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[{"key": "dc.contributor.advisor", "value": "Taipalus, Toni", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Eloranta, Eetu", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-05-24T10:25:55Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-05-24T10:25:55Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/75903", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Big data ja siihen liittyv\u00e4 analytiikka on jo pitk\u00e4\u00e4n ollut IT-alan ja liiketoiminnan hehkutetuimpia teknologiatrendej\u00e4. Big datan mahdollisuudet on laajalti tunnistettu eri toimialoilla ja sen potentiaali on saanut painoarvoa niin tieteel-lisess\u00e4 tutkimuksessa, kuin k\u00e4yt\u00e4nn\u00f6n liiketoiminnassakin. Big data -analytiikka on saanut my\u00f6s markkinoijat kiinnostumaan sen luomista mahdollisuuksista onnistuneen markkinoinnin arvonluojana. Tutkimuksia big datan haasteista on tehty aiemmin, mutta v\u00e4hemm\u00e4n painoarvoa tutkimuksessa on kuitenkin saanut big datan ja analytiikan haasteet markkinoinnissa. T\u00e4ss\u00e4 tutkielmassa pyrimme l\u00f6yt\u00e4m\u00e4\u00e4n keskeiset haasteet big datan ja analytiikan hy\u00f6dynt\u00e4miseen markkinoinnin kontekstissa hy\u00f6dynt\u00e4m\u00e4ll\u00e4 integroivaa kirjallisuuskatsausta tutkimusmetodina. Jaamme haasteet teknisiin, volyymiin liittyviin, nopeuteen ja reaaliaikaiseen hy\u00f6dynt\u00e4miseen liittyviin, monipuolisuuteen liittyviin, kompleksisuuteen liittyviin, arvoon liittyviin ja yksityisyyteen ja omistajuuteen liittyviin haasteisiin. Pyrimme luomaan kokonaisvaltaisen kuvan markkinoinnin toimialalla big datan ja analytiikan yleisist\u00e4 kompastuskivist\u00e4. Keskeisin\u00e4 l\u00f6yd\u00f6ksin\u00e4 havaitsemme tutkielmassa, ett\u00e4 big datan ja analytiikan hy\u00f6dynt\u00e4miseen markkinoinnissa liittyy paljon haasteita niin datan hallinnan, prosessoinnin kuin varastoinninkin n\u00e4k\u00f6kulmasta. Osa l\u00f6ydetyist\u00e4 haasteista on toimialasta riippumattomia, osa taas markkinoinnin toimialalle ominaisia ongelmia. Kirjallisuuskatsauksen tulosten pohjalta luomme viitekehyksen big datan ja analytiikan merkitt\u00e4vist\u00e4 haasteista markkinoinnissa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Big data and analytics have long been one of the most popular technology trends in the IT-industry and business. The potential of big data has been widely recognized in various industries and its potential has gained weight in both scientific research and practical business. Big data-analytics have also made marketers interested in the opportunities it creates as a value creator of successful marketing. Research on the challenges of big data has been done in the past, but less emphasis has been placed on the challenges of big data and analytics in the context of marketing. In this paper, we aim to find key challenges in utilizing big data and analytics in the context of marketing by utilizing integrative literature review as a research method. We divide these challenges to technical, volume-related, speed-related, variety-related, complexity-related, value-related, and privacy and ownership challenges and aim to create a holistic view of the common stumbling blocks of big data and analytics in the marketing industry. As key findings, we find that the utilization of big data and analytics in marketing involves many challenges from the perspective of data management, processing, and storage. Some of the challenges identified are valid in every industry, while others are specific to the marketing industry. Based on the results, we create a framework for significant challenges of big data and analytics in marketing.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-05-24T10:25:55Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-05-24T10:25:55Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "30", "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": "data-analytiikka", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Big datan ja data-analytiikan haasteet markkinoinnissa", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202105243162", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "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_7a1f", "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": "bachelorThesis", "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": "big data", "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": "haasteet (ongelmat)", "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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