You can’t effectively manage what you can’t measure. In marketing, you need to calculate many indicators. For this, there is end-to-end analytics. How does it work? How is it different from standard analytics in Yandex.Metrica and Google Analytics? Who needs it?
What is end-to-end analytics and why is it needed?
End-to-end analytics is a system for analyzing advertising channels that allows you to track the entire path of a buyer from clicking on an ad dataset to making a purchase. Its main task is to optimize advertising and business promotion costs.
This is achieved through:
- identifying the most effective separating text into sections with headings and subheadings advertising channels (primarily online);
- reallocation of the budget to profitable channels;
- clear targeting of campaigns and advertisements;
- linking online activities to real business processes and CRM;
- operational testing of new marketing strategies and channels;
- identifying problematic stages of the sales funnel;
- analysis of data from various sources and counters.
The main difference between end-to-end analytics hong kong ata services and conventional analytical systems from Yandex and Google is that data from counters, advertising platforms and CRM does not need to be manually entered into Excel tables to perform calculations. The system will automatically collect statistics and calculate indicators.
End-to-end analytics provides a detailed report with key marketing indicators for each channel and client. A marketer or manager can immediately figure out which channel is better and what needs to be changed. Management decisions are made based on the report.
How it works
The user got to the company’s website through contextual advertising, but did not buy anything. A few days later, he visited the page through a VKontakte group, but again there was no conversion. A week later, he read an article on a thematic forum, followed a recommendation link and made a purchase.
End-to-end analytics records leads of an individual user, analyzes statistics and outputs a report on each channel for a given period. In this case, the crowd link worked most effectively. The system will show that for a specific visitor, a recommendation on a forum is more important than a contextual ad or a post on a social network. But what if there are more than half of such users?
Then the budget for contextual advertising goes nowhere, and something is wrong with SMM. End-to-end analytics will generate a detailed report, which will make it clear how to proceed. Re-configure contextual advertising, invest in crowd marketing or SMM.
This is the simplest task for end-to-end analytics. In practice, it can eliminate problems an order of magnitude more serious.
