End-to-end analytics in digital marketing: system, examples and tools


A comprehensive analytics system can be used to improve the customer acquisition process. What are these analytics and how do they work in marketing?

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    If you're not only interested in Internet marketing, but actively use its tools in your advertising campaigns, then you've probably heard this phrase more than once. Maybe you've put this method into practice, or maybe you've put it off to a better time.
    Therefore, this article provides you with a good opportunity to analyze the matter and make a final decision.
    One of the principles of management is that what cannot be measured cannot be improved. As a result, the topic of success measurement in marketing has become increasingly important. This is mainly because companies want to maximize their return on investment by promoting their products in the market.
    No matter how effective the marketing function is, companies always want to know where they need to "push" and at what cost to reach the desired number of customers and purchases. With this desire came a tool called an end-to-end website analysis system.

    End-to-end analytics: what is it?

    It can be said that end-to-end analytics systems are to some extent emblematic of the digitization of business, thanks to the technological environment in which modern consumers operate.
    The topic of digitization is so popular right now that it has undoubtedly sparked more interest from companies looking for an answer to connect or not to the solution in question.
    From the outset, it was clear that a comprehensive analytics system was something useful that could improve the customer acquisition process. The gist of it is that it allows you to track every step of your customer's buying journey. But more importantly, you understand the practical aspects of how end-to-end analytics can work in marketing.

    How does end-to-end analytics work in digital marketing?

    The tool is based on the fact that the company, before getting to know the customer, assigns him an identification number at the first contact with his offer, which he will retain in the future.
    Each subsequent visit to the website will identify the user and record their actions under the unique account previously assigned. This identification of Internet users enables companies to analyze the real effects of advertising behavior that lead to purchases.
    After all, customers don't always buy on their first visit to a company's website. The process of placing an order can be very complicated. Consumers can revisit previously opened pages, close them in the browser or app, and come back again to see the ads they saw, conduct searches or compare deals they need, etc.
    But that's not all. The user's contact channel with the company's offer is not only retained until the first order. Repeat purchases, their frequency and duration make up the history of the relationship, which can be segmented to understand the quality of the engaged audience for a particular campaign.
    In this way, the true effectiveness of each marketing tool a company uses to attract customers in its marketing plan can be assessed.
    In short, an integrated analytics system is a method of analyzing the effectiveness of advertising budgets, consisting of a set of technical solutions combined with organizational processes to collect and process data on customer interactions with company offers.

    How does the company benefit from it?


    For companies actively using online promotion tools such as Google.Analytics or Yandex.Metrika there are many useful statistics. Connecting to them provides fairly detailed information about how traffic arrives at a company's web resources, and as a result, marketers have generalized data about the effectiveness of ad budget spending.

    Why do you need end-to-end analytics?

    It has many advantages. End-to-end analytics combine traffic data with sales data from all ad sources. And analyze the behavior of all website visitors, including those who did not place an order for some reason.
    In this way, the different stages of the consumer buying journey are recorded. In fact, before a person makes their first purchase, information about all the costs incurred by the company is collected.
    Because end-to-end analytics captures not only valid and invalid views of live offers, but also users' returns and new orders, it expands sellers' analytical capabilities and answers important questions such as:
    • How much does each advertising medium contribute to the sales it generates?
    • How attractive are the promotional offers?
    • What is the cost per customer brought in?
    • What is the relationship between the revenue generated (including the visitor's future purchases) and the cost of generating revenue (ROI)?
    It's easy to guess, and a comprehensive analytics system can make decision-making less intuitive, giving you more precision in choosing effective tools and controlling the use of your ad budget. Ultimately, this leaves room for optimization without affecting the revenue generated.


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