Práce s daty v B2C e-commerce

This thesis explores the use of working with data in B2C e-commerce businesses. Its aim is to create a conscise overview of the possibilities of applying customer-centric data work in B2C e-commerce enterprise, to discuss their use and to try to find and formulate the most important best practices and recommendations. The text includes a section dedicated to the definition of basic concepts and the motivation for the use of data work. It includes a comparative analysis of the situation in the Czech Republic and other EU countries. The subsequent chapter delves into the discussion of the data work, detailing the technologies and methods used. Emerging trends are also mapped. The final chapter adresses pivotal topics regarding data protection, offering a comparative analysis between the situation in the Czech Republic and other EU countries. The thesis draws upon existing literature and integrates case studies highlighting the use of modern data handling technologies in practice. As a result, the thesis yields an encompassing overview of the possibilities of working with data in a B2C e-commerce company. It also provides formulated recommendations, serving as a valuable resource to guide companies operating in this sector in navigating the complexities of data-related decision-making.