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Evaluation of Online Marketing Communication in Specific Enterprise
 Mocek, Tomáš ; Tichá, Ivana (advisor) ; Lucie, Lucie (referee)
The thesis is focused on online marketing communication tools and their effectiveness. The theoretical part focuses on the basics of online marketing and especially to the summary and characteristics of the various tools of online marketing. Those are further described their main advantages and possibilities. The practical part presents selected anonymous company for which the individual tools analyzed. Analyzed are mainly paid channels used by the company to promote its services in the period from the perspective of visitor behavior on the site and in terms of effectiveness of individual channels. Evaluation is done by monitoring key indicators using web analytics Google Analytics. The aim of the thesis is to evaluate the effectiveness of online marketing tools selected companies. Partial order is based on the analyzed data to proposing possible changes and other recommendations in this area.
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