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Analysis, Development and Optimization of Business Processes of the Marketing Analytics Department

Student: Khandarzyanova Mariya

Supervisor: Dmitry Sergeevich Protsenko

Faculty: Graduate School of Business

Educational Programme: Electronic Business (Master)

Year of Graduation: 2021

The project management process is one of the most important processes for each team and the organization as a whole. A well-designed process allows you to release new tasks in a timely and high-quality manner. This in turn determines how effectively a particular team or company works, releases new products, and fixes current issues. That is why many teams think about optimizing the task management process, using various methods and tools. At the moment, there are many methods of project management, each of which has its own characteristics and is suitable for different organizations and teams. Some provide more freedom and flexibility, while others require strict adherence to the rules and consistent execution of operations. In addition to methods, there are many tools on the market that allow you to effectively manage projects – to manage tasks and describe documentation. These tools can be effectively applied with different methodologies. Sooner or later, any team has a question: what method and tool to choose for work? The topic of this paper is "Analysis, development and optimization of business processes of the marketing analytics department". The business processes of the marketing analytics department of Skilbox LLC were selected as the subject of the study. With the growth of the team and the volume of work, the department has problems with the efficiency of task management: lack of transparency of processes for customers, increased deadlines for the implementation of tasks, problems with the performance of the current task management tool, difficulties in communicating tasks with other departments and lack of analytics on current processes. The purpose of the work is to optimize the business processes of conducting tasks in the marketing analytics department. To achieve the goal, you must complete the following tasks: * overview of project management methods; * review the structure of the department, analyze existing processes and identify existing problems; * choosing the optimal project management method; * development of recommendations for optimizing business processes; * implementing changes to existing task management processes; * identify useful metrics, calculate them, and report on implemented changes. The following research methods are used: review and analysis of the literature on the research topic, comparison of various project management methods, measurement (obtaining quantitative data on tasks and calculating metrics based on them), observation (monitoring the work of the department, in order to identify existing problems). The work consists of three chapters. In the first chapter, we review the various methods of conducting tasks, compare them, and select the best method for the marketing analytics department. The second chapter contains general information about the structure of the marketing analytics department, an analysis of the existing task management process, information on current problems of the department, recommendations for optimizing business processes, as well as the choice of the optimal tool for conducting tasks. The third chapter describes the changes made to the processes, presents an optimized business process, describes the prepared reports on the changes made, summarizes the results of the changes made, and defines the next steps to optimize the processes of the department. The following sources of information are used in the work: scientific articles, textbooks, materials of specialized trainings.

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