Analýza datové stopy zákazníka a dosahování konverzních cílů webu

The aim of the thesis is to verify how the tracking of a customer data can meet the conversion goals of a particular e-shop better and how to achieve higher conversion rate at constant marketing costs. The thesis compares two approaches to the flash sale and analyzes whether it is appropriate for a particular portal to remain closed or to open it which is based on a customer behavior analysis. The A/B Testing method compares whether the growth in the size of a customer database in a closed version of a site exceeds to the higher turnover resulting from an open site variant. The aim of the thesis is to make the calculation as simple as possible in order to eliminate as many mathematical and economic inaccuracies as possible. The main output of the thesis is to find that the loss of turnover due to site closure is too high to be offset by monetization of an expanded customer database. This finding corresponds to the current trend in the Czech market, but it was not anticipated before the experiment had been carried out and even a trend on the foreign market does not correspond. The partial output is determination of a custumer lifetime value and the development of this value over time.