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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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7 Přichystal, Jan
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