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[{"key": "dc.contributor.advisor", "value": "Valentini, Chiara", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Silonsaari, Emmi", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-04-17T10:19:08Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-04-17T10:19:08Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/94353", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitalization has revamped the marketing landscape rapidly and has changed a lot of business actions to online services. It has become increasingly important for companies to be able to seek knowledge on how their customers are performing within their websites and other digital marketing channels. Therefore, web analytics and tracking are important tools to gain understanding and insights for decision-making and the future development. There are, however, still improvements needed for organizations to be fully data-driven and there are still known challenges in web analytics usage. Moreover, there are regulations impacting the data collection within countries in the European Union. \r\nThe objective of this study is to focus on researching web analytics as a central component of digital marketing activities in the context of the banking industry. The idea is to increase the awareness and understanding of web data usage and the issues of it within the banking industry, where data involved consists of great amounts of sensitive data. In addition, this study takes place in Finland and as the country is a part of the European Union, it operates under the legislations and regulations within the EU. This study seeks to gain knowledge on the biggest challenges in web data collection and usage, focusing on the banking industry in Finland. Three research questions were created to support the thesis: (1) What is the purpose of using web analytics in banking sector, (2) what the main issues are when collecting web data in a banking sector and, (3) what the main challenges are when analysing web data in a banking sector.\r\nA qualitative approach was chosen to support the explorative nature of the research. Interview data of banking industry professionals were collected and analysed with thematic analysis. The findings are consistent with previous research and indicate that the organizations are not as data driven as they think they are. Even though the industry is highly regulated, data is still collected from customers, however, the tools used have some limitations. Moreover, it seems that key performance indicators are not set to guide the data-driven decision-making indicating the data is not used to guide decisions. The findings suggest that the organizations could improve knowledge within the team units towards data collection and tracking. In addition, there could be improvements in the collaboration between teams.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitalisaatio on muokannut markkinoinnin kentt\u00e4\u00e4 nopeasti ja siirt\u00e4nyt monia toimenpiteit\u00e4 my\u00f6s yritysmarkkinoilla digitaalisiin kanaviin. Yrityksille on muodostunut kasvava tarve saada tietoa siit\u00e4, miten heid\u00e4n asiakkaansa k\u00e4ytt\u00e4ytyv\u00e4t heid\u00e4n nettisivuillaan tai muissa digitaalisissa kanavissa. T\u00e4m\u00e4n vuoksi web-analytiikka sek\u00e4 seuranta ovat t\u00e4rkeit\u00e4 ty\u00f6kaluja tiedon ker\u00e4\u00e4miseen ja kasvattamiseen sek\u00e4 tukemaan p\u00e4\u00e4t\u00f6ksentekoa ja tulevaisuuden kehityskohteita. Yrityksill\u00e4 on kuitenkin edelleen kehitett\u00e4v\u00e4\u00e4 pysty\u00e4kseen t\u00e4ysin johtamaan p\u00e4\u00e4t\u00f6ksentekoa datalla sek\u00e4 kehityskohteita web-analytiikan k\u00e4ytt\u00f6\u00f6n liittyen. Lis\u00e4ksi tietyt regulaatiot Euroopan Unionin maissa vaikuttavat datanker\u00e4ykseen.\r\nT\u00e4m\u00e4n tutkimuksen tarkoituksena on keskitty\u00e4 tutkimaan web-analytiikkaa digitaalisen markkinoinnin keskeisen\u00e4 komponenttina keskittyen pankkialaan. T\u00e4ll\u00e4 on tarkoitus lis\u00e4t\u00e4 tietoisuutta ja ymm\u00e4rryst\u00e4 web-datan k\u00e4ytt\u00f6\u00f6n liittyen sek\u00e4 sen haasteisiin pankkialalla, mik\u00e4 pit\u00e4\u00e4 sis\u00e4ll\u00e4\u00e4n isoja m\u00e4\u00e4ri\u00e4 sensitiivist\u00e4 dataa. Lis\u00e4ksi tutkimus suoritettiin Suomessa, mik\u00e4 on osa Euroopan Unionia ja t\u00e4ten seuraa EU:n alaisia s\u00e4\u00e4ntelyit\u00e4. T\u00e4m\u00e4 tutkimus pyrkii selvitt\u00e4m\u00e4\u00e4n, mitk\u00e4 ovat isoimmat haasteet web-datan ker\u00e4\u00e4misess\u00e4 ja k\u00e4yt\u00f6ss\u00e4, keskittyen suomalaiseen pankkisektoriin. Kolme tutkimuskysymyst\u00e4 kehitettiin tukemaan tutkielmaa: (1) Mik\u00e4 on web-analytiikan k\u00e4ytt\u00f6tarkoitus pankkialalla, (2) mitk\u00e4 ovat isoimmat haasteet web-datan keruussa pankkialalla, ja (3) mitk\u00e4 ovat yleisimm\u00e4t haasteet web-datan analysoinnissa pankkialalla.\r\nKvalitatiivinen tutkimus valikoitui tutkimustavaksi sen kuvailevan luonteen vuoksi. Aineisto ker\u00e4ttiin haastattelemalla pankkialan ammattilaisia ja analysoimalla tuloksia teema-analyysill\u00e4. Tulokset ovat pitk\u00e4lti yhtenev\u00e4isi\u00e4 aiemman tutkimustiedon kanssa ja osoittavat, ett\u00e4 yritykset eiv\u00e4t viel\u00e4 ole niin dataohjautuvaisia, kuin oletetaan. Vaikka ala on kovin s\u00e4\u00e4nnelty, asiakasdataa kuitenkin ker\u00e4t\u00e4\u00e4n, mutta k\u00e4yt\u00f6ss\u00e4 olevat ty\u00f6kalut ovat rajoitettuja. Lis\u00e4ksi vaikuttaa, ett\u00e4 KPI-mittareita ei aseteta ohjaamaan p\u00e4\u00e4t\u00f6ksentekoa, mist\u00e4 voidaan olettaa, ett\u00e4 data ei ohjaa p\u00e4\u00e4t\u00f6ksi\u00e4. L\u00f6yd\u00f6kset osoittavat kehityskohteen yrityksille datan keruun ja seurannan tiedonjaon parantamiseen liittyen sek\u00e4 yhteisty\u00f6h\u00f6n tiimien v\u00e4lill\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2024-04-17T10:19:08Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-04-17T10:19:08Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "55", "language": null, "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": "CC BY-NC-ND 4.0", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Challenges in collecting and using web data in the banking sector", "language": null, "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-202404172972", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master's 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.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Digital Marketing and Corporate Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Digital Marketing and Corporate Communication", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"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.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by-nc-nd/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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