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[{"key": "dc.contributor.advisor", "value": "Skippari, Mika", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kantonen, Aleksi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-14T05:02:12Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-14T05:02:12Z", "language": "", "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/123456789/81678", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Monet teknologiset innovaatiot ovat ottaneet vahvan jalansijan markkinoinnin kent\u00e4ll\u00e4 digitalisaation my\u00f6t\u00e4. Teko\u00e4ly on yksi uusimmista ja nykyp\u00e4iv\u00e4n trendikk\u00e4ist\u00e4 teknologisista ratkaisuista, joka tarjoaa markkinoinnin asiantuntijoille tehokkaita, dataan pohjautuvia ratkaisuja.\r\nVaikka teko\u00e4ly\u00e4 on k\u00e4sitelty markkinoinnin akateemisessa kirjallisuudessa viime aikoina eneneviss\u00e4 m\u00e4\u00e4rin, on tutkimus siit\u00e4 kuitenkin verrattain v\u00e4h\u00e4ist\u00e4. Aiemmissa tutkimuksissa on k\u00e4sitelty mm. teko\u00e4lyst\u00e4 markkinoinnin tukena ja teko\u00e4lysovellusten hy\u00f6dynt\u00e4misest\u00e4 markkinoinnin operatiivisissa teht\u00e4viss\u00e4, mutta ne tarjoavat kuitenkin varsin rajoitetusti ymm\u00e4rryst\u00e4 markkinoinnin teko\u00e4lysovelluksissa hy\u00f6dynnett\u00e4v\u00e4st\u00e4 datasta.\r\nT\u00e4m\u00e4n pro gradu -tutkielman tarkoituksena oli selvitt\u00e4\u00e4, mink\u00e4laista dataa markkinoinnin teko\u00e4lysovellusten implementointiprosesseissa hy\u00f6dynnet\u00e4\u00e4n ja mist\u00e4 sit\u00e4 tyypillisesti ker\u00e4t\u00e4\u00e4n. T\u00e4m\u00e4n toteuttamiseksi tutkielman menetelm\u00e4ksi valittiin laadullinen tutkimus, sill\u00e4 se soveltuu hyvin vastaavanlaiselle moniulotteiselle tutkimusaiheelle, joka vaatii syv\u00e4llist\u00e4 ymm\u00e4rryst\u00e4. Tutkimusaineisto ker\u00e4ttiin seitsem\u00e4n puolistrukturoidun teemahaastattelun avulla, mik\u00e4 analysoitiin sis\u00e4ll\u00f6nanalyysia sek\u00e4 teemoittelua k\u00e4ytt\u00e4en.\r\nAineiston analyysin lopputulemana muodostettiin kolme p\u00e4\u00e4teemaa, jotka sis\u00e4lsiv\u00e4t erillisi\u00e4 alateemoja. Tutkimustulokset mukailivat osittain aiempaa kirjallisuutta, mutta esittiv\u00e4t my\u00f6s uusia havaintoja. Tulokset toivat esiin, kuinka markkinoinnin teko\u00e4lysovellusten implementointiprosesseissa hy\u00f6dynnett\u00e4v\u00e4 data on tyypillisesti strukturoitua ja yrityksen sis\u00e4ist\u00e4 dataa. Datan tulisi olla mahdollisimman laadukasta, sill\u00e4 teko\u00e4lysovellusten toiminta perustuu vahvasti niille sy\u00f6tettyyn dataan, mutta samalla laadun m\u00e4\u00e4ritt\u00e4minen koetaan eritt\u00e4in kontekstisidonnaiseksi. T\u00e4ydellisen laadun etsiminen ei ole relevanttia, sill\u00e4 tosiel\u00e4m\u00e4n tilanteissa data on useimmiten jokseenkin vinoutunutta. T\u00e4rkeint\u00e4 on siis luoda jatkuvia sek\u00e4 j\u00e4rjestelm\u00e4llisi\u00e4 datan k\u00e4sittelyn prosesseja organisaatioon, ja tavoitella ett\u00e4 se sopii sille m\u00e4\u00e4riteltyyn markkinoinnin k\u00e4ytt\u00f6tarkoitukseen parhaalla mahdollisella tavalla.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-14T05:02:12Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-14T05:02:12Z (GMT). No. of bitstreams: 0\r\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "62", "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": "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": "digimarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Datan rooli markkinoinnin teko\u00e4lysovellusten implementointiprosessissa", "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-202206143287", "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": "markkinointi", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "teko\u00e4ly", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitalisaatio", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "koneoppiminen", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "data", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "language": "", "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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