The thesis deals with free tools that can be used to analyze customers of SMB e-commerce enterprises on the social network Facebook in order to increase their competitiveness within the social network. The theoretical part focuses on defining key terms, distinguishes types of social media and describes present social networks situation in world and in the Czech Republic from a users perspective and in the Czech Republic also from an enterprises perspective. Furthermore, the theoretical part also deals with possibilities that social networks can offer to the SMB enterprises. And as well it identifies different types of analytical tools that can be used for purposes of monitoring customers or analysis of customers. In the beginning of the practical part there is introduced the company Dobrutka.EU s.r.o. (the e commerce B2C company). Afterwards is presented the analysis of the survey about how SMB companies that operate the best Czech e-shops monitor and analyze their activities and customers from the social network Facebook. Subsequently there is handled the selection of appropriate tools for SME companies, which are also analyzed in the following chapter. At the end of the practical part there is practical application of knowledge from the thesis to Dobrutka.EU s.r.o. through the design and pilot deployment of appropriate procedures and analytic tools, whose effectiveness is evaluated at the end of chapter. The main benefit is in act of finding and verification of free tools and effective method that allows for detailed analysis of company customers even for micro companies and thus also effectively achieve positive economic results even in emerging facebook presentations.

The thesis deals with the issue of startups and methodologies of their development. Main aim is to explain chosen approaches to development of startup, compare them and then retrospectively use them in an e-shop selling clothes, determine mistakes of past development in relation to the methodologies and evaluate their suitability for specific business of specific product (clothes) distribution in the Czech Republic. Another equally important aim is to assess the effectiveness of acquisition and activation of customers of the e-shop using web analytics tools and evaluate behavior of visitors.

Diploma thesis deals with the topic of social networks and their usage in terms of business support. The main goal of the thesis is to find out the possibilies of using social networks for business support in the perspective fitness industry. Theoretical part contains recent theoretical findings in areas of online marketing, social media, social networks and use of social networks for business. The analysis of the tools for monitoring and analysis of social networks is an important part of the theoretical part. One chosen tool is used for the comprehensive competitor analysis of online shops, that deal with online sales of fitness products and supplements. The outcome of the thesis is the system design of use of social networks for the support of competitiveness in chosen sector.

This thesis deals with The Royal Mint and it's online strategy. Using web analytics tools and usability testing it analyzes a current state of website and e-shop of the company. From the obtained figures about visits of the website, keywords, conversion rate, traffic sources and others, the customers' behavior is analyzed and subsequent conversion rate and user friendliness-raising measures are evaluated. The thesis summarizes recommendations resulting from the carried analyses in order to increase the online sales, bring new customers online and increase the loyalty of the existing ones.

This master thesis deals with the field of possibilities of using social networks to increase competitiveness. In first part there are theoretically explained terms such as social network, social media and then there is described possibility to use social networks in business. The thesis includes theoretical treatment procedure entry of the company on social networks and describes appropriate monitoring and analyzing tools. The practical part is focused on dance club Beton, there are made the critical analysis of current attitudes of the club forward to social network, competitive analysis and comparison between Beton's and competitor's social network activities. The last part is devoted to selection appropriate monitoring tool and designed a social media monitoring system.

There are more and more people watching video streams over the Internet, and this has led to an increase in companies that compete for viewers. To improve the users experience, these companies can measure how their services are performing. The aim of this thesis was to recommend a way to measure the quality of service for a real time video streaming service. Three methods were presented; to buy the information from a content delivery network, extend existing analytics software or build a custom solution using packet sniffing. It was decided to extend existing analytics software. An evaluation was made on which software to extend. Four solutions were compared: Google Analytics, Mixpanel, Ooyala IQ and Piwik. The comparison was made using the analytic hierarchy process, comparing each alternative in their performance in criteria such as API maturity, flexibility, visualization and support. The recommended software to extend when building a real time video streaming service is Ooyala IQ which excel at flexibility and is easy to implement into existing solutions. It also had great capacity, offering no limit on how many events it can track per month, and finally it offers great dedicated support via telephone or email. / Det finns fler och fler personer som tittar på video strömmar på Internet, detta har lett till att nya företag har startats som konkurerar om tittare. För att förbättra kundupplevelsen kan man mäta hur tjänsten presterar. Målet med examensarbetet var att rekommendera hur man kan mäta tjänstekvalite för en realtidsvideoströmningstjänst. Tre olika lösningsförslag presenterades; att köpa informationen från en content delivery network, att bygga vidare på tillgängliga analytisk mjukvara eller att bygga ett eget paketsniffarprogram. Det bestämdes att bygga vidare på tillgänglig analytisk mjukvara. Fyra olika mjukvara jämfördes: Google Analytics, Mixpanel, Ooyala IQ och Piwik. Jämförelsen gjordes med hjälp av analytical hierarchy process, de olika alternativen jämfördes med avseende på: hur moget API:et var, flexibilitet, visualiseringen av data och support. Rekommendationen är att använda sig av Ooyala IQ som utmärker sig med avseende på flexibilitet, det var enkelt att använda deras API i sin egen lösning, det fanns ingen gräns på hur många händelser man kunde lagra per månad, och slutligen så fanns det dedikerad supportpersonal att nå via telefon eller email.

Nowadays, becoming data-driven is the vision of almost all organizations. However, achieving this vision is not as easy as it may look like and there are many factors that affect, enable, support and sustain the data-driven ecosystem in an organization. Among these factors, this study focuses on data democracy which can be defined as the intra-organizational open data that aims to empower the employees getting faster and easier access to data in order to benefit from the business insight they need without the interfere of external help.  In the existing literature, while the importance of becoming data-driven has been widely discussed, when it comes to data democracy within organizations, there is a noticeable gap. As a result, this master’s thesis aims to justify the importance and role of the data democracy in becoming a data-driven organization, focusing on the case of a Swedish bank. Additionally, it intends to provide extra investigation on the role of data analytics tools in achieving data democracy.  The results of the study show that there is a strong connection between the benefits of the empowering different actors of the organization with the needed data knowledge, and the speeding up of the data-driven transformation journey. Based on the study, shared data and the availability of data to a larger number of stakeholders inside an organization result into a better understanding of different aspects of the problems, simplify the data-driven decision making and make the organization more data-driven. In the process of becoming data-driven, the organizations should provide the analytics tools not only to the data specialists but even to the non-data technical people. And by offering the needed support, training and collaboration possibilities between the two groups of employees (data specialists and non-data specialists), it should be attempted to enable the second group to extract the insight from the data, independently from the help of the data scientists.  An organization can succeed in the path of becoming data-driven when they invest on the reusable capabilities of its employees, by discovering the data science skills across various departments and turning their domain experts into citizen data scientists of the organization.