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.

This thesis is focused on proposals of promotion specific e-shop. The purpose of this thesis is to design such forms of promotion which are going to be effective and accessible even for smaller and starting e-shops. In the theoretical part I am introducing common knowledge needed for understanding the e-shops and internet marketing topics, then I analyze current state and position on the market and finally I evaluate separate forms of promotion including suggestions for their use by this selected e-shop.

This thesis deals with conversion rate optimization and evaluation of its results. Thesis introduces and compares conversion rate optimization options -- web analytics, heatmaps, user testing and A/B testing. The practical part consists conversion rate optimization of Faculty of Management website and quantification its results.

This thesis is focused on detailed description of the Web analytics tool Google Analytics and its use in improving attendance and competitiveness of Dobra vína company's e-shop. The aim is to propose measures that will increase sales of offered products. The measures were designed combining the analysis of web content, technical analysis of the web and the data obtained using Google Analytics. The thesis provides updated information on setting up Google Analytics: important changes that had taken place recently among which the transition to asynchronous syntax. These haven't been yet summarized in any other similar work. It also brings its own perspective on the use of information from Google Analytics to improve the performance of Internet business. The thesis presents the web analytics and the tool Google Analytics in general; it describes the setup and customization of the tracking code and finally it provides a short guide on how to read the visualized data. In the practical part it explores the web content of the Dobra vína's site and its technical aspects, after this it presents the specific settings of Google Analytics for the site and the final chapters analyze the data obtained from Google Analytics and propose adequate measures to take.

The diploma thesis is focused on the social networking sites in terms of their use for increasing the competitiveness of companies. The first part deals with a theoretical introduction to social networks where the basic concepts are defined and then characterized by major networks globally. Each social network is analyzed both in terms of the structure of its users, and are listed as individual options, which provides for promotion within their system - they are mentioned both paid and unpaid opportunities. At the end of this section are described the general possibilities of using social networking for business - ways to measure the impact of these activities, risks and requirements of their operation within the company. The second part is a practical solution to use social networks to support the selected e-commerce business. The introduction provides basic parameters of the e-shop is defined by the competitive environment. The analysis carried out various solutions to various social networks. It is designed and implemented their own social network to the target audience the company. The practical part ends with a final report including recommendations for further progress in the use of social networks. The main contribution of the paper is to present a detailed analysis of selected enterprise communication on social networks, including putting all the relevant data from which the conclusion can be drawn in specific recommendations to further enhance competitiveness.

Web designers are expected to perform the difficult task of adapting a site’s design to fit changing usage trends. Web analytics tools give designers a window into website usage patterns, but they must be analyzed and applied to a website's user interface design manually. A framework for marrying live analytics data with user interface design could allow for interfaces that adapt dynamically to usage patterns, with little or no action from the designers. The goal of this research is to create a framework that utilizes web analytics data to automatically update and enhance web user interfaces. In this research, we present a solution for extracting analytics data via web services from Google Analytics and transforming them into reporting data that will inform user interface improvements. Once data are extracted and summarized, we expose the summarized reports via our own web services in a form that can be used by our client side User Interface (UI) framework. This client side framework will dynamically update the content and navigation on the page to reflect the data mined from the web usage reports. The resulting system will react to changing usage patterns of a website and update the user interface accordingly. We evaluated our framework by assigning navigation tasks to users on the UNF website and measuring the time it took them to complete those tasks, one group with our framework enabled, and one group using the original website. We found that the group that used the modified version of the site with our framework enabled was able to navigate the site more quickly and effectively.

Mater thesis deals with online marketing and optimization of marketing communication strategy for online job board specialised on remote jobs. The practical part based on theory and analyses of competitors and macro/micro environmental factors focus on short term marketing campaign. This campaign tests reaching the main goal of the strategy by evaluating operative goals. After evaluation of the campaign, there is optimized marketing communication strategy plan.

The subject of this diploma thesis is online marketing communication using search engine marketing tools. It specifies what online marketing and search engine marketing are, describes its tools and explains its use. The analytical part of the work uses tools such as analysis of macro and micro environment, analysis of marketing mix and associated SEO analysis. Last but not least, the development of website traffic and the subsequent possible development of this data in the future will also be examined. Based on the findings from the analytical part, in the last part of the work will be designed online marketing communication using search engine marketing.

The master’s thesis analyses a selected company operating in the tourism industry. The company has customers from more than five countries and specialises in offering hotel services in the Giant Mountains, especially for Czech, Polish and German clients. The result of this thesis is an international marketing strategy that is in line with current trends in the hotel industry. The secondary objective is to segment current and potential customers by using Google Analytics when preparing international marketing strategy.

This diploma thesis deals with the marketing strategy of ROS.BR s.r.o. The work is divided into three units. The first theoretical part describes general problems of marketing strategy development, market development characteristics, segmentation and marketing situational analysis. The second analytical part deals with the analysis of the internal factors of the company, the general and the business environment, the interpretation of the conclusion from the questionnaire survey and the analysis of the web marketing tools. In the third final part is elaborated a proposal of marketing strategy, individual goals and paths to achieve the stated goals.