OJS (University of Applied Sciences Velika Gorica)
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GDPR – UTJECAJ OPĆE UREDBE O ZAŠTITI OSOBNIH PODATAKA NA DIGITALNI MARKETING
No full textDue to the rapid development of technology, in the last ten years digital marketing has given rise to sophisticated automated models for successfully affecting the behaviour of consumers whose fundamental rights, such as the right to privacy and the right to the protection of personal data, have often been violated because of the discrepancy between the regulations and the actual use of personal data.
The possibility of targeting has been brought to an enviable level – a precise targeting of an identified individual and his or her personal data, as well as their complete demographic, sociographic and psychographic profile – thus opening the doors to the possibility of making precise predictive analyses and the placement of behavioural strategies by combining various digital channels in creating communication messages of inducement to purchase and continuous monitoring of the individual and their habits.
Information security, on the other side, is a term which all parties in the marketing world involved in the provision of technological services directed towards automated use for marketing purposes, i.e. third-party-side tools with the goal of collecting data, shy away from.
The goal of the General Data Protection Regulation is the protection of personal data, primarily the right to privacy in the digital age and the Regulation will strongly influence the current modalities of using digital marketing.
This study was carried out by the authors on 233 small and medium entrepreneurs in the Republic of Croatia on the use of marketing modalities and tools to collect data about targeted individuals. It has shown that through digital marketing, the companies collect not only the information about their consumers’ preferences, but their a priori goal is the concrete identification of an individual for the purpose of reducing the costs of marketing activities, directing customized communication to a targeted individual and creating a quick return on a marketing investment by raising sales – at the same time without any special sensitivity regarding the protection of the individual’s rights and their personal data.
The goal of the paper is the identification of the most frequent methods and tactics of digital marketing and their non-compliance with the General Data Protection Regulation which comes into force at the end of May this year.Digitalni marketing je tijekom zadnjih desetak godina uslijed ubrzanog tehnološkog razvoja iznjedrio sofisticirane automatizirane modele uspješnog utjecaja na ponašanje potrošača kojima su zbog raskoraka u regulaciji i stvarnosti uporabe osobnih podataka često bivala povrijeđena temeljna prava poput prava na privatnost i prava na zaštitu osobnih podataka.
Mogućnost targetiranja, odnosno ciljanja dovedena je na zavidnu razinu – precizno ciljajući identificiranog pojedinca i njegove osobne podatke te kompletnu demografiju, sociografiju i psihografiju - otvarajući time vrata mogućnosti preciznih prediktivnih analiza i plasmana bihevioralnih strategija kombiniranjem različitih digitalnih kanala u kreiranju komunikacijskih poruka poticanja na kupnju te kontinuiranog praćenja pojedinca i njegovih navika.
Informacijska sigurnost, s druge strane, u marketinškom svijetu pojam je od kojeg zaziru sve strane uključene u pružanje tehnoloških usluga usmjerenih automatiziranoj uporabi u marketinške svrhe, odnosno third-party-side alati s ciljem prikupljanja podataka.
Svrha Opće uredbe o zaštiti podataka je zaštita osobnih podataka i prvenstveno prava na privatnost u digitalno doba te će snažno utjecati na dosadašnje modalitete korištenja digitalnog marketinga. Istraživanje koje su proveli autori na 233 mala i srednja poduzetnika u Republici Hrvatskoj o korištenju marketinških modaliteta i alata u svrhu prikupljanja podataka o ciljanim pojedincima pokazalo je da tvrtke digitalnim marketingom ne prikupljaju samo informacije o preferencijama svojih potrošača, već im je a priori cilj konkretna identifikacija pojedinca u svrhu smanjenja troškova marketinških aktivnosti, usmjeravanje prilagođene komunikacije na ciljanog pojedinca te stvaranje brzog povrata marketinške investicije podizanjem prodaje - istovremeno bez posebne osjetljivosti na zaštitu prava pojedinca i njegovih osobnih podataka.
Cilj rada je identifikacija najčešćih metoda i taktika digitalnog marketinga te njihovih nesukladnosti s Općom uredbom o zaštiti osobnih podataka koja stupa na snagu krajem svibnja ove godine
Differences in Diplomatic and Media Rhetoric Regarding Croatia's Conditions for Serbian EU Accession Negotiations
Get PDFThe process of stronger connecting of countries belonging to the Old Continent in the form of the European Union is moving towards the East, which made Serbia start its negotiation process for a full EU membership. The Croatian view on this process is specific and largely based on negative past experience of living together in one country, which ended up in the Homeland War (internationally called Yugoslav war), whose memories are still fresh. Therefore, this process is of great importance for the Croatian politics. Serbian political elites and media advocate for fast accession to the EU, whereas a significant number of Croatian politicians show not only caution and distrust, but to some extent even the fear of this integration. To become a full member state, Serbia must undoubtedly fulfil strong accession criteria. From the beginning of the negotiation process, Croatia started with a rather harsh political rhetoric of setting different conditions and using its recently established right of being an EU member state to force Serbia to compromises in solving still open legal disputes.The main goal of this paper is to demonstrate by using adequate methods and modern metrics how differences in statements given by various diplomatic-political circles in comparison to specific media announcements may with their varieties and various interpretations generate instability in both countries.The purpose of this paper is the research and analysis of diplomatic statements and media announcements on this matter in order to gain a better understanding of bilateral relations between two countries and of perception by its citizens - Croatia as the full member state and Serbia as the candidate country.Results of this research imply the presence of a conflict situation in the negotiation process and a negative turn in geopolitical perception which is of a decreasing probability to solve open issues in bilateral negotiation. The Governments of both countries must raise their efforts in communication to reach valid decisions based on more rational assessment and subsequently inform their public on the discussions in an adequate and correct manner
Modeli odlučivanja-prednosti i nedostaci u kriznom upravljanju
No full textIt has been shown that professional stress is underexamined when it comes to personnel management in crisis situations. High degree of responsibility associated with this profession implies high stress potential that largely depends on quality of leadership and decisions taken. Decision element is of crucial importance for successful crisis managing. In order to understand and improve decision-making in crisis situations, a necessity for rationalization of decision theory emerges. Researches focusing on the matter of decision-making have been conducted by scientists of many profiles, having establishment of basic approaches of modern decision theory for the result: normative approach is based on probability functions whereas the prescriptive approach provides guidelines for decision-making in practice. Finally, there is descriptive approach that harnesses heuristics to describe ways in which people actually decide. In real-life situations decision-making is laid by contextual and psychological boundaries inherent to all people. In that respect, observed patterns of different behaviours in people when it comes to decision-making under ambiguity, different from those in deciding under stress, play a major role. There are significant differences in practical values of particular models of decision-making. Therefore, this paper investigates various models of decision-making and their applicability in crisis situations in purpose of prevention and reducing stress levels in responsible persons. In the conclusion, the approach of bounded rationality based on heuristic strategies imposes itself as the most appropriate, although fallible, but often only possible choice. By adopting skills of situational awareness and critical thinking, supported by adequate stress trainings, simulations and preventive measures such as risk analysis, operation strategies and calculations of probability based on postulates of normative domain of decision-making theory, it is possible to mitigate negative influence of stress and enhance decision-making in crisis management.Profesionalni stres kod osoba na upravljačkim pozicijama u kriznim situacijama premalo je proučavan. Visok stupanj odgovornosti kod kriznih menadžera vezuje uz sebe visoki stresni potencijal koji uvelike ovisi o samoj kvaliteti vodstva i donesenih odluka. Element odluke od presudnog je značaja za uspješno ovladavanje krizom. U svrhu boljeg razumijevanja i poboljšanja procesa odlučivanja u kriznim situacijama ukazuje se potreba za racionalizacijom teorije odlučivanja. Istraživanja usmjerena na problematiku odlučivanja provode znanstvenici različitih profila, a za rezultat imaju formiranje osnovnih pristupa suvremene teorije odlučivanja. Normativni pristup je zasnovan na vjerojatnosnim funkcijama dok preskriptivni pruža smjernice za odlučivanje u praksi. Naposljetku, deskriptivni pristup bavi se heuristikama koje opisuju kako ljudi zapravo odlučuju. U stvarnim situacijama odlučivanje je određeno kontekstualnim i psihološkim ograničenjima svojstvenih svim ljudima. Pritom važnu ulogu imaju uočeni obrasci ponašanja kod ljudi pri odlučivanju u uvjetima neizvjesnosti, različiti od onih kod odlučivanja pod rizikom. Postoje značajne razlike u uporabnoj vrijednosti pojedinih modela odlučivanja stoga ovaj rad razmatra različite modele odlučivanja i njihovu primjenjivost u kriznim situacijama u svrhu prevencije i smanjivanja stupnja stresa kod odgovornih osoba. U zaključku ovog rada pristup ograničene racionalnosti zasnovan na heurističkim strategijama nameće se kao najpogodniji, pogrešiv, ali često jedini mogući izbor. Uz usvajanje vještina situacijske svjesnosti i kritičkog razmišljanja potkrijepljenih adekvatnim stres-treninzima i simulacijama te preventivnim mjerama poput izrade analiza rizika, strategija djelovanja i izračuna vjerojatnosti na temelju postulata normativne domene teorije odlučivanja moguće je umanjiti negativan utjecaj stresa i time pospješiti odlučivanje u kriznom upravljanju
Water Supply System as Critical Infrastructure of a City
Get PDFCritical infrastructure involves the systems, networks and facilities of great importance for the normal functioning of society. Interruption in the proper functioning of critical infrastructure can have serious repercussions for human health and/or serious economic consequences. Water and water management are among the key sectors of critical infrastructure in the countries comprising the European Union and as such hold great importance for the entire union, as well as for the each individual member state. This paper presents research results whose aim is to show how informed are the respondents about critical infrastructure in the Republic of Croatia, as well as their attitudes regarding the importance of critical infrastructure. In addition, the practical implications of this paper point to the necessity of stronger and systematic protection of water as critical infrastructure. Based on research results, the paper presents a proposal in which direction might be developed the corrections of the extant protection system, with the aim of improving the efficiency of the water supply system protection
Management of Communication Processes in Crisis Situations
Get PDFEffective communication and good communication skills are indispensable factors of success in all interpersonal social, political and business relationships, and their importance is particularly manifested in various types of crisis situations. The perception of how complex and dangerous a particular crisis may be, and the trust placed in those responsible for its resolution, will largely depend on their communication skills and the manner in which the communication process is managed during the crisis. Various types of crisis situations require specific ways to communicate and different communication strategies, so the communication process needs to be managed.
The purpose of this paper is to describe the role of communication skills and to emphasize the importance of managing the communication process in order to avoid or at least minimize obstacles in communicating with target audiences in crisis situations
Private Security - Legal and Operational Aspect of the Security Threat Response
Get PDFModern security threats are constantly evolving, both in terms of forms of execution, as well as with regard to categories of potential perpetrators and end targets of attacks. Adequacy of response therefore depends largely on a continuous and timely analysis of the mentioned evolution and all potential risks, on which basis an adequate security response is formed. Given that the concept of security is an indivisible synergistic category of all the factors that form an adequate security response, the private security sector must monitor this evolutionary cycle of potential threats to provide adequate responses through protective measures and activities at the micro-location level. It is therefore essential to analyse monitoring of trends and evolution of potential security threats in the private security segment, the availability of this information in the sector, structuring models and optimization of security activities and, ultimately, the available resources of the private security sector in Croatia when forming an adequate and effective response to potential security threats