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[{"key": "dc.contributor.advisor", "value": "Frank, Lauri", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hyv\u00e4rinen, Katja", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-08-19T06:10:13Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-08-19T06:10:13Z", "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/123456789/77432", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Markkinoinnin automaatioj\u00e4rjestelm\u00e4t ovat valtaamassa yh\u00e4 suurempaa\nasemaa yritysten markkinointiteknologioiden joukosta. Teknologiana\nmarkkinoinnin automaatio on ollut olemassa jo jonkin aikaa, mutta sen k\u00e4ytt\u00f6\nerityisesti analytiikkaa hy\u00f6dynt\u00e4en on yleistynyt huomattavasti vasta viime\nvuosien aikana. Markkinoinnin automaation hy\u00f6dynt\u00e4minen on tyypillist\u00e4\nerityisesti business-to-business (B2B) organisaatioille, mutta n\u00e4ill\u00e4\norganisaatioilla on usein haasteita saada markkinoinnin automaatiosta kaikkea\nsen potentiaalia irti. T\u00e4m\u00e4n pro gradun -tutkielman tarkoituksena on selvitt\u00e4\u00e4,\nkuinka markkinoinnin automaatiota voidaan hy\u00f6dynt\u00e4\u00e4 B2B-yrityksess\u00e4\ntehokkaasti sen k\u00e4ytt\u00f6\u00f6noton j\u00e4lkeen, ja millaisia haasteita k\u00e4ytt\u00f6\u00f6n liittyy.\nKirjallisuuskatsauksessa selvitet\u00e4\u00e4n, miten aiempi kirjallisuus m\u00e4\u00e4rittelee\nmarkkinoinnin automaatioon ja analytiikkaan liittyv\u00e4t ominaisuudet, sek\u00e4\nmillaisia menestyst\u00e4 edelt\u00e4vi\u00e4 tekij\u00f6it\u00e4 n\u00e4ihin liittyen on tunnistettu.\nTutkimuksen teoreettinen viitekehys on ker\u00e4tty aiemmasta tutkimuksesta\nkoskien markkinoinnin automaation ja analytiikan k\u00e4yt\u00f6n menestykseen\nvaikuttavia tekij\u00f6it\u00e4. Empiirisess\u00e4 osassa tutkitaan, miten n\u00e4m\u00e4 tekij\u00e4t on\nkoettu kohdeyrityksess\u00e4 haastattelemalla sen ty\u00f6ntekij\u00f6it\u00e4. Tutkimusten\ntulosten perusteella esitet\u00e4\u00e4n suositukset, joiden on tarkoitus tukea\nmarkkinoinnin automaation tehokkaampaa hy\u00f6dynt\u00e4mist\u00e4.\nTutkimusmenetelm\u00e4n\u00e4 on laadullinen tutkimus, ja aineisto on hankittu\ntoteuttamalla yhteens\u00e4 13 teemahaastattelua. Haastatteluiden avulla\nmuodostettiin ymm\u00e4rrys kohdeyrityksen nykytilanteesta ja siihen sis\u00e4ltyvist\u00e4\nhaasteista, sek\u00e4 tulevaisuuden tavoitetilasta, joiden pohjalta tutkimuksen\nsuositukset on tehty. Empiirisen tutkimuksen tulokset analysoitiin, ja niit\u00e4\npeilattiin aiempiin teoriahavaintoihin.Tutkimustuloksista selvi\u00e4\u00e4, ett\u00e4\nkohdeyrityksen kokemat haasteet markkinoinnin automaation hy\u00f6dynt\u00e4misen\nsuhteen liittyv\u00e4t rajallisiin integraatioihin myynnin ja markkinoinnin\nhy\u00f6dynt\u00e4mien j\u00e4rjestelmien v\u00e4lill\u00e4, datan siiloutuneisuuteen sek\u00e4 sis\u00e4isten\nresurssien hy\u00f6dynt\u00e4miseen. Markkinoinnin automaation tehokkaampaa\nhy\u00f6dynt\u00e4mist\u00e4 tukeviksi tekij\u00f6iksi tunnistettiin sis\u00e4isten kyvykkyyksien\nparantaminen, toimiva datan & liidienhallinta sek\u00e4 relevanttien tavoitteiden\nasettaminen ja jatkuva kehitys.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Marketing automation systems are gaining increasing position among corporate\nmarketing technologies. As a technology, marketing automation has been\naround for some time, but its use, especially using analytics, has only become\nsignificantly more widespread in recent years. Utilising marketing automation\nis typical of business-to-business (B2B) organisations in particular, but\nunfortunately, these organisations often face challenges in unleashing the full\npotential of marketing automation. The purpose of this master's thesis is to find\nout, using the methods of an individual case study, how marketing automation\ncan be utilised more effectively in a B2B company after its initial\nimplementation and what challenges are involved in its use. The literature\nreview examines how the previous literature defines the characteristics\nassociated with marketing automation and analytics and what antecedent\nfactors have been identified in this regard. The study\u2019s theoretical framework is\ngathered from previous research on the factors influencing the success of the\nuse of marketing automation and analytics. The empirical part examines how\nthese factors are perceived in the target company by interviewing its employees.\nBased on the research results, recommendations are presented that can be used\nto achieve better results from the use of marketing automation.\nThe research method is qualitative research, and the material has been\nacquired by conducting a total of 13 thematic interviews. The interviews were\nused to form an understanding of the current situation of the case company and\nthe challenges involved, as well as the future target state based on which the\nresearch recommendations have been made. The results of the empirical study\nwere analysed and mirrored to previous theoretical observations. The research\nresults show that the challenges experienced by the case company in utilising\nmarketing automation are related to the limited integrations between the\ninformation systems used by sales and marketing, the siloed data, and the\nutilisation of internal resources. Improving internal capabilities, efficient data &\nlead management, and setting relevant goals and continuous development were\nidentified as factors supporting the more efficient utilisation of marketing\nautomation.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-08-19T06:10:13Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-08-19T06:10:13Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "81", "language": "", "element": "format", "qualifier": "extent", "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 analytics", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "lead management", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Case study : utilisation of marketing automation technology in industrial B2B-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-202108194597", "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": "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.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": "business", "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": "601", "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": "yritysmarkkinointi", "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": "business-to-business marketing", "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"}, {"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/collections/archival-workstation).", "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/kokoelmat/arkistotyoasema..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}]
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