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master's thesis
Primjena tehnika rudarenja podataka u digitalnom marketingu
Zagreb: University of Zagreb, Faculty of Economics and Business, 2024. urn:nbn:hr:148:508917
Miloš, Lorena
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Miloš, L. (2024). Primjena tehnika rudarenja podataka u digitalnom marketingu (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:508917

Miloš, Lorena. "Primjena tehnika rudarenja podataka u digitalnom marketingu." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:508917

Miloš, Lorena. "Primjena tehnika rudarenja podataka u digitalnom marketingu." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:508917

Miloš, L. (2024). 'Primjena tehnika rudarenja podataka u digitalnom marketingu', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:508917

Miloš L. Primjena tehnika rudarenja podataka u digitalnom marketingu [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2024 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:148:508917

L. Miloš, "Primjena tehnika rudarenja podataka u digitalnom marketingu", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:148:508917

Metadata
TitlePrimjena tehnika rudarenja podataka u digitalnom marketingu
Title (english)Application of data mining techniques in digital marketing
AuthorLorena Miloš
MentorMiroslav Mandić (mentor)
Committee memberTihomir Vranešević (član povjerenstva)
Committee memberIrena Pandža Bajs (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2024-07-02, 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
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:508917
Study programmeTitle: 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 resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2024-07-02 19:37:20