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undergraduate thesis
IMPLEMENTACIJA UMJETNE INTELIGENCIJE U MARKETINGU
Završni rad
2022. urn:nbn:hr:124:050137
Barić, Ana
University of Split
Faculty of economics Split

Cite this document

Barić, A. (2022). IMPLEMENTACIJA UMJETNE INTELIGENCIJE U MARKETINGU : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:050137

Barić, Ana. "IMPLEMENTACIJA UMJETNE INTELIGENCIJE U MARKETINGU : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:050137

Barić, Ana. "IMPLEMENTACIJA UMJETNE INTELIGENCIJE U MARKETINGU : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:050137

Barić, A. (2022). 'IMPLEMENTACIJA UMJETNE INTELIGENCIJE U MARKETINGU : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 07 April 2025, https://urn.nsk.hr/urn:nbn:hr:124:050137

Barić A. IMPLEMENTACIJA UMJETNE INTELIGENCIJE U MARKETINGU : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2022 [cited 2025 April 07] Available at: https://urn.nsk.hr/urn:nbn:hr:124:050137

A. Barić, "IMPLEMENTACIJA UMJETNE INTELIGENCIJE U MARKETINGU : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:124:050137

Metadata
TitleIMPLEMENTACIJA UMJETNE INTELIGENCIJE U MARKETINGU : Završni rad
AuthorAna Barić
MentorMarko Hell (mentor)
MBZ: 259274
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2022-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Business Informatics
Abstract
Intenzivan tehnološki napredak i digitalizacija izmijenili su načine na koji društvo funkcionira. Velik udio poslova i zadataka koje su nekada obavljali ljudi danas je automatiziran, a tradicionalni oblici trgovine sve više se prebacuju na digitalne kanale obzirom da iz dana u dan internet bilježi sve veći broj aktivnih korisnika. Poduzeća su uvidjela značaj digitalizacije za unapređenje poslovanja, pa su sve veći broj svojih marketinških aktivnosti počela obavljati u digitalnom prostoru, u... More čijem fokusu je digitalni marketing. Ovakav, suvremeni marketinški pristup omogućava bolji uvid u potrebe i želje ciljnog tržišta, komunikacija je dvosmjerna, za razliku od tradicionalnog pristupa, a sve aktivnosti odvijaju se u stvarnom vremenu. Posljednjih godina posebno mjesto u poslovnom marketingu dobila je umjetna inteligencija. Ovaj rad napravljen je s ciljem identificiranja značaja umjetne inteligencije u digitalnom marketingu te analize načina na koje je umjetna inteligencija unaprijedila marketing. Analiziranjem mnogobrojnih literaturnih izvora ustanovljeno je kako digitalni marketing koristi nekoliko komponenti umjetne inteligencije, uključujući strojno učenje, velike podatke, analitiku, neuronske mreže i inteligentne agente. Upotrebom ovih sofisticiranih tehnoloških rješenja u stvarnom vremenu se obrađuju enormne količine povijesnih podataka temeljem kojih se vrši segmentacija tržišta, prepoznavanje specifičnih zahtjeva ciljnog tržišta i različita predviđanja, koja se kreću od budućeg ponašanja potrošača i potražnje, sve do prepoznavanja profitabilnih kupaca. Sve ovo za posljedicu ima smanjenje troškova i povećanje prihoda od prodaje za poduzeća, a kupcima je omogućem personaliziran pristup, trenutni odgovor na njihove zahtjeve te poboljšanje korisničkog iskustva. Less
Abstract (english)
Intense technological advances and digitalization have changed the way society functions. A large proportion of the jobs and tasks once performed by people are now automated, and traditional forms of commerce are increasingly being switched to digital channels as the Internet is gaining more and more active users. Companies realized the importance of digitalization for business improvement, so they began to perform an increasing number of their marketing activities in the digital space,... More which are focused on digital marketing. This modern marketing approach provides a better insight into the needs and desires of the target market, two-way communication, unlike the traditional approach, and all activities take place in real time. In recent years, a special place in business marketing has been given to artificial intelligence. This thesis is designed to identify the importance of artificial intelligence in digital marketing and to analyze the ways in which artificial intelligence has improved marketing. Analyzing numerous literature sources, it was found that digital marketing uses several components of artificial intelligence, including machine learning, big data, analytics, neural networks, and intelligent agents. Using these sophisticated real-time technological solutions, enormous amounts of historical data are processed, based on market segmentation, identification of specific target market requirements and various predictions, ranging from future consumer behavior and demand to profitable customers. All of this results in reduced costs and increased sales revenue for businesses, and provides customers with a personalized approach, instant response to their requests, and improved user experience. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:050137
Study programmeTitle: Business Studies
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-10-25 10:26:48
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