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Analysis of the Practice of Using New Marketing Analitics Tools

Student: Tishchenko Kirill

Supervisor:

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

This research paper examines the existing tools of marketing analytics, as well as metrics to determine the economic efficiency of certain algorithms and actions used by the marketing department in the company. Examples of modern web analytics services are given. In the practical part, an analysis of the Bugrovskiye Prostory LLC company was carried out in order to use marketing analytics tools. In the course of work, methods such as expert interviews, questionnaires and quantitative content analysis were used. As a result of the work, a list of recommendations was developed, as well as an algorithm for further actions to introduce new tools and metrics into the work of the company.

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