prikaz prve stranice dokumenta Customer Data Platform kao alat za globalnu tranziciju s korištenja podataka treće strane na podatke prve strane u poslovanju
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master's thesis
Customer Data Platform kao alat za globalnu tranziciju s korištenja podataka treće strane na podatke prve strane u poslovanju
Zagreb: University of Zagreb, Faculty of Economics and Business, 2023. urn:nbn:hr:148:985918
Crnčić, Goran
University of Zagreb
Faculty of Economics and Business
Department of Informatics

Institutional repository: REPEFZG

Cite this document

Crnčić, G. (2023). Customer Data Platform kao alat za globalnu tranziciju s korištenja podataka treće strane na podatke prve strane u poslovanju (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:985918

Crnčić, Goran. "Customer Data Platform kao alat za globalnu tranziciju s korištenja podataka treće strane na podatke prve strane u poslovanju." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:985918

Crnčić, Goran. "Customer Data Platform kao alat za globalnu tranziciju s korištenja podataka treće strane na podatke prve strane u poslovanju." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:985918

Crnčić, G. (2023). 'Customer Data Platform kao alat za globalnu tranziciju s korištenja podataka treće strane na podatke prve strane u poslovanju', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 19 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:985918

Crnčić G. Customer Data Platform kao alat za globalnu tranziciju s korištenja podataka treće strane na podatke prve strane u poslovanju [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2023 [cited 2024 November 19] Available at: https://urn.nsk.hr/urn:nbn:hr:148:985918

G. Crnčić, "Customer Data Platform kao alat za globalnu tranziciju s korištenja podataka treće strane na podatke prve strane u poslovanju", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:148:985918

Metadata
TitleCustomer Data Platform kao alat za globalnu tranziciju s korištenja podataka treće strane na podatke prve strane u poslovanju
Title (english)Customer Data Platform as a tool for global transition from using third-party data to first-party data in business
AuthorGoran Crnčić
MentorKatarina Ćurko (mentor)
Committee memberMirjana Pejić Bach (predsjednik povjerenstva)
Committee memberNikola Vlahović (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Informatics)
Zagreb
Defense date and country2023-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Business Informatics
Abstract
Svakodnevni život i rad snažno su obilježeni ubrzanim i sveobuhvatnim razvojem informacijsko-komunikacijskih tehnologija u zadnjih tridesetak godina. Korištenje Interneta i različitih uređaja s kojih mu se pristupa generiraju količine podataka koje u toj mjeri nisu zabilježene nikada do sada. Podaci su oduvijek predstavljali temelj poslovanja jer sadrže sve bitne informacije o prošlim, sadašnjim i budućim događanjima, ali količine koje su dostupne danas predstavljaju poseban izazov. Sama kvantiteta ne označava i njihovu kvalitetu zbog čega se diskutira o različitim mogućnostima iskorištavanja podataka. Pritom se podatke najčešće dijeli na podatke prve, druge i treće strane, a ovim se radom opisuje razlika između podataka prve i treće strane te utjecaj regulativa o zaštiti privatnosti korisnika kao uzrok sve manjeg korištenja podataka treće strane. Glavni cilj rada bio je prikazati Customer Data Platforme (CDPs) kao korisne alate u prelasku s korištenja podataka treće strane na podatke prve strane. CDP-ovi se pokazuju kao gotovo idealno rješenje u tranziciji jer se radi o centraliziranim sistemima koji omogućuju prikupljanje, obradu, analizu i primjenu podataka prve strane iz jednog softvera, kao i povezivanje sektora unutar kompanije te drugih alata bitnih za poslovni proces. Da bi se zadani istraživački cilj ostvario, korištena je metoda analize sadržaja na temelju relevantnih sekundarnih izvora informacija.
Abstract (english)
Everyday life and work are strongly influenced by the accelerated and comprehensive development of information and communication technologies in the last thirty years. The use of the Internet and the various devices from which it is accessed generate amounts of data that have never been recorded before. Data has always been the basis of business because it contains all the essential information about past, present and future events, but the volumes that are available today represent a special challenge. Quantity alone does not indicate their quality, which is why there is a discussion about different possibilities of using data. In doing so, data is usually divided into first, second and third-party data, and this paper describes the difference between first and third-party data and the impact of regulations on the protection of user privacy as the cause of the decreasing use of third-party data. The main goal of the paper was to present Customer Data Platforms (CDPs) as useful tools in the transition from using third-party data to first-party data. CDPs are proving to be an almost ideal solution in the transition because they are centralized systems that enable the collection, processing, analysis and application of first-party data from one software, as well as connecting sectors within the company and other tools essential for the business process. In order to achieve the given research goal, the method of content analysis was used based on relevant secondary sources of information.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:985918
Study programmeTitle: Business Economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-09-26 15:19:24