Today, web sites are important communication channels that reach a wide group of people. Measuring the effectiveness of these web-sites has become a key issue for researchers as well as practitioners. However, there is no consensus on how to define web site effectiveness and which dimensions need to be used for the evaluation of these web sites. This problem is more noteworthy for information driven web sites like academic web sites. There is limited academic literature in this predominant application area. The existing studies measured the effectiveness of these academic web sites by taking into account their information architecture mostly using think-aloud methodology. However, there is limited study on web analytics tools which are capable of providing valuable information regarding the web site users such as their navigation behaviours and browser details. Although web analytics tools provide detailed and valuable information, the existing studies have utilized their very basic features. In this thesis, we have explored web analytic tools and think-aloud study method to improve information architecture of web sites. Taking METU Informatics Institute web site as a case study, we have used the reports of Google Analytics which is a commercial web analytics tool owned by Google and think-aloud study results to improve the information architecture of our case study web-site.

Businesses today are often operating in a highly competitive environment where information is a noticeably valuable asset. Businesses are therefore in need of powerful tools for extracting actionable business knowledge. Research show that SME companies are lagging behind large companies in the use of data analytics; even though they know the potential benefits. We want to study and compare different tools for data analytics and how they can be used by small companies. Our research questions are therefore: what analytical tools are today available on the market, and what are their possibilities and challenges for small companies? And: how can these analytical tools aid in the development of a business, product or service? We conclude in our research that there are several data analytics tools available for small businesses, that their different usages can be applied successfully and without big cost, and that their relevance, both in business development and innovation, depends on the business objectives and goals of their utilization.

Diploma thesis focuses on the selection and application of appropriate internet marketing tools. It specifies possible fields of B2C promotion on the internet. It analyses chosen company and its existing operations in the field of internet marketing due to recommended procedures and procedures of its competitors. Diploma thesis uses theoretical knowledge and analysis for application of proposed internet marketing strategy and finally compares performances of applied areas of the internet marketing.

The subject of the thesis Online Propagation of Web Portal is formulation of recom-mendations for online campaigns for selected business entity. In the first chapter are defined basic concepts of Internet advertising as part of marketing and terms of web analytics. In the second chapter, there are internet campaigns analyzed using web analy-tics. On the basis of this analysis are formulated specific recommendations in the third chapter. The fourth chapter deals with the evaluation of modified campaigns. The fifth chapter deals with the evaluation of the results and the formulation of final recommen-dations.

Diploma thesis is dedicated to utilization of marketing tools to increase conversion and customer satisfaction in the company Branding Manual s.r.o., which deals with graphic design and information technology. Through the analytical approach are evaluated advantages and weaknesses of the company. On the basis of these facts were proposed and calculated the improvements.

Quick growth of internet users worldwide as well as significant technological improvements has had an extensive impact on a traditional marketing communication. First part of the thesis focuses on the basic framework that would leverage the internet marketing implementation. In its second part, the Google advertising products (AdWords, Maps, YouTube) and tools(for planning, optimization and implementation) are analyzed and their role in the internet marketing process is explained and demonstrated.

This topic of this work is web analytics and customer knowledge methods that help small and medium sized businesses for decision support and are intended to yield higher e-commerce results. The main purpose of this thesis is to design and verify possible uses of advanced web analytics methods in a customer-oriented small business. The theoretical part conducts research into the current state of the web analytics industry. The conditions of small and medium enterprises are described and suitable web analytics tools are compared. Several web analytics maturity models are discussed. The practical part of the thesis states specific recommendations obtained from the pilot project for the company Baushop s.r.o. The project consists of a business analysis and use of analytics tools for optimizing internet campaigns and improving customer service. Specific data analysis methods are discussed and all supportive data are provided.

The purpose of this thesis is to propose changes of marketing strategy on the Internet. Based on theoretical knowledge and general analysis of competitors online communication have been proposed particular elements of SEO. Many of these proposals can be practically used. Results of this work can help optimize own website, start PPC campaign or just to be solid groud for other marketing activities on the Internet.

This thesis aims to create an advanced multimedia player with support of an adaptive stream, securing of the multimedia content and support for playing advertisement. The first part explains the used technologies followed by an analysis of available solutions and the comparison between the two. The theoretical framework is then used to create a player library and a testing application. The player library is based on the framework of ExoPlayer application. Whole application is created in Java for the operation system Android OS.

網際網路的發展讓人們的生活起了變化，Web2.0的概念更是增加了人們對網際網路的依賴性，我們成為網路內容的生產者、我們在社交網站上發表、追縱朋友的動態，以及取得全球世界各地的資訊。在這無限的虛擬空間中隱含的巨大商機，讓各大企業紛紛而至，因而加速了Web2.0社群網站的發展，維持與增加網站流量更是成為社群網站生存的關鍵與重要的績效指標。但社群網站該如何從流量指標之變化來評斷社群網站之績效呢?這是令我們最好奇之處。 藉由Google Analytics提供的流量分析工具，本研究蒐集了台灣四間社群網站1-3年間的流量資訊進行分析，考量蒐集之資訊具時間序列性質特性，本研究首先採用移動視窗法重新進行資料的整理，並據此概念應用在後續的統計分析。此外，本就以指數加權平均法及多元迴歸分析進行流量異常值之偵測，最後，對照各網站重大事件里程碑並與各網站業主進行一對一深訪。故本研究實際上包含質、量化之分析結果。 本篇研究四間個案網站為例，並依網站創造的服務與使用者互動情形流量將其區分為社交互動型與資訊交換型網站，並歸納其在網站流量指標上不同特徵表現及各自可參考之績效評估指標。同時，本研究採用多元迴歸分析做為社群網站績效評估模型，並企圖建構一績效評估分析流程期以做為後續研究者針對網站流量相關研究之參考。 / The development of Internet makes a great influence on human society and the development of Web2.0 enhances human’s dependence on the internet and becomes a channel of social connections. Currently, most contents of the Internet are generated by common users who could retrieve information through the entire network and trace their friends’ actions over the Social Network Sites (SNSs).Owing to the potential business opportunities on the internet, companies try to enter the market causing the prosperities of SNSs. Maintaining or even increasing traffic flows become a critical issue for SNSs to survive in the competitive market. However, how to evaluate the performance of SNSs based on traffic flow indices remains unsolved.This study collected Google Analytics data for 1-3 years from four SNSs’, respectively.Consider the time series charactics, this study applied “Moving Windows“ to organize the data for further statistical analysis.In addition, Exponentially Weighted Moving Average and Multiple Regression Analysis were used to detect the abnormal traffic flows. Finally, these abnormal records were compared with the important events and one-on-one interviewings with the SNSs operators were conducted. The results of this study are based on qualitative and quentitative analysis. This research studiesd four SNSs that were categorized into information-oriented and interaction-oriented services based on their services and users’ interaction. The SNSs at different categories behaved differently following certain characteristics defined previously.A performance evaluation process was developed as a reference for further studies.