Dynamický remarketing

Based on the given research questions, the aim of this thesis is to evaluate if dynamic remarketing is useful for a large e-shop in a specific market. The thesis focuses on the benefits of dynamic remarketing used in an online marketing strategy, with emphasis on large e shops. Using the Conversion Lift tool, A/B testing has been done to assess the research questions for the Alza.cz e-shop on both the Czech and the Hungarian markets. The first research question studies if a group targeted by dynamic remarketing is more likely to convert than a group that has not been exposed to dynamic remarketing. The second research question investigates whether dynamic remarketing can increase incremental profits for a company in a market with lower brand awareness. The following has been proven: A group targeted by dynamic remarketing is more likely to convert than a group that has not been targeted. Dynamic remarketing does not increase incremental profits in a company on a market with higher brand awareness, which happens to be a case for Alza.cz on the Czech market. On the other hand, if the brand´s influence is filtered out, which is the case on the Hungarian market for the company, a positive incremental profit and a higher number of converted persons have been confirmed.