End-to-end analytics: features of a marketing tool
Pandemic has demonstrated to the world how important automation and artificial intelligence technologies are in marketing processes. In order to effectively allocate funds and optimize operations, more and more companies are adopting modern mechanisms, one of which is end-to-end analytics.
This approach is a variant of evaluating investments in marketing activities in order to determine the level of their profitability. This tool collects information from all advertising channels and demonstrates their appropriateness. And it is not applications that are taken into account, but sales that have already been made. With the help of end-to-end analytics specialists look for ways to increase the rate of sales and attract new leads. Using an example, the tool can be described as follows: an advertising campaign was launched in various social networks, as well as Google Ads and Yandex.Direct. Requests for the purchase of these products are coming in, but it is not clear which channel works most effectively. This is done by hooking up end-to-end analytics, which shows how many customers came from one channel or the other.
With the help of this tool, you can evaluate different promotion channels, revealing which one of them works best. In addition, it allows you to optimize funds that go to advertising, thus reducing the cost of attracting consumers. Using end-to-end analytics, you can save a lot of time and effort by thinking through advertising strategies and expanding the list of mechanisms for product popularization.
Despite the positive qualities of this approach, for a long time it was not widespread among business representatives. Executives were reluctant to invest in this tool, but after the pandemic, many realized the need for end-to-end analytics. The fact is that the market is changing rapidly, and with it the needs of customers, while the financial capabilities of companies are limited due to the uncertainty of the global situation in the world. That’s why they have to be very careful with their advertising budgets, and they should only spend money on advertising if they are sure of its effectiveness. And to understand which promotion channel will bring the biggest result, that is the task of end-to-end analytics.
New trends require a change in approach to doing business. Now there is no place for intuitive actions, all of them must be clearly thought out. Optimal solution for this will be using mechanisms based on digital technologies and statistics. It is end-to-end analytics that has the necessary capabilities to provide truthful information, calculated mathematically. To derive the result, it uses about 30-40 sources, where advertising is placed, the program takes into account more than a thousand key phrases, and analyzes the entire array of data. Thus it is possible to predict in advance the profitability of promotion for a particular keyword.
