Original title:
Zvyšování efektivity marketingových aktivit pomocí experimentálních metod
Translated title:
Increasing the Effectiveness of Marketing Effort by Experimental Testing Methods
Authors:
Lorková, Kristína ; Luhan, Jan (referee) ; Chalupský, Vladimír (advisor) Document type: Master’s theses
Year:
2018
Language:
slo Publisher:
Vysoké učení technické v Brně. Fakulta podnikatelská Abstract:
[slo][eng]
Práca analyzuje správanie zákazníkov Kiwi.com, celosvetovej online platformy pre nákup leteniek, predstavuje a testuje návrhy na marketingové zmeny s cieľom zvýšiť konverzie v rámci jednotlivých zákazníckych segmentov. Efektivita behaviorálnych zásahov je meraná pomocou A/B testovania, experimentálneho nástroja online marketingu. Ďalej práca rozoberá návrhy na budúce vlastnosti produktu a marketingovo-behaviorálne zásahy.
The thesis analyses the customer behavior of Kiwi.com, a global online retail company for booking flights and proposes marketing interventions to increase the conversion rates in various customer segments. The effectiveness of new behavioral interventions is tested against current marketing efforts using experimental A/B methods. Additionally, areas for further improvements are explored and a design of future product features and marketing behavioral interventions is proposed.
Keywords:
A/B testing; customer behavior; data analysis; experiment; online marketing
Institution: Brno University of Technology
(web)
Document availability information: Fulltext is available in the Brno University of Technology Digital Library. Original record: http://hdl.handle.net/11012/81293