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A method for selecting a portfolio of tools for online marketing activities and supporting their management
Smutný, Zdeněk ; Doucek, Petr (advisor) ; Stříteský, Václav (referee) ; Novotný, Ota (referee) ; Hynek, Josef (referee)
Online marketing activities play an increasingly important role for organization in connection with the development of internet based technologies and their positive reception by the society. The aim of this dissertation is to design an artefact that would support the decision making of marketing specialists and thus the management of online marketing activities. The starting point is an explorative research among Czech companies, which identifies the issues felt as problematic and the needs of the selected set of organizations. Introduced at the same time is the current state of use of selected tools for online marketing by these organizations, and the situation is compared with worldwide development. The output of this explorative research, the examination of scientific literature, and a critical analysis serve as a basis for designing an own method, Genoma, whose purpose is to support the decision making of marketing specialists, and thereby also the management of marketing activities in internet-mediated environment. This method is presented as Deming (PDCA) cycle, which enables it to be used not only separately, but also as part of other frameworks for the management of marketing activities (e.g. the frameworks PMF, MCPF and RACE, which are presented in the dissertation). The Genoma method uses mainly the genetic algorithm for selecting a suitable portfolio of online marketing tools for a particular campaign. The selection is made on the basis of expected feedback at the level of social interaction, meeting the given marketing targets, and the financial demands of the individual tools. The prerequisite of using this method is a knowledge base that includes the area of sociotechnical interaction, which is based on interpreting phenomena related to the internet-mediated environment and the features of complex networks. Methodically, this dissertation builds on the complementary relationship of the behavioural (social informatics) and the design type of research (design science research). The final assessment of the suitability of the proposed method is done on the basis of a multiple case study, which uses also an own program created in C#, implementing the genetic algorithm used in the Genoma method.
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Implementation of a tool for human movement data analysis
Matějka, Martin ; Novotný, Ota (advisor) ; Pour, Jan (referee)
The aim of this thesis is to provide an insight into theoretical and practical aspects of an analytical tool developed by Ondřej Funiok, Vilém Kalus, Tomáš Rosenberger and Martin Matějka at the University of Economics in Prague. The goal was to develop a tool which could be used for an analysis of human movement within a given place (e.g. retail store) and which could leverage traditional customers' data like age, gender or profession in order to enrich outcomes of conducted analysis, as well as provide a new segmentation of these customers based on their movement. Given that, one of the possible scenarios is that marketers would be able to finely-target their campaigns and use the space more effectively. The thesis contains a short introduction to Location Intelligence as a category of systems which the developed tool belongs to. Further a research of existing theses, articles etc., as well as already available products is conducted. Since a documentation of web services' application interface has proved to be an important aspect of the development, a research and comparison of supporting tools follows. Fourth and fifth chapters are of rather practical nature -- the first of them is about an overall design and architecture of the developed tool, while the second one describes the used application interface and its documentation in detail together with the most important aspects of a backend component -- so called ,,GA-Server``.
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Evolution and value ob Business Intelligence in the period of economic crisis
Prchlík, Tomáš ; Slánský, David (advisor) ; Pour, Jan (referee)
The goal of this thesis is to create a comprehensive overview of how the economic crisis influenced the business intelligence market. The introduction is dedicated to the general principles of the business intelligence technologies. It is followed by analysis and identification of the commercial sector's problems associated with the recent economic decline as well as shortcomings that the corporate executives commit in the times of economic growth, and a proposal of solutions to these problems using Business Intelligence applications. The next part of the work is focused on the global analysis of benefits of the solutions and their future development. The final part of the thesis serves as an argument to highlight the importance of BI and is demonstrated on several examples of successful BI implementations in various businesses operating in different sectors. The thesis aims not only to analyze and document the development and changes in the understanding of Business Intelligence during the economic crisis but it should also motivate potential readers from among the management to consider whether they should also support the acquisition of BI in their businesses. This document should prove that if they invest in Business Intelligence in times of crisis then they might not need to implement unpopular solutions to their problems. The relevance of this subject is only underscored by the fact that unless the development of the world economy improves its current course, we might find ourselves at the beginning of another, perhaps even more significant crisis. The appendix summarizes the BI applications' inputs, different processing and information analysis methods, and the possibility of using their outputs to improve the operation of the enterprise.
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Controlling
Zadinová, Olga ; Mikovcová, Hana (advisor) ; Horváthová, Vladimíra (referee)
Success of a company is obviously influanced by superior desicion making of its management. No matter of size, bussiness, locality, all companies face this fact. In order to be able to utilize all information flowing into, within, out of a company, a manager needs help. The solution could be to build controlling system. The main aim of the thesis is comparison of principles applied in companies and theoretical controlling. Business differences are taken into account. The thesis is divided in two main parts, which lead to fulfilment of the main goal. First part prepares information base for analytic research. It includes description of historical development, controlling tools and tasks. The second part comprises research methods and the most important part of the thesis, which is focused on revealing of aplied controlling within analyzed companies.
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Decision Making Support Using Exact Software's Enterprise Information Systems
Pitka, Lukáš ; Pour, Jan (advisor) ; Šváb, Jiří (referee)
This diploma thesis deals with an information technology support of organization's decision making processes using Exact Software's enterprise information systems. The main goal of this paper is a demonstration of various Exact Software applications using real world examples from several Czech enterprises. Illustration of various benefits of integrated enterprise systems architecture is another goal of this paper. Possible benefits gained during the process of implementation of Exact Software's applications and necessary requirements that have to be fulfilled create the last goal. Risks and issues that can be encountered during the implementation process are mentioned along with benefits. To achieve these goals this diploma paper contains a lot of practical illustrations supplemented by theoretic explanation. Paper includes four parts. First part is an introduction into decision making processes in enterprises and provides a general overview of Exact Software's enterprise information systems portfolio. Another area covered by the first part is an overview of possible benefits of these systems in according to the level of organization management. Second part is dedicated to Exact Synergy Enterprise. At the beginning of this part there are outlined procedures, benefits and assumptions necessary for successful system implementation. The following text in part two contains many real world examples from the decision making point of view. Third part covers Business Intelligence application Exact Business Analytics from the standpoint of implementation guidelines, prerequisites and benefits. Subsequent subchapters contain practical examples of usage of this system. The last part is comprised from two case studies of Exact Software's systems implementation -- first one is a financial counseling company, second one is a company from the IS/ICT area. The paper as a whole represents unique material for companies that are looking for solutions on their decision making and analytical procedures problems. On the basis of this paper the reader can create an overview of current capabilities of enterprise information systems. A vast majority of presented solutions are system independent i.e. the usage of systems from Exact Software is only exemplary. Case studies of complex enterprise IS architectures in real world enterprises represents another great contribution to this diploma paper.
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Systémy pro podporu rozhodování
Novák, Karel ; Rosický, Antonín (advisor) ; Pavlíček, Antonín (referee)
Práce se zaměřuje na psychologii rozhodování, omezené možnosti člověka, racionální složku rozhodování a vliv emocionálních aspektů na tvorbu rozhodnutí. Především pak na rozhodovací proces v hospodářských subjektech a v celospolečenském procesu řízení. Na pozadí vývoje systémů pro podporu rozhodování, je popsán proces, kdy dochází ke sblížení a zapracování poznatků o psychologii rozhodování do nových přístupů ke konceptu podpory rozhodování a řešení problémů. Poukazuje na nedostatky původních teorií zaměřených především na podporu racionální složky rozhodování a na způsoby, jakým způsobem moderní trendy řešení problémů a podpory rozhodování stále více akceptují nejenom racionální složky lidské osobnosti, ale i skryté nevědomé faktory, znalosti a zkušenosti i emocionální aspekty lidského jedince.
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