Primjena tehnika rudarenja podataka u digitalnom marketingu

master's thesis

• Title (english): Application of data mining techniques in digital marketing
• Author: Lorena Miloš
• Mentor: Miroslav Mandić (mentor)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-07-02, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Primjena tehnika rudarenja podataka u digitalnom marketingu revolucionirala je način na koji poduzeća razumiju i angažiraju svoje kupce. Kroz sofisticiranu analizu velikih skupova podataka, organizacije su sada sposobne predvidjeti ponašanje potrošača, personalizirati korisničko iskustvo, optimizirati marketinške kampanje i unaprijediti strateško donošenje odluka. Ovaj pristup ne samo da povećava efikasnost marketinških aktivnosti, već i poboljšava zadovoljstvo kupaca, čime se osigurava konkurentska prednost u sve digitalnijem tržištu. Metodologija istraživanja temeljila se na polustrukturiranim dubinskim intervjuima s predstavnicima pet različitih poduzeća iz različitih industrijskih sektora kako bi se razumjelo kako koriste tehnike rudarenja podataka u marketingu. Ključni rezultati pokazali su da ove tehnike omogućavaju dublje razumijevanje tržišta, personalizaciju i optimizaciju marketinških kampanja, ali istovremeno ističu izazove poput zaštite privatnosti i etičkih dilema. Integracija tehnika rudarenja podataka zahtijeva kontinuirani razvoj tehnologija i etičkih normi kako bi se osigurala njihova učinkovita primjena u budućnosti.

Abstract (english)

The application of data mining techniques in digital marketing has revolutionized the way businesses understand and engage their customers. Through sophisticated analysis of large data sets, organizations are now able to predict consumer behavior, personalize customer experience, optimize marketing campaigns and improve strategic decision-making. This approach not only increases the efficiency of marketing activities, but also improves customer satisfaction, thus providing a competitive advantage in an increasingly digital market. The research methodology was based on semi-structured in-depth interviews with representatives of five different companies from different industrial sectors in order to understand how they use data mining techniques in marketing. Key results showed that these techniques enable a deeper understanding of the market, personalization and optimization of marketing campaigns, but at the same time highlight challenges such as privacy protection and ethical dilemmas. The integration of data mining techniques requires continuous development of technologies and ethical norms to ensure their effective application in the future.

• Keywords: rudarenje podataka; digitalni marketing; personalizacija; zaštita privatnosti
• Keywords (english): data mining; digital marketing; personalization; privacy protection
• Language: croatian
• URN:NBN: urn:nbn:hr:148:508917
• 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 authenticated users
• Created on: 2024-07-02 19:37:20