This thesis is thematically focused on online advertising. The paper describes the history of online advertising and its advantages and disadvantages compared to other media types. There are mentioned standards of online advertising on the Czech Internet and ways to optimize the different types for better performance. Next we go over the characteristics of selected tools for assessing the success and management of online campaigns. We also compare the advertising possibilities of the two most used search engines in czech Seznam and Google. We analyze the possibilities of automation of product campaigns in the AdWords system. We compare the differences in intervention and prices of ads on social networks Facebook and Twitter and ads on the Google's Content Network on the basis of available targeting of Czech users.

The scope of research is usability problems and web analytics. This thesis examines whether or nor Google Analytics can point out the usability problems a website has, and describes the process of usability analysis of the two websites belonging to the organisation ArtDatabanken. The research is divided into two parts. The first part describes the collection of the usability problems ArtDatabanken had and what usability problems that were identified. The second part describes the Google Analytics analysis of the usability problems that were possible to investigate, how the study was designed and the result from that investigation. Finally, some recommendations are given on how Google Analytics should be improved to more effectively find potential usability problems. The results of the research show that Google Analytics can find some of the identified usability problems, but the automatic implementation and its standard reports is not effective enough. By tracking all of the events at the site, a better understanding of what users are doing during their visits could be obtained. This together with some changes of the built-in reports would increase the possibilities to find potential usability problems by using Google Analytics.

In today's society, almost all companies, associations and even individuals have websites, blogs or social media to appear in on the internet, and the competition to succeed appearing on search engines' first pages, which most users only look at, is big. The purpose of this study is to develop proposals for improvement to increase the website traffic for a bed-selling company website, using web analytics and search engine optimization, and to create a deeper understanding of user behavior. This study is based on theories in the field of interaction design with a focus on design principles and cognition. The study uses the methods literature review, web analytics, contextual inquiry sessions and search engine optimization-evaluation in order to generate results. The results gave information about how the user is drawn to the website, and how search engine optimization currently is used for the website. Developing proposals for improvement have been generated based on the results to boost website traffic to the company website. Conclusions in which the study resulted in is, for example, that the study only examines how users find the site starting from a search engine and not why the user uses a search engine, which in a broader study could have been studied for a more in-depth result. Proposals for future research are for example to see how the increase in website traffic is affecting sales both regarding the web shop and in stores.

This thesis deals with the state of the web analytics in the marketing research of an academic institution. The theoretical part summarises the state of the (online) marketing in marketing activities of the academic institution and substantiates the importance of the analysis of the attendance of academic institution's web pages. It also submits basic conclusions for choosing the suitable analytic tool. In the applicative part the thesis analyses the traffic of web pages of Faculty of Management in 2010 and suggests actions leading to the higher satisfaction of web pages visitors and fulfilment of web conversion goals.

The main purpose of this master's thesis is the application of selected methods of internet marketing, checking their effectiveness and controlling their impact to visit rate of regional website. Due to the limited budget my work is mainly focused on inexpensive ways of applications of internet marketing. In the theoretical part I firstly demonstrate the techniques that I deal with. In the practical part I introduce the initial situation of the regional website, including the specifics of its visit rate. After the describing and application of marketing changes, I analyze the same metrics one year later to detect differences and development of website. In the conclusion I offer the concrete recommendations for managers of regional website.

This thesis looks into problematic of data originating from visits of a company websites. It is partly devoted to web analytics and Business Intelligence. The aim was to create a tool for transforming and saving these data, their analysis and reporting. The product of this thesis was created for a management of a company specifically by their requests. It was made to support managerial decisions in creating a successful web strategy.

The aim of the thesis is to analyse the influence of websites usability on the conversion rate and assessment of the effects of the changes in the usability of the specific e-commerce. Well-designed website is a very hot topic as more and more even smaller companies are using the Internet environment to trade their goods or to present their company. This thesis explains the concept of usability of a website and analyses the usability of a specific website. The thesis also explains the influence of usability on visitors behaviour. It gives readers an insight into some methods and analysis of websites that can be both of quantitative and qualitative nature. The main practical focus of the thesis is traffic and usability analysis of particular small company website. Usability analysis is performed by the amateur usability testing, and there are changes implemented to the web. Traffic analysis data are obtained from the analysis tools of websites, such as Google Analytics, Piwik and Mouseflow. Information about the conversion rate and the effect of changes in usability is also obtained from these data.

This thesis gives an insight into the field of internet marketing with a special focus on Search Engine Optimization (SEO). For the purpose of this thesis one website is selected and analysed in order to determine how successfully SEO has been performed. Different sources of visitors are analyzed and their activity is measured. The goal of this thesis is to give a set of recommendations to the operators of this website. Based on those recommendations the operators should be able to increase the number of visitors. In addition, this work also contains a comprehensive overview of basic internet marketing methods with a more detailed overview of different factors which influence SEO. This focus is both on OnPage and OffPage factors.

Diploma thesis The practical marketing sales web optimization introduces to the reader the problematic of the Internet sales channel. The first chapter provides general aspects of internet business and introduces the concrete web, which is then used to validate the proposed procedures in the practical part of the Thesis. The chapter, entitled Initial analysis provides detailed analysis on a real Internet business, from technical, content and marketing perspective. The chapter Optimization applies and comments practical optimization steps in technical, content and marketing field. All the procedures proposed, and the result achieved are documented based on a verification using standard and recognized web analytics tool, web site traffic reporting tool and trades evaluation tools. The closing chapter Evaluation of optimization, evaluates the changes and extensions implemented and proposes additional both supplementary and strategic changes for the future.

The present thesis focuses on a specific e-shop operating mainly within the Czech market and the ways it uses one of the most significant tools of web analysis -- Google Analytics. The aim of the thesis is an analysis of the key areas, i.e. visitor analysis, visitor sourcing analysis and content analysis. The problematic areas are based on these as well as recommendations and suggestions that should help, once these have been applied, improve the service quality leading to increased revenue and better competitiveness within the market.