Optimalizace investic do online kanálů módní značky na základě atribučních modelů

Abstract

This thesis is focused on analysis of online marketing communication of a clothing brand called Girls Without Clothes and it also deals with optimization of investment to particular online channels. The main goal is to discover the scope of optimization budget to specific channels of online marketing communication. The goal has been achieved by using attribution analysis of multichannel campaign where comparison of analyzed models occurred. A new model of solution has been designed for the purpose of this thesis, which reflects brand’s current marketing strategies. Before dealing with the main goal, a new analysis of a current state of marketing communication has been conducted and that became a secondary goal of this thesis. Based on performed analyses, it has been discovered that online marketing communication is specifically focused, but the budget for the online channels is not optimized considering there is still a room for improvement and growth of online marketing of this clothing brand.