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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "H\u00e4m\u00e4l\u00e4inen, Roosa", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-08-25T06:35:54Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-08-25T06:35:54Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/71502", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Teknologian kehittyminen on parin viime vuosikymmenen aikana vaikuttanut suuresti asiakkaiden ostok\u00e4ytt\u00e4ytymiseen. Asiakkaat ovat entist\u00e4 tietoisempia siit\u00e4, millaisia tuotteita ja palveluita he haluavat kuluttaa ja millaista viestint\u00e4\u00e4 vastaanottaa. T\u00e4m\u00e4 asettaa yrityksille paineita palvella asiakkaita entist\u00e4 yksil\u00f6llisemmin ja personoidummin. Yksi keino vastata t\u00e4h\u00e4n muuttuvaan tarpeeseen on markkinoinnin automaatio.\n\nT\u00e4m\u00e4n tutkimuksen tavoite on lis\u00e4t\u00e4 tiet\u00e4myst\u00e4 markkinoinnin automaation k\u00e4ytt\u00f6\u00f6nottoprosessista ja tekij\u00f6ist\u00e4, joita yrityksen tulisi siin\u00e4 ottaa huomioon onnistuneen j\u00e4rjestelm\u00e4n luomiseksi. T\u00e4m\u00e4 saavutetaan tunnistamalla haasteita ja havaittuja hy\u00f6tyj\u00e4, sek\u00e4 analysoimalla j\u00e4rjestelm\u00e4n k\u00e4ytt\u00f6\u00f6nottoprosessia valitussa kohdeyrityksess\u00e4. T\u00e4m\u00e4 tutkimus toteutettiin siis tapaustutkimuksena puolistrukturoituja haastatteluja apuna k\u00e4ytt\u00e4en.\n\nTy\u00f6n teoreettinen perusta pohjautuu j\u00e4rjestelmien k\u00e4ytt\u00f6\u00f6nottoon liittyviin malleihin, sek\u00e4 markkinoinnin automaation ja se ominaisuuksien aiempaan tutkimukseen. Tutkimus on rakennettu ja analysoitu perustuen Murphyn (2018) luomaan viitekehykseen markkinoinnin automaation menestyst\u00e4 edelt\u00e4vist\u00e4 tekij\u00f6ist\u00e4. Tutkimuksessa viitekehyksen tekij\u00f6it\u00e4 tutkitaan case yrityksen kontekstissa ja t\u00e4m\u00e4n perusteella tehd\u00e4\u00e4n p\u00e4\u00e4telmi\u00e4 siit\u00e4, miten eri seikat voisi tulevaisuudessa huomioida entist\u00e4 paremmin markkinoinnin automaation k\u00e4ytt\u00f6\u00f6noton onnistumiseksi.\n\nKokonaisuudessaan t\u00e4m\u00e4 tutkimus laajentaa olemassa olevaa tutkimusta markkinoinnin automaation k\u00e4ytt\u00f6\u00f6nottoprosessista syvent\u00e4en ymm\u00e4rryst\u00e4 eri tekij\u00f6iden vaikutuksesta prosessin onnistumiseen. Tutkimuksen tulokset ovat linjassa aiemman tutkimuksen kanssa siin\u00e4, ett\u00e4 markkinoinnin automaation k\u00e4ytt\u00f6\u00f6noton motiivit kohdistuvan etenkin br\u00e4ndin tunnettuuden lis\u00e4\u00e4miseen, viestinn\u00e4n helpottamiseen ja myynnin tehostamiseen. Suurimmat k\u00e4ytt\u00f6\u00f6nottoprosessin haasteet taas liittyv\u00e4t datan hallintaan, markkinointi ja IT osastojen yhteisty\u00f6h\u00f6n ja projektin hallintaan suuressa yhti\u00f6ss\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The development of technology in the last couple of decades has greatly influenced customer buying behavior. Customers have become more aware of what kind of products and services they want to consume and what kind of communication to receive. This puts pressure on companies to serve customers in a more individual and personalized way. One way to meet this changing need is through marketing automation.\n\nThis study aims to increase knowledge of the marketing automation implementation process and the factors that a company should consider in order to create a successful system. This attempt is attained by identifying challenges and perceived benefits of marketing automation and its implementation and by analyzing the system implementation in the chosen case company. This study is thus conducted as a case study by using semi-structured interviews.\n\nThe theoretical background of the study is built on models related to system implementation, as well as previous research on marketing automation and its features. Research is constructed and analyzed based on the framework of Murphy (2018) who has identified the antecedents of marketing automation success. The antecedents identified in the framework are investigated in the case company context and the conclusions are drawn on how aspects could be better considered in the future to successfully implement marketing automation.\n\u00a0\nAll in all, this study extends existing research on the marketing automation implementation, deepening the understanding of the impact of various factors on the success of the process. The results of the study are in line with the previous study in that the motives for the implementation of marketing automation focus on increasing brand awareness, facilitating communication, and increasing sales efficiency. The biggest challenges in the deployment process, on the other hand, are related to data management, marketing and IT department collaboration, and project management in a large company.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-08-25T06:35:54Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-08-25T06:35:54Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "97", "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": "marketing automation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "lead generation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "system implementation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "content marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The antecedents of marketing automation success in system implementation process : case Finnish manufacturing company", "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-202008255644", "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": "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": "automaatio", "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": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sis\u00e4lt\u00f6tuotanto", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "automation", "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": "digital marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "content production", "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"}]
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