THE SPECIFICS OF ORGANIZING AN END-TO-END MARKETING INTERNET ANALYTICS SYSTEM

Abstract

Introduction and purpose of the study. Nowadays, during the period of intensive development of the network economy, Internet marketing in business is becoming more and more relevant, in particular Web analytics of business, which should not be based on theoretical indicators, such as the number of applications/calls from the site, but on important for business: the number sales and the amount of income. End-to-end analytics allows you to understand which customers are really beneficial for the business. End-to-end analytics is an analysis of the effectiveness of advertising campaigns based on sales data. With proper configuration, such a system allows you to track the entire sales cycle, starting from the user's first visit to the site and ending with the sale of the order placed by him (possibly even a second one). End-to-end analytics makes it possible to calculate the payback and effectiveness of marketing campaigns, advertising channels, individual ads and even search phrases, which, in turn, allows you to allocate the budget more efficiently, while getting the maximum return on advertising investments. The above outlines the relevance of this research and reflects the purpose of this article as features of the formation of an end-to-end marketing system of Internet analytics.

Research methods. The work uses methods of empirical analysis, in particular, methods of comparison, measurement and observation.

The results. In this study, the process of optimizing each stage of the sales funnel and increasing conversion is considered. E-business conversion is proven to be affected by price, seasonality, competitors, etc., but analytics only affects ad traffic and site interface. The paper divides the tasks of web analytics into two groups: solving a specific problem and end-to-end analytics. The main components of the system of end-to-end marketing Internet analytics are highlighted and it is proved that end-to-end analytics is a system that allows analyzing the effectiveness of advertising based on a large pool of data: sources of advertising, socio-demographic portrait of the user, paths through the site, etc. in connection with CRM- system End-to-end analytics makes it possible to look at the advertising campaign as a whole, determine the effectiveness of individual advertising sources and search phrases and, accordingly, optimize the entire sales force.

Conclusions. It should be noted that the basic components of end-to-end analytics, the list of stages and analyzed data will change for specific theoretical or practical tasks. For the implementation of practical tasks, the composition is directly influenced not only by the type of company and the market in which it operates, but also by its size and the specifics of the existing marketing information technology architecture. Including the structure of the marketing department, information systems, online services and traffic sources, as well as the structure of the company's sites.

Keywords: Internet marketing; WEB analytics; business digitalization; sales funnel; conversions.