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Using Google Analytics for Strategic Decision-Making in Marketing

Identifikátory výsledku

  • Kód výsledku v IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F25619161%3A_____%2F19%3AN0000044" target="_blank" >RIV/25619161:_____/19:N0000044 - isvavai.cz</a>

  • Nalezeny alternativní kódy

    RIV/62690094:18450/19:50015425

  • Výsledek na webu

    <a href="https://ibima.org/conference/33rd-ibima-conference/" target="_blank" >https://ibima.org/conference/33rd-ibima-conference/</a>

  • DOI - Digital Object Identifier

Alternativní jazyky

  • Jazyk výsledku

    angličtina

  • Název v původním jazyce

    Using Google Analytics for Strategic Decision-Making in Marketing

  • Popis výsledku v původním jazyce

    This article provides information about visitors’ of freely accessible electronic journal analysis options via Google Analytics resources. The low-budget magazine which readers can freely download was selected for identification of causes lowering the interest in similar magazines and make the proposal to support of strategic marketing decisions. Google Analytics was used to acquire data which is not related to the conversion of visitors to obtain some information needed to regulate the strategic decision making of the magazine. The management of the magazine received clear information about the development of communication with visitors. On the basis of the data obtained, a specific strategic decision was taken for the low-budget magazine. An invitation to the international scientific conference Media and Education 2018 coorganized by Media4u Magazine – Journal was sent to the selected segment of the market. At the same time, information was provided that the last conference proceedings were indexed in the Web of Science, and the next edition will be submitted with an indexing request. Another piece of information presented during this period was an offer of publishing other articles in a magazine issue. Subsequently, a partial impact survey of the implemented actions was made using Google Analytics and proposed to modify them. The result is a proposal of a strategy focusing on the segment of doctoral students and the effort to recognize the magazine as a specific space for the acquisition of doctoral experience by trainers, schools, the Accreditation Office, etc.

  • Název v anglickém jazyce

    Using Google Analytics for Strategic Decision-Making in Marketing

  • Popis výsledku anglicky

    This article provides information about visitors’ of freely accessible electronic journal analysis options via Google Analytics resources. The low-budget magazine which readers can freely download was selected for identification of causes lowering the interest in similar magazines and make the proposal to support of strategic marketing decisions. Google Analytics was used to acquire data which is not related to the conversion of visitors to obtain some information needed to regulate the strategic decision making of the magazine. The management of the magazine received clear information about the development of communication with visitors. On the basis of the data obtained, a specific strategic decision was taken for the low-budget magazine. An invitation to the international scientific conference Media and Education 2018 coorganized by Media4u Magazine – Journal was sent to the selected segment of the market. At the same time, information was provided that the last conference proceedings were indexed in the Web of Science, and the next edition will be submitted with an indexing request. Another piece of information presented during this period was an offer of publishing other articles in a magazine issue. Subsequently, a partial impact survey of the implemented actions was made using Google Analytics and proposed to modify them. The result is a proposal of a strategy focusing on the segment of doctoral students and the effort to recognize the magazine as a specific space for the acquisition of doctoral experience by trainers, schools, the Accreditation Office, etc.

Klasifikace

  • Druh

    D - Stať ve sborníku

  • CEP obor

  • OECD FORD obor

    50204 - Business and management

Návaznosti výsledku

  • Projekt

  • Návaznosti

    N - Vyzkumna aktivita podporovana z neverejnych zdroju

Ostatní

  • Rok uplatnění

    2019

  • Kód důvěrnosti údajů

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Údaje specifické pro druh výsledku

  • Název statě ve sborníku

    33th IBIMA Conference

  • ISBN

    9780999855126

  • ISSN

  • e-ISSN

  • Počet stran výsledku

    9

  • Strana od-do

    2091-2099

  • Název nakladatele

    International Business Information Management Association

  • Místo vydání

    Granda

  • Místo konání akce

    Granda

  • Datum konání akce

    10. 4. 2019

  • Typ akce podle státní příslušnosti

    WRD - Celosvětová akce

  • Kód UT WoS článku

    000503988803054