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Analysis and Structure Recommendations for E-commerce Site Optimization
Bureš, Petr ; Hudák, Michal (referee) ; Dydowicz, Petr (advisor)
This bachelor‘s thesis focuses on analysis of optimization of e-commerce website. The aim of this work is to outline the optimization solutions from different point of views including online marketing, information architecture, web analytics and other weak points identified by the analysis. Several approaches of methodology will be used to support the analysis, such as data mining analysis of a shopping basket integrated within e-commerce website. The economic benefits of the final optimisation solutions will be assessed and the recommendations will be set out.
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Reaching new costumers on a B2B market in UK
Štěrbová, Michaela ; Boček, Aleš (referee) ; Mráček, Pavel (advisor)
This diploma thesis is focused on the communication mix in a Czech company operating in the field of web analytics and also on its proposed design for the B2B market in England. The theoretical part is focused on the definition of marketing, international marketing, marketing and communication mix. The analytical part is focused on the characteristics of the company, analysis of the micro and macro environment, analysis of the marketing and communication mix of the company. The last part is devoted to the design of the company's communication mix for the B2B market in England. These proposals should lead to reaching new customers and possible gaining of new customers from the already mentioned market.
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Web Page Visitor Monitoring
Jelič, Martin ; Očenášek, Pavel (referee) ; Burget, Radek (advisor)
This Bachelor's Thesis deals with web analytics, its terms, principles, related problems and their solutions. There are described at large a few tools for web analytics. The focus of this work is the design and implementation of a new web analytics tool that allows to monitor the web page traffic and evaluate the obtained data for internet project management purposes. There are shown the results of testing the mentioned tool in real traffic and the comparsion with the results of the existing tools, which differ from the new tool in some characteristics. The work discusses the advantages of using the MongoDB document-oriented database for website traffic monitoring purposes as well.
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Tool for Determining Attributions of Online Marketing Activities
Šišák, Ivan ; Henzl, Martin (referee) ; Malinka, Kamil (advisor)
The tool allows distribution of credit for the conversion to various marketing activities. So-called attribution modelling is concerned. The distribution of conversion is described by the models, except those most famous (first interaction model, last interaction model, linear model), that allow to create any distribution of conversion to several marketing activities. The use of this tool may be useful in the surveys of the effectiveness of marketing activities.
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Complex Marketing Strategy in the Internet Environment
Novák, Michal ; Štědroň,, Bohumír (referee) ; Koleňák, Jiří (advisor)
This thesis provides basic overview of marketing concepts and tools which are available for the Internet environment. It also provides new trends and opportunities in the online environment. Output of the thesis will be efficient strategy for men's lifestyle magazine with usage of minimum finance sources. Eficiency will be taken by using of combination and application of marketing tools available in the Internet environment. The main goal is to get super-synergy affect of marketing mix components for maximum efficiency and minimum costs.
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Website Optimization Proposal for the Organization Based on Google Analytics
Sydorenko, Polina ; Matečná, Mária (referee) ; Luhan, Jan (advisor)
Diplomová práce se zaměřuje na návrh konfigurace nástrojů Google Analytics 4 pro digitální společnost v Brně. Práce je rozdělena do tří hlavních částí. První část zkoumá teoretické základy webové analytiky a jejích nástrojů. Druhá část zahrnuje analýzu aktuálního stavu konfigurace nástrojů pro analýzu webových stránek společnosti a provedení důkladné analýzy výkonnosti webu. Nakonec třetí část představuje návrh řešení odvozený z analýzy současného stavu a požadavků společnosti s aplikací teoretických konceptů probíraných v celé práci.
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Selection and Implementation of Analytical Tool for E-commerce Website
Coufal, Daniel ; Koch, Miloš (referee) ; Luhan, Jan (advisor)
The bachelor thesis focuses on the selection and implementation of an analytical tool for the purpose of measuring specific events according to the new analytical strategy implemented within a specific e-commerce website. The theoretical part introduces the principles and individual concepts that are the building blocks in the other parts of the thesis. The analytical part presents an evaluation of the current state, the proposal of a new analytical strategy and the tools needed for its implementation. The practical part describes the implementation of this strategy.
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The Influence of Web Analytics on Journalism
Jílková, Veronika ; Trunečka, Ondřej (advisor) ; Cebe, Jan (referee)
This Master's thesis entitled "The Influence of Web Analytics on Journalism" examines the impact of web analytics on journalistic routines in the Czech Republic. The theoretical frame focuses on history of origin and development of czech online news media as well as the change of journalistic work in the environment of online media. An inseparable part of the theoretical section is also an introduction to the topic of editorial analytics. The theory of gatekeeping frames our research and helps us define specific research questions. Qualitative research was conducted using semi-structured in-depth interviews with ten journalists to answer the research questions. Results showed who is in charge of editorial analytics in newsrooms and how often are analytical tools used. Then the purpose of usage of editorial analytics was found and described in the interpretative part. In conclusion the results provided us with detailed information about the specific impact of analytics on journalistic routines including appearance of home pages, headlines and photos, selection of topics, links to other articles etc. The key findigs of this research were enriched by conclusions of similar foreign studies.
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Reaching new costumers on a B2B market in UK
Štěrbová, Michaela ; Boček, Aleš (referee) ; Mráček, Pavel (advisor)
This diploma thesis is focused on the communication mix in a Czech company operating in the field of web analytics and also on its proposed design for the B2B market in England. The theoretical part is focused on the definition of marketing, international marketing, marketing and communication mix. The analytical part is focused on the characteristics of the company, analysis of the micro and macro environment, analysis of the marketing and communication mix of the company. The last part is devoted to the design of the company's communication mix for the B2B market in England. These proposals should lead to reaching new customers and possible gaining of new customers from the already mentioned market.
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