E-commerce Platform with an Integrated Analytical Solution for a Small Business

This thesis deals with the analysis, design and implementation of an analytical solution for automatic evaluation of the business and financial performance of an e-commerce platform. The solution consolidates data from the WooCommerce e-commerce platform, the Google Ads marketing system and the Pohoda accounting system, thus replacing the previous manual analysis. The work process is based on a literature review of professional approaches and an analysis of the current state of the company, which serves as the foundation for defining the solution architecture. Its ETL layer and data warehouse are represented by the Keboola integration platform, which uses native extractors for data collection and the modern dbt Core component for their transformation. The cleaned data is sent through the Keboola Data Gateway to the Power BI tool, which serves as a visualization and reporting layer. The result is a comprehensive analytical report divided into thematic analytical dashboards, which provide management with an immediate and regular overview of the business based on DAX metrics. The main benefit of the solution is automated data integration, which eliminates manual work and ensures the scalability of reporting. The integration of weighted purchase prices from the accounting system, combined with marketing and other related costs mapped onto actual order data, allows for an accurate evaluation of margins and profitability. Furthermore, basing the system on real orders provides a calculation of the true conversion rate without the distortion of web analytics.