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Optimization of Marketing Communications of the Company “StekloDom”

Student: Botalov Vladislav

Supervisor: Olga Yur'evna Andreeva

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Final Grade: 8

Year of Graduation: 2020

The work is designed to solve the problem of reducing the number of orders in the company "StekloDom" - a retail company, a market leader in the Perm region for the sale of windows. For this, three hypotheses are formulated about the causes of the problem: market reduction, low efficiency of advertising campaigns, barriers to consumer buying in the company. A comprehensive study was carried out, including desk study, cluster analysis and building a customer journey map. To collect data, a survey of 224 consumers and 21 sales managers was conducted. Information was collected from the cameras in the office and the actions of customers on the company's website. Based on the results obtained, a customer journey map and a list of 74 recommendations were compiled. A program for the implementation of the project has been developed, which allows to receive 1,090,560 rubles of additional revenue per month.

Full text (added May 16, 2020)

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