Nástroj pro optimalizaci marketingové strategie na základě prodejních výsledků elektronických obchodů

Abstract

The diploma thesis deals with a creation of online tools for optimizing of marketing strategies based on the sales results in electronic commerce. In the theoretical part has been introduced the issue of online sales and the marketing. Here have been described the individual segments of marketing strategies in the Internet environment, including the most common tools. The following has been the brief overview of performance marketing, on which has been connected the web analytics that has been its integral part. Here has been the list of the relevant monitored values with the list of tools of web analytics. There have been also mentioned the existing commercial and open-source solutions, dealing with the analysis of web metrics, focusing on the sales activities. Another, the practical part of this thesis, has been devoted to the analysis itself, the concept and the implementation of the web application, where the focus has been on the collection of all relevant documents and values for the final analysis. Here have been included all the formalities related to the application development, it means the testing, the operation setting and describing the possible future development. This has been followed by a section that has been dedicated to a comparison of the final tool with competing solutions. In conclusion of this thesis has been summarized the total evaluation of the achieved results and outlined the real use of the tool.