Vliv datové analýzy a AI nástrojů na úspěšnost reklamních kampaní

This thesis addresses the issue of customer targeting in advertising campaigns and examines how this factor can impact small businesses. The targeting of advertising campaigns is based on three different approaches: Expert Estimation, Data Analysis, and Artificial Intelligence. Data for the study are collected from a private company engaged in the sale of photovoltaic power plants. The thesis includes theoretical background for understanding and reproducing the applied methods, the implementation of each approach, an analysis of their outcomes, and a concluding discussion. The study identifies and analyzes the most successful approach, with results confirming that, despite existing challenges such as the need for high-quality data, the benefits such as more precise targeting and higher return on investment are significant.