Oglašavanje na webu na temelju analize posjeta korisnika web sjedišta

master's thesis

• Title (english): Web Marketing based on Analytics of Web Users
• Author: Josip Hotovec
• Mentor: Marin Vuković (mentor)
• Committee member: Marin Vuković (predsjednik povjerenstva)
• Committee member: Dragan Jevtić (član povjerenstva)
• Committee member: Krešimir Pripužić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Electrical Engineering and Computing; Zagreb
• Defense date and country: 2018-07-05, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Computing
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Electrical Engineering

Abstract

Servis Google Analytics služi za prikupljanje informacija o posjetiteljima web sjedišta. Analizom podataka je moguće izdvojiti ključne riječi koje su najtraženije kod posjetitelja te se za odabrane ključne riječi može stvoriti oglasna kampanja na servisu Google AdWords. Prilikom analize i odabira ključnih riječi, u obzir se uzima broj pretraga pojedine ključne riječi te ukupno vrijeme provedeno na stranici. Kako bi analiza i oglašavanje bili efikasni, koriste se aplikacijska programabilna sučelja servisa Google Analytics i Google AdWords. Aplikacijsko programabilno sučelje servisa Google Analytics omogućava izravno dohvaćanje podataka i njihovu analizu, dok aplikacijsko programabilno sučelje servisa Google AdWords pruža mogućnost programskog stvaranja oglasnih kampanja. Programsko rješenje za upravljanje oglašavanjem na webu na temelju analize posjeta korisnika web sjedišta je stvoreno u programskom jeziku PHP.

Abstract (english)

The main purpose of the Google Analytics service is to gather information about website visitors. By analyzing data, it is possible to extract the most popular keywords among visitors and create ad campaigns in Google AdWords for the selected keywords. When analyzing and selecting keywords, considered parameters are the number of searches for a particular keyword and the total time spent on the page. Google Analytics and Google AdWords application programming interface is used for effective data analysis and advertising. The Google Analytics application programming interface allows direct data retrieval and analysis, while the Google AdWords application programming interface provides the ability to programmatically create ad campaigns. Web advertising management solution based on web site user visit analysis is created in the PHP programming language.

• Keywords: google analytics; google adwords; podaci; analiza; oglašavanje
• Keywords (english): google analytics; google adwords; information; data analysis; advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:168:253167
• Study programme: Title: Information and Communication Technology; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra inženjer/inženjerka informacijske i komunikacijske tehnologije (magistar/magistra inženjer/inženjerka informacijske i komunikacijske tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2019-03-13 20:51:27