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Optimization of marketing campaign on Heureka.cz
 Neufus, Marek ; Čermák, Radim (advisor) ; Smutný, Zdeněk (referee)
Comparison shopping websites are becoming more and more popular for Internet users in Czech. This is one of the reasons why they have been used by growing number of advertisers. It has been increasingly difficult to succeed among these advertisers recently. The biggest Czech comparison shopping website is Heureka.cz, which is also the main subject of the bachelor thesis. The thesis focuses on the Heureka.cz from the perspective of an advertiser. The reader of the thesis is acquainted with aspects of managing and optimizing marketing campaigns on Heureka.cz including all the key elements such as optimizing of XML feed, classifying products, bidding and evaluating of success of campaigns. The key factor of successful marketing campaign on Heureka.cz is the quality of data sent via XML feed. Practical part of the thesis is focused on control of these data and their adjustments in order to improve campaign's performance on Heureka. Control of XML feed and following adjustments are implemented by the tool named Mergado.
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