Web Application for Monitoring the Effectiveness of Promotions

STOJKOVSKI, BORISLAV (author), Možina, Martin (mentor)

The aim of this thesis is to develop an interactive web application that allows analysis and evaluation of a promotion. Promotion is a type of marketing activity where customers are informed that they can get certain products at a discounted price. The application should provide insights about the outcome of the promotion, which can be used to optimise the next promotion. It should be simple and intuitive to use. We decided to develop a custom solution instead of using a business intelligence tool because the necessary analyses could not be done using a business intelligence tool. The application is developed using the Python ecosystem. We have data on retail sales before and during a promotion. Two different methods are used to evaluate the promotion, which lead to different results. We compare the methods and discuss why they lead to different results and which results we think are more accurate in our case.

• Language: English
• Keywords: dashboard, difference in differences (DID), A/B testing, promotion evaluation
• Work type: Bachelor thesis/paper
• Organization: FRI - Faculty of Computer and Information Science
• Year: 2021
• PID: 20.500.12556/RUL-130174
• COBISS.SI-ID: 77367811
• Publication date in RUL: 10.09.2021

Secondary language

• Language: Slovenian
• Title: Spletna aplikacija za spremljanje učinkovitosti promocije

Abstract

Namen naloge je razviti interaktivno spletno aplikacijo, ki omogoča analizo in oceno promocije. Promocija je vrsta tržne dejavnosti, v okviru katere so stranke obveščene, da lahko določene izdelke dobijo po znižani ceni. Aplikacija mora zagotoviti vpogled v potek promocije, ki ga je mogoče uporabiti za optimizacijo naslednje promocije. Njena uporaba mora biti preprosta in intuitivna. Namesto uporabe orodja poslovne inteligence smo se odločili razviti rešitev po meri, saj orodje poslovne inteligence ni omogočalo izdelave potrebnih analiz. Za razvoj aplikacije je uporabljen ekosistem Python. Na voljo so nam podatki o maloprodaji pred in med promocijo. Za oceno promocije se uporabljata dve različni metodi, ki vodita do različnih rezultatov. Metodi primerjamo in razpravljamo o tem, zakaj vodita do različnih rezultatov in za katere rezultate menimo, da so v našem primeru natančnejši.

• Keywords: nadzorna plošča, razlika v razlikah (DID), A/B testiranje, evalvacija promocije