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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pirinen, Esra", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-08-29T07:27:10Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-08-29T07:27:10Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/59364", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Yritysten on t\u00e4rke\u00e4\u00e4 seurata ja ymm\u00e4rt\u00e4\u00e4 asiakkaiden toimintaa verkossa, jotta osataan\ntehd\u00e4 liiketoiminnan ja markkinoinnin kannalta hy\u00f6dyllisi\u00e4 p\u00e4\u00e4t\u00f6ksi\u00e4. Erilaisten analytiikkaty\u00f6kalujen avulla datan ker\u00e4\u00e4minen verkkosivuilta on t\u00e4n\u00e4 p\u00e4iv\u00e4n\u00e4 melko vaivatonta, yksinkertaista, ja useimmiten my\u00f6s ilmaista. Varsinkin pienilt\u00e4 yrityksilt\u00e4 saattaa\nkuitenkin puuttua tarvittavaa tietotaitoa sek\u00e4 resursseja, eik\u00e4 dataa siksi p\u00e4\u00e4st\u00e4 hy\u00f6dynt\u00e4m\u00e4\u00e4n niin paljon, kuin ehk\u00e4 olisi mahdollista. Pieniss\u00e4 yrityksiss\u00e4 on monesti perustajahenkil\u00f6 tai omistaja, joka vastaa liiketoiminnan eri osa-alueista, ja on siis paljon h\u00e4nen\nomasta kompetenssistaan kiinni, kuinka paljon digitaalisia ty\u00f6kaluja voidaan omaksua\nyrityksen k\u00e4ytt\u00f6\u00f6n. Olisi t\u00e4rke\u00e4\u00e4, ett\u00e4 kaikilla yrityksill\u00e4 olisi mahdollisuus ottaa analytiikkaty\u00f6kalut hy\u00f6tyk\u00e4ytt\u00f6\u00f6n oman yrityksen tavoitteiden saavuttamista varten.\n\nT\u00e4m\u00e4n tutkimuksen tarkoituksena on siis lis\u00e4t\u00e4 tietoa siit\u00e4, miten data-analytiikkaa\nk\u00e4ytet\u00e4\u00e4n pieniss\u00e4 suomalaisissa, verkkokauppaa tekeviss\u00e4, yrityksiss\u00e4. Ilmi\u00f6t\u00e4 tutkitaan\nkolmen p\u00e4\u00e4teeman kautta: sis\u00e4lt\u00f6, prosessi ja konteksti. N\u00e4m\u00e4 teemat asettavat t\u00e4lle tutkimukselle kolme kysymyst\u00e4: (1) millaista dataa ker\u00e4t\u00e4\u00e4n, (2) kuinka dataa k\u00e4sitell\u00e4\u00e4n\nyrityksess\u00e4, ja (3) miten yrityksen konteksti vaikuttaa datan k\u00e4ytt\u00f6\u00f6n. Tutkimustavaksi\nvalikoitui kvalitatiivinen tutkimus, sill\u00e4 tutkimus on luonteeltaan kuvaileva. Aineistonkeruumenetelm\u00e4n\u00e4 toteutettiin 19 teemahaastattelua yhdess\u00e4 pienten suomalaisten verkkokauppiaiden kanssa. Kun aineisto oli ker\u00e4tty, se analysoitiin noudattamalla sis\u00e4ll\u00f6nanalyysin periaatteita niin, ett\u00e4 teoria oli johdattamassa tulosten muodostumista.\n\nT\u00e4m\u00e4n tutkimuksen tulokset ovat pitk\u00e4lti yhtenev\u00e4isi\u00e4 aiemman tutkimustiedon\nkanssa, jossa on tutkittu analytiikan k\u00e4ytt\u00f6\u00e4 yrityksiss\u00e4. Tulokset osoittavat, ett\u00e4 datan\nk\u00e4ytt\u00f6 pieniss\u00e4 yrityksiss\u00e4 ei ole kovin organisoitua, vaan se perustuu yleens\u00e4 senhetkisiin tarpeisiin ja p\u00e4\u00e4t\u00f6ksiin. Dataa ei v\u00e4ltt\u00e4m\u00e4tt\u00e4 seurata s\u00e4\u00e4nn\u00f6llisesti, mutta tarvittava\ntieto etsit\u00e4\u00e4n aina silloin, kun tehd\u00e4\u00e4n siihen liittyvi\u00e4 p\u00e4\u00e4t\u00f6ksi\u00e4. Suosituimmat mittarit\nliittyv\u00e4t myyntilukujen erilaisiin muotoihin, sek\u00e4 siihen, mist\u00e4 kanavista sivuvierailijat\ntulevat, ja milt\u00e4 markkinoinnin tuloksellisuus n\u00e4ytt\u00e4\u00e4. Tuloksista k\u00e4vi ilmi, ett\u00e4 yrityksen\nkontekstiin liittyv\u00e4t tekij\u00e4t vaikuttavat eniten, miten dataa pystyt\u00e4\u00e4n hy\u00f6dynt\u00e4m\u00e4\u00e4n yrityksess\u00e4. Ensinn\u00e4kin, puute ajasta ja resursseista hidastaa datan k\u00e4ytt\u00f6\u00e4. Toiseksi, tietotaidolla ja osaamisella on keskeinen merkitys, jotta analytiikkaa voidaan k\u00e4ytt\u00e4\u00e4 tehokkaasti. Kolmanneksi, yrityksen markkinointiaktiivisuus m\u00e4\u00e4rittelee, kuinka suuri tarve\nyrityksell\u00e4 on seurata data-analytiikkaa. N\u00e4iden pohjalta tutkimuksessa esitell\u00e4\u00e4n kontekstuaalinen viitekehys, jossa osaamisen sek\u00e4 datan k\u00e4yt\u00f6n keskin\u00e4ist\u00e4 suhdetta tarkastellaan kolmen tyyppiesimerkin kautta \u2013 aloittelijat, tietoiset sek\u00e4 osaavat tekij\u00e4t.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "In order to succeed in the digital era, it is important to be able to track and understand\ncustomer behaviour in the online environment. Web analytics can offer valuable insight\nfor decision-making, but especially small enterprises may lack some crucial components,\nsuch as know-how and resources, which prevents them from utilizing web analytics with\na full potential. Typically, owner-managers in small companies are in a crucial position,\nand they have a huge impact, whether analytical solutions are adapted or not. Analytical\nsolutions are nowadays easily available, and they are easy-to-use, but their professional\nusage does not come without any learning. However, it would be important, that every\ncompany would be able to use these tools in their daily business operations.\n\nHence, the aim of this research is to increase the knowledge about the usage of web\nanalytics within small enterprises. We investigate this phenomenon through three themes:\ncontent, process, and context. These themes answer the questions, that (1) what kind of\ndata is collected, (2) how the data is managed within a company, and (3) how the organizational context affect on the usage of web analytics. A qualitative approach was chosen\nfor this research, because the nature of this study is descriptive. 19 semi-structured interviews were conducted with small Finnish E-commerce businesses to shed light on these\nthemes. The material was then analyzed through content analysis, and the previous theory gave a direction for the analysis process.\n\nThis study is consistent with the previous literature about the usage of web analytics.\nThe findings indicate, that the usage of web analytics is quite ad-hoc, and it is usually\nbased on urgent needs and ongoing projects. Many companies do not have time to monitor the data regularly, but the right data is looked for, when it is really needed. The most\npopular measures include different variations of sales data, the information about traffic\nsources, and marketing profitability. The study revealed, that the contextual factors have\nthe biggest impact on a company\u2019s ability to utilize web analytics. First of all, there is a\nlimited amount of time and resources, which slows down the usage of web analytics. Secondly, know-how and skills have a major impact, whether analytical applications can be\nused. Thirdly, the level of a company\u2019s marketing activity determines, if there is an actual\nneed for measurement. To examine the contextual factors more closely, a contextual\nframework was created, which examines the relationship between the level of know-how\nand the usage of web analytics. Finally, the framework presents three types of companies,\nwhich have similar characteristics \u2013 beginner, conscious and advanced.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-08-29T07:27:10Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-08-29T07:27:10Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "72", "language": "", "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": "eng", "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": "web analytics", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "clickstream data", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "marketing measurement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Perspective of small enterprises : how web analytics are used by Finnish online retailers?", "language": "", "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-201808293958", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "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.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "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": "yvv.contractresearch.collaborator", "value": "business", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "university", "language": "", "element": "contractresearch", "qualifier": "initiative", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "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.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "pienet ja keskisuuret yritykset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkokaupat (WWW-sivustot)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkokauppa (verkkoliiketoiminta)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "small and medium-sized enterprises", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digital marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "online shops", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "electronic commerce", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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