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Complex Marketing Strategy in the Internet Environment
Novák, Michal ; Štědroň,, Bohumír (referee) ; Koleňák, Jiří (advisor)
This thesis provides basic overview of marketing concepts and tools which are available for the Internet environment. It also provides new trends and opportunities in the online environment. Output of the thesis will be efficient strategy for men's lifestyle magazine with usage of minimum finance sources. Eficiency will be taken by using of combination and application of marketing tools available in the Internet environment. The main goal is to get super-synergy affect of marketing mix components for maximum efficiency and minimum costs.
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The Analysis of User's Behavior and Performance of the Selected E-shop
Pelikán, Hugo ; Stříteský, Václav (advisor) ; Burian, Petr (referee)
The thesis focuses on the behavior of users and the performance of the selected e-shop. The theoretical part of the thesis characterizes online shopping in the Czech Republic, commercial effectiveness of websites, and the most important online website traffic sources. The applied part of the thesis is devoted to competitive comparisons of attractiveness of supply and prices from the customer's perspective. The next part of the thesis characterizes user´s behavior and evaluates the effectiveness of various online marketing channels by using web analytics and user testing. The conclusion is devoted to recommendations aimed at increasing the performance of the particular e-shop.
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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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Analyze and new design of existing website of a chosen company
Urbanová, Kateřina ; Sigmund, Tomáš (advisor) ; Jelínek, Tomáš (referee)
The aim of this master`s thesis is to analyze an existing website of a chosen company by testing user`s usability, examining Google Analytics data, conducting SEO analysis and analysing user behaviour according to heat maps. The theoretical part describes the positi-on of the website in a modern marketing, characterizes and compares main web designs, summarizes best-practices for web site development, methods of web analysis and methods for analyzing user behaviour. The practical part uses the knowledge presented in the theo-retical part and applies it in the analysis on the current website of the chosen company. The secondary aim is to define recommendations for creating new pages based on the results of analyses and best-practices of web design from the theoretical part.
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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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Data analysis of web prezentation in a software company
Henčelová, Katarína ; Říhová, Zora (advisor) ; Lalinský, Jan (referee)
This thesis looks into problematic of data originating from visits of a company websites. It is partly devoted to web analytics and Business Intelligence. The aim was to create a tool for transforming and saving these data, their analysis and reporting. The product of this thesis was created for a management of a company specifically by their requests. It was made to support managerial decisions in creating a successful web strategy.
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Monitoring website progress after the implementation of a language mutation
Fila, Ondřej ; Pavlíček, Antonín (advisor) ; Čermák, Radim (referee)
The first part of this thesis, Monitoring website progress after the implementation of a language mutation, focuses on the theoretical foundations of web analytics (history of web analytics, data collection methods, basic metrics) and Internet marketing (importance of Internet marketing and its distribution, Pay Per Click advertising). An analytical tool Google Analytics is also presented in this part. The analytical and application part contains a presentation of Segway-Point company and its website. On this website the progress (sessions, bounce rate, users flow, conversions, etc.) before and after the implementation of a language mutation was monitored and the ads settings using Google AdWords was set up accordingly. The result is the evaluation of hypotheses and a list of advices and recommendations for Segway-Point company.
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Application of Google Analytics outputs in the processes of small travel agencies in the Czech Republic
Barek, Jan ; Gála, Libor (advisor) ; Samec, Marek (referee)
This bachelor thesis describes the utilization rate of web analytics in small travel agencies in the Czech Republic. As a service of web analytics tool was chosen Google Analytics. For this bachelor thesis were defined targets as analyzing and describing basic processes of Google Analytics, analyzing and describing basic processes in travel agencies considering using Google Analytics, determining the level of using the Google Analytics outputs in processes of travel agencies in the Czech Republic. The main contribution of the work is to identify key features of travel agencies, which can be analyzed by Google Analytics and the research, how much is Google Analytics used in the processes of travel agencies in the Czech Republic.
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Web Analytics
Zaškolný, Jan ; Sova, Martin (advisor) ; Čermák, Radim (referee)
This paper initially looks into web analytics with the aim of defining its purpose and explaining the way web traffic measuring operates. Then the thesis brings together information about selected web analytics software solutions and services in order to compare their functionality and evaluate advantages and drawbacks of individual products. The next part has a form of a mini case study as its focuses on real results of tracking by examining figures measured on sample websites. The work mostly capitalizes on two methods -- gathering of available information and especially implementing selected solutions in place. Research proved there are only slight differences in recorded data. However concerning functionality and amount of reports provided individual tools are in contrast to each other. Studied solutions could be divided into two groups. First set where Google Analytics, Piwik, Awstats, Open Web Analytics and Clicky belong can be very helpful in the terms of the ability to provide valuable data in a clear and organized way. Meanwhile the remaining three solutions inspected showed up as inferior and not being worth a recommendation.
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