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[{"key": "dc.contributor.advisor", "value": "Saastamoinen, Anna", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Laakso, Lasse", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-07-03T07:10:04Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-07-03T07:10:04Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/88176", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Datan m\u00e4\u00e4r\u00e4 maailmassa on kasvanut r\u00e4j\u00e4hdysm\u00e4isesti teknologian kehittymisen my\u00f6t\u00e4 viime vuosikymmenin\u00e4. Hurjaa vauhtia kiihtyv\u00e4 kasvu tuottaa jatkuvasti tuoretta dataa saataville, mik\u00e4 tarjoaa mahdollisuuden dataan pohjautuvaan p\u00e4\u00e4t\u00f6ksentekoon. Dataa on olemassa jo niin paljon eri muodoissa, ett\u00e4 relevantin datan poimiminen massadatasta (englanniksi big data) vaatii datan analysointiohjelmia ja niiden tuotoksiin pohjautuvaa data-analytiikkaa. Markkinoijia kiinnostava data voi olla sis\u00e4ll\u00f6lt\u00e4\u00e4n esimerkiksi kuluttajien ostostapahtumia, n\u00e4ytt\u00f6kertoja tai verkkosivuhakuja. N\u00e4ist\u00e4 on mahdollista p\u00e4\u00e4tell\u00e4 kuluttajien kiinnostusta tiettyj\u00e4 tuotteita kohtaan. T\u00e4ss\u00e4 kandidaatintutkielmassa esiteltiin kuvailevan kirjallisuuskatsauksen avulla erilaisia tapoja, joilla data-analytiikkaa voidaan hy\u00f6dynt\u00e4\u00e4 markkinoinnin eri osa-alueilla. Lis\u00e4ksi tutkielmassa syvennyttiin datan merkitykseen sek\u00e4 ennen kaikkea sen luomiin mahdollisuuksiin nykyp\u00e4iv\u00e4n markkinoinnissa. Tutkimusten mukaan on havaittu, ett\u00e4 tuoreimmissa markkinoinnin m\u00e4\u00e4ritelmiss\u00e4 korostuu asiakasl\u00e4ht\u00f6inen ajattelutapa. Sen l\u00e4ht\u00f6kohtana on luoda asiakkaiden tarpeisiin vastaavia ratkaisuja. Markkinoinnista pystyt\u00e4\u00e4n tekem\u00e4\u00e4n sit\u00e4 tehokkaampaa, mit\u00e4 paremmin kuluttajat ja heid\u00e4n mieltymyksens\u00e4 tunnetaan. Datan hy\u00f6dyt eiv\u00e4t n\u00e4y ainoastaan tehokkaampana markkinointina yritysten liikevaihdossa, vaan lis\u00e4ksi asiakkaat vastaanottavat heid\u00e4n n\u00e4k\u00f6kulmastaan osuvampia markkinointitoimenpiteit\u00e4. Tuloksissa havaittiin, ett\u00e4 saatavilla olevaa dataa k\u00e4ytet\u00e4\u00e4n merkitt\u00e4v\u00e4ss\u00e4 roolissa p\u00e4\u00e4t\u00f6ksenteossa jokaisella markkinoinnin osa-alueella. Tuloksia voivat hy\u00f6dynt\u00e4\u00e4 markkinoinnin parissa ty\u00f6skentelev\u00e4t henkil\u00f6t, sill\u00e4 data-analytiikan avulla organisaatiot pystyv\u00e4t parantamaan markkinoinnin tehokkuutta ja sit\u00e4 kautta tilinp\u00e4\u00e4t\u00f6ksen tulosta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-07-03T07:10:04Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-07-03T07:10:04Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "27", "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": "massadata", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "data-analytiikka", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointimix", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Data-analytiikan hy\u00f6dynt\u00e4minen 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-202307034319", "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": "markkinointi", "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.subject.yso", "value": "data", "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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