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• Online bidding on price comparisons Marketing
  Guarantor: Jiří Schejbal

  The aim of the thesis is to reduce the cost of price related references to price comparisons, and to optimise bid amounts for individual products by competition in real time.
  Price comparisons usually display paid positions at the beginning of the listing with links to e-shops selling the searched product. The introduction of the e-shop in the paid part of the listing and its order is determined by the amount per click (aka bid) that the e-shop offers the comparison. Individual competitors compete for their position with their offers without knowing each others' offers. The aim of the thesis is to determine which positions have the ideal ratio between conversion and the price ratio of the bid, and to propose an algorithm for determining the optimal bid for these positions in real time. Pricing graders typically do not provide an API to find the current location of a given e-shop in a price comparison for the product, so it is one goal to build a custom crawler with a subsequent analysis of the content of websites with configurable grammar for individual price comparisons.

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• Optimise investments according to Internet marketing attribution modelling IT
  Guarantor: Jiří Schejbal

  The aim of the thesis is to optimise the investments in individual Internet marketing channels.
  Customers visit the e-shop through many different channels, directly by entering an address in a web browser, from their favourites, from search engines, from price comparisons, from email offers, from advertising banners and from commissioned partner websites. The customer usually visits e-shop repeatedly from different incoming channels before buying. The expected outcome of this work is to determine the key factors for the individual channels and the subsequent interactions that lead the customer to conversion.

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• Fulltext and semantic searches on the e-shop web IT
  Guarantor: Vladimír Dědek

  The aim of this thesis is to create a search algorithm for products and product categories according to a given keyword that meets the requirements for accuracy, relevance and speed.
  The algorithm must be configured to overload the search result order, for example, depending on the product attribution or product group in which the expression was found, the number of occurrences of the words found in the text, the position in the text, or the proximity search. The proposed solution must support searches in Czech, Slovak, English and German tokenisers, stopwords filters and ICUs with scalability for other European languages. You may solve the problems of stemmer filters, typing, typing without diacritics, synonyms, links to different technical markings, indivisible multi-word technical labels, overloading results according to sales and previous clicks from search results, overloading results according to previous user behaviour and others. You may also solve the problem of searches containing semantics on the e-shop.

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• Efficient acquisition of Alza.cz students and graduates HR
  Guarantor: Miroslav Spousta

  This thesis deals with the topic of Alza.cz's personal marketing, which targets students and university graduates. The main objective is to provide suggestions and recommendations to help Alza.cz streamline its communication and the application of HR marketing by targeting students and graduates.
  People are the foundation of all organisations, and without them businesses cannot exist. Alza.cz is no exception. Without skilled employees, we would not be who we are. To find the perfect match for individual positions is of course ideal, but this is not easy. There is a large number of potential candidates among students who would wish to work and thrive. And these are the individuals we are looking for at Alza.cz. The question is - how can we find these people? Personnel marketing aimed at students is certainly a possibility. We have something started, but the whole concept of personalised marketing with a focus on students needs to be set.
  
  Keywords:
   Personal marketing, employer branding, students, graduates, communication and communication channels, market research

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