Master's thesis deals with the evaluation of the effectiveness of internet campaigns. Theoretical and methodological part of the thesis presents online marketing channels and business models widely used in Internet marketing, setting right goals before the campaign launch and the most used web analytics tools, including technological difficulties and the correct procedure for evaluating campaigns. The practical part of the thesis describes a significant difference in the evaluation of the effectiveness of internet campaigns by using the multitouch attribution. A secondary aim is to show that internet marketing is not well measured as marketers think.

The diploma thesis analyzes internet discussions and Facebook sites that relate to banks and banking products. This analysis has been prepared for the potential value for marketing purposes, but also for other users outside the field of marketing. The main objective is to propose a regularly administered overview containing metrics and characteristics, which would provide information about the current status of the topics that were discussed at the monitored data sources. At first are described the methods of marketing research regarding to the possibility of obtaining data based from Internet discussions. Next are described the intermediate objectives. The base is description of downloading data from the mentioned sources. There have been identified two web pages and Facebook profiles of five banks, which are the data sources. Another objective is to create Java programs for downloading data and storing them in Elasticsearch. This data is enriched by sentiment analysis of users' comments. The main objective is based on defined metrics and characteristics that will be displayed. Subsequently, the data are analyzed using the proposed visualization in the application Kibana. The resulting data are interpreted, and there is designed a form of their distribution, which is the main objective of this work. The contribution of this work is the description of the processing of data that can be obtained from the website and public Facebook profiles with emphasis on their content, and their further enrichment and finally data visualization designed for wide range of audience.

The Master's thesis focuses on analysing the data about the customers of the student organisation AIESEC collected between 2012 and 2014. The results show the various customer segments defined by university, faculty and year of study from which AIESEC gets its applicants, the successfulness in finding an internship of students from these segments, proportions of different programmes (and sub-programmes) that students apply for, most desired countries as internship destinations, most effective communication channels and the average time periods between the process parts of application, raise, match and realization. Based on the results and insights from theory which discusses the use of Internet in communication with youth, the author suggests specific improvements for AIESEC to acquire more customers. These suggestions focus on increasing the return on investment of the organisation by increasing the quality of the applications, but equally focus on increasing the quantity of new customers acquired and increasing the efficiency of the AIESEC process.

The purpose of this master's theses is to analyze possibilities utilization of social network in business. The theses is focused on comparison of the most important contemporary social networks in the world and also on looking for thein commercial utilization. Before this, there is the analysis of the situation of internet and clearing of the term internet marketing. In theses, there is emphasis on separation of two main ways of advertising in social networks. First way is making the communities about the companies, products or brands and the second one is advertising by promotional systems of the networks. In the theses, there are a lot of results of many studies, that were performed by key agencies. Also there are many practical examples of business usage of social networks. The theses contains the possibilities of connecting the social networks and other marketing tools like advergaming, affiliate marketing and viral marketing. In the end of the theses, there are case studies, that analyse usage of social medias in four Czech companies from different business departments.

The aim of the Master's Thesis is on the basis of the analysis used to identify the weaknesses of the Internet marketing tools of the Vichy brand with focusing on the brand Normaderm and to make recommendations in terms of future campaigns. The first part begins with general information about the brand Vichy and the brand Normaderm. The second part describes the various tools that the Vichy brand uses, followed by detailed analysis of tools utilized in two marketing campaigns for the Normaderm brand. Marketing tools are evaluated from the perspective of an ordinary user and from the perspective of marketer. In the thesis there are used data extracted from internal advertising and measuring systems of L'Oreal. The final part of the work discusses the current state of the Internet marketing of the brands Vichy and Normaderm and formulates recommendations for the future.

Thesis (M.A. in Mass Communication)--University of Wisconsin--Milwaukee, 2006. / Includes bibliographical references (leaves 87-91).

O uso da internet nos negÃcios vem sendo discutido cada vez mais pelas organizaÃÃes, em virtude de seu baixo custo, rapidez de comunicaÃÃo e interatividade. Portanto, desenvolver um relacionamento com seus clientes, de forma a conquistar a satisfaÃÃo, confianÃa e comprometimento à o que as empresas buscam. Esse fato levou o presente estudo a procurar identificar se as empresas cearenses de TI (Tecnologia da InformaÃÃo) utilizam a internet no relacionamento com seus clientes e de que forma à realizado. Pois, apesar de serem criadoras e difusoras das ferramentas digitais nas organizaÃÃes em geral, acredita-se que as empresas de TI ainda utilizam de forma incipiente a internet no relacionamento com seus clientes. Assim, discute-se o grau de utilizaÃÃo do ambiente web pelas empresas, atravÃs do modelo proposto por Bauer et al. (2002), e como isso influencia a satisfaÃÃo, confianÃa e comprometimento dos clientes dessas empresas. Essa discussÃo à conduzida a partir de um estudo de caso de uma empresa cearense de TI de expressividade no mercado local e um questionÃrio aplicado com os clientes dessa empresa, alÃm da sua aplicaÃÃo com a literatura abordada. / The use of the Internet in business has been increasingly discussed by organizations because of its low cost, speed of communication and interactivity. Therefore, companies seek to develop a relationship with their customers in order to gain satisfaction, trust and commitment. This fact impelled the present study to try to detect if the IT (Information Technology) companies use the Internet as a tool of customer relationship and how it is done. Despite being the creator and disseminator of digital tools in organizations in general, it is believed that its companies still use the Internet in the relationship with their customers in an incipient way. Thus, the level of web usage by the companies is discussed, through the model proposed by Bauer et al. (2002), and how this may influence satisfaction, trust and commitment of the customers of these companies. This discussion is based on a case study of an IT company with expressiveness in the local market and a questionnaire applied to the customers of this company, apart from its application to the literature discussed.

The aim of the thesis is to analyse selected important issues caused by expansion of Internet during past years and its implications in increased usage by companies. The goal is to describe possible framework for performing sufficient analysis of the company and to define and create international marketing strategy using concrete example of company from the pet industry.

Diploma thesis deals with dynamically developing medium -- Internet and focuses on its marketing usage. At first the thesis describes development of the Internet worldwide, in Czech republic and analyzes czech Internet users. Then follows description advantages and disadvantages of the Internet as a marketing tool and media analyses. The thesis also describes various kinds of Internet marketing tools as viral marketing, buzz marketing, social networks and others. In section buzz marketing is focus on insight into real work in media communication agency . The gained information are used as a theoretical background in practical part where is carried out secondary and primary research regarding impact and characteristics of viral videos. The final outcome is summary of key findings and set of recommendations for designing successful viral video based on previous analyses.

My Master's thesis deals with "Tokens of body image in the consumer behavior of a specific female subculture", which stands for lesbian community. The aim of my thesis is to capture tokens of body image of gay women in context of their specific community, particularly in the areas of body perception, grooming and adoration of a certain female beauty ideal. The thesis is divided into five main parts. The first part deals with the theoretical background, starting with basic terminology of body image, through an outline of the historical development of ideals of female beauty, to lighting the characteristics of the lesbian subculture, not only in terms of body image. Attention was also paid to the influence of media on perception of lesbians' own body image and to the media portrayal of lesbian women. The second part describes the method that were used for obtaining primary data (CAWI). It also provides an overview of the hypothetical claims, which were primarily designed to compare body image of lesbians with heterosexual women. The third, analytical part focuses on the evaluation of the collected data to verify the hypothesis, or to justify the probable cause why some of the original assumptions were not empirically proved. In the fourth charter marketing recommendations are formulated on the basis of the survey results. The conclusions highlight the most interesting points of the thesis and suggest their potential for use in business practice.