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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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Targeted marketing communication within the CCM software
Mimra, Jonáš ; Palovská, Helena (advisor) ; Vácha, Štěpán (referee)
In my dissertation, I try to clarify the personalization of content based on the input data. Thesis deals with relatively new area of direct marketing in personalised documents delivered to end-beneficiaries through various channels, which features a classic print and e-mail. It also highlighted the importance of evaluating and analyzing the data recipient and based on feedback to modify future communications. The aim is to describe the development of application software for managing customer communication and demonstrate its effect.
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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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