Analýza marketingových aktivit internetového obchodu

The goal of this thesis is to analyze the performance of the online marketing instruments used by one of the most significant Czech sellers of premium kitchen equipment and, based on the analysis, create a set of recommendations in order to increase effectiveness. To evaluate the performance, I have used data from advertising and analytical tools such as Adform, Google Ads or Google Analytics and instruments used for web analytics such as Raven SEO, Majestic or Collabim. The examined data has uncovered many problems. For example, the display advertising was overinvested and barely used data, therefore over 80 percent of impressions did not appear to the target audience. Problems with relevant targeting have also affected search engines. Other issues included the absence of personalized advertisements, including in internal mailing and the company's lack of SEO optimization of its website. The suggested optimization contained in this thesis will result in a significant growth of the effectivity of the whole shop.