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This dissertation deals with issues of online marketing strategy of the company SEVT a.s. The mening part dealts with issues of internet marketing in general including tools of internet marketing. In the next part situation analysis of the company itself is performed. In this dissertation company's websites are closely examined, including visitou analysis, konversion analysis and so on. The next part is dedicated to the SEO and SEM problematics. Company's websites are rated based on their SEO principles and effectiveness of the websites is evaluated. Tools of internet marketing used in the company are analysed in the part SEM. Aim of this dissertation is to evaluate current online marketing strategy and design a new strategy, that will be more effective in the usage of internet marketing tools and in the mening of web presentation of the company itself. This new strategy should lead to the increase in earnings from the online marketing actitivities of the company.

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The main aim of this work is describing and explaining the possibilities of web analytics as a tool for effective evaluation of the web and campaigns performance. The benefit appreciate everybody, who makes decision on further web development and its marketing based on measured data. The work is divided into three main parts. The first describes how set up Google Analytics for measuring the web, the second part shows how read and interpret the measured data. In the third practical part are both applied for analyzing prohifi.cz shop.

Google Analytics is the most widely used web traffic analytics program in the world with a wide array of functionality which serve several different purposes for its users. However the cost of training employees in the usage of Google Analytics can be expensive and time consuming due to the generality of the software. The purpose of this thesis is to explore an alternative solution to hav- ing employees learn the default Google Analytics interface and thus possibly re- ducing training expenses. A prototype written in the Java programming lan- guage is developed which implements the MVC and facade software patterns for the purpose of making the development process more efficient. It contains a feature for retrieving custom reports from Google Analytics using Google’s Core Reporting API in addition to two web pages are integrated into the proto- type using the Google Embed API. In the result the prototype is used along with the software estimation method COCOMO to make an estimation of the amount of effort required to develop a similar program. This is done by counting the prototype’s source lines of code manually, following the guidelines given by the COCOMO manual, and then implementing the result in the COCOMO estima- tion formula. The count of lines of code for the entire prototype is 567 and the count which considers reused code is 466. The value retrieved from the formula is 1.61±0.14 person months for the estimation of the entire program and 1.31± 0.16 for a program with reused code. The conclusion of the thesis is that the res- ult from the estimation has several weaknesses and further research is necessary in order to improve the accuracy of the result.

This diploma thesis demonstrates the importance of the internet sales in today's world, using an example of the real world company, Triola, which specializes in lingerie manufacturing. Objective of this thesis is behavioral analysis of the company's customers, followed by evaluation of this knowledge which results into recommendations on how to optimize internet sales and how to enhance the design and functionality to achieve this. Analysis and its evaluation are both based on the latest research in this field, which describes the customer's motivation for the internet shopping and the correlation between web design and impulsive shopping. Part of the analysis is also the comparison of trends in behavior of customers all across the world with customers from Czech Republic and with customers of Triola company, trying to identify trends that will likely affect the Triola company in the future. The thesis also comes up with important information about the customers of the Triola company and possible evolution of the internet sales and shows the different approaches for the Triola to take, in order to make internet shopping a pleasant experience for its customers and to raise the internet sales rates as a result.

Von den frühen Tagen der Logfile-Analysen bis hin zur heutigen Verwendung von fortschrittlichen Tracking-Systemen wie Google Analytics hat sich die Nutzerverfolgung im Netz stetig weiterentwickelt. Doch während sie Websitebetreibern und Werbedienstleistern wertvolle Informationen liefert, wirft sie auch Fragen hinsichtlich des Privatsphäre- und Datenschutzes auf. Das Sammeln von persönlichen Daten und deren anschließende Verwendung ruft bei vielen Menschen Besorgnis hervor. Die Gesetzgeber reagieren darauf mit immer strengeren Datenschutzgesetzen, die das Aggregieren, Verarbeiten und Speichern von personenbezogenen Daten in der Webanalyse einschränken. Viele Unternehmen stehen daher vor der Herausforderung, ihre Tracking-Infrastruktur zu überdenken und an die Vorgaben anzupassen. Spätestens mit der bevorstehenden Abschaffung der sogenannten Third-Party-Cookies sind Websitebetreiber gezwungen, aktiv zu werden. Diese Arbeit zielt darauf ab, Tracking-Technologien und -Strategien hinsichtlich ihrer Zukunftssicherheit zu analysieren, um einen Kompromiss zwischen den Interessen der Gesetzgebung und den Anbietern sowie Nutzern von Tracking-Tools zu finden.:Inhaltsverzeichnis Abkürzungsverzeichnis 1. Einleitung 2. Datenschutzrechtliche Rahmenbedingungen 2.1 Geschichte des Datenschutzrechts 2.2 Die DSGVO: Auswirkungen und Grundsätze 2.3 Rechtliche Einordnung von Tracking-Technologien 3. Grundlagen des Webtrackings 3.1 Cookies 3.1.1 Funktionsweise 3.1.2 Unterscheidung nach Lebensdauer 3.1.3 Unterscheidung nach Quelle 3.1.4 Unterscheidung nach Nutzungsart 3.1.5 Third-Party-Cookies in der Kritik 3.2 Tracking-Pixel 3.3 Device Fingerprinting 3.4 Datenqualität in der Krise 4. Tracking-Strategien in der Praxis 4.1 CNAME-Cloaking 4.1.1 Implementierung 4.1.2 Risiken 4.1.3 Datenschutzrechtliche Einordnung 4.2 Server Side Tracking 4.2.1 Tagging mit dem Google Tag Manager 4.2.2 Risiken 4.2.3 Datenschutzrechtliche Einordnung 4.3 Shynet 4.3.1 Implementierung und Quellcode-Analyse 4.3.2 Risiken 4.3.3 Datenschutzrechtliche Einordnung 5. Status Quo und Ausblick 5.1 Google Consent Mode v2 5.2 Browseranbieter 5.3 Cookie Pledge 5.4 E-Privacy-Verordnung 6. Fazit Literaturverzeichnis Abbildungsverzeichnis Eigenständigkeitserklärung

The thesis deals with web analytics of content based websites. Its primary aim is to design metrics of a web analysis and range of the metrics. This allows a proprietor of the content based websites to evaluate the state of the web and also its changes. The following is a practical example of handling website metrics and how to evaluate a web redesign with the help of these metrics. The first and second chapter lists literature of web analysis and specifies a purpose of the thesis and its target group. In the paragraphs that follow, I explain the theoretical starting-points and major concepts in further detail. In the third chapter I describe the main targets of content based websites because con-sequently defined metrics should reflect these targets and aim for them. Then I underline some specific problems of content based websites analysis. The fifth chapter forms the crux of this work. First, I define right metrics and then present the very design of metrics for analysis of content based websites. The proposed metrics describe interpretation of values, possibilities of segmentation and also relation to other metrics. In the fifth chapter there is an example of some metrics applied to real data of two content based websites with a description of how to work with these metrics.

Data klassificeras numera som världens mest värdefulla resurs. Den växande och storskaliga användningen av internet är en bidragande faktor till de enorma mängder data som genereras och florerar i våra digitala miljöer. Genom att analysera data som samlas in från internet, kan insikter och förståelse för internetanvändares beteendemönster utvinnas. Därför har datainsamling och webbanalys på senare år blivit en nyckelaktivitet för många internetaktörer. Med ett effektivt arbete kring dessa områden kan internetaktörer skapa sig fördelar gentemot sina konkurrenter, och därmed skapa sig marknadsmässiga försprång. I takt med att data blir allt mer eftertraktat ökar också kraven på att internetanvändares integritet ska prioriteras så att datainsamlingen inte bryter mot några etiska principer. Detta ämne har på senare år blivit allt mer aktuellt efter att det visat sig att internetanvändares integritet ofta åsidosätts i strävan efter att samla in data. Många webbläsare har därför börjat arbeta aktivt för att skydda sina användare i större utsträckning, bland annat genom att hantera kakor allt mer restriktivt. Detta har orsakatproblem för webbanalysverktyg, då de använder kakor för att kunna identifiera, binda samman och samla in data kring en besökares beteenden och interaktioner på en webbplats. Syftet med denna studie är att utveckla, utvärdera och jämföra metoder som stärkerde kakor som används av webbanalysverktyg. Med hjälp av de metoder som utvecklas är studiens mål att höja kvalitén på den data som samlas in av verktygen. Studien har genomförts med en kvalitativ forskningsmetod i fem olika faser. För att utvärdera de metoder som utvecklas i studien har en utvärderingsmodell introducerats. Via utvärderingsmodellen har underlag till studiens resultat kunnat genereras. Resultatet visar att det med hjälp av mikroservicetjänster, i form av en proxyserver, är möjligt att åstadkomma en markant förbättring av kvalitén i den data som samlas in av webbanalysverktyg. / Data is now classified as the world’s most valuable resource. The growing and large-scale usage of internet is a contributing factor to the huge amount of data that are generated and flourish in our digital environments. By analyzing the data that can be collected from internet, insights and understanding of internet users behavioral patterns can be extracted. In recent years, web tracking and web analytics has therefore become a key activity for many players on the internet. With an effective work in these areas, internet players can create an advantage on thier competitors. As data becomes more and more sought after, the demands on the privacy aspects for internet users are also increasing. In recent years, this topic has become even more relevant, after it has been found that the privacy of internet users is often violated in the effort of data collection. Many web browsers has therefore actively begun to protect their users, for instance by handling cookies more restrictively. This has casued problems for web analytics tools, as they use cookies to identify, bind and collect data about users interactions and behavior patterns on a website. The purpose of this study is to develop, evaluate and compare methods that strengthen cookies used by web analytic tools. Using the methods developed in the study, the goal of the study is to improve the quality of the data that are collected by the tools. The study was conducted using a qualitative research method in five different phases. In order to evaluate the methods developed in the study, an evaluation model has been introduced. Through the evaluation model, data to the study’s result have been generated. The results shows that with help of microservices, in the form of aproxy server, it is possible to achieve a significant improvement in the quality of the data collected by web analytics tools.