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master's thesis
TRENDOVI PRIMJENE METRIKE MARKETINGA
Diplomski rad
2022. urn:nbn:hr:145:849932
Rupčić, Mateja
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Rupčić, M. (2022). TRENDOVI PRIMJENE METRIKE 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:145:849932

Rupčić, Mateja. "TRENDOVI PRIMJENE METRIKE MARKETINGA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:849932

Rupčić, Mateja. "TRENDOVI PRIMJENE METRIKE MARKETINGA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:849932

Rupčić, M. (2022). 'TRENDOVI PRIMJENE METRIKE MARKETINGA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 25 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:849932

Rupčić M. TRENDOVI PRIMJENE METRIKE MARKETINGA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 December 25] Available at: https://urn.nsk.hr/urn:nbn:hr:145:849932

M. Rupčić, "TRENDOVI PRIMJENE METRIKE MARKETINGA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:849932

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Metadata
TitleTRENDOVI PRIMJENE METRIKE MARKETINGA : Diplomski rad
Title (english)MARKETING METRICS TRENDS : Graduate paper
AuthorMateja Rupčić
MentorAntun Biloš (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAna Pap Vorkapić (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Business Informatics
Abstract
Metrika je mjerni sustav koji kvantificira trend, dinamiku ili karakteristiku. U gotovo svim disciplinama, praktičari koriste metriku da objasne fenomene, dijagnosticiraju uzroke, dijele nalaze i projiciraju rezultate budućih događaja. U području znanosti, poslovanja i vlade, metrika potiče strogost i objektivnost. Metrika marketinga smatra se ključnom referencom za menadžere koji žele postati vješti u marketingu. U ovome radu prikazane su i navedene prednosti i slabosti širokog niza marketinških metrika. Objašnjeno je kako primijeniti metrike marketinga, ne samo u planiranju kampanja, već i u mjerenju njihova utjecaja te optimiziranju njihovih rezultata. U radu je prikazano na konkretnim primjerima kako poslovni subjekt može unaprijediti svoje poslovanje upotrebom različitih alata. Kod primjene trendova metrike marketinga, najbolji pristup jest odrediti ključne pokazatelje uspješnosti, a zatim redovito mjeriti kako poduzeće posluje u odnosu na njih. To poduzeću omogućuje da optimizira i proširi one programe koji rade, dok se povlači za one koji se nisu pokazali uspješnima. Smatra se da se trgovci više ne mogu oslanjati na konvencionalnu mudrost, praktična pravila ili intuiciju koja je možda bila dovoljna u prošlosti, već se pojavljuje novi izazov - znati što mjeriti i kako to točno mjeriti, a što je fokus marketinške metrike. Cilj diplomskog rada je prikazati primjenu i aktualne trendove metrika marketinga na primjeru konkretnih podataka Mlinarove Predsjedničke kampanje iz 2019. godine.
Abstract (english)
A metric is a measurement system that quantifies a trend, dynamic or characteristic. In almost all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project outcomes of future events. In science, business, and government, metrics encourage rigor and objectivity. Marketing metrics is considered a key reference for managers who want to become proficient in marketing. The strengths and weaknesses of a wide range of marketing metrics are presented in this paper. It explains how to apply marketing metrics, not only in campaign planning, but also in measuring their impact on optimizing their results. The paper shows with real-life examples how a business entity can improve its operations by using different tools. When applying trending marketing metrics, the best approach is to determine key performance indicators and then regularly measure how the company is performing. This allows the company to optimize and expand those programs that work, while pulling back on those that have not proven successful. It is believed that marketers can no longer rely on conventional wisdom, rules of thumb or intuition that may have been sufficient in the past. New challenge is emerging - knowing what to measure and how to measure it accurately, which is the focus of marketing metrics. The goal of the graduate paper is to show the application and current trends of marketing metrics on the example of specific data from Mlinar's 2019 presidential campaign.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:849932
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management, Logistic management , 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 on2023-05-19 07:45:18