The general goal of the research group is to study the digital economy development, which is undergoing changes conditioned by the digital technologies development, as well as the behaviour of economic entities by using scientific methods.

Over the years, the research this group has worked on has been used to inform, support and evaluate policy-making in the areas of digital ecosystems, including e-commerce, digital entrepreneurship and digital payment systems. The group is committed to improving academic knowledge and the industrial application of broader thematic fields of eLeadership, behavioural economics digital marketing strategy, economic analytics and technology.

The group aims to facilitate leading national and international research in the scientific and industrial field of digital marketing, addressing business and societal needs in the thematic fields of digital advertising and social media, mobile marketing, platform and cloud services, web data management and innovative digital technologies. The group provides an inclusive and market-oriented environment for research development, encouraging interdisciplinary and multidisciplinary approaches to maximize performance in real-world applications.

• dr. sc. Nataša Trojak (voditeljica)
• dr.sc. Nikola Drašković
• Nada Kaurin Knežević, pred.
• Goran Radman, viši pred.
• Josip Vrančić, viši pred.
• mr. sc. Mario Fraculj
• mr. sc. Mario Perić
• Tomislav Krištof, viši pred.
• Vanja Šebek. pred.
• Stella Antolović, viši. pred.
• Halida Sarajlić, pred.
• mr. sc. Lordan Kondić, pred.

Selection of the most relevant publications:

1. Igor Matić, Leo Mršić, Joachim Keppler Advanced Analytics Techniques for Customer Activation and Retention in Online Retail, Konferencijski rad, znanstveni, objavljen u cijelosti     ICO2020 DOI 10.1007/978-3-030-68154-8_62(2021)
2. Mršić Leo, Petračić Sanja, Balković Mislav Application of advanced data analytics in the audit process, Konferencijski rad, znanstveni, objavljen u cijelosti, Intelligent Computing and Optimization – Proceedings of the 2nd International Conference on Intelligent Computing and Optimization 2019 (ICO 2019), Advances in Intelligent Systems and Computing, Springer Nature Switzerland AG, DOI 10.1007/978-3-030-33585-4_51(2020)
3. Vitasovic L., Kunic Z., Mrsic L. Automatic Video Editor for Reportages Assisted by Unsupervised Machine Learning, Konferencijski rad, znanstveni, objavljen u cijelosti, ACIIDS 2021          DOI 10.1007/978-981-16-1685-3_25(2021)
4. Mršić Leo, Jerković Hrvoje, Balkovic Mislav Real Estate Market Price Prediction Framework Based on Public Data Sources with Case Study from Croatia, Konferencijski rad, znanstveni, objavljen u cijelosti, Sitek P., Pietranik M., Krótkiewicz M., Srinilta C. (eds) Intelligent Information and Database Systems. ACIIDS 2020. Communications in Computer and Information Science, vol 1178. Springer, Singapore, DOI 10.1007/978-981-15-3380-8_2 (2020)
5. Mršić Leo, Zajec Srecko, Kopal Robert Appliance of Social Network Analysis and Data Visualization Techniques in Analysis of Information Propagation, Konferencijski rad, znanstveni, objavljen u cijelosti  objavljen u Springer (Lecture Notes in Computer Science), Intelligent Information and Database Systems, 11th Asian Conference, ACIIDS 2019, Yogyakarta, Indonesia, April 8–11, 2019, Proceedings DOI 10.1007/978-3-030-14802-7_11(2019)
6. Buturac Ivan Spajić, Mršić Leo, Balković Mislav Lean Based and Artificial Intelligence Powered Support Framework for Independent Screen Entertainment Creators, Konferencijski rad, znanstveni, objavljen u cijelosti     Sitek P., Pietranik M., Krótkiewicz M., Srinilta C. (eds) Intelligent Information and Database Systems. ACIIDS 2020. Communications in Computer and Information Science, vol 1178. Springer, Singapore, DOI 10.1007/978-981-15-3380-8_20(2020)

Projects: 

1. HRZZZ Implicitna ličnost i radno ponašanje UIP-2013-11-6719
2. HRZZZ Implicitna ličnost, donošenje odluka i vođenje u organizacijama IP-2018-01-9354
3. Interreg DTP2-076-1.1 Knowing IPR – Fostering Innovation in the Danube Region through Knowledge Engineering and IPR Management
4. COSME COS-TOURINN-2020-3-04 EU DigiTour
5. Erasmus+ KA220-HED-000029742 AI4PPP – Artificial Intelligence for People, Planet, Profit