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Processing and utilizing of customer data
Bartelová, Jana ; Kunstová, Renáta (advisor) ; Sládková, Pavlína (referee)
The topic of this master dissertation is data mining of customer data for marketing purposes within an enterprise. The information resulting from this process is then used to create targeted marketing campaigns. Nowadays, identifying and exploiting customer's needs is vital for any enterprise. With that in mind, the theoretical part of this dissertation is focused primarily on different methods of data analysis such as segmentation, profiling, customer scoring and determining customer value. A significant segment of this part focuses on web analysis, which studies customer's web browsing behaviour. The practical part of this dissertation is based on a case study of a specific e-shop. The case study identifies and solves problems of emailing realization. Solving these problems using Silverpop Engage brings new opportunities for emailing. The main goal of this dissertation is to show new opportunities of utilizing behavioural data for e-mailing campaigns execution.
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Analysis of specific cases of cybercrimes in the financial sector
Skřivánková, Klára ; Toman, Prokop (advisor) ; Svatá, Vlasta (referee)
The thesis deals with the issue of currently most frequent cyber attacks apperaring in the financial sector, that do not aim to fraud financial institutions, but particularly target their clients, average Internet users. The highest attention is deserved to fraud emails -- as known as phishing. The other types of internet frauds and scams, such as Nigerian email scams or the Zeus virus, are not omitted. In the document is presented textual and pictorial guide, which contents a list of warning signs, that helps common Internet user identify and reveal email fraud. The multicriterial analysis evaluates the level of education and awareness, that selected financial institutions provide to their clients using the official web sites. In the last chapter are suggested recommendations and advices leading to increase availability, clearness and quality of information regarding internet frauds and financial threats.
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Information availability analysis on websites of personal transport companies
Buman, Tomáš ; Toman, Prokop (advisor) ; Sigmund, Tomáš (referee)
This diploma thesis is focused on information availability on websites of personal transport companies. Our main concern is to propose a methodology for web analysis with stress on information availability and satisfying information needs of various users. This methodology has been tested on websites of these three transport companies: CDS Náchod, Eurolines and České dráhy. This tested methodology can also be used for analysing other transport companies or as a guideline for developing new transport companies' websites. Likewise it can be applied to analyse websites of any other company if the information needs are respecified.
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Use of Business Intelligence with web analysis of an electronic store
Erlebach, Jakub ; Novotný, Ota (advisor) ; Maryška, Miloš (referee)
In the time of recent economic crisis is more than ever difficult to keep old and find new customers. Along with the growth of sales on the Internet there are also a growing number of competitors, which want their share of the market pie. The aim of this thesis is to use technologies and processes of Business Intelligence with web analysis of an electronic store in order to get new information and knowledge that should later on help with overcoming the two mentioned problems most companies running an internet business are today dealing with. In the first, theoretical part of this thesis there are described basic principles and processes of search engine optimization in term of both users and search engines. Next chapter follows the theory of web analysis. There are also described general as well as own selection criteria of the web analysis tool. Upon these criteria there are these tools described and evaluated. Last theoretical chapter deals with Business Intelligence, in particular with a data warehouse theory and with a process of a BI project. Introduction to the practical part is formed by a description of a current e-shop situation. In this part there is also mentioned current architecture solution, standing of the firm and its future vision. On the basis of selected web analysis tool and theoretical knowledge described in previous chapters there is than designed concrete solution and described process of its implementation, some of its outputs and also its costs. The main contribution of this thesis I see in gaining new and otherwise hardly accessible reports about the visit rate, which should ease and improve the process of website optimization and therefore help the company to strengthen its market position. Another contribution would be in demonstration of the BI implementation on a small business scale also with its cost accounting.
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