20.500.12556/DKUM-84199 Poslovno poročanje v digitalnem marketingu naftnega in plinskega podjetja s pomočjo orodja Power BI Business reporting in the digital marketing of an oil and gas company using the Power BI tool Nafta in plin spadata pod fosilna goriva, ki dandanes predstavljajo glavni vir energije v svetu. Nafta je glaven in nujen vir za prevozna sredstva, zemeljski plin pa za ogrevanje in proizvodnjo električne energije, vendar so ljudje fosilna goriva pričeli uporabljati že veliko prej. Naftna in plinska industrija sta še dandanes eni izmed največjih sektorjev glede na ustvarjeni dobiček. Dandanes je proizvodnja nafte v Evropski uniji na zelo nizki ravni, zato smo odvisni od proizvodnje in dobave iz drugih držav. Trenutno nam dobavo nafte in plina otežuje še aktualna ukrajinsko-ruska vojna, zato smo primorani nafto dobavljati od drugod. Ker je industrija nafte in plina konkurenčna, je marketing izjemno pomemben. Podjetja, ki se s tovrstno industrijo ukvarjajo, se ne zavedajo, da morajo kljub temu da se ukvarjajo s prodajo nafte in goriva, veliko svojega časa in denarnih sredstev vlagati tudi v marketing, kajti le na tak način bodo podjetja lahko konkurenčna. Digitalni marketing se nenehno razvija zaradi novih tehnologij. Znanih je nekaj dobrih praks digitalnega oglaševanja, ki jih lahko označimo za zelo učinkovite – na primer e-poštni marketing (angl. E-mail marketing), vsebinski marketing (angl. Content Marketing), optimizacija spletnih brskalnikov (angl. Search Engine Optimization, SEO), marketing vplivnežev (angl. Influencer Marketing) in oglaševanje na družbenih medijih (angl. Social Media Marketing). Kljub temu da vsaka prinese določene koristi, ima po drugi strani tudi nekaj slabosti. Stvari se v marketingu dogajajo in spreminjajo na dnevni ravni, zato je še kako zelo pomembno, da se o dogajanju sproti poroča v obliki poslovnega poročila. Poslovno poročilo je dokument, ki vsebuje dejanske informacije, statistične podatke ali izsledke raziskav, ki so pomembni za ohranjanje strank, sprejemanja boljših odločitev, nadzorom nad proračunom in zagotavljanjem meril uspešnosti za vse prihodnje marketinške kampanje. Obstaja veliko programov poslovnega poročanja, ki omogočajo vizualizacijo podatkov. Eden izmed bolj znanih je orodje Power BI, ki omogoča enostavno povezovanje z viri podatkov, vizualizacijo, odkrivanje, kateri podatki so relevantni, ter deljenje teh podatkov s komer koli. Oil and gas are fossil fuels. Fossil fuels are the main source of energy in the world today, because oil is the main and necessary source for transport, and natural gas for heating and electricity production, but people started using fossil fuels much earlier. The oil and gas industry is still one of the largest sectors in terms of profit generated. Today, oil production in the European Union is at a very low level, so we are dependent on production and supply from other countries. Currently, the Ukrainian-Russian war is making it difficult for us to supply oil and gas, so we are forced to supply oil from elsewhere. Because the oil and gas industry is competitive, marketing is extremely important. The companies involved in this type of industry do not realize that, despite the fact that they are engaged in the sale of oil and fuel, they must also invest a lot of their time and money in marketing, because only in this way will the companies be able to compete. Digital marketing is constantly evolving due to new technologies. However, there are some good practices of digital advertising that can be characterized as very effective - for example, E-mail Marketing, Content Marketing, Search Engine Optimization (SEO), Influencer Marketing and Social Media Marketing. Despite the fact that each brings certain benefits, on the other hand, it also has some disadvantages. Things in marketing happen and change on a daily basis, so it is very important to report on what is happening in the form of a business report. A business report is a document that contains factual information, statistics, or research findings that are important to retaining customers, making better decisions, controlling budgets, and providing benchmarks for all future marketing campaigns. There are many business analytics programs that provide data reporting. One of the more well-known is the Power BI tool, which makes it easy to connect to data sources, visualize, discover which data is relevant, and share that data with anyone. Nafta in plin naftna in plinska industrija digitalni marketing poslovno poročanje Power BI. Fuel and gas fuel and gas industry digital marketing business reporting Power BI. true true false S. Vaupotič Slovenski jezik Angleški jezik Magistrsko delo/naloga 2023-05-02 13:48:11 2023-07-19 13:47:18 2023-07-20 03:10:18 0000-00-00 00:00:00 2023 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13:004 159268099 MAG_Vaupotic_Sara_2023.pdf MAG_Vaupotic_Sara_2023.pdf 1 749A40B5D6D0B93939024DBAB1782853 2dc6f24ebca80ddce9711a93997ca1d44d40eb7adf9dedf0072b4339e18f29ad 5c243fb8-083e-11ee-85b3-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=167914 Ekonomsko-poslovna fakulteta 0 0 0