Statistical Analysis of Online Home&Living Shopping Clubs Development Features in Russia

The thesis outlines the main trends in the development of innovative forms of sales in online retail. The relevance of the chosen topic is explained by the rapid market saturation with unique and competitive business models, the objectivity of which should be measured not only on the conceptual level, as well as with the help of statistical methods. The key purpose of this thesis - to show the usefulness of statistical tools to evaluate the objectivity of the business model of online store as an example of WestWing. Basic methods and models involved in the work - seasonal ARIMA model to predict the changing dynamics of the company's revenue; construction of Poisson and linear regression to identify the key factors affecting the success of the action; conducting cluster analysis and the construction of a classification tree in order to create conditions for the testing of campaigns in its potential revenue before starting. Implementation of these statistical methods gave the opportunity to get useful information about the possible directions of restructuring campaigns and formulated some ideas for improving the effectiveness of these campaigns.