Online Marketing Performance Tools

This thesis focuses on the effectiveness of marketing tools available in Czech internet environment. The theoretical part describes typical attributes and advantages of individual tools and observes the possibilities of achieving marketing and commercial goals by using these tools. In the application part, the surveyed e-shop is introduced and it's marketing tools are analyzed using web analytics. Either behaviour of customers of this e-shop or financial indicators, which are crucial for evaluating performance, are analyzed in this thesis. The synergic effect of using these marketing channels is evaluated using the assisted conversions analysis. The main goals of this thesis is evaluation of the efficiency of used marketing tools using web analytics and consider suitability of their use for this specific e-shop. Another aim is comparing the performance of individual marketing sources and proposing measures to help increase efficiency of tools used by this e-shop