20.500.12556/DKUM-63580 MERJENJE USPEŠNOSTI PRODAJNIH AKTIVNOSTI NA OSNOVI PROFILIRANJA IN SLEDENJA UPORABNIKOV PREKO STORITEV V OBLAKU Measuring the effectiveness of sales activities on the basis of profiling and tracking trough of users trough the cloud services V magistrski nalogi na kratko opišemo tehnologijo oblaka, ter velikih podatkov, ki so osnova za tehnološko platformo, s katero je bila naloga izvedena. Dotaknemo se razvoja mobilne tehnologije, ki nas dandanes spremlja že na vsakem koraku, in kako jo oglaševalci uporabljajo sebi v prid, ter tudi prihajajočih tehnologij, kot je obogatena resničnost ter nosljive tehnologije. Usmerimo se v televizijsko oglaševanje, profiliranje uporabnikov ter spremljavo gledanosti, ki jo je mogoče preko digitalne televizije spremljati, hkrati pa opišemo sistem za masovno zajemanje spletnega prometa ter poiščem korelacije med podatki gledanosti digitalne televizije in spletnim obiskom oglaševalcev. Zaključimo s predstavitvijo rezultatov merjenja in statistično analizo pridobljenih podatkov. Z vrednotenjem potrdimo, da je preko televizije mogoče spremljati gledalca ter mu celo ponuditi personalizirane reklame. In this master thesis the cloud technology and big data are shortly described, both ground for the technical platform, which was used. We describe development of the mobile technology, which follows us today on every step and how it is used by advertisers. We also mention emerging technologies as augmented reality and wearables. Later We focus on television advertising, user profiling and ratings, which are collected automaticaly on digital television and describe the system for mass internet traffic collection where data is analysed for correlations between television advertisements and web traffic. We conclude with the results of measurements and statistical analysis of collected data. With evaluation of the data, we confirm, that it is possible to monitor an individual user and even offer personalized commercials. marketing televizijsko oglaševanje personalizacija uporabnika profiliranje uporabnika veliki podatki storitve v oblaku spletna analitika korelacije med podatki prodaja marketing TV advertising user personalization user profiling big data cloud services web analytics data correlations sales true true false B. Kraut Slovenski jezik Angleški jezik Magistrsko delo 2016-09-13 14:27:06 2016-11-14 13:35:08 2022-07-03 03:05:51 2019-07-11 13:32:32 2016 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.777:791.641043.2) 19982358 URN:SI:UM:DK:S7EXJSGP MAG_Kraut_Bojan_2016.pdf MAG_Kraut_Bojan_2016.pdf 1 CDBABF148508D334460F22278ECF75C7 0c1dafbd76ffab1fc51d680ed01f17e8b06ce1cc6a4d8d954ca31444f4b2d745 72e85c02-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=104272 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0