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Google Analytics and its application for an organization focused on tourism
DRAXLEROVÁ, Anna
The subject of the bachelor thesis "Google Analytics and its application for an organization focused on tourism" is an analysis of using web analytics tools by companies in tourism business. The theoretical part is focused on explanation of basic concepts, defining tourism, internet marketing and web analysing. On-going practical part is based on the analysis of using web analytics tools in tourism as a whole industry and in a specific company as well.
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Content based websites analytics
Hejl, Radomír ; Mittner, Jan (advisor) ; Buchalcevová, Alena (referee)
The thesis deals with web analytics of content based websites. Its primary aim is to design metrics of a web analysis and range of the metrics. This allows a proprietor of the content based websites to evaluate the state of the web and also its changes. The following is a practical example of handling website metrics and how to evaluate a web redesign with the help of these metrics. The first and second chapter lists literature of web analysis and specifies a purpose of the thesis and its target group. In the paragraphs that follow, I explain the theoretical starting-points and major concepts in further detail. In the third chapter I describe the main targets of content based websites because con-sequently defined metrics should reflect these targets and aim for them. Then I underline some specific problems of content based websites analysis. The fifth chapter forms the crux of this work. First, I define right metrics and then present the very design of metrics for analysis of content based websites. The proposed metrics describe interpretation of values, possibilities of segmentation and also relation to other metrics. In the fifth chapter there is an example of some metrics applied to real data of two content based websites with a description of how to work with these metrics.
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The 4S Web-marketing mix in a small company
Uhlíř, Petr ; Gála, Libor (advisor) ; Šebesta, Michal (referee)
The goal of this thesis is to evaluate whether application of the model of marketing promotion in the Internet based on the concept of web-marketing mix 4S in a small organization, sales-oriented professional machines and equipment for carpentry, plumbing and metal fabrication shop can achieve synergy and formulated key performance indicators. To achieve this goal is necessary to identify and describe technologies, tools, procedures and processes based on literature and publications that are typical for internet marketing in a small and medium-sized companies, as the concept of internet promotion. The important part is to analyze the web-marketing mix 4S, which is a one of the possible variants of marketing mix. The 4S will serve as a base process model website promotion.
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The Use of Google Analytics in an E-shop
Jansa, Marek ; Molnár, Zdeněk (advisor) ; Gála, Libor (referee)
This thesis is focused on detailed description of the Web analytics tool Google Analytics and its use in improving attendance and competitiveness of Dobra vína company's e-shop. The aim is to propose measures that will increase sales of offered products. The measures were designed combining the analysis of web content, technical analysis of the web and the data obtained using Google Analytics. The thesis provides updated information on setting up Google Analytics: important changes that had taken place recently among which the transition to asynchronous syntax. These haven't been yet summarized in any other similar work. It also brings its own perspective on the use of information from Google Analytics to improve the performance of Internet business. The thesis presents the web analytics and the tool Google Analytics in general; it describes the setup and customization of the tracking code and finally it provides a short guide on how to read the visualized data. In the practical part it explores the web content of the Dobra vína's site and its technical aspects, after this it presents the specific settings of Google Analytics for the site and the final chapters analyze the data obtained from Google Analytics and propose adequate measures to take.
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Opportunities for promotion of small and medium-sized companies on the Czech Internet in 2012
Kočí, Jakub ; Pavlíček, Antonín (advisor)
The main aim of this bachelor thesis is to bring readers information about current possibilities of promotion and sales of products and services for small and medium-sized companies on the Czech internet. Thesis aims to embrace (cover) theoretical look and practical examples to describe the current reality of marketing and promotion activities on the Czech internet. Further attempts to explain the context of current realities and help readers in orientation in the possibilities which are offered to organizations.
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Customer Intelligence in e-shop
Pavel, Jan ; Novotný, Ota (advisor) ; Maryška, Miloš (referee)
Studies are focused on methods for better recognition of internet shop customers. General this method is called Customer Intelligence. It contains means of increase of customers valuation for a society. It is based on exploitation of accumulated data about customer which helps to get necessary information. A main target of Studies is to create system of Customer Intelligence addapted to society needs. For internet seller it is necessary to include a web analytics into the system too. In a theoretical part there is an explanation of attitude and significance of Customer Intelligence in terms of informational company system. Furthermore there is taken a customer value. It is proceeded from basic means of customer valuation assesment via customers lifelong value for society to means of customer scoring A practical part of Studies is devoted to performed analyses of customer data which are the main details for execution of Customer Intelligence. There is explained how this obtained information will be used. In a conclusion there is descirbed a technical realization and problems which had to be necessarily solved during the implementation.
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Traffic sources analysis
Kufová, Martina ; Sedláček, Jiří (advisor) ; Slaba, Jiří (referee)
The bachelor's thesis deals with the topic of website traffic sources. The aim of the thesis is to find out what the traffic sources are, why they are important and how the companies could benefit from them. The thesis focuses especially on classification and definition of existing traffic sources, on finding of their main use in marketing strategies and on traffic sources comparison by chosen websites of a different specialisation, where it describes which one of the available traffic sources is the most contributive to the company. According to the analysis based on data from the web analytics tool Google Analytics and comparing the cost and profit from each of the traffic source we can say that due to the web strategy the choice of the traffic source plays a big role and return on investment is by each source different.
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Internet Marketing
Matejová, Katarína ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The diploma thesis characterizes the internet as the environment for marketing. It introduces the internet as a business tool and provides analysis of customer behavior on the internet in the Czech Republic. Following part deals with internet marketing and its specifics, which are websites, search engines and PPC ads. Next section analyses selected web analytics tools for managing internet campaings with regard on the needs of small and medium businesses. The last part is a case study, which implements the principles of the previous parts on the e-shop SteamGames.cz.
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The Use of Google Analytics in an Eshop
Weida, Petr ; Molnár, Zdeněk (advisor) ; Stříteský, Václav (referee)
The main aim of this work is describing and explaining the possibilities of web analytics as a tool for effective evaluation of the web and campaigns performance. The benefit appreciate everybody, who makes decision on further web development and its marketing based on measured data. The work is divided into three main parts. The first describes how set up Google Analytics for measuring the web, the second part shows how read and interpret the measured data. In the third practical part are both applied for analyzing prohifi.cz shop.
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Mobile web analytics - tool for analysis of the mobile portal traffic
Joha, Miroslav ; Novotný, Ota (advisor) ; Prošek, Martin (referee)
This thesis analyses tools for mobile web portal logs processing which could be used for reporting of required metrics. The area covers not only web analytics, but also mobile web and mobile handsets capabilities. The objective is to analyze possibilities of existing products which can be used to process web logs and choose appropriate existing or propose proprietary solution. This solution should comply with requirements and limitations given by the portal platform limitations. Theoretical part introduces the web analytics domain and the mobile web environment. Basic concepts and metrics are described as well as the fundamental data collection methods and mobile internet basic specifics. The knowledge of the web analytics and mobile web basics are crucial to be able to eruditely assess the tools capabilities introduced in the second part of this thesis. In the practical part, there are technical details on the mobile portal operating environment described. The requirements for the tool outputs are defined there and the prospective ready-to-use solutions are researched. The final part of the text addresses the final solution for the mobile portal reporting tool including the operational data processing. The secondary output of this thesis comprises of explanation of the mobile web analytics area for the broader audience. The main output of the practical part is analysis and specification of the requirements for mobile portal reporting tool and design of the solution with the supervision of the implementation and deployment within the production environment.
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