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The company controlling utilization
Chlup, Miloslav ; Jašek, Pavel (referee) ; Konečný, Miloš (advisor)
This Master´s thesis deals with the controlling utilization in concrete company. Diploma work specifies definition of controlling and its place in management system in the theoretical part. Next chapter analyses situation in the company and defines the problems. The aim of the Master´s thesis is suggestion of solving these problems. Balanced Scorecard is used on the determinate problem of strategic controlling. Then in the thesis is recommended creation of financial analysis and system of financial indicators.
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The company controlling utilization
Chlup, Miloslav ; Jašek, Pavel (referee) ; Konečný, Miloš (advisor)
This Master´s thesis deals with the controlling utilization in concrete company. Diploma work specifies definition of controlling and its place in management system in the theoretical part. Next chapter analyses situation in the company and defines the problems. The aim of the Master´s thesis is suggestion of solving these problems. Balanced Scorecard is used on the determinate problem of strategic controlling. Then in the thesis is recommended creation of financial analysis and system of financial indicators.
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Increasing the efficiency of advertising on Facebook by using decision trees
Randus, Jan ; Vraná, Lenka (advisor) ; Jašek, Pavel (referee)
This bachelor thesis aims to increase the efficiency of Facebook marketing campaigns, having used advanced statistical methods. For this purpose, I gathered data from Facebook marketing campaign of a fashion online store. In the theoretical part, the thesis addresses methods which were used for data analysis (decision trees) and also covers sampling methods which were used for model adjustments. In addition, the thesis describes the field of online performance marketing. The practical part is devoted to the application of decision trees and the creation of decision model on the data gathered in the beginning. Finally, the thesis answers the question how to advertise on Facebook as efficiently as possible, based on the output from my decision model.
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Use of qualitative user behavior data in web analytics
Repetný, Michael ; Stříteský, Václav (advisor) ; Jašek, Pavel (referee)
This thesis covers main aspects of web analytics and use of qualitative data in better decision making processes. It describes the importance of web analytics, alternative tools for data collection and their utilization. The problem to be solved is the low number of online orders on the website. Selected problem is being solved by implementation of analytical program Zeerat and subsequent analysis of traffic drop-off at each step of ordering process, click heatmap of the problematic page and responses from the online survey. Based on the results of analysis, an alternative version is suggested. The introduction of a new version resulted in increasing bookings by 107 %. The main goal of this thesis is the introduction and comparison of feedback gathering methods and subsequent application of selected approaches in practice to specific project in order to increase website's business performance.
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Marketing use of e-shops data
Přichystal, Jakub ; Šperková, Lucie (advisor) ; Jašek, Pavel (referee)
This thesis describes how internet shops can use customer data in order to create more effective marketing processes. Goal is to get overview of customer behaviour and preferences by analysing available data. Options for better marketing campaign targeting and customer segmentation are provided using results of this analysis. Theoretical part of thesis describes data sources, using these sources and metrics used for measuring marketing campaigns. Practical part consists of case study focused on analysing available data and proposals on how to use results of analysis for marketing campaign. Benefit of this thesis is simple description how to get competitive advantage by analysing available data using free tools.
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Design and utilization of models focused on geomarketing support in the commercial sector
Klika, Pavel ; Jašek, Pavel (advisor) ; Šperková, Lucie (referee)
This thesis deals with the modern way of market segmentation, namely with the creation and implementation of models using statistical methods, internal data and publicly availa-ble information. Models should serve to commercial use in Business to Customer relation-ship. Outcome of this thesis is the analysis of data sources, building logic and application of models to support decision-making and market segmentation in a company offering in-ternet connectivity. The aim is to verify whether such models are an appropriate tool to support decision making, gain competitive advantage and indicate risky activities from different perspectives.
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Trends in analytical CRM
Heřmanský, Michal ; Šperková, Lucie (advisor) ; Jašek, Pavel (referee)
This thesis describes major trends in the field of analytical CRM. The goal is to identify those trends and compare them with current situation on the CRM market. The thesis is devided among several parts. In the opening part is described Customer Relationship Management and architecture of CRM system. The next part discribes analytical CRM and its standard ways of using. The main part of the thesis is identification of trends. Idetificated trends are characterized and compared with situation on the market. The contribution of this thesis is summarizing current trends in CRM analytics and comparsion of those trends with current CRM market situation.
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Augmented Reality and its use in Sales and Marketing
Jonášová, Barbora ; Smutný, Zdeněk (advisor) ; Jašek, Pavel (referee)
The bachelor thesis deals with augmented reality and its use in marketing and sales. The thesis consists of theoretical and practical parts. In the theoretical part a general overview of augmented reality is given in terms of its definition, development, principles and technologies used. Next, uses of augmented reality in various sectors are presented along with some of the problems that are associated with this technology. The practical part contains a design of an marketing application for a specific company that uses augmented reality.
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Business Intelligence solution for petrol stations' network
Ouhel, Radek ; Novotný, Ota (advisor) ; Jašek, Pavel (referee)
The main idea of this thesis is to find an optimal Business Intelligence solution for monitoring and analysis of petrol stations, which would be provided as a complementary product to the current production system, and would aim to contribute both to the business of the customer, and provider of this software. Main goal is to design the solution, as well as to develop consequent marketing strategy, all the while taking many factors into consideration. These factors are e.g. status of current production system, competitive environment, customer requirements and many others. In order to fulfill the goal, extensive research of relevant literature and academic publications has been performed. Main areas of interest in this research were marketing strategy development methodologies, licensing and pricing policies, IT project management methodologies and Business Intelligence theory. Thesis also uses a lot of company's internal information, such as the data structure and quality of the database, or prevailing needs and requests of current customers. Contribution is the sole demonstration of combining various internal and external factors, taking into account whilst designing the solution. The thesis demonstrates, that Business Intelligence in its broader definition, may for certain groups of customers result in an original and non-conventional solution. Non-conventional both from the perspective of features and components, as well as the tools and development environments used to implement it. Thesis begins by researching given sources. The research is followed by the theoretical part, describing general Business Intelligence principles relevant to the topic. Fourth chapter foreshadows the current status-quo, informing about features and architecture of current production system, data sources and also about a current business strategy of the company providing Europos software. Current status-quo in relation to the external environment is described in the next chapter, where competitive and market analyses are conducted. The sixth chapter sums up the facts from previous chapters, and transforms them into concrete customer requirements regarding the form and content of future solution. Based on those requirements, conceptual design of the solution is made in chapter seven, which also includes the solution's increment delimitation. Chapter eight describes selected tools for the solution, and refines the design by more specific physical data model diagrams. Final solution is depicted and described in chapter nine. Finally, the thesis ends with chapter eleven, where all categories of marketing mix are designed, therefore there is a clear vision of how, and for how much would the product be offered and sold to the customer.
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Analysis of competition and on-line communication channels in sector Business Intelligence and Data Analysis.
Valentová, Tereza ; Vávra, Oldřich (advisor) ; Jašek, Pavel (referee)
The aim of the present bachelor's thesis is to do a competitive analysis, which lays emphasis on the analysis of on-line communication channels, to determine conditions of entry in the Big Data Market in the sector Business Intelligence and data analytics. The theoretical part deals with B2B research, Porter's model and marketing mix. Atributes of marketing mix are put in the context with use for competitive analysis, specifically for benchmarking. The focus is first on the differences between B2B and B2C market, then some rules connected with B2B research are described and compared with B2C. The most important part is Porter's analysis of five competitive forces, which serves as basis for determination of important players and rules in the sector. At the end marketing and communication mix is defined. The most frequently used methods of analysis are clarified in the framework of the aforementioned mixes. In the practical part the most important players in the sector are determined. The practical part also describes their force, rules and barriers which startup can expect at the entry on the market. This part also includes a comparison of selected rival companies based on the marketing mix and communication channels. The focus is primarily on on-line communication and presentation. In conclusion the sector is evaluated and successful communication techniques are defined. The bachelor's thesis serves as basis for strategic decision making for startup Asimplia.
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