Using a Web Analytics System to Track Online Customer Conversions

Student: Sofonova Ekaterina

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Final Grade: 9

Year of Graduation: 2017

Progress in the field of information technology today provides a huge number of opportunities for the development of all areas of human activities, including marketing. Thanks to the rapid development of the Internet, automated solutions for tracking online conversions of customers become available for companies. This research is aimed at the analysis of the statistical reports of the web analytics system, used in the company , and making recommendations for tracking online conversions of customers for its further improvement. The first chapter gives information about the theoretical aspects of tracking online lead conversions by the web analytics system. The second chapter presents the general characteristic of the company and provides an analysis of the effectiveness of the current marketing activity of the company. The third chapter has an immediate author's contribution to the work and represents recommendations for the company to improve the process of tracking online conversions of customers.

Full text (added May 29, 2017)

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