Analysis of Website Traffic Delivered by Marketing Channels in Selected Czech Wine e-Shops

Abstract:

This study aims to identify Big data as key opportunity for digital marketing, personalization and segmentation and provide with extended model of digital marketing tools segmentation. In the field part, basic digital metrics for the biggest on-line shops selling wine on the Czech market were analysed and proceed with selected data analysis examining statistical hypothesis testing: Engagement vs Paid, Unpaid marketing channels and share of E-mail marketing engagement.