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[{"key": "dc.contributor.advisor", "value": "Luoma, Eetu", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Salonen, Teemu", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-05-28T21:54:58Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-05-28T21:54:58Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2017", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/54137", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 kandidaatintutkielma tutkii menestystekij\u00f6it\u00e4 massadatan hy\u00f6dynt\u00e4misess\u00e4 digitaalisen markkinoinnin tarkoituksiin. Yleisesti aihepiiri\u00e4 on aiemmin tutkittu l\u00e4hinn\u00e4 koko liiketoiminnan n\u00e4k\u00f6kulmasta. Tutkielma pyrkii selvitt\u00e4m\u00e4\u00e4n n\u00e4k\u00f6kulmia aihepiiriin juuri markkinoinnin kannalta, sill\u00e4 markkinoinnin n\u00e4k\u00f6kulmasta aihetta ei ole tutkittu kovin laajasti. Tutkielma on toteutettu kirjallisuuskatsauksena. Suurin osa l\u00e4hdeaineistosta on viime vuosilta, ja varsinkin markkinoinnin n\u00e4k\u00f6kulmasta tehty massadatan hy\u00f6dynt\u00e4misen tutkimus on tuoretta. L\u00e4hdeaineisto koostuu p\u00e4\u00e4asiassa vertaisarvioiduista tieteellisist\u00e4 artikkeleista. My\u00f6s kaupallisia l\u00e4hteit\u00e4 on k\u00e4ytetty suhteellisen paljon, sill\u00e4 tutkielman aihe liittyy vahvasti kaupalliseen n\u00e4k\u00f6kulmaan, ja siihen, miten massadatasta voidaan hy\u00f6ty\u00e4 juuri markkinoinnin ja liiketoiminnan kannalta. L\u00e4htein\u00e4 on k\u00e4ytetty muun muassa joitakin blogikirjoituksia ja suurten konsulttiyritysten analyyseja, tilastoja ja artikkeleita.\nLuettuaan tutkielman lukijalla on k\u00e4sitys massadatasta, sen tarjoamista hy\u00f6dyist\u00e4 ja haasteista markkinointiin ja tietoisuus massadatan hy\u00f6dynt\u00e4misen haasteista ja menestystekij\u00f6ist\u00e4 niin markkinoinnin kuin koko liiketoiminnan ja yhteiskunnan kannalta. Tutkielmassa k\u00e4yd\u00e4\u00e4n l\u00e4pi luvuittain massadata aihepiirin\u00e4, digitaalisen markkinoinnin osuus ja menestystekij\u00e4t massadatan hy\u00f6dynt\u00e4miseen digitaalisessa markkinoinnissa. Viimeksi mainittuun on sovellettu aiemmin tutkittuja kehyksi\u00e4 digitaalisen markkinoinnin ja massadatan hy\u00f6dynt\u00e4misen menestystekij\u00f6it\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This bachelor\u2019s thesis aims to study the success factors of utilizing Big Data in digital marketing purposes. The topic has been previously studied mainly from the business perspective. This thesis tries to find aspects to the subject from the marketing perspective, since there are not that much research from that perspective. The thesis has been carried out as a literature review. Most of the source material are from the recent years, and especially the research around the Big Data from the marketing perspective is new. The source material is mainly composed of peer-reviewed scientific articles. There are also significantly many commercial sources since the topic is strongly related to the commercial point of view, and how big data can be utilized precisely in marketing and business functions. References include also some blog posts, analyses from large consulting firms, statistics and articles.\nAfter reading the thesis the reader understands big data basics, the benefits and challenges how Big Data can be utilized in marketing functions and has awareness of the challenges and success factors in utilizing Big Data in terms of marketing, business and society. The first chapter handles Big Data, the second chapter handles the digital marketing viewpoint of success factors and the utilization of mass data in digital marketing, marketing. The existing frameworks of digital marketing success factors and big data utilization are applied to the latter one.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Teemu Salonen (teeesalo) on 2017-05-28 21:54:57.632274. Form: Kandidaatintutkielma -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/kandin-tutkielma-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2017-05-28T21:54:58Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201705292531.pdf: 541630 bytes, checksum: 86cfbaf174272962db74ccee56b5ac6d (MD5)\nlicense.html: 4829 bytes, checksum: 6ed91c9f5f1041d682d0feeb9f972ade (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-05-28T21:54:58Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201705292531.pdf: 541630 bytes, checksum: 86cfbaf174272962db74ccee56b5ac6d (MD5)\nlicense.html: 4829 bytes, checksum: 6ed91c9f5f1041d682d0feeb9f972ade (MD5)\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "38", "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": "Big Data", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "massadata", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "BI", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "menestystekij\u00e4t", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Massadatan hy\u00f6dynt\u00e4misen menestystekij\u00e4t ja haasteet digitaalisessa 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-201705292531", "language": null, "element": "identifier", "qualifier": "urn", "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": "2017-05-28T21:54:58Z", "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": "openAccess", "language": "fi", "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"}]
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