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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Aaltola, Max", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-10T11:10:52Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-10T11:10:52Z", "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/123456789/81632", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Vaikka markkinoinnin automaatio kasvattaa suosiotaan erityisesti yrityksiss\u00e4 \nja organisaatioissa, akateeminen tutkimus siit\u00e4 on edelleen hyvin rajallista. \nMarkkinoinnin automaation (MA) kaltaiset ICT-j\u00e4rjestelm\u00e4t, kuten asiakkuuksien hallinta \n(CRM) ja myynnin automaatio (SFA), ovat her\u00e4tt\u00e4neet suurta kiinnostusta akateemisessa \nmaailmassa, j\u00e4tt\u00e4en tutkimusraon markkinoinnin automaatiolle ja sen toiminnoille.\n\nT\u00e4m\u00e4n tutkimuksen tavoitteena on lis\u00e4t\u00e4 tiet\u00e4myst\u00e4 siit\u00e4, kuinka markkinoinnin \nautomaatioj\u00e4rjestelmi\u00e4 voidaan ottaa k\u00e4ytt\u00f6\u00f6n onnistuneesti. Tavoitteen saavuttamiseksi \nty\u00f6ss\u00e4 tunnistetaan markkinoinnin automaation toteutuksen edellytyksi\u00e4 ja \ntoteutusprosessiin vaikuttavia tekij\u00f6it\u00e4. Lis\u00e4ksi selvitet\u00e4\u00e4n markkinoinnin automaation \nk\u00e4ytt\u00f6\u00f6noton hy\u00f6tyj\u00e4 ja haittoja sek\u00e4 mahdollisia eroja markkinointiautomaation ja \nmuiden ICT-j\u00e4rjestelmien, mukaan lukien CRM ja SFA, k\u00e4ytt\u00f6\u00f6notossa. Tutkimus \ntoteutetaan tapaustutkimuksena hy\u00f6dynt\u00e4en haastatteluja ja havaintoja \ntiedonkeruumenetelmin\u00e4. Tutkimuksen kohteena olevasta yrityksest\u00e4 haastateltiin kahta \nhenkil\u00f6\u00e4 yrityksen myynti- ja markkinointiosastoilta. Lis\u00e4ksi tutkija ty\u00f6skenteli \ntutkimuksen kohteena olevassa suomalaisessa B2B-logistiikkaratkaisujen \ntoimittajayrityksess\u00e4 tutkimuksen tekohetkell\u00e4.\n\nMarkkinoinnin automaation edellytysten tutkimiseksi, ty\u00f6ss\u00e4 otettiin k\u00e4ytt\u00f6\u00f6n \nMuphyn (2018) viitekehys. Tutkimustulosten rakentamisen j\u00e4lkeen samaa viitekehyst\u00e4 \nmuutettiin niin, ett\u00e4 pystyttiin vastaamaan tutkimuksen alkuvaiheessa esitettyihin \ntutkimuskysymyksiin. Loput teoreettisesta taustasta koostuivat ICT:n k\u00e4ytt\u00f6\u00f6notosta ja \ntoimeenpanosta, sosiaalisesta mediasta ja sis\u00e4lt\u00f6markkinoinnista sek\u00e4 markkinoinnin \nautomaation keskeisist\u00e4 k\u00e4sitteist\u00e4.\n\nTutkimuksen tulokset laajentavat olemassa olevaa markkinoinnin automaation ja \nICT-k\u00e4ytt\u00f6\u00f6noton tutkimuspohjaa. Tulokset viittaavat siihen, ett\u00e4 markkinoinnin \nautomaatioalustan onnistunut k\u00e4ytt\u00f6\u00f6notto edellytt\u00e4\u00e4 monia tekij\u00f6it\u00e4, jotka on otettava \nhuomioon prosessin eri vaiheissa. Prosessin onnistuminen riippuu suuresti siit\u00e4, onko \nolemassa oikeat henkil\u00f6resurssit, oikea projektin laajuus ja realistisesti asetetut tavoitteet. \nN\u00e4m\u00e4 edellytykset oppimalla markkinoinnin automaatiota hankkiva yritys voi \nhy\u00f6dynt\u00e4\u00e4 opittuja taitoja my\u00f6s tulevissa ohjelmistohankinnoissa. Lis\u00e4ksi tunnistettiin \nuseita samankaltaisuuksia eri ICT-ohjelmistohakintojen v\u00e4lill\u00e4, kuten asianmukaisen \nkoulutuksen tarve ja tarve ymm\u00e4rt\u00e4\u00e4, miksi valittu ohjelmisto alun perin hankitaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Even though marketing automation is increasing its popularity especially within \ncompanies and organizations, the academic research on it is still limited. Marketing \nautomation is a software that is used to manage marketing campaigns, channels and \nprocesses through automation. Similar information and communication technology (ICT)\nsystems to marketing automation (MA), like customer relationship management (CRM) \nand sales force automation (SFA) have received great interest in the academic world, \nleaving a research gap to be studied with MA.\n\nThe goal of this research is to increase the knowledge of how MA software can be \nsuccessfully implemented. To reach the goal, the antecedents of MA implementation and \nfactors affecting the implementation process are identified. Moreover, the benefits and \ndrawbacks of implementing MA are researched as well as any differences in \nimplementation a MA and other ICT systems, including CRM and SFA. The study is \nconducted as a case study utilizing interviews and observations as data gathering \nmethods. There are two interviews conducted with employees from sales and marketing \ndepartments of the case company. Additionally, the researcher worked in the case \ncompany, a Finnish B2B logistic solution provider.\n\nTo study the antecedents of MA, a framework by Muphy (2018) was adopted. After \nthe research findings were constructed, the same framework was modified to answer the \nresearch questions presented early in the study. The rest of the theoretical background \nconsisted of ICT adoption and implementation, social media and content marketing as \nwell as the key concepts of MA, including cooperation between sales and marketing\ndepartments.\n\nThe findings of the study extend the existing research on MA and ICT \nimplementation. The findings suggest that to successfully implement a MA platform, \nthere are many factors that must be considered. The implementation process is highly \ndependent on having correct human resources, proper scoping and realistic goals over \nany other factors. Having these antecedents in place, the company adopting MA can \nutilize the learned skills in future software implementations as well. Furthermore, several \nsimilarities between different ICT software implementations were identified, such as a \nneed for proper training and a need to understand why the software is implemented in the first place.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-10T11:10:52Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-10T11:10:52Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "60", "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": "marketing automation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "content marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Antecedents in the adoption and implementation of a new marketing automation software", "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-202206103240", "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.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": "student", "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": "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": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakkuudenhallinta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointiviestint\u00e4", "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": "social media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "customer relationship management", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", 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