Abstract: The goal of this master’s thesis was to explore online analytical tools and how they can contribute towards creating successful campaigns that will improve the online business of companies that use the online world as part of their operation. In the case study, the most important aspect of the campaign was using an innovative approach and new platforms and channels to target loyal, existing, new and potential guests of the resort. Smoothly introducing the new content created on the basis of the friendly and hospitable lasting relationships. The most important elements were surely content production, as well as segmented and well targeted campaigns. This combination helped to reach the defined goals.Keywords: Google Analytics, Google AdWords, Google Tag Manager, campaign, marketingPublished in DKUM: 29.11.2018; Views: 755; Downloads: 154 Full text (6,30 MB)
