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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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Opportunities and conditions of use of social networks to increase competitiveness
Vondruška, Pavel ; Molnár, Zdeněk (advisor) ; Nečas, Miroslav (referee)
The diploma thesis is focused on the social networking sites in terms of their use for increasing the competitiveness of companies. The first part deals with a theoretical introduction to social networks where the basic concepts are defined and then characterized by major networks globally. Each social network is analyzed both in terms of the structure of its users, and are listed as individual options, which provides for promotion within their system - they are mentioned both paid and unpaid opportunities. At the end of this section are described the general possibilities of using social networking for business - ways to measure the impact of these activities, risks and requirements of their operation within the company. The second part is a practical solution to use social networks to support the selected e-commerce business. The introduction provides basic parameters of the e-shop is defined by the competitive environment. The analysis carried out various solutions to various social networks. It is designed and implemented their own social network to the target audience the company. The practical part ends with a final report including recommendations for further progress in the use of social networks. The main contribution of the paper is to present a detailed analysis of selected enterprise communication on social networks, including putting all the relevant data from which the conclusion can be drawn in specific recommendations to further enhance competitiveness.
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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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Website internet marketing with a focus on search engine optimization
Havíř, Vojtěch ; Stříteský, Václav (advisor) ; Holeček, Jan (referee)
This thesis gives an insight into the field of internet marketing with a special focus on Search Engine Optimization (SEO). For the purpose of this thesis one website is selected and analysed in order to determine how successfully SEO has been performed. Different sources of visitors are analyzed and their activity is measured. The goal of this thesis is to give a set of recommendations to the operators of this website. Based on those recommendations the operators should be able to increase the number of visitors. In addition, this work also contains a comprehensive overview of basic internet marketing methods with a more detailed overview of different factors which influence SEO. This focus is both on OnPage and OffPage factors.
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Comparison shopping as a way to increase sales on the Internet
Fojtík, Tomáš ; Jandoš, Jaroslav (advisor) ; Kafka, Daniel (referee)
This bachelor thesis deals with a part of the Internet services, that's known as comparison shopping. Comparison shopping services on the Internet describes from a theoretical point of view but also from a practical point of view. Introduction to Internet marketing enriches by the acquired data and points to the importance of marketing mix in the context of a price comparison. The concept of price comparison is evaluated on the basis of practical experience from user perspective and in terms of vendor. This work shows, how the comparison shopping works in real world, what problems it has, what solutions are possible to do and suggests one of the potential way to future extensions. Based on the data and analysis explains the chosen corporate strategy. Using publicly available data and information collected by Google Analytics to evaluate the current status of comparison shopping on the internet. One part of this work is about introducing a new price comparison shopping service. Describes detailed the situation of Czech comparison shopping services in comparison with the new service introduced. Finally compares the measured metrics from the newly established service with the competition.
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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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Creation and promotion of website artbuilding.cz
Stránská, Eva ; Stříteský, Václav (advisor) ; Němečková, Klára (referee)
The aim of this Bachelor's Thesis is to evaluate the current state of web site www.artbuilding.cz and provide a successful strategy to encourage website visitors. The introduction of Bachelor's Thesis describes a growing trend in Internet usage and online advertising, which signalizes the growing importance of web presentation as a tool to publicise ones self in an online environment. The next section characterizes the Internet marketing together with structuring of the marketing tools. In this context, my Bachelor's Thesis is focusing primarily on the web sites potential. For this reason, and from the Internet marketing point of view, there is a description of creating website, including a description of different forms of promotion. The following section, there are results of the complex web analytics and their current status. The analysis is divided into individual parts, which contain the detailed description of the specific analysis, including the procedure for its implementation and sequential evaluation together with recommendation for improvement.
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E-commerce and social networks in small businesses
Vokáčová, Lucie ; Kubálková, Markéta (advisor) ; Kubálek, Tomáš (referee)
The diploma thesis focuses on e-commerce in small businesses in connection with marketing and social networks. The first chapter focuses on the marketing processes and the possibility of use of the Internet in small businesses. In the second chapter I deal with the rules of creation of the corporate website, I describe several Internet tools to promote the website (Google Analytics) and deal with search engine optimization (SEO). The third chapter is devoted to social media and a number of case studies describing the use of the social network Facebook in marketing. The final chapter four is the result of the previous chapters, all the theoretical findings are applied to the two real companies AS. ROVI, s.r.o. and METRO FLORENC, s.r.o. In conclusion I am summarizing the facts mentioned above and set out recommendations for both companies and small businesses in general. This thesis was designed as a guide for small businesses -- for them to be thaught how to effectively use modern Internet tools to improve their own promotion and hence profit.
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