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[{"key": "dc.contributor.advisor", "value": "Frank, Lauri", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Vitikainen, Teemu", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-12-11T08:08:01Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-12-11T08:08:01Z", "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/123456789/73125", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Innovaatiot viev\u00e4t yrityksi\u00e4 eteenp\u00e4in teknologiapainotteisessa yhteiskunnassa. Niiden rooli on todettu merkitt\u00e4v\u00e4ksi arvon luomisessa ja kilpailukyvyn yll\u00e4pit\u00e4misess\u00e4. Markkinoinnin automaatio on innovaatio, joka mahdollistaa nopean ja muuttuvan markkinointitavan sek\u00e4 markkinoinnin kehitt\u00e4misen automaation mitattavuuden ja analyysin keinoin. T\u00e4ss\u00e4 tutkimuksessa tarkasteltiin markkinointiautomaation k\u00e4ytt\u00f6\u00f6nottoa suomalaisessa, keskisuuressa yrityksess\u00e4. Tavoitteena oli selvitt\u00e4\u00e4, miten automaatiota k\u00e4ytet\u00e4\u00e4n yrityksess\u00e4 ja mitk\u00e4 tekij\u00e4t vaikuttavat automaation k\u00e4ytt\u00f6\u00f6nottoon. Tutkimuksen teoreettinen viitekehys koostui innovaatioiden diffuusioteoriasta ja markkinointiautomaatioon liittyvist\u00e4 teoreettisista n\u00e4k\u00f6kulmista. Tutkimus toteutettiin tapaustutkimuksena. Tutkimusta varten haastateltiin viitt\u00e4 tapausyrityksen ty\u00f6ntekij\u00e4\u00e4, jotka osallistuivat markkinointij\u00e4rjestelm\u00e4n k\u00e4ytt\u00f6\u00f6nottoon ja kehitt\u00e4miseen yrityksess\u00e4. Puolistrukturoidut haastattelut analysoitiin sis\u00e4ll\u00f6nanalyysin menetelm\u00e4ll\u00e4. Tutkimuksessa havaittiin, ett\u00e4 markkinointiautomaatiota k\u00e4ytettiin organisaatiossa liidien lajitteluun, k\u00e4ytt\u00e4j\u00e4seurantaan ja asiakasdatan keruuseen, markkinoinnin personointiin ja suljetun kierron raportointiin. K\u00e4ytt\u00f6 erosi toisistaan eri liiketoimintayksikk\u00f6jen v\u00e4lill\u00e4, joista toisissa hy\u00f6dynnettiin automaatiota jo edistyneemmin, kun taas toisissa automaation k\u00e4ytt\u00f6 oli vasta alkutekij\u00f6iss\u00e4. Tutkimuksen perusteella ulkoisen kumppanin tuki, henkil\u00f6st\u00f6n sitoutuminen, tavoitteellisuus ja motivaatio muutokseen sek\u00e4 k\u00e4ytt\u00f6\u00f6noton ketter\u00e4 l\u00e4hestymistapa edistiv\u00e4t markkinointiautomaation k\u00e4ytt\u00f6\u00f6nottoa organisaatiossa. Toisaalta puutteellinen ymm\u00e4rrys markkinointiautomaatiosta, puutteellinen kuva prosesseista, haasteet kokonaisuuksien hallinnassa ja automaation asettamat vaatimukset hidastivat k\u00e4ytt\u00f6\u00f6nottoa. Tutkimuksen perusteella voidaan todeta, ett\u00e4 muutosjohtamisen merkitys k\u00e4ytt\u00f6\u00f6noton menestymiselle on merkitt\u00e4v\u00e4n suuri. Muutosjohtamisen lis\u00e4ksi markkinointiautomaation ymm\u00e4rryksen lis\u00e4\u00e4minen kaikilla organisaation tasoilla, yksik\u00f6isen v\u00e4lisen yhteisty\u00f6n kehitt\u00e4minen ja j\u00e4rjestelm\u00e4n tehokkaan k\u00e4yt\u00f6n edellytt\u00e4mien integraatioiden suorittaminen ovat edellytyksi\u00e4 markkinointiautomaation kehitt\u00e4miselle tulevaisuudessa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-12-11T08:08:01Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-12-11T08:08:01Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "61", "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": "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": "markkinointiautomaatio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "innovaatioiden diffuusio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "j\u00e4rjestelmien k\u00e4ytt\u00f6\u00f6notto", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Tapaustutkimus markkinointiautomaation k\u00e4ytt\u00f6\u00f6notosta keskisuuressa suomalaisessa yrityksess\u00e4", "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-202012117071", "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": "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": "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": "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": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "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": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "muutosjohtaminen", "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": "automaatio", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "innovaatiot", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "k\u00e4ytt\u00f6\u00f6notto", "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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