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National Repository of Grey Literature

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Increasing the Effectiveness of Marketing Effort by Experimental Testing Methods Lorková, Kristína ; Luhan, Jan (referee) ; Chalupský, Vladimír (advisor) 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. Detailed record

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