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[{"key": "dc.contributor.advisor", "value": "R\u00f6nkk\u00f6, Mikko", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Rasi, Juha", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-12-20T10:00:57Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-12-20T10:00:57Z", "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/123456789/92422", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 tutkimus syventyy haasteisiin ja ratkaisuihin, jotka liittyv\u00e4t markkinointimix mallinnuksen (MMM) k\u00e4ytt\u00f6\u00f6nottoon organisaatioissa, erityisesti rajoittavien yksityisyydensuojalakien aikana, jotka vaikuttavat nykyisiin markkinoinnin tehokkuuden mittausmenetelmiin. Kattavan monimenetelm\u00e4llisen l\u00e4hestymistavan avulla tutkimus tarjoaa syv\u00e4llisen tarkastelun haasteista, joita kohdattiin aikaisemmassa MMM:n k\u00e4ytt\u00f6\u00f6notto yritt\u00e4misess\u00e4 yksityisess\u00e4 suomalaisessa terveydenhuoltoyrityksess\u00e4. T\u00e4m\u00e4 l\u00e4hestymistapa mahdollisti n\u00e4kemysten ker\u00e4\u00e4misen ennen mallinnusta ja n\u00e4iden n\u00e4kemysten soveltamisen MMM:ssa ja mallinnuksen tulosten k\u00e4sittelyn seurantahaastatteluissa.\nTutkimus paljastaa muutamia kriittisi\u00e4 organisaation haasteita, kuten vahvan projektisitoutumisen tarpeen, riitt\u00e4v\u00e4n resurssien allokoinnin ja selkeiden tavoitteiden asettamisen. Lis\u00e4ksi tutkimuksessa l\u00f6ytyi teknisi\u00e4 haasteita, jotka sis\u00e4lt\u00e4v\u00e4t mallinnukseen k\u00e4ytett\u00e4v\u00e4n datan m\u00e4\u00e4r\u00e4n ja laadun. L\u00f6yd\u00f6kset, jotka on johdettu t\u00e4st\u00e4 menetelm\u00e4llisest\u00e4 l\u00e4hestymistavasta, tarjoavat k\u00e4yt\u00e4nn\u00f6llisi\u00e4 suosituksia MMM:n tehokkaaseen integrointiin organisaation p\u00e4\u00e4t\u00f6ksentekoprosesseihin. N\u00e4m\u00e4 suositukset k\u00e4sittelev\u00e4t sek\u00e4 ihmisi\u00e4 ett\u00e4 teknisi\u00e4 ulottuvuuksia, varmistaen kattavan strategian monimutkaisten analyysity\u00f6kalujen k\u00e4ytt\u00f6\u00f6notolle.\nTutkimus tekee teoreettisia kontribuutioita korostamalla organisaation ominaisuuksien, kuten taitavien henkil\u00f6iden, datavetoisen kulttuurin ja hyvin m\u00e4\u00e4riteltyjen prosessien t\u00e4rkeytt\u00e4 edistyneiden analyyttisten menetelmien, kuten MMM:n, onnistuneessa integroinnissa. Se tarjoaa my\u00f6s empiirist\u00e4 validointia MMM:n tehokkuudesta todellisissa markkinointiskenaarioissa. Teoreettisen ja k\u00e4yt\u00e4nn\u00f6llisen maailman v\u00e4lisen kuilun ylitt\u00e4v\u00e4n\u00e4, tutkimus laajentaa ymm\u00e4rryst\u00e4 MMM:n potentiaalista markkinointidatan analysoinnissa ja tarjoaa arvokkaita n\u00e4kemyksi\u00e4 sek\u00e4 akateemisille tutkijoille ett\u00e4 k\u00e4yt\u00e4nn\u00f6n ammattilaisille. T\u00e4m\u00e4 tutkimus esitt\u00e4\u00e4 empiirisi\u00e4 todisteita MMM:n k\u00e4yt\u00e4nn\u00f6n toteuttamisesta, antaen tuloksia sek\u00e4 akateemiseen tutkimukseen ett\u00e4 k\u00e4yt\u00e4nn\u00f6n sovelluksiin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This study delves into the challenges and solutions associated with implementing marketing-mix modeling (MMM) within organizations, especially under the complexities of restrictive privacy laws affecting current marketing effectiveness measurement approaches. Using a comprehensive mixed-method approach encompassing an interview-modeling-interview sequence, the research examines the challenges encountered in a prior MMM implementation attempt by a private Finnish healthcare company. This approach allowed for the extraction of valuable insights through initial interviews, the application of these insights within a practical MMM framework, and the subsequent validation of findings through follow-up interviews.\nThe study uncovers critical organizational challenges, such as the need for strong project commitment, adequate resource allocation, and clear goal setting, alongside technical challenges, including data availability and quality. The findings from this methodological approach offer pragmatic recommendations for effectively integrating MMM into organizational decision-making processes. These recommendations address human and technical dimensions, ensuring a comprehensive strategy for implementing complex analytical tools.\nThis study makes theoretical contributions by emphasizing the importance of organizational qualities, such as skilled personnel, data-driven culture, and well-defined processes, for successfully adopting advanced analytical methods like MMM. It also provides empirical validation of MMM's effectiveness in real-world marketing scenarios. By bridging the theoretical and practical realms, the research enhances understanding of MMM's potential in marketing data analysis and offers valuable insights for academia and practitioners. Filling a notable gap in academic literature, this research presents empirical evidence on the practical implementation of MMM, contributing substantially to academic research and practical applications in data analytics and marketing.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-12-20T10:00:57Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-12-20T10:00:57Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "89", "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": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "marketing-mix modeling", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "marketing measurement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "data-driven organization", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Towards data-driven marketing organization", "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-202312208416", "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": "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": "Yritt\u00e4jyys", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Entrepreneurship", "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.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "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": "20422", "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": "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"}]
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