iden toimintojen parissa.\n\nTutkimuksen aineisto ker\u00e4ttiin puolistrukturoiduilla haastatteluilla verkkokaupan markkinoinnin ja myynnin asiantuntijoille. Haastattelujen j\u00e4lkeen aineisto litteroitiin ja koodattiin k\u00e4ytt\u00e4en Atlas.ti ohjelmaa, tunnistaen teemoja aineistoista. N\u00e4ist\u00e4 muodos-tettiin tuloksia verkkokaupan liiketoiminnan mittaamisesta ja datal\u00e4ht\u00f6isen p\u00e4\u00e4t\u00f6ksen-teon sek\u00e4 data-analysointity\u00f6kalujen hy\u00f6dyist\u00e4 ja haasteista. T\u00e4m\u00e4n j\u00e4lkeen tuloksia muodostettiin my\u00f6s data-analysointity\u00f6kalujen kehitt\u00e4misest\u00e4 sek\u00e4 datal\u00e4ht\u00f6isest\u00e4 p\u00e4\u00e4-t\u00f6ksenteosta asiakaspolun kolmessa eri ostovaiheessa.\n\nTulokset laajensivat aiemman asiakaspolun ostovaiheen mallia antamalla lis\u00e4tutkimus-ta verkkokaupan datal\u00e4ht\u00f6isen p\u00e4\u00e4t\u00f6ksenteon kontekstissa. T\u00e4m\u00e4 vastaa aiempiin kir-jallisuudesta tunnistettuihin jatkotutkimusehdotuksiin ja tutkimusaukkoihin. Haasteis-ta huolimatta datal\u00e4ht\u00f6inen p\u00e4\u00e4t\u00f6ksenteko on sen kustannusten arvoista, ja verkkokau-pat hy\u00f6tyv\u00e4t siit\u00e4 esimerkiksi myynnin ja sijoitetun p\u00e4\u00e4oman tuoton kasvun muodossa. Verkkokaupat kertoivat t\u00e4rkeimpi\u00e4 hy\u00f6tyj\u00e4 datal\u00e4ht\u00f6isess\u00e4 p\u00e4\u00e4t\u00f6ksenteossa, ja data-analysointity\u00f6kalujen k\u00e4yt\u00f6ss\u00e4 olevan tuen p\u00e4\u00e4t\u00f6ksenteossa ja tehtyjen toimien peruste-lemisessa. T\u00e4m\u00e4n lis\u00e4ksi he painottivat data-analysoinnin lis\u00e4\u00e4v\u00e4n reagointinopeutta liiketoiminnassaan. T\u00e4m\u00e4 mahdollistaa my\u00f6s tarkan kokonaiskuvan saamisen liiketoi-minnasta sek\u00e4 syv\u00e4llisen vertailemisen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-06-23T15:02:42Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-23T15:02:42Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "109", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Verkkokaupan datal\u00e4ht\u00f6inen markkinoinnin ja myynnin johtaminen", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202506235652", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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