Pazarlamada kampanya yönetimi ve yapay zekâ kullanımı
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Dijital c?ag?ın yu?kselis?i ve son yıllarda yapılan bas?arılı pazarlama c?alıs?malarının da katkısıyla yapay zeka? teknolojilerinin o?nemi her gec?en gu?n daha da artmakta ve so?z konusu teknolojiler birc?ok sekto?rde is?lev kazanmaktadır. Gu?nu?mu?zde, is?letmeler gu?nden gu?ne artan rekabet sonucunda mevcut ve potansiyel tu?keticilere ulas?mak ic?in bilgi teknolojileri tabanlı sistemleri kullanmaktadırlar. O?zellikle son yıllarda firmaların mevcut s?artları ic?erisinde, verilerin dog?ru bir s?ekilde toplanması ve analiz edilmesi gibi tekrarlanan karmas?ık su?rec?leri otomatikles?tirmesi sebebiyle yapay zeka? teknolojisi kampanya ve pazarlama c?alıs?malarında birc?ok avantaj sag?lamaktadır. Gec?mis?ten gu?nu?mu?ze, hızlı bir s?ekilde gelis?mekte olana yapay zeka? teknolojisi, alanında yapılan c?alıs?malarla o?nem ve deg?eri gu?nden gu?ne artan bir sekto?r haline do?nu?s?mu?s?tu?r. Bu c?alıs?mada, pazarlamada kampanya yo?netimi ve yapay zeka? arac?ları kullanımı kapsamında hangi, teknikler ile uygulandıg?ı incelemektedir. Aras?tırmada derinlemesine mu?lakat yo?ntemi kullanılmıs?tır. C?alıs?manın konusu ile ilgili uzman go?ru?s?lerini belirleyebilmek adına, pazarlama uzmanları ve bilgi-is?lem profesyonelleri ile derinlemesine mu?lakat yapılmıs?tır. Elde edilen veriler ıs?ıg?ında kampanya yo?netimi c?alıs?malarında yapay zeka? kullanımı ve yo?ntemleri hakkında bulgular edinilmis?tir. Bu bulgular ıs?ıg?ında, is?letmeler tarafından hayata gec?irilen c?es?itli pazarlama faaliyetlerinin du?zenlenmesi, is? akıs?ı su?rec?lerinde verilerin otomatik toplanması, analiz edilmesi ve c?ıktıların hızlı bic?imde ortaya konması ac?ısından yapay zeka? kullanımının kampanya c?alıs?malarında olumlu sonuc?ları oldug?u tespit edilmis?tir.
With the rise of the digital age and the contribution of successful marketing studies in recent years, the importance of artificial intelligence technologies is increasing day by day and these technologies are gaining a function in many sectors. Today, businesses use information technology-based systems to reach current and potential consumers as a result of increasing competition. Especially in recent years, artificial intelligence technology provides many advantages in campaign and marketing studies, since it automates complex repetitive processes such as collecting and analyzing data correctly, within the current conditions of companies. Artificial intelligence technology, which has been developing rapidly from the past to the present, has become a sector whose importance and value is increasing. In this study, it is examined which techniques are applied within the scope of campaign management and artificial intelligence tools in marketing. In-depth interview method was used in the research. In order to determine the expert opinions on the subject of the study, in-depth interviews were conducted with marketing experts and IT professionals. In the light of the data gathered, findings were obtained about the use and methods of artificial intelligence in campaign management studies. In the light of these findings, it has been determined that the use of artificial intelligence has positive results in campaign studies in terms of organizing various marketing activities implemented by businesses, automatic collection and analysis of data in workflow processes, and rapid presentation of outputs.
With the rise of the digital age and the contribution of successful marketing studies in recent years, the importance of artificial intelligence technologies is increasing day by day and these technologies are gaining a function in many sectors. Today, businesses use information technology-based systems to reach current and potential consumers as a result of increasing competition. Especially in recent years, artificial intelligence technology provides many advantages in campaign and marketing studies, since it automates complex repetitive processes such as collecting and analyzing data correctly, within the current conditions of companies. Artificial intelligence technology, which has been developing rapidly from the past to the present, has become a sector whose importance and value is increasing. In this study, it is examined which techniques are applied within the scope of campaign management and artificial intelligence tools in marketing. In-depth interview method was used in the research. In order to determine the expert opinions on the subject of the study, in-depth interviews were conducted with marketing experts and IT professionals. In the light of the data gathered, findings were obtained about the use and methods of artificial intelligence in campaign management studies. In the light of these findings, it has been determined that the use of artificial intelligence has positive results in campaign studies in terms of organizing various marketing activities implemented by businesses, automatic collection and analysis of data in workflow processes, and rapid presentation of outputs.
Açıklama
Sosyal Bilimler Enstitüsü, Pazarlama Yönetimi Ana Bilim Dalı, Pazarlama Yönetimi Bilim Dalı
Anahtar Kelimeler
İşletme, Business Administration
