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Tool for Determining Attributions of Online Marketing Activities
Šišák, Ivan ; Henzl, Martin (referee) ; Malinka, Kamil (advisor)
The tool allows distribution of credit for the conversion to various marketing activities. So-called attribution modelling is concerned. The distribution of conversion is described by the models, except those most famous (first interaction model, last interaction model, linear model), that allow to create any distribution of conversion to several marketing activities. The use of this tool may be useful in the surveys of the effectiveness of marketing activities.
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Tool for Determining Attributions of Online Marketing Activities
Šišák, Ivan ; Henzl, Martin (referee) ; Malinka, Kamil (advisor)
The tool allows distribution of credit for the conversion to various marketing activities. So-called attribution modelling is concerned. The distribution of conversion is described by the models, except those most famous (first interaction model, last interaction model, linear model), that allow to create any distribution of conversion to several marketing activities. The use of this tool may be useful in the surveys of the effectiveness of marketing activities.
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Effective Use PPC to promote products services on the Internet
Novotný, Ondřej ; Koudelka, Jan (advisor) ; Matějka, Martin (referee)
This thesis titled Effective Use PPC to promote products services on the Internet is focused on traditional systems AdWords from Google, Sklik from Seznam and attribution models in Google analytics. The theoretical part of the history of the Internet, the development of online marketing individual marketing tools forms of advertising. The practical part is divided according to the strategic focus of the campaign. Acquisition, performance and remarketing campaigns. The last part is the comparison of measurement conversions in these systems with Google Analytics. The aim is to propose suitable metrics for evaluating the effectiveness of campaigns, banner ad and according to their strategic focus right perspective on measurement conversions.
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