Automatizovaný datový tok pro sběr a analýzu webové návštěvnosti

The aim of this thesis is to design, document, and describe the implementation of an automated data flow for the collection, processing, and analytical use of data on Czech online media traffic obtained through the NetMonitor API system (Gemius eAPI). The thesis is based on a real project developed during an internship at Publicis Groupe, where the goal was to replace manual outputs from NetMonitor with a fully automated solution based on programmatic access to data, while also obtaining valuable data for further analytical purposes. The thesis will include the following methods: detailed analysis of the licensed NetMonitor API, design of the architecture of an automated system for downloading and transforming data, implementation of individual steps for data acquisition (including authentication, endpoint calls, and metric loading), processing of data into a structured form according to target groups, and regular storage of historical data in a database repository. In the future, the system will be set up in a cloud environment enabling its daily automated operation. The work will also include the design of sample analytical and visualization outputs that will demonstrate the practical use of the acquired data in media analytics - the creation of a dashboard in Tableau and the interpretation of key web audience metrics. The work will also focus on data validation, description of its structure, specifics, and limitations, and recommendations for the long-term use of this data in analytical processes.