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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kauppinen, Aleksi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-12-17T11:04:51Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-12-17T11:04:51Z", "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/123456789/73291", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitalisoituminen on tuonut uudenlaisia haasteita, mutta myo\u0308s ratkaisuja ja mahdollisuuksia markkinoijille. Web-analytiikan avulla markkinoijat ovat kykenevia\u0308 osoittamaan markkinoinnin tuloksellisuutta seka\u0308 kehitta\u0308ma\u0308a\u0308n markkinointia digitaalisessa ympa\u0308risto\u0308ssa\u0308. Web-analytiikan hyo\u0308dynta\u0308minen on verrattain yleista\u0308, johtuen useiden na\u0308iden sovellusja\u0308rjestelmien maksuttomuudesta seka\u0308 suhteellisesta helppoka\u0308ytto\u0308isyydesta\u0308. Kuitenkin web-analytiikan strateginen hyo\u0308dynta\u0308minen vaatii uudenlaisia tietotaitoja seka\u0308 muuntautumiskykya\u0308 ja moni organisaatio epa\u0308onnistuukin ta\u0308ssa\u0308, jolloin web-analytiikan hyo\u0308dynta\u0308minen ja\u0308a\u0308 sattumanvaraiseksi. Analyytikoista on globaali tyo\u0308voimapula, jolloin na\u0308ita\u0308 tietotaitoja joudutaan hankkimaan vaihtoehtoisin keinoin, esimerkiksi konsultointipalveluita hyo\u0308dynta\u0308ma\u0308lla\u0308.\nTa\u0308ma\u0308n tutkimuksen tarkoituksena oli tutkia, kuinka web-analytiikan konsultit hyo\u0308dynta\u0308va\u0308t web-analytiikkaa osana markkinoinnin mittaamista. Ilmio\u0308ta\u0308 tutkitaan kolmen eri ulottuvuuden kautta: sisa\u0308lto\u0308, prosessi ja konteksti. Na\u0308ma\u0308 ulottuvuudet asettivat ta\u0308lle tutkimukselle kolme tutkimuskysymysta\u0308: 1) Millaista web-analytiikan dataa ulkoiset asiantuntijat kera\u0308a\u0308va\u0308t? 2) Mitka\u0308 ovat datan prosessoinnin pa\u0308a\u0308piirteet? 3) Kuinka organisaation kontekstin koetaan vaikuttavan web-analytiikan hyo\u0308dynta\u0308miseen? Ilmio\u0308n moniulotteisen luonteen takia tutkimusmuodoksi valikoitui ilmio\u0308ta\u0308 kuvaileva, kvalitatiivinen tutkimus. Aineistonkeruumenetelma\u0308na\u0308 oli puolistrukturoitu teemahaastattelu. Haastatteluja suoritettiin kuusi kappaletta suomalaisten web-analytiikan konsulttien kanssa. Kera\u0308tty aineisto analysoitiin sisa\u0308llo\u0308nanalyysin periaatteita noudattaen.\nTulokset mukailivat paljon aikaisempien tutkimusten tuloksia, mutta myo\u0308s eroavaisuuksia esiintyi. Tutkimuksen perusteella web-analytiikan konsulteille on ta\u0308rkea\u0308a\u0308 sitoa web-analytiikan mittaristo tukemaan asiakasorganisaation liiketoiminnan tavoitteita seka\u0308 muodostaa asiakkaan ostopolku digitaalisessa ympa\u0308risto\u0308ssa\u0308. Web-analytiikan hyo\u0308dynta\u0308miselle on ta\u0308rkea\u0308a\u0308 systemaattinen prosessi. Tutkimuksen perusteella useissa organisaatioissa epa\u0308onnistutaan web-analytiikan hyo\u0308dynta\u0308misessa\u0308 niukkojen seka\u0308 huonosti allokoitujen resurssien johdosta. Lisa\u0308ksi tutkimuksen perusteella pitka\u0308lle digitalisoituneilla toimialoilla organisaatiot hyo\u0308dynta\u0308va\u0308t enemma\u0308n web-analytiikkaa markkinoinnin pa\u0308a\u0308to\u0308ksenteossa. Lopuksi esita\u0308n tutkimuksen pohjalta muodostuneen uuden viitekehyksen, jossa tarkastellaan mita\u0308 sisa\u0308isen kontekstin tekijo\u0308ita\u0308 konsultit aktiivisesti kehitta\u0308va\u0308t asiakasorganisaatioissa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-12-17T11:04:51Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-12-17T11:04:51Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "79", "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": "web-analytiikka", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinoinnin mittaaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "dataohjautuva markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "liikkeenjohdon konsultointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Konsultit keskio\u0308ssa\u0308 : web-analytiikan hyo\u0308dynta\u0308minen markkinoinnin mittaamisessa", "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-202012177227", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "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.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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "konsultointi", "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.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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