Práce s uživateli společnosti v SaaS odvětví

Viet Anh CHU

Master's thesis

Marketing funnel for a company in SaaS industry

Abstract:

Predkladana prace se zabyva full-funnel marketingem spolecnosti v SaaS odvetvi. Cilem prace je provest kvalitativni analyzu internich procesu a navrhnuti naslednych doporuceni, ktera povedou k zlepseni marketingovych procesu. Cil prace je naplnen prostrednictvim vyzkumne metody case research. Z provedene reserse studii je zvolen marketingovy audit jako nastroj, kterym jsou kvalitativne analyzovany interni marketingove procesy spolecnosti. Na zaklade teto analyzy je vytvoren uceleny pristup k praci s marketingovymi nastroji a praci s uzivateli v jednotlivych fazich zivotniho cyklu uzivatele. Jedna se o faze Acquisition, Activation, Retention, Revenue a Referral. Navrzene reseni obsahuje nastroje pouzivane v dnesni dobe v oblasti digitalniho marketingu. Krome tohoto navrhu je vytvoren i kontrolni mechanismus, ktery spolecnosti umoznuje vyhodnocovat vhodnost marketingovych nastroju. Zaroven je dostatecne flexibilni pro pripadnou implementaci novych marketingovych nastroju. Samotny kontrolni mechanismus spociva v definovani zakladnich metrik pro jednotlive faze zivotniho cyklu uzivatele a metrik vychazejicich z navrhovanych nastroju. Takto navrzena prace s uzivateli a kontrolni mechanismus vychazi zejmena z zivotni faze spolecnosti a faktu, ze do dnesni doby spolecnost nedisponuje ucelenym dokumentem, ktery by se zabyval marketingem spolecnosti.

Abstract:

The present work is focused on full funnel marketing of the company in the SaaS sector. The aim of this thesis is to perform quality analyzes of internal processes and to propose subsequent recommendations that will lead to better marketing processes. The aim of the thesis is fulfilled through research methods of case research. A marketing audit is chosen as a tool for qualitative analysis of the company's internal marketing processes. Based on this analysis, a comprehensive approach to working with marketing tools and working with users at each stage of the user's lifecycle is created. These phases are Acquisition, Activation, Retention, Revenue and Referral. The proposed solution includes tools used in today's age in digital marketing. In addition to this proposal, a control mechanism is created to allow the company to evaluate the suitability of marketing tools. At the same time, it is flexible enough to implement new marketing tools. The control mechanism itself consists in defining the basic metrics for the individual phases of the user's lifecycle and the metrics based on the proposed tools. The proposed work with users and the control mechanism is based mainly on the life phase of the company and the fact that to date the company does not have a comprehensive document dealing with the company's marketing.

Keywords

Marketing, SaaS, Software as a Service, Online Marketing, Pirates Metrics

Language used: Czech

Date on which the thesis was submitted / produced: 29. 3. 2019

Accessible from:: 31. 12. 2999

Thesis defence

• Date of defence: 27. 5. 2019
• Supervisor: Ing. Michaela Jánská, PhD.

JAN EVANGELISTA PURKYNĚ UNIVERSITY IN ÚSTÍ NAD LABEM

Faculty of Social and Economic Studies

Master programme / field:
Economics and Management / Economics and Management