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Affiliate marketing
Žlábek, Michal ; Raška, Ondřej (advisor) ; Kunstová, Renáta (referee)
This bachelors thesis deals with affiliate marketing, mainly from the partner's point of view, but also from the e-shop's point of view. The aim of this work is to acquaint with affiliate marketing principles, its advantages / disadvantages for both sides and describing key points of implementing affiliate marketing into a website. The majority of written information is gained through my own long-term experiences. The work is logicaly divided into 3 parts: affiliate marketing in general terms, describing succesful programs and sites and the key points of using affiliate marketing.
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Website optimization
Snížek, Martin ; Raška, Ondřej (advisor) ; Tichý, Jan (referee)
This work's topic is conversion rate optimization (CRO) -- activity, that leads to better business and website results, higher company income, through detailed knowledge of website visitors' behaviour and psychology and consecutive website adjustments. Conversion optimization's goal isn't getting more visitors to the website, it only focuses on unlocking maximum commercial potential of them -- orders, leads or other goals. The main purpose of this work is to summarize this newly developing topic complexly, as one of the first works in Czech, and demonstrating conversion rate optimization potential on a practical example. The work consists of following parts: - What is conversion rate optimization -- which disciplines and areas it comprises, the optimization process, pros and cons of optimization and redesign and more basic information on conversion rate optimization. - Some of conversion rate methods: * Multivariate and A/B testing -- what it is, how it is done, technological solutions, best practices. * Web analytics -- what it comprises, what functions it takes, what are the technological solutions and their pros and cons, web analytics implementation. * User testing -- how to do it properly. * Personas and user scenarios -- what they are and how to use them. - Case study about conversion optimization of the website Kentico.com -- utilization of described methods on a practical example including the results of optimization.
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Optimalizace obchodní výkonnosti webu pomocí A/B testování
Pařízek, Michal ; Raška, Ondřej (advisor) ; Tichý, Jan (referee)
The goal of this Master's thesis is to explain the importance of the Conversion Rate Optimization (CRO) at today's E-commerce market share. A lot of people in Czech Republic confuse this term with more popular and similar term: Search Engine Optimization (SEO). The CRO focuses on the particular website and its ability to meet the business goals. The goal of the CRO is to improve the website and its conversion rates for acceptable costs. The ROI is important here. The CRO is a broad topic so I focus only on one part -- A/B Testing. This technique is based on showing different variations of a specific web page to the users. They are divided among these variations. Each part can see different variation. In the result we can see which variation was the best in meeting the business goals. The goal of this Master's thesis is to thoroughly introduce this technique and the tool which is perfectly suitable for that -- Google Website Optimizer. It is free and worldwide known and used. This Master's thesis is divided into several main chapters. In the introduction I describe few marketing models that are closely related to the CRO. Then I focus on the CRO, A/B Testing and Google Website Optimizer. In the last chapter you can find a case study full of practical examples. So far there are only a few resources about CRO in the Czech language. That also demonstrates the fact, that the CRO is not much popular in Czech Republic so far. On the contrary in the USA or Western Europe these techniques are commonly used. Not only big companies like Google or Amazon.com, but even small businesses use the techniques of CRO and can profit from it. I think it is only the matter of time it becomes more popular also in the Czech Republic. Therefore I believe a lot of people find my Master's thesis very useful.
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Strenght and influence of search engines
Duffková, Pavlína ; Raška, Ondřej (advisor) ; Pešek, Martin (referee)
The main goal of this thesis is to describe search engines, evaluate their influence on the microeconomic market, society and estimate their future development. In the first chapter the thesis aims for a better understanding of search engines. Described is the history of search engines, the way they function and a brief analysis of the Czech and American search engine market. The second chapter describes the search engine's powerful position and its influence on the microeconomic market. Mentioned are methods of how a firm can affect its position on the internet market. Furthermore the influence of search engines on users is described including examples and studies. The last chapter of the thesis concentrates on the future development of search engines. The purpose of this thesis is to give the reader objective information about search engines, which will help the reader understand the search engine's position and significance at present time in the world. Hopefully it will help the reader better understand to what measure search engines affect the market, decision-making and behaviour of internet users.
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Web 2.0 Application
Krutský, Matyáš ; Raška, Ondřej (advisor) ; Basl, Josef (referee)
The goal of this document is to describe one of trends of Web 2.0 - web appliacation hybrids or mashup applications. It briefly describes types of mashups and how they work. First chapter introduces reader into term Web 2.0 which led to creation of mashup applications. It also describes basic terms and the term mashup itself. Second part discusses possibilities of profit on mixing differnet web services from differnet points of view. What it can bring to creators of mashup applications and also to API providers. Third part gives an overview of communication protocols usually used to communicate. Described protocols are REST, XML-RPC, SOAP, Javascript APIs and screen scraping. The goal of this section is to give the reader basic knowledge of them for further studying. Next part introduces sample application created for purpose of this work. It is a connection of Czech internet photo-sharing service rajče.net and social network Facebook. Fifth part focuses to introducing some tools for automatic creation of data mashup applications. It picks three products - Openkapow Robots, Yahoo! Pipes and Dapper, and describes their features and how to use them. Last part is a summary of current situation in Czech Republic.
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Internet content monetization
Baranyk, Jan ; Raška, Ondřej (advisor) ; Basl, Josef (referee)
This bachelor thesis describes various methods of internet content monetization. The aim of this work is to offer a comparison of most suitable internet ad services and tools for own web project or weblog. Because of certain difference between each project and the internet generally, it's impossible to describe a rigorous guide or how-to process, which could be applied to every project. Majority of information written is gained through my own experience and long-term usage of described services and my weblog writing practise. The whole work is split between a few introductory chapters describing the process of keeping the visitor on site, various revenue models of ad systems and the optimal placement of ads on the website. The main part of the work includes description and own experience with numerous ad networks. The final section focuses on possibilities of selling internet websites.
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The Domain Name Market
Vondruška, Pavel ; Raška, Ondřej (advisor) ; Prokop, Tomáš (referee)
The aim of this bachelor thesis is describing a current domain market situation and explaining methods of domain monetization. This work compares different ways of domain monetization, evaluation, using a domain and trading them. The aim should be reached by objective description of basic facts and by illustrative examples. During writing this thesis I used public accessible sources, mostly web-based. I gather much useful information in last years as I am interested in this sphere of business. The thesis is structured so that even a reader without any previous experience in domain marketing should understand everything.
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Charakteristika produktů pro Data Capture
Zimák, Radek ; Lukašovská, Renáta (advisor) ; Raška, Ondřej (referee)
Existuje alternativa ručního přepisování dat z listinných dokumentů do informačních systémů? Tato práce přináší pohled do problematiky automatického vytěžování dat z dokumentů pomocí skenerů a speciálních aplikací umožňujících rozpoznávání textu, čísel, zaškrtávacích polí a čárových kódů v naskenovaném obrazu dokumentu ? aplikací Data Capture. Práce zahrnuje přehled současné nabídky těchto aplikací na českém trhu, prostřednictvím praktických zkušeností s vybranými aplikacemi odhaluje samotný proces automatického vytěžování dat z listinných dokumentů a vyjadřuje odlišnosti ve způsobu vytěžování dat z rozdílných typů dokumentů (strukturovaných, polostrukturovaných a nestrukturovaných) s kterými se organizace při každodenní činnosti musí umět vypořádávat.
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Software as a Service, Comparison With Outsourcing
Krahulec, Jan ; Kunstová, Renáta (advisor) ; Raška, Ondřej (referee)
Bakalářská práce obsahuje charakteristiku modelu SaaS, představuje přehled jeho výhod a nevýhod a popisuje jeho ekonomické a technické předpoklady. Poskytuje také srovnání s outsourcingem a modelem ASP, diskutuje využití přístupu SaaS pro různé druhy aplikací a charakterizuje zahraniční a český trh dodavatelů SaaS. Zmapováním firem působících na českém trhu jsem udělal přehled aplikací, které lze v současnosti pořídit formou služby v České republice.
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Zefektivnění prodeje SW produktů prostřednictvím Internetu
Ovesný, Tomáš ; Kunstová, Renáta (advisor) ; Raška, Ondřej (referee)
Tématem této práce je zefektivnění prodeje softwarových produktů prostřednictvím internetu. Celá práce je vztažena na konkrétní firmu, která má v této oblasti problémy. Cílem je firmě pomoci formou návrhů možných změn, které povedou ke zefektivnění prodeje jejích softwarových produktů. V první části práce je nastíněna problematika elektronického obchodování a internet marketingu. Zahrnuje definici těchto pojmů a zabývá se používanými metodami. Nechybí zde vysvětlení pojmů internetová reklama, email marketing, optimalizace pro vyhledávače a další. Další části práce se zabývají již samotnou firmou. Analyzují a hodnotí její současný stav. Nachází se zde porovnání webových stránek s konkurencí a s webem společnosti, která patří mezi nejznámější internetové prodejce. V poslední části jsou uvedeny návrhy a nápady, které by měly firmě zajistit zlepšení prodeje prostřednictvím internetu.
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