Analiza mogućnosti digitalne automatizacije marketinških aktivnosti unutar Salesforcea

master's thesis

• Title (english): Analysis of the possibilities of digital automation of marketing activities within Salesforce
• Author: Matteo Legovich
• Mentor: Nikola Vlahović (mentor)
• Committee member: Ljubica Milanović Glavan (predsjednik povjerenstva)
• Committee member: Vesna Bosilj Vukšić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Digitalna transformacija poduzeća u 21. stoljeću postaje sve veći faktor stvaranja tržišne prednosti poduzeća nad konkurentima. Pod pojmom ''digitalna transformacija'' možemo smatrati svako poboljšanje unutar poduzeća koje kao primarni način rada prelazi sa manualnog na digitalna rješenja. Većina poduzeća prolazi kroz proces digitalne automatizacije barem jednog od svojih dijelova kako bi se ubrzali poslovni procesi, smanjili razni troškovi te kako bi se eliminirao faktor ljudske pogreške. Uporabom računala i računalnih procesa, senzora i strojnog učenja moguće je optimizirati poslovne procese kako bi se ostvarili bolji poslovni rezultati. Motivacija ovog rada je prikazati kako se uz pomoć automatizacije poslovnog procesa oglašavanja uz pomoć biltena može poboljšati komunikacija između poduzeća i njihovih korisnika, prilagoditi i personalizirati sadržaj kako bi bio relevantniji kupcima, te konačno kako može utjecati na razvoj poduzeća i brenda istog. Kako bi se prikazao i opisao proces automatizacije, koristit će se Marketing Cloud kao alat za izrađivanje procesa automatizacije slanja biltena. Uz pomoć Marketing Clouda prikazat će se razne funkcionalnosti alata i načini na koje se može podesiti automatizacija kako bi se simulirala situacija u stvarnosti u kojoj poduzeće koristi ovakav optimiziran način automatiziranog slanja e-mailova. Ovakav model predočava kako se rješavaju neki od problema uobičajene automatizacije, te kako se uz personalizirani sadržaj korisnicima može prikazati i prenijeti relevantne informacije poduzeća. U konačnici, kroz bilten poslan na ovaj način veća je vjerojatnost korisnika da se odluče za kupovinu ili korištenje usluga poduzeća, što je i konačni cilj poduzeća.

Abstract (english)

The digital transformation of companies in the 21st century is becoming an increasingly important factor in creating a company's market advantage over its competitors. Under the term "digital transformation" we can consider any improvement within the company that switches from manual to digital solutions as the primary way of working. Most companies go through the process of digital automation of at least one of their parts in order to speed up business processes, reduce various costs and to eliminate the factor of human error. By using computers and computer processes, sensors and machine learning, it is possible to optimize business processes in order to achieve better business results. The motivation of this paper is to show how, with the help of automation of the business process of advertising with the help of newsletters, communication between companies and their users can be improved, content adjusted and personalized to be more relevant to customers, and finally how it can influence the development of the company and its brand. In order to demonstrate and describe the process of automation, the Marketing Cloud will be used as a tool for creating the automation process of sending newsletters. With the help of Marketing Cloud, various functionalities of the tool and ways in which the automation can be adjusted will be shown in order to simulate a situation in reality in which a company uses this optimized way of sending automated e-mails. This model shows how some of the problems of common automation are solved, and how relevant company information can be displayed and transmitted to users with personalized content. Ultimately, through a newsletter sent in this way, users are more likely to decide to buy or use the company's services, which is the ultimate goal of the company.

• Keywords: digitalna automatizacija; CRM; salesforce; marketing cloud; bilten
• Keywords (english): digital automation; CRM; salesforce; marketing cloud; newsletter
• Language: croatian
• URN:NBN: urn:nbn:hr:148:312723
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-25 20:07:03