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.

This research presents an exploratory study concerning organizations’ best practices of Web analytics for a successful performance and the factors influencing the companies’ successful adoption of Web analytics. A qualitative research methodology was used engaging a comprehension of Web analytics adoption using the Diffusion of Innovation theory (Rogers, 1995) and the theory building approach (Eisenhardt, 1989). Interviews with five companies from different industries were conducted. Findings suggest that for a successful performance, companies should consider: • Data for better decision making. • Web analytics barriers • Selecting the right KPIs and metrics based on the company’s goals. • Web analytics trends A mixed-method approach comprising other extensive methods of data collection should be conducted. Investigation of the use of specific metrics and KPIs within companies from different industries, as well as the strategies for working past the barriers that impede companies from adopting Web analytics should be considered.

This work's topic is conversion rate optimization (CRO) -- activity, that leads to better business and website results, higher company income, through detailed knowledge of website visitors' behaviour and psychology and consecutive website adjustments. Conversion optimization's goal isn't getting more visitors to the website, it only focuses on unlocking maximum commercial potential of them -- orders, leads or other goals. The main purpose of this work is to summarize this newly developing topic complexly, as one of the first works in Czech, and demonstrating conversion rate optimization potential on a practical example. The work consists of following parts: - What is conversion rate optimization -- which disciplines and areas it comprises, the optimization process, pros and cons of optimization and redesign and more basic information on conversion rate optimization. - Some of conversion rate methods: * Multivariate and A/B testing -- what it is, how it is done, technological solutions, best practices. * Web analytics -- what it comprises, what functions it takes, what are the technological solutions and their pros and cons, web analytics implementation. * User testing -- how to do it properly. * Personas and user scenarios -- what they are and how to use them. - Case study about conversion optimization of the website Kentico.com -- utilization of described methods on a practical example including the results of optimization.

I den här uppsatsen kommer jag att presentera hur och varför småföretag bör använda sig av webbanalys för att utvärdera sin webbplats. Webbplatsen är en del av företagens digitalisering och möjliggör en internationell expansion, en viktig satsning för att minska beroendet av den konkurrensutsatta lokala marknaden som många företag i Sverige upplever som hämmande för sin tillväxt idag. För att samla in underlag till uppsatsen har en litteraturstudie genomförts, där fokus har varit att samla in teori från forskare och experter inom webbanalys. / In this essay, I will present how and why small businesses should use web analytics to evaluate how their website is performing. The website is a part of the company’s digitization and it enables their expansion to other countries. This is important since many Swedish companies today identifies the competitive local market as their biggest obstacle to future growth. A literature study has been conducted to gather information, focusing on collecting theory from researchers and experts in the field of web analytics.

This thesis deals with conversion rate optimization and evaluation of its results. Thesis introduces and compares conversion rate optimization options -- web analytics, heatmaps, user testing and A/B testing. The practical part consists conversion rate optimization of Faculty of Management website and quantification its results.

This thesis is focused on detailed description of the Web analytics tool Google Analytics and its use in improving attendance and competitiveness of Dobra vína company's e-shop. The aim is to propose measures that will increase sales of offered products. The measures were designed combining the analysis of web content, technical analysis of the web and the data obtained using Google Analytics. The thesis provides updated information on setting up Google Analytics: important changes that had taken place recently among which the transition to asynchronous syntax. These haven't been yet summarized in any other similar work. It also brings its own perspective on the use of information from Google Analytics to improve the performance of Internet business. The thesis presents the web analytics and the tool Google Analytics in general; it describes the setup and customization of the tracking code and finally it provides a short guide on how to read the visualized data. In the practical part it explores the web content of the Dobra vína's site and its technical aspects, after this it presents the specific settings of Google Analytics for the site and the final chapters analyze the data obtained from Google Analytics and propose adequate measures to take.

The goal of this thesis is to evaluate whether application of the model of marketing promotion in the Internet based on the concept of web-marketing mix 4S in a small organization, sales-oriented professional machines and equipment for carpentry, plumbing and metal fabrication shop can achieve synergy and formulated key performance indicators. To achieve this goal is necessary to identify and describe technologies, tools, procedures and processes based on literature and publications that are typical for internet marketing in a small and medium-sized companies, as the concept of internet promotion. The important part is to analyze the web-marketing mix 4S, which is a one of the possible variants of marketing mix. The 4S will serve as a base process model website promotion.

Web designers are expected to perform the difficult task of adapting a site’s design to fit changing usage trends. Web analytics tools give designers a window into website usage patterns, but they must be analyzed and applied to a website's user interface design manually. A framework for marrying live analytics data with user interface design could allow for interfaces that adapt dynamically to usage patterns, with little or no action from the designers. The goal of this research is to create a framework that utilizes web analytics data to automatically update and enhance web user interfaces. In this research, we present a solution for extracting analytics data via web services from Google Analytics and transforming them into reporting data that will inform user interface improvements. Once data are extracted and summarized, we expose the summarized reports via our own web services in a form that can be used by our client side User Interface (UI) framework. This client side framework will dynamically update the content and navigation on the page to reflect the data mined from the web usage reports. The resulting system will react to changing usage patterns of a website and update the user interface accordingly. We evaluated our framework by assigning navigation tasks to users on the UNF website and measuring the time it took them to complete those tasks, one group with our framework enabled, and one group using the original website. We found that the group that used the modified version of the site with our framework enabled was able to navigate the site more quickly and effectively.

Notre société est de plus en plus présente sur le Web. En conséquence, une grande partie des événements quotidiens a vocation à être numérisée. Dans ce cadre, le Web contient des descriptions de divers événements du monde réel et provenant du monde entier. L'ampleur de ces événements peut varier, allant de ceux pertinents uniquement localement à ceux qui retiennent l'attention du monde entier. La presse et les médias sociaux permettent d’atteindre une diffusion presque mondiale. L’ensemble de toutes ces données décrivant des événements sociétaux potentiellement complexes ouvre la porte à de nombreuses possibilités de recherche pour analyser et mieux comprendre l'état de notre société.Dans cette thèse, nous étudions diverses tâches d’analyse de l’impact des événements sociétaux. Plus précisément, nous abordons trois facettes dans le contexte des événements et du Web, à savoir la diffusion d’événements dans des communautés de langues étrangères, la classification automatisée des contenus Web et l’évaluation et la visualisation de la viralité de l’actualité. Nous émettons l'hypothèse que les entités nommées associées à un événement ou à un contenu Web contiennent des informations sémantiques précieuses, qui peuvent être exploitées pour créer des modèles de prédiction précis. À l'aide de nombreuses études, nous avons montré que l'élévation du contenu Web au niveau des entités saisissait leur essence essentielle et offrait ainsi une variété d'avantages pour obtenir de meilleures performances dans diverses tâches. Nous exposons de nouvelles découvertes sur des tâches disparates afin de réaliser notre objectif global en matière d'analyse de l’impact des événements sociétaux. / Our society has been rapidly growing its presence on the Web, as a consequence we are digitizing a large collection of our daily happenings. In this scenario, the Web receives virtual occurrences of various events corresponding to their real world occurrences from all around the world. Scale of these events can vary from locally relevant ones up to those that receive global attention. News and social media of current times provide all essential means to reach almost a global diffusion. This big data of complex societal events provide a platform to many research opportunities for analyzing and gaining insights into the state of our society.In this thesis, we investigate a variety of social event impact analytics tasks. Specifically, we address three facets in the context of events and the Web, namely, diffusion of events in foreign languages communities, automated classification of Web contents, and news virality assessment and visualization. We hypothesize that the named entities associated with an event or a Web content carry valuable semantic information, which can be exploited to build accurate prediction models. We have shown with the help of multiple studies that raising Web contents to the entity-level captures their core essence, and thus, provides a variety of benefits in achieving better performance in diverse tasks. We report novel findings over disparate tasks in an attempt to fulfill our overall goal on societal event impact analytics.

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.