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[{"key": "dc.contributor.advisor", "value": "Peltoniemi, Mirva", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ylinen, Sari", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-07-15T09:01:36Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-07-15T09:01:36Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/65062", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Verkkokaupank\u00e4ynnist\u00e4 ker\u00e4tt\u00e4v\u00e4 analytiikka on kasvava ala, ja sen suosio yritystenv\u00e4lisess\u00e4 liiketoiminnassa on nousussa. Verkkokauppaliiketoiminta on saanut huomioita akateemiselta yhteis\u00f6lt\u00e4, mutta se miten verkkokaupoista ker\u00e4tt\u00e4v\u00e4\u00e4 analytiikkaa hy\u00f6dynnet\u00e4\u00e4n yrityksiss\u00e4 ei ole laajasti tutkittu aihe.\nT\u00e4m\u00e4n Pro-gradu tutkielman tarkoitus on laajentaa ymm\u00e4rryst\u00e4 verkkokauppa-analytiikan hy\u00f6dyist\u00e4 erityisesti teollisuuden alan myynniss\u00e4 ja markkinoinnissa, sek\u00e4 saavuttaa k\u00e4sitys mahdollisista haasteista, jotka liittyv\u00e4t sen k\u00e4ytt\u00f6\u00f6n. Tavoite saavutettiin tunnistamalla alueet miss\u00e4 yritystenv\u00e4linen myynti ja markkinointi voi hy\u00f6dynt\u00e4\u00e4 verkkokauppa-analytiikkaa ja tukea myynninkasvua. Lis\u00e4ksi, analytiikkaan ja sen k\u00e4ytt\u00f6\u00f6n liittyv\u00e4t haasteet havaittiin ja raportoitiin. Tutkielma on toteutettu toimeksiantona teollisen valmistuksen yritykselle, jossa tutkija ty\u00f6skenteli tutkimuksen aikana. Yrityksell\u00e4 oli tarve selvitt\u00e4\u00e4 verkko- kauppa-analytiikan hy\u00f6dyt ja haasteet heid\u00e4n myyntip\u00e4\u00e4llik\u00f6iden n\u00e4k\u00f6kulmasta koskien varaosaliiketoimintaa, jotta tiedonhallintaa ja sit\u00e4 kautta myynnin kasvua voisi parantaa.\nTeoreettinen viitekehys koostuu verkkokauppa-analytiikan, analyyttisen asiakkuudenhal- linnan sek\u00e4 tietoj\u00e4rjestelmien k\u00e4ytt\u00f6\u00f6nottoon. Yhteenvetona voi todeta, ett\u00e4 t\u00e4m\u00e4 tutkimus laajentaa nykyist\u00e4 tutkimusta verkkokauppa-analytiikasta ja sen k\u00e4yt\u00f6st\u00e4 yritystenv\u00e4lisen myynnin ja markkinoinnin kehitt\u00e4misess\u00e4. Empiiriset tutkimustulokset peilaavat vahvasti teorioita: suurimmat hy\u00f6dyt analytiikasta myynnin kasvattamisen n\u00e4k\u00f6kulmasta syntyy segmentoinnissa, kommunikoinnin laadussa, luottamuksessa, myyjien sitoutumisessa sek\u00e4 tuotetasolla tapahtuvassa myynnin parantamisessa. Haasteet, jotka hidastavat analytiikan k\u00e4ytt\u00f6\u00e4 liittyv\u00e4t sek\u00e4 ihmisiin sek\u00e4 analytiikkaan itseens\u00e4. Verkkokauppa-analytiikan hy\u00f6dynt\u00e4minen on my\u00f6s riippuvainen organisaatiotason kyvyist\u00e4. Suurin ero aiempaan kirjallisuuteen oli se, ett\u00e4 koettu hy\u00f6ty verkkokauppa-analytiikasta verrattuna toisiin datal\u00e4hteisiin oli alempi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "E-commerce analytics is growing industry and its popularity among B2B companies is climbing. E-commerce has received academic interest, however how the e-commerce ana- lytics is harnessed to support the sales and marketing has not been widely studied topic.\nThe goal of this research is to increase the understanding of benefits of e-commerce analyt- ics in industrial B2B sales and marketing, as well as to gain comprehensive picture of the impediments of using the system. This goal was reached by identifying the areas where B2B sales and marketing can use analytics can support them to increase sales as well as recog- nizing the impediments of reaching the full potential of use of e-commerce analytics data. This study is conducted as a case study while the researcher was working in the case organ- ization, which is a Finnish B2B organization in industrial manufacturing field. The case or- ganization wanted to discover the benefits and impediments of e-commerce web-analytics from the perspective of their Sales Managers in spare parts business. Their objective was to improve sales through better information management system.\nThe main theoretical background consists of e-commerce analytics and analytical customer relationship management (CRM) as well as ICT adoption. All in all, we can conclude that this study extends the existing research on e-commerce analytics and its use in B2B sales and marketing. The empirical data mirrors strongly the theoretical frameowork; the main bene- fits of e-commerce analytics for B2B sales and marketing especially from sales growth per- spective is related to segmentation, communication quality, trust, commitment and product performance. The impediments that hinder the use of analytics for these purposes are re- lated to both people and the analytical system itself. Harnessing the benefits of e-commerce analytics is also found to be dependent on the organizational capabilities. The major dis- crepancy between the existing literature and this research was that the perceived benefit of e-commerce analytics compared to other data sources, such as installed base, was consid- ered lower.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2019-07-15T09:01:36Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-07-15T09:01:36Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "70", "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": "sales enablement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "e-commerce", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "machinery industry", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "E-commerce analytics as B2B sales and marketing performance enabler : a case study in spare parts business", "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-201907153635", "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": "student", "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": "restrictedAccess", "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": "myyntip\u00e4\u00e4llik\u00f6t", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakkuudenhallinta", "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": "yritysmyynti", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sales managers", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "customer relationship management", "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": "business-to-business 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.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only 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": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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