Model metrik elektronického obchodu Mall.cz

Goal of diploma thesis is to develop set of metrics for Internet Mall, a.s. company, carrying business in online shopping. Secondary goal is practical demonstration of Business Intelligence (BI) analysis on selected metrics. Balanced scorecard (BSC), strategic planning and management system, was selected as a framework for model of metrics. Basic concept of BSC was upgraded by an e-commerce extension. These extensions appear to be mostly inspiration. Main sources of information were consultations with company`s representatives. Developing process for model of metric consist of several steps: 1. Definition of mission, vision and strategy 2. Creating strategic objectives for each BSC perspective 3. Defining connections among objectives in explicit cause-and-effect relationship 4. Assigning each objective one or more indicators 5. Accomplished Model of metrics 6. Practical demonstration of BI analysis on selected metrics Goal of practice part was fulfilled by simple implementation of BI analysis, using three selected metrics. The aim was on introducing analytics reports for management and explaining their features and benefits. Contribution of whole effort is in increasing of quality of decision making process (carrying by head executives) supported by analytics reports.