组织端到端营销互联网分析系统的细节

IF 0.5 Q4 MANAGEMENT
I. Gryshchenko, Dmytro M. Shkoda
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引用次数: 0

摘要

本研究的前言和目的。如今,在网络经济集约发展的时期,网络营销在商业中变得越来越重要,尤其是对商业的网络分析,它不应该基于理论指标,如网站的应用/呼叫数量,而是基于对商业重要的:销售数量和收入金额。端到端分析使您能够了解哪些客户对业务真正有益。端到端分析是一种基于销售数据的广告活动有效性分析。通过适当的配置,这样的系统允许您跟踪整个销售周期,从用户第一次访问站点开始,到他下的订单(甚至可能是第二个订单)的销售结束。端到端分析使计算营销活动、广告渠道、单个广告甚至搜索短语的回报和有效性成为可能,这反过来又使您能够更有效地分配预算,同时获得广告投资的最大回报。以上概述了本研究的相关性,并反映了本文的目的,作为互联网分析的端到端营销系统形成的特征。研究方法。这项工作采用了实证分析的方法,特别是比较、测量和观察的方法。结果。在本研究中,优化销售漏斗的各个阶段,提高转化率的过程。事实证明,电子商务转化率会受到价格、季节性、竞争对手等因素的影响,但分析只会影响广告流量和网站界面。本文将网络分析的任务分为两组:解决特定问题和端到端分析。强调了端到端营销互联网分析系统的主要组成部分,并证明了端到端分析是一个基于大量数据池分析广告有效性的系统:与CRM系统相关的广告来源,用户的社会人口统计画像,通过网站的路径等。端到端分析可以将广告活动作为一个整体来看待,确定单个广告来源和搜索短语的有效性,并相应地优化整个销售队伍。结论。需要注意的是,端到端分析的基本组成部分、阶段列表和分析数据会因特定的理论或实践任务而改变。对于实际任务的实施,其构成不仅受到公司类型和所处市场的直接影响,还受到其规模和现有营销信息技术架构的具体情况的直接影响。包括营销部门的结构、信息系统、在线服务和流量来源,以及公司网站的结构。关键词:网络营销;网络分析;业务数字化;销售漏斗;转换。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
THE SPECIFICS OF ORGANIZING AN END-TO-END MARKETING INTERNET ANALYTICS SYSTEM
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.
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来源期刊
Management
Management MANAGEMENT-
CiteScore
1.50
自引率
8.00%
发文量
21
审稿时长
70 weeks
期刊介绍: The Journal deals with pressing problems, not only of general nature, but especially with those occurring in the countries in transition. In fact, it aims to cover functional issues, specific topics and general aspects of management related to all kinds of organizations – manufacturing and service companies, profit-making firms and non-profit organizations, private and public, as well as large and small enterprises.
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