CHROMÝ, Jan, Štěpán CHALUPA and Petr ČECH. Using Google Analytics for Strategic Decision-Making in Marketing. In Khalid S. Soliman. Proceedings of the 33rd International Business Information Management Association Conference. Granada: International Business Information Management Association, 2019, p. 2091-2099. ISBN 978-0-9998551-2-6.
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Basic information
Original name Using Google Analytics for Strategic Decision-Making in Marketing
Authors CHROMÝ, Jan (203 Czech Republic, guarantor, belonging to the institution), Štěpán CHALUPA (203 Czech Republic, belonging to the institution) and Petr ČECH (203 Czech Republic, belonging to the institution).
Edition Granada, Proceedings of the 33rd International Business Information Management Association Conference, p. 2091-2099, 9 pp. 2019.
Publisher International Business Information Management Association
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher United States of America
Confidentiality degree is not subject to a state or trade secret
Publication form storage medium (CD, DVD, flash disk)
Organization unit University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
ISBN 978-0-9998551-2-6
UT WoS 000503988803054
Keywords in English Google Analytics; strategy; visitors; journal
Tags International impact, Reviewed
Changed by Changed by: Ing. Bc. Jan Chromý, Ph.D., učo 4147. Changed: 5/3/2020 08:01.
Abstract
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.
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