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professional thesis
Transformacija u marketingu i prodaji osiguranja
Zagreb: University of Zagreb, Faculty of Electrical Engineering and Computing, 2024. urn:nbn:hr:168:504087
Banić, Barbara
University of Zagreb
Faculty of Electrical Engineering and Computing

Institutional repository: FER Repository

Cite this document

Banić, B. (2024). Transformacija u marketingu i prodaji osiguranja (Professional thesis). Zagreb: University of Zagreb, Faculty of Electrical Engineering and Computing. Retrieved from https://urn.nsk.hr/urn:nbn:hr:168:504087

Banić, Barbara. "Transformacija u marketingu i prodaji osiguranja." Professional thesis, University of Zagreb, Faculty of Electrical Engineering and Computing, 2024. https://urn.nsk.hr/urn:nbn:hr:168:504087

Banić, Barbara. "Transformacija u marketingu i prodaji osiguranja." Professional thesis, University of Zagreb, Faculty of Electrical Engineering and Computing, 2024. https://urn.nsk.hr/urn:nbn:hr:168:504087

Banić, B. (2024). 'Transformacija u marketingu i prodaji osiguranja', Professional thesis, University of Zagreb, Faculty of Electrical Engineering and Computing, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:168:504087

Banić B. Transformacija u marketingu i prodaji osiguranja [Professional thesis]. Zagreb: University of Zagreb, Faculty of Electrical Engineering and Computing; 2024 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:168:504087

B. Banić, "Transformacija u marketingu i prodaji osiguranja", Professional thesis, University of Zagreb, Faculty of Electrical Engineering and Computing, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:168:504087

Metadata
TitleTransformacija u marketingu i prodaji osiguranja
Title (english)Transformation in marketing and sales of insurance
AuthorBarbara Banić
MentorZvonko Kostanjčar (mentor)
Committee memberStjepan Begušić (predsjednik povjerenstva)
Committee memberAzra Tafro (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Electrical Engineering and Computing
Zagreb
Defense date and country2024, Croatia
Scientific / art field,
discipline and subdiscipline		TECHNICAL SCIENCES
Computing
Abstract
Jedan od čestih problema koji postoji u velikim poduzećima u tradicionalnoj industriji kao što je osiguranje, postojanje je sustavnih, organizacijskih i podatkovnih silosa. Transformacija poslovanja među ostalim podrazumijeva i integraciju organizacijskih dijelova koji su u direktnoj vezi s klijentom te centralizaciju podataka o klijentu. Time se omogućuje efikasnije upravljanje životnim ciklusom kupca. Dodatno, centralizacija podataka te korištenje novih alata i tehnologija omogućuje razvoj modela strojnog učenja te njihovu implementaciju u sustave za marketinške i prodajne aktivnosti, a čiji je cilj prepoznati najperspektivnije klijente za određenu marketinšku ili prodajnu aktivnost. To vodi k boljem korisničkom iskustvu, smanjenju marketinških i prodajnih troškova te povećanju efikasnosti prodajnih agenata, odnosno optimizaciji marketinških i prodajnih aktivnosti. No s ciljem optimizacije marketinških aktivnosti neophodan je i digitalni marketing.
Abstract (english)
One of the biggest problems that exist in big companies in traditional industry such as insurance industry, is existence of organizational and data silos. Business transformation among others implies integration of organizational parts which directly work with client and centralization of client data. This makes efficient customer lifecycle management possible. Additionally, data centralization and usage of new tools and technologies enables development of machine learning models and its implementation in systems insurance companies use for marketing and sales activities. It leads to better customer experience, decrease of marketing and sales costs, and increase in sales agents’ efficiency, respectively it leads to optimization of marketing and sales activities. But with a goal of marketing and sales activities optimization, digital marketing is also necessary.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:168:504087
Study programmeTitle: INSURTECH
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni/a specijalist/specijalistica digitalnih inovacija i tehnologija u osiguranju (sveučilišni/a specijalist/specijalistica digitalnih inovacija i tehnologija u osiguranju)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-08-27 07:53:24