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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Lamminparras, Tuomas", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-05-31T07:28:21Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-05-31T07:28:21Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/81362", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Datan rooli yrityksiss\u00e4 on kasvanut nopeasti ja erityisesti markkinointiviestinn\u00e4n osastoilla on p\u00e4\u00e4sy useisiin eri datal\u00e4hteisiin. Yrityksien liiketoimintoja tarkastellaan yh\u00e4 useammin datan n\u00e4k\u00f6kulmasta ja investoinnit sek\u00e4 dataan ett\u00e4 analytiikkaan ovatkin kasvussa. Markkinointiviestinn\u00e4n osastot kuitenkin kamppailevat datan hy\u00f6dynt\u00e4misen kanssa ja valtaosa massadata (engl. big data) -aloitteista ep\u00e4onnistuu riitt\u00e4m\u00e4tt\u00f6mien kyvykkyyksien vuoksi. T\u00e4st\u00e4 johtuen massadatan, dataohjatun p\u00e4\u00e4t\u00f6ksenteon ja organisaation kyvykkyyksien v\u00e4lisen suhteen tarkastelu on ajankohtainen ja t\u00e4rke\u00e4 tutkimusaihe.\nT\u00e4m\u00e4n tutkimuksen tavoitteena on selvitt\u00e4\u00e4, miten markkinointiviestinn\u00e4n osastot k\u00e4ytt\u00e4v\u00e4t big dataa dataohjatussa p\u00e4\u00e4t\u00f6ksenteossa ja millaisia organisaation kyvykkyyksi\u00e4 se vaatii. Tutkimus toteutettiin kvalitatiivisilla tutkimusmenetelmill\u00e4 ja teema-analyysi\u00e4 hy\u00f6dynnettiin tulosten analysoinnissa sek\u00e4 johtop\u00e4\u00e4t\u00f6ksien luomisessa. Tutkimuksen painopiste on johdon n\u00e4k\u00f6kulmissa ja t\u00e4m\u00e4 saavutettiin roolipohjaisella otannalla sek\u00e4 toteuttamalla yhdeks\u00e4n puolistrukturoitua haastattelua p\u00e4\u00e4llik\u00f6iden, markkinointi- ja viestint\u00e4osaston johtajien sek\u00e4 yritt\u00e4jien kanssa, jotka ty\u00f6skentelev\u00e4t tiiviisti datan parissa.\nTulokset osoittavat, ett\u00e4 markkinointiviestinn\u00e4n osastot ovat alkaneet rakentaa datavarastoja, joihin ne tuovat ja yhdist\u00e4v\u00e4t dataa eri l\u00e4hteist\u00e4 tuottaakseen oivalluksia p\u00e4\u00e4t\u00f6ksentekoon. Tutkimuksessa tunnistettiin massadatan strategisia, operatiivisia ja prosessiin liittyvi\u00e4 hy\u00f6tyj\u00e4, kun taas haasteet liittyv\u00e4t datan eri ulottuvuuksiin, yrityksen kyvykkyyksiin sek\u00e4 yksityisyyteen. Tulokset my\u00f6s selvent\u00e4v\u00e4t millaisia organisaation kyvykkyyksi\u00e4 tarvitaan dataohjatussa p\u00e4\u00e4t\u00f6ksenteko prosessissa. Lis\u00e4ksi tulokset osoittavat, mit\u00e4 dynaamiset kyvyt tarkoittavat k\u00e4yt\u00e4nn\u00f6ss\u00e4 markkinointiviestinn\u00e4n n\u00e4k\u00f6kulmasta ja kuinka yritykset voivat tunnistaa ja hy\u00f6dynt\u00e4\u00e4 mahdollisuuksia sek\u00e4 muuttaa kyvykkyyksi\u00e4\u00e4n dynaamisilla toimialoilla.\nKaikkiaan tutkimus laajentaa olemassa olevaa viitekehyst\u00e4 dataohjatusta p\u00e4\u00e4t\u00f6ksenteosta lis\u00e4\u00e4m\u00e4ll\u00e4 prosessiin massadata -n\u00e4k\u00f6kulman ja dynaamiset kyvykkyydet. P\u00e4\u00e4tuloksista muodostettu viitekehys kehitt\u00e4\u00e4 dataohjattua p\u00e4\u00e4t\u00f6ksenteko prosessia tunnistamalla, millaisia datal\u00e4hteit\u00e4 markkinointiviestinn\u00e4n osastot ker\u00e4\u00e4v\u00e4t, miten dataa analysoidaan erilaisilla ty\u00f6kaluilla ja kuinka oivalluksia k\u00e4ytet\u00e4\u00e4n p\u00e4\u00e4t\u00f6ksenteossa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The role of data in companies has been growing rapidly and marketing communication departments have access to various data sources. There is an increasing need to view business problems from a data perspective and companies are investing in data and analytics. However, marketing communication departments are struggling with data utilization and most of the big data initiatives fail due to lack of capabilities. Thus, examining the relationship between big data, data-driven decision-making and organizational capabilities is a current and important research topic. \nThe objective of the study is to examine how marketing communication departments use big data in data-driven decision-making and what kind of organizational capabilities it requires. The study was conducted by using qualitative research methods, and thematic analysis was applied to identify meaningful patterns from the data and draw conclusions. The focus of the study is on managerial perspectives, which was achieved by purposeful sampling and conducting nine semi-structured interviews with managers, head of marketing and communication departments and entrepreneurs who worked closely with data-driven initiatives and approaches. \nThe findings indicate that marketing communication departments have started to build data warehouses where they import and combine data from different sources in order to produce insights for decision-making. The study identified strategic, operative and process-related benefits of big data utilization while the challenges concern data dimensions, company\u2019s capabilities and privacy. The findings also point out what kind of organizational capabilities are required in each step of the data-driven decision-making process. Moreover, the results indicate what dynamic capabilities are in practice from marketing communication perspective and how companies can sense and seize opportunities as well as transform their capabilities in dynamic industries.\nAltogether the study contributes to the knowledge of data-driven decision-making by adding big data perspective and dynamic capabilities into the process. The framework created from the main results clarifies the data-driven decision-making process by explaining what kind of data sources marketing communications departments collect, how they analyze data with different tools and apply insights in decision-making.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-05-31T07:28:21Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-05-31T07:28:21Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "76", "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": "Data-driven decision-making", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Analytics", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Organizational capabilities", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Dynamic capabilities", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The role of big data and capabilities in marketing communication : managerial perspectives on data-driven decision-making", "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-202205312984", "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.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": "big data", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "big data", "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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