Use of website and application traffic data to support the marketing of a selected company

This thesis deals with the analysis of website and application traffic in a selected betting company. This company uses Google products for traffic monitoring, while a significant part of the data infrastructure is built on Microsoft products. The lack of integration between the two systems complicates the production of analyses that typically require data from both sides. The objectives of this thesis were to document the current use of traffic data and, based on the knowledge gained, to propose best practices for working in this area of analytics. Furthermore, to suggest other possible uses that could be made with this data and to evaluate these suggestions along the lines of the two axes, the difficulty of the solution and the desirability of the output in question. The last objective was to implement the most desired task related to traffic data. The thesis is composed of six chapters in total. In the first chapter, the methodology of the thesis and the current knowledge are addressed. This is followed by a discussion of the technical aspects of traffic measurement, with an overlap to the theoretical discussion of traffic analysis. Then the existing outputs in the company are presented, some of which were created by the author himself. From these outputs a catalogue of reports and a strategy map are then created. This section is followed by a suggestion of other possible uses of the visitor data which emerged from a consideration of the company’s needs. The last chapter shows the technical solution to a specific task consisting of three interrelated parts.