Data analysis of the LEXXO1 e-shop

Bachelor's thesis focused on the performance analysis of the LEXXO1 e-shop for the years 2020-2022. The analysis includes descriptive statistics, with which it examines the structure of website users and e-shop sales. During the monitored period, the website was most frequently visited by men (60 % of all visits), even though the number of male users (49 %) was slightly lower than that of women (51 %). People aged 24-35 showed the greatest interest in the e-shop offer and visited the website most often. The bachelor's thesis mainly focuses on the advertising sources of website visits, which is why the analysis overlooks website traffic according to marketing sources, where paid advertising prevails (34 % of users). In terms of visitor devices, the mobile phone predominates, through which 63 % of all e-shop users visited the website. Part of the bachelor's thesis is devoted to the analysis of sales according to various variables. Over two years, the largest share of sales belongs to men (59 %). Bigger searches are generated by visitors aged 24-35 (33 %), who come to the e-shop website via a computer (67 %). Another part of the bachelor's thesis deals with time series analysis, where it examines the development of sales of three advertising systems: Google, Seznam and Facebook. On average, between monthly increases Google increased by CZK 60 760, the average absolute value of Seznam is CZK 6 203 and Facebook CZK 6 066. The last part of the thesis is devoted to regression analysis, where the relationship between the difference in the number of users and the revenue of advertising systems (Google, Seznam, Facebook) is investigated. For Google, Seznam and Facebook the largest share of variability was explained using a linear model. Since the correlation coefficient of the linear models is 0,84 for Google, 0,68 for Seznam and 0,68 for Facebook, there is a strong direct relationship between the difference in sales and the number of users.