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Processing and utilizing of customer data
Bartelová, Jana ; Kunstová, Renáta (advisor) ; Sládková, Pavlína (referee)
The topic of this master dissertation is data mining of customer data for marketing purposes within an enterprise. The information resulting from this process is then used to create targeted marketing campaigns. Nowadays, identifying and exploiting customer's needs is vital for any enterprise. With that in mind, the theoretical part of this dissertation is focused primarily on different methods of data analysis such as segmentation, profiling, customer scoring and determining customer value. A significant segment of this part focuses on web analysis, which studies customer's web browsing behaviour. The practical part of this dissertation is based on a case study of a specific e-shop. The case study identifies and solves problems of emailing realization. Solving these problems using Silverpop Engage brings new opportunities for emailing. The main goal of this dissertation is to show new opportunities of utilizing behavioural data for e-mailing campaigns execution.
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Usage of IT tools while organizing ESN CZ National Platform
Sládková, Pavlína ; Kunstová, Renáta (advisor) ; Bort, Tomáš (referee)
Student organisations offer many opportunities to try out numbers of real projects with real budgets and deadlines. However, the high turnover of members in these organizations and imperfect knowledge transfer between the generations slow down the improvements and realization of different projects. This diploma thesis describes planning, preparation, implementation and evaluation of a specific project within the Erasmus Student Network Czech Republic (ESN CZ) which aims to meet representatives of all student organizations involved in ESN CZ. Through the description of the event, introduction to project management and their interconnection reader gets a comprehensive view on the issue of organizing the ESN CZ National Platform (ESN CZ NP). A following review of the IT tools available on the market, their evaluation and selection of a few specific applications offer options in IT project management support. Selected IT tools are demonstrated in real situations, including the recommendation for other useful functionalities. The diploma thesis is dedicated to project management from the perspective of a student organization dealing with the preparation of specific event in the context of the general phases of project management, creating manual for future coordinators ESN CZ NP.
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Implementation of CMS Drupal in Erasmus Student Network VSE Prague
Sládková, Pavlína ; Gála, Libor (advisor) ; Kunstová, Renáta (referee)
Every organization is forced to make their own website due to the need to present information on the internet. Thanks to the time consuming process of updating information on the website by IT department, who get the information from Public Relation department, content management systems start being used. However, some webmasters can have a problem with the number of content management systems available, and all their functions. The bachelor thesis describes implementation of content management system for ESN VŠE Praha - Buddy System, which has specific requirements for the website. CMS Drupal meets all of them in the best way. This content management system is compared with other systems for content management and selected for use. Because of many changes in the webmaster position in lifecycle of ESN website, it is necessary to create a manual about settings and managing of CMS Drupal. The core parts of the bachelor thesis are covered by step-by-step description of installation, settings and management of CMS Drupal for the needs of Buddy System. All functionality is depicted from different views - in general for any website, specific solution in CMS Drupal and real application of the settings for Buddy System.
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