End-to-end analytics: metrics, systems and configuration

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When competition is becoming increasingly tough and customers are becoming more demanding, it is important for businesses to optimize their marketing strategies. End-to-end analytics is needed to understand which traffic channels bring customers, where the site only gets clicks from, and which sources of leads do not make sense to invest the advertising budget in at all.

The tool combines data from different sources – CRM portal, advertising on page seo service platforms, web analytics services – into a single picture. It allows you to evaluate the entire process of interaction with customers – from the first touch to the moment of purchase or other target action, and based on this – improve the user experience and reduce promotion costs. Read about how to collect and analyze data that is important for your business.



End-to-end analytics in marketing: how does it work?
The process of tracking and analyzing lead actions is carried out in several stages.

Step 1. Data collection
In order for the result to be objective, data from different sources is required. As a rule, three sources are sufficient: statistics from the platforms on which the advertising was launched (for example, Yandex Direct), indicators from web analytics systems connected to the site, and internal statistics from CRM systems.

Step 2. Combining indicators
For a comprehensive assessment, it is necessary to summarize all indicators in a single table to track the path of users who came to your site from different channels.

Step 3. Analysis
You can analyze the results either manually or with the help of special end-to-end analytics services (we will talk about them below). The functionality of such systems allows you to identify trends and the most effective traffic channels, as well as determine at what stage of interaction your company loses customers.

Step 4. Decision making
An objective assessment of the result will help you make decisions about adjusting your marketing strategy, increasing sales, improving user experience, and redistributing your advertising budget to increase conversion.

Why is this important for business?
Only specific numbers of certain metrics can demonstrate the effectiveness of a promotion strategy. End-to-end analytics is the very tool that will allow you to evaluate the results as a whole. In addition, this method:

Allows you to adjust the sales funnel. You can clearly see where exactly the client refuses to perform the target action. This means you can improve this moment in your funnel.
Saves money on promotion. Wasting advertising budgets on ineffective traffic acquisition channels is the pain of most marketers. Costs cannot be avoided because every hypothesis must be tested. However, they can be minimized if you accurately determine which channels bring in more traffic. End-to-end analytics metrics allow you to do this: you can reduce your budget or redistribute funds in favor of the most effective sources.
Increases conversion. You can easily determine why the client does not perform the target action, and you can take measures to eliminate this problem: improve the user experience, make changes to the portal design, simplify the ordering process. Ultimately, this will help increase both the conversion rate of the site and the company's profit.
End-to-end analytics can be used in absolutely all areas of business. Thus, in e-commerce, it can be used to track the customer's path from the moment of the first viewing of the product card to placing an order, and for companies providing services, it can improve the quality of customer service at all stages of cooperation. This tool is also suitable for B2B: the use of end-to-end analytics, for example, will allow you to evaluate the result of participation in exhibitions and seminars and draw conclusions about the rationality of using specific promotion methods.

Types of end-to-end analytics
Data for conducting a comprehensive analysis can be collected both manually and automatically. Let's consider the features of all types of end-to-end analytical studies.

Manual analytics
The analysis is carried out without the use of specialized services: you can create a table in Excel, select certain metrics, and then compare the results according to pre-set criteria. Manual analytics provides full control over the process of collecting and analyzing data: you can select any period for analysis and absolutely any parameters.