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Application of Web Analytics Tools for Efficiency Improvement of Internet Promotion of "Seldon PRO" Company

Student: Fedorova Elena

Supervisor:

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

Due to the increase of Internet audience activity and the importance of online interaction with them in terms of marketing efficiency, there is a need for business to analyze customer conversion. Complete understanding of consumer behavior and the analysis of the traffic sources raise the question of correct selection of analytical tools to track conversion rate on the Internet. Incomplete usage of the capabilities of web-analytics systems creates a need for the company to optimize marketing activities for further improvement of Internet marketing activities. This study is aimed at analysis of the following hypothesis: analysis of web-analytics data and the process of creating advertisements can help to identify a number of opportunities to increase the conversion rate of the landing page and improve the overall efficiency of the company's Internet promotion.

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