Application Development for Measuring the Contribution of the Marketing Department within the Big Data Platform

This thesis deals with the determination of the financial benefit of the marketing department of the telecommunications company Vodafone Czech Republic a.s. using an application that automatically calculates the strategic customer base check group. For this purpose, the thesis describes the procedure for creating an application and introduces a way of integrating this application into the company's big data platform. In order to monitor the benefits, the application takes care of creating a strategic check group that defines a customer base that is not targeted by proactive marketing communication. This makes it possible to track the benefits of proactive marketing communication. For this purpose, in addition to the application, a report was also created, which calculates this benefit using data from the application, graphically visualizes it and allows the company's management to make strategic decisions based on the information obtained from the report. Applications and reporting were fully automated as part of this work. To meet these goals, it was necessary to collect the stakeholder requirements, map the architecture of the current system and design its own application architecture. This thesis offers an insight into the individual elements of this architecture. It was necessary to convert the architecture in the practical part into a functional application that takes care of both data processing and data distribution to the marketing communication system and the reporting tool. The solution is then validated both from the technical and business point of view together with the contracting authorities. In conclusion, there is a discussion on the interpreted results that were found in the thesis.