|
|
Web Analytics
Mittner, Jan ; Tichý, Jan (advisor)
Web analytics ranks among the most essential activities related to web page operation. Precise and timely knowledge regarding hit rate could be a great competitive advantage in relation to other websites. The goal of this work is to present all important aspects of the web analytics. The first chapter investigates the principles of analysis and also the reasons why it is necessary to monitor and assess hit rates. The next section of the work is focused substantially on indicators used when measuring hit rates and possible interpretations of their values. A firm emphasis has also been placed on indicators related to measuring website effectiveness and performance, which is of essential significance today. The content of the third chapter includes the primary approach through which we may monitor and assess hit rate. Part of this also includes an overview of the most frequently used tools with an evaluation of their opportunities, advantages and disadvantages. Next chapters concern a practical model for measuring and assessing hit rate. The first part focuses on comparing the results of various measuring tools; then the second part is a detailed analysis of hit rate for the selected website. The content of the final chapter consists of options for developing internal monitoring applications built on freely available technology. The benefit of this work rests primarily in a clear and extensive explanation for all important indicators, including possible interpretations of their values, and also in practical indicators that could serve as the basic guidelines to follow during analysis and for determining the information on which to concentrate.
|
|
|
Use of web analytics in internet marketing
Drahokoupil, Jakub ; Stříteský, Václav (advisor) ; Tatková, Kateřina (referee)
Goal of this Bachelor thesis is to explore and evaluate the possibilities of web analytics tools and their influence on marketing decisions. The application part shows the differences between web analytics tools using the analysis of specific website and evaluates the suitability of their usage with emphasis on correct interpretation of data and their influence on decisions about the website improvements.
|
|
|
Analysis of the Consumer Behaviour on Web
Charvát, Michal ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
The goal of the thesis is to analyze the behaviour of Faculty of Management website users and to formulate on its grounds the recommendations leading to increase of website usability and conversion statistics. The tool used in the thesis for this purpose are the heatmaps, in particular these two variants - mouse-tracking heatmaps and predictive heatmaps. The theoretical part describes the different types of heatmaps, their position within the framework of the web analytics and the principles of working with them. The content of the practical part is formed by the analysis of seven specific web pages and a recommendation for their optimization.
|
|
|
Web 2.0 and its Influence on the Role of Individual in International Relations
Cvejn, Michal ; Knotková, Vladimíra (advisor) ; Zemanová, Štěpánka (referee)
The thesis deals with web 2.0 and the role of individual in international relations. The first section argues in support of study of individual actor in international relation. The second section introduces web 2.0 and its applications. Based on current knowledge of impacts of web 2.0 on politics, it suggests that web 2.0 should empower individual in IR The following analysis of web 2.0 in authoritarian and democratic societies shows that the new means to organize and publish through web 2.0 constitute a threat to authoritarian regimes and that they allow individual to co-set agenda of traditional media.
|
|
|
Analysis of web regarding off-page factors
Potužáková, Karolína ; Burkoň, Lukáš (advisor) ; Vidim, Jaroslav (referee)
The purpose of the thesis is to explain off-page optimization. In the introduction, the reader learns important terminology. Ways of improving off-page factors are divided into two main categories. Active linkbuilding, i.e. active acquisition of backlinks, and passive linkbuilding, when people link to the web themselves e.g. on the basis of good contents. The next part mentions a tool suitable for administration of SEO activities. The theoretical part is used in the subsequent web analysis, where off-page factors of the web are evaluated and their quality is compared with competitors. The final part of the thesis contains recommendations for a particular web regarding off-page factors. The reader who has read this thesis should be able to distinguish good off-page optimization and to understand how the web visit rates can be improved by means of backlinks.
|
|
|
Web Analytics in Marketing Research of Academic Institutions
Jindra, Jan ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This thesis deals with the state of the web analytics in the marketing research of an academic institution. The theoretical part summarises the state of the (online) marketing in marketing activities of the academic institution and substantiates the importance of the analysis of the attendance of academic institution's web pages. It also submits basic conclusions for choosing the suitable analytic tool. In the applicative part the thesis analyses the traffic of web pages of Faculty of Management in 2010 and suggests actions leading to the higher satisfaction of web pages visitors and fulfilment of web conversion goals.
|
|
|
Measuring and improving effectiveness of internet campaigns
Zdarsa, Jan ; Stříteský, Václav (advisor) ; Krátká, Marie (referee)
Master's thesis deals with the evaluation of the effectiveness of internet campaigns. Theoretical and methodological part of the thesis presents online marketing channels and business models widely used in Internet marketing, setting right goals before the campaign launch and the most used web analytics tools, including technological difficulties and the correct procedure for evaluating campaigns. The practical part of the thesis describes a significant difference in the evaluation of the effectiveness of internet campaigns by using the multitouch attribution. A secondary aim is to show that internet marketing is not well measured as marketers think.
|
|
|
Practical use of Web Intelligence
Hnízdil, Jan ; Slánský, David (advisor) ; Pour, Jan (referee)
Web Intelligence has been quiet a popular topic lately. This thesis doesn't try to form the exact definition of Web Intelligence, because it's impossible. The aim is to demonstrate practical use of WI in retail banking instead. Since Web Intelligence can be seen as some kind of advanced Web Analytics system, the text starts off with explaining basics of Web Analytics. Then a hypothetical story about Mr. Cerny ' looking for a bank that would give him a mortgage loan is told. Meanwhile, a bank that provides Mr. Cerny 's current account tries to sell its own mortgage loan to him. Unfortunately, wrong channel at a wrong time is used to communicate the message which ends up with Mr. Cerny denying the offer instantly. Obvious mistakes made by the bank are then picked up and discussed. The conclusion is you need to know your customer very good to have long and healthy relationship. One way to achieve this is to deployWeb Intelligence solution that would reveal online habits of every one of your customers. Event Driven Marketing online campaigns can then be used to identify customers needs and target them at the right time, through the right channel and with the right message. If everything works well, the customer starts to percieve marketing communication as a personal support rather than annoying advertisement.
|
|
|
Web Analytics for Small and Medium Businesses
Jašek, Pavel ; Novotný, Ota (advisor) ; Rauch, Tomáš (referee)
This topic of this work is web analytics and customer knowledge methods that help small and medium sized businesses for decision support and are intended to yield higher e-commerce results. The main purpose of this thesis is to design and verify possible uses of advanced web analytics methods in a customer-oriented small business. The theoretical part conducts research into the current state of the web analytics industry. The conditions of small and medium enterprises are described and suitable web analytics tools are compared. Several web analytics maturity models are discussed. The practical part of the thesis states specific recommendations obtained from the pilot project for the company Baushop s.r.o. The project consists of a business analysis and use of analytics tools for optimizing internet campaigns and improving customer service. Specific data analysis methods are discussed and all supportive data are provided.
|
|
|
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.
|
guest ::
