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[{"key": "dc.contributor.author", "value": "Korpinen, Olli", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2013-10-10T12:32:44Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2013-10-10T12:32:44Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2013", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/42323", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Korpinen, Olli\nJ\u00e4rjestelm\u00e4pohjainen asiakasarvon m\u00e4\u00e4ritt\u00e4minen ja hy\u00f6dynt\u00e4minen asiakas-l\u00e4ht\u00f6isess\u00e4 markkinoinnissa\nJyv\u00e4skyl\u00e4: Jyv\u00e4skyl\u00e4n yliopisto, 2013, 27 s.\nTietoj\u00e4rjestelm\u00e4tiede, kandidaatin tutkielma\nOhjaaja: Sepp\u00e4nen, Ville\nTiiviisti kilpailluilla markkinoilla markkinoinnin rooli korostuu koko ajan t\u00e4r-ke\u00e4mm\u00e4ksi ja yritysten on t\u00e4m\u00e4n seurauksena siirrytt\u00e4v\u00e4 asiakaskeskeiseen markkinointiin ja t\u00e4ten asiakkuudenhallintaan (CRM, Customer Relationship Management). Tutkielma esitt\u00e4\u00e4, ett\u00e4 asiakkaat ovat yritykselle eriarvoisia n\u00e4i-den kuluttaessa eri tavalla. Esimerkiksi potentiaalitonta kertaostajaa ei tulisi kohdella samalla tavalla kuin yrityksen arvokkainta asiakasta. Eriarvoisuuden seurauksena p\u00e4rj\u00e4\u00e4v\u00e4t parhaiten yritykset, jotka tuntevat asiakkaansa. Yritysten tulisi keskitty\u00e4 oikeiden asiakkaiden valintaan ja n\u00e4iden asiakassuhteiden kehi-tykseen. Tutkielma esittelee k\u00e4sitteen asiakkaan elinkaariarvo (CLV, Customer Lifetime Value), jolla tarkoitetaan asiakkaan yritykselle heijastamaa arvoa koko t\u00e4m\u00e4n elinkaaren aikana.\nTekniikan kehittyess\u00e4 yrityksille tulee lis\u00e4\u00e4 ty\u00f6kaluja tehokkaaseen datan ker\u00e4\u00e4miseen ja analysointiin. Tiedonlouhinta ja j\u00e4rjestelm\u00e4pohjainen segmen-tointi ovat suuressa osassa tehokkaassa ja totuuteen perustuvassa asiakasarvon m\u00e4\u00e4rityksess\u00e4. T\u00e4m\u00e4 tutkielma esitt\u00e4\u00e4 useita eri menetelmi\u00e4 asiakasarvon m\u00e4\u00e4-ritt\u00e4miseen sek\u00e4 pohtii n\u00e4iden vahvuuksia ja heikkouksia. Tutkimusongelmina ovat: Mit\u00e4 on asiakkuudenhallinta ja kuinka sit\u00e4 voidaan hy\u00f6dynt\u00e4\u00e4? Miten voidaan m\u00e4\u00e4ritt\u00e4\u00e4 asiakkuuden arvo ja mit\u00e4 sen laskemisella voidaan saavuttaa?\nTutkielma on toteutettu kirjallisuuskatsauksena k\u00e4ytt\u00e4en useita eri artik-keleita. Tavoitteena on ollut saavuttaa mahdollisimman laaja katse alan nykyti-laan sek\u00e4 pyrki\u00e4 erottelemaan eri n\u00e4k\u00f6kulmia ja mahdollisuuksien mukaan yh-distelem\u00e4\u00e4n n\u00e4it\u00e4 keskilinjan saavuttamiseksi. Lopputuloksena tutkielmassa todetaan, ett\u00e4 yritysten on omaksuttava asiakasl\u00e4ht\u00f6inen liiketoimintastrategia (CRM) sek\u00e4 pysytt\u00e4v\u00e4 tekniikan kehityksess\u00e4 mukana. Tietotekniikka mahdol-listaa suuren asiakastietom\u00e4\u00e4r\u00e4n tehokkaan k\u00e4sittelyn ja yrityksen tulisi t\u00e4t\u00e4 k\u00e4ytt\u00e4\u00e4. Yritysten tulisi my\u00f6s pyrki\u00e4 asiakkaan elinkaariarvon m\u00e4\u00e4rittelyyn, vaikkakin tulevaisuuden m\u00e4\u00e4rittely voi osoittautua vaikeaksi teht\u00e4v\u00e4ksi. Asia-kasarvon p\u00e4\u00e4ttely on silti eritt\u00e4in olennainen osa oikeiden asiakkaiden valintaa ja n\u00e4iden elinkaariarvojen maksimointia.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Korpinen, Olli\nSystem-based determination and utilization of customer value in customer-centric marketing\nJyv\u00e4skyl\u00e4: University of Jyv\u00e4skyl\u00e4, 2013, 27 p.\nBachelor\u2019s thesis in Information Systems Science\nSupervisor: Sepp\u00e4nen, Ville\nMarkets have become more competitive than ever before and because of this companies need to respond by adapting customer centric strategies and imple-ment customer relationship management (CRM) to their businesses. This thesis proposes that customers are not equal and because of this should be treated with unique strategies. For example first time customer without any potential value shouldn\u2019t be treated as the same as the most valuable customer. Because of the inequality of customers, the companies who know their customers better make more profit. Companies should focus on the customer acquisition process and choose the best customers. The chosen customers should also be handled with precision aiming to the development of the relationships. The thesis also introduces the concept of customer lifetime value (CLV) which means the value the customer brings to the company during her lifetime.\nThe development of information systems brings more tools for data collec-tion and analysis. Data mining and system-based segmentation are in big roles when trying to define customer values effectively and truthfully. This thesis introduces many different views and methods to customer value and its calcu-lations and tries to discuss their strengths and weaknesses. The research prob-lems are the following: What is customer relationship management and how can it be used? How can the customer value be calculated and what can a com-pany benefit when knowing how valuable their customers really are?\nThe thesis is a review of the current literature and aims to establish a broad view to the field of customer value. The goal is also to introduce different researches, their perspectives and try to find the medium from these research results. The results of this thesis stand that companies need to adapt customer centric view and customer relationship management as an operative and strate-gic element. It is also important to keep up with the development of infor-mation systems. This development of technology enables companies to have a lot of information of their customers collected, stored and analyzed. The estima-tion of the future value of customers can be really hard but companies should still calculate customer value, find the right customers and aim to maximize the lifetime value of these valuable customers.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Seija Paananen (sepaanan) on 2013-10-10 12:32:43.676115. Form: Admin-lomake rajoitetuille kandidaatintutkielmille (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/admin-lomake-rajoitetuille-kandeille). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2013-10-10T12:32:44Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201310102452.pdf: 503111 bytes, checksum: ba6a9382a56d6dad4939c980aed4835b (MD5)\nlicense.html: 107 bytes, checksum: a7d86e598caa500b1b433bbb9dc8ef1c (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2013-10-10T12:32:44Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201310102452.pdf: 503111 bytes, checksum: ba6a9382a56d6dad4939c980aed4835b (MD5)\nlicense.html: 107 bytes, checksum: a7d86e598caa500b1b433bbb9dc8ef1c (MD5)\n Previous issue date: 2013", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "27", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakasarvo", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakkaan elinkaariarvo", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "CRM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakkuudenhallinta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakastieto", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "J\u00e4rjestelm\u00e4pohjainen asiakasarvon m\u00e4\u00e4ritt\u00e4minen ja hy\u00f6dynt\u00e4minen asiakas-l\u00e4ht\u00f6isess\u00e4 markkinoinnissa", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201310102452", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.dcmitype", "value": "Text", "language": "en", "element": "type", "qualifier": "dcmitype", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatintutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2013-10-10T12:32:44Z", "language": null, "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "restrictedAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "This material has a restricted access due to copyright reasons. It can be read at the department responsible for publication of the thesis, or at the archival workstation at Jyv\u00e4skyl\u00e4 University Library: https://kirjasto.jyu.fi/en/workspaces/facilities.", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Luettavissa tekij\u00e4noikeudellisista syist\u00e4 vain opinn\u00e4ytteen julkaisseella laitoksella ja Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6asemalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}]
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