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master's thesis
Metrika mobilnog marketinga
Diplomski rad
2020. urn:nbn:hr:145:908961
Ravlić, Marija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Ravlić, M. (2020). Metrika mobilnog marketinga : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:908961

Ravlić, Marija. "Metrika mobilnog marketinga : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:908961

Ravlić, Marija. "Metrika mobilnog marketinga : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:908961

Ravlić, M. (2020). 'Metrika mobilnog marketinga : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 29 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:908961

Ravlić M. Metrika mobilnog marketinga : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2024 December 29] Available at: https://urn.nsk.hr/urn:nbn:hr:145:908961

M. Ravlić, "Metrika mobilnog marketinga : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:145:908961

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Metadata
TitleMetrika mobilnog marketinga : Diplomski rad
Title (english)MOBILE MARKETING METRICS : Graduate paper
AuthorMarija Ravlić
MentorIvan Kelić (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2020-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Diplomski rad bavi se tematikom metrike mobilnog marketinga. Mobilni marketing postaje sve značajniji dio poslovanja. Činjenica da ljudi provode po nekoliko sati na mobilnim uređajima samo povećava važnost mobilnog marketinga. Tvrtke bi trebale iskoristiti ovu priliku na najbolji način kako bi doprijeli do korisnika. Kako bi se saznale informacije o tome što pozitivno djeluje na korisnika, potrebno je pratiti učinak koji se ostvaruje preko komunikacijskih alata mobilnog marketinga. Učinak se prati preko analitičkih alata koji pružaju uvid u metriku. Praćenjem metrike dolazi se do zaključka i odluka koje dovode do napretka i rasta utjecaja na kupce, a samim time i rasta tvrtke. Primjer praćenja metrike koji je naveden u radu odnosi se na Mlinar web shop, a korišteni je alat za praćenje analitike Google Analytics. Prilikom izrade diplomskog rada korištena je metoda kompilacije, metoda deskripcije, metoda analize te ekonometrijska metoda koja se ubraja u matematičke metode. Cilj je rada opisivanje ključnih analitičkih alata za mjerenje metrike mobilnog marketinga te potkrepljivanje navedenih informacija praktičnim primjerom.
Abstract (english)
This thesis deals with the topic of mobile marketing metrics. The mobile marketing is becoming an increasingly important part of the business. The fact that people spend several hours on mobile devices only increases the importance of the mobile marketing. The companies should make the most of this opportunity to reach out to their customers. In order to find out information about what has a positive effect on the user, it is necessary to monitor the effect achieved through mobile marketing communication tools. The effect is monitored through analytical tools that provide metric insight. Following the metrics, we come to conclusions and decisions that lead us to progress and growth of impact on customers, and thus the growth of the company. The example of tracking metrics given in this paper refers to the Mlinar web shop for which the Google Analytics tracking tool was used. During the research for this thesis, different methods were used; the method of compilation, the method of description, the method of analysis, and the econometric method, which is one of the mathematical methods. The aim of this paper is to describe the key analytical tools for measuring mobile marketing metrics and to support this information with a practical example.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:908961
Study programmeTitle: Business economy; specializations in: Business Informatics
Course: Business Informatics
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-05-27 12:01:20