Integration of End-to-end Analytics Services to Increase E-Сommerce Conversion

The purpose of this work is to study the growth points of IT companies and create a step-by-step algorithm that allows IT companies to increase their targets in 1-3 months: the number of orders, customers, and revenue without increasing the cost of advertising campaigns The object of the study is the market of IT companies on the example of 10 real companies that faced problems in finding growth points The subject of the research is an algorithm for finding points of multiple growth and ineffective advertising campaigns Setting tasks 1. Market research and problematization 2. Search for hypotheses for research 3. Building end-to-end analytics and testing hypotheses using an algorithm 4. Convergence of the product unit economy 4. Interpretation of the results and collection of conclusions The results obtained In this paper, we investigated the main technical difficulties associated with finding growth points for companies, identified the reasons for the inefficiency of advertising campaigns, low conversions, and the dissimilarity of the unit economy, and proposed hypotheses for improving key metrics for profit growth. The research has practical applications and is used by companies for more efficient use of resources and scaling. The study shows the need to use end-to-end analytics services to correctly calculate key metrics and understand the convergence of advertising channels. End-to-end analytics allows you to fix technical defects and combine data from CRM, Google Analytics, and advertising cabinets. Without end-to-end analytics, a company's marketer or product manager can't make the right decisions, so they don't rely on the available data The practical purpose of the study is to create a model for analyzing and improving the profit indicators of IT companies. Using a step-by-step algorithm for finding and fixing problems, the company will be able to see the bottlenecks in the business and form hypotheses for their expansion