Front-end developers are tasked with keeping websites up-to-date while optimizing user experiences and interactions. Tools and systems have been developed to give these individuals granular analytic insight into who, with what, and how users are interacting with their sites. These systems maintain a historical record of user interactions that can be leveraged for design decisions. Developing a framework to aggregate those historical usage records and using it to anticipate user interactions on a webpage could automate the task of optimizing web pages. In this research a system called Active Analytics was created that takes Google Analytics historical usage data and provides a dynamic front-end system for automatically updating web page navigational elements. The previous year’s data is extracted from Google Analytics and transformed into a summarization of top navigation steps. Once stored, a responsive front-end system selects from this data a timespan of three weeks from the previous year: current, previous and next. The most frequently reached pages, or their parent pages, will have their navigational UI elements highlighted on a top-level or landing page to attempt to reduce the effort to reach those pages. The Active Analytics framework was evaluated by eliciting volunteers by randomly assigning two versions of a site, one with the framework, one without. It was found that users of the framework-enabled site were able to navigate a site more easily than the original.

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.