Using Google Analytics for Strategic Decision-Making in Marketing

@inproceedings{23147,
   author = {Chromý, Jan and Chalupa, Štěpán and Čech, Petr},
   address = {Granada},
   booktitle = {Proceedings of the 33rd International Business Information Management Association Conference},
   editor = {Khalid S. Soliman},
   keywords = {Google Analytics; strategy; visitors; journal},
   howpublished = {paměťový nosič},
   language = {eng},
   location = {Granada},
   isbn = {978-0-9998551-2-6},
   pages = {2091-2099},
   publisher = {International Business Information Management Association},
   title = {Using Google Analytics for Strategic Decision-Making in Marketing},
   year = {2019}
}

TY  - JOUR
ID  - 23147
AU  - Chromý, Jan - Chalupa, Štěpán - Čech, Petr
PY  - 2019
TI  - Using Google Analytics for Strategic Decision-Making in Marketing
PB  - International Business Information Management Association
CY  - Granada
SN  - 9780999855126
KW  - Google Analytics
KW  - strategy
KW  - visitors
KW  - journal
N2  - 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.
ER  - 

CHROMÝ, Jan, Štěpán CHALUPA a Petr ČECH. Using Google Analytics for Strategic Decision-Making in Marketing. In Khalid S. Soliman. \textit{Proceedings of the 33rd International Business Information Management Association Conference}. Granada: International Business Information Management Association, 2019, s.~2091-2099. ISBN~978-0-9998551-2-6.