03157ntm a22005177i 4500 000346600 CZ-PrVSE 20170121171843.0 m d cr n|||||||||| 170121s2015 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Zachová, Hana ISIS:73345 dis České malé a střední podniky a efektivita jejich PPC marketingu eng Czech SMEs and the Effectiveness of their PPC Advertising / Hana Zachová 2015 ?? stran : digital, PDF soubor Vedoucí práce: Petr Král Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2017 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2017 This thesis examines the problem of evaluating the effectiveness of digital marketing; more specifically it looks at the topic of Pay-per-click advertising on the scope of Small and Medium-sized businesses in the Czech Republic. The thesis provides literature review of the historical and current possible practices of what specific measures can be used to evaluate the success of pay-per-click advertising. Moreover, it connects the measurement subject with the associated area of attribution modeling. This topic represents an important issue for the online marketers mostly because of a currently widely used last-click attribution model that is not able to attribute the fair value of the different channels on the consumer journey to purchase. The primary research conducted in the form of qualitative research through in-depth interviews brings insights into the current practices of selected representatives of Czech SME sector as well as the digital agencies on the matter of measuring the success of online marketing and the attribution modeling. Derived findings give a picture at what stage of development the measurement and attribution of PPC currently is in the Czech SME market. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas attribution digital marketing performance marketing PPC online marketing Král, Petr, 1979- pna2010582238 ths Hlaváček, Josef opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/47191/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/47191 Hlavní práce https://insis.vse.cz/zp/47191/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/47191/posudek/oponent/50317 Oponentura https://insis.vse.cz/zp/47191/podrobnosti dc:identifier NEPOSILAT VSKP vse47191 170118 47191