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Control of web analytics implementation
 Kocourek, Tomáš ; Šimek, Pavel (advisor) ; Ladislav, Ladislav (referee)
The diploma thesis is focused on verifying the accuracy of web Analytics Adobe Analytics. Manual control is a time-consuming activity, therefore web analysts are looking for ways leading to its acceleration and automation. Selected problem was solved by writing VBA macro in MS Excel. Macro checks the reports that are uploaded into Excel from analytic database using Adobe Report Builder. The theoretical part is focused on explaining the role of web analytics in online marketing and related concepts. The practical part presents the requirements for macro in Excel and then interprets all functions and procedures created by the program. Thesis also includes the configuration of the ObservePoint system competitive environment, which will be the last part compared with created macro. Created solution in Excel allows to verify the accuracy of web analytics with clearly sorted results quickly, thereby replaces the previous manual control.
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