How does end-to-end analytics work? - blog Cases, Traffic, Sales

Low marketing efficiency is a major problem for businesses that do not take into account the importance of end-to-end analytics. This tool allows companies to rationally allocate advertising budgets, increase the effectiveness of marketing campaigns, and ensure stable revenue growth. The figures obtained by using end-to-end analytics will show your strengths, development prospects, and weaknesses that need to be improved. We suggest you understand what end-to-end analytics is and how to use it.

What is end-to-end analytics?

End-to-end analytics is a way of tracking data from different channels of customer interaction from the first contact and at each subsequent step. In other words, end-to-end analytics helps to track the effectiveness of a website, social media, contextual advertising, etc. Using this approach, you can see the full picture of customer interaction, understand their behavior and needs at every stage.

By setting up end-to-end analytics, you can:

Invest in paid promotion wisely. From conversion reports, you will understand which offers work best and which channels bring the most results.
Secure a competitive advantage. By analyzing customer data and experience, you can improve your offer, increase the satisfaction of existing customers, and attract new ones. You’ll also be able to make strategic decisions based on facts.
Increase marketing effectiveness. By monitoring your marketing performance, you can adjust strategies and use resources efficiently.

How to implement end-to-end analytics?

End-to-end analytics activities start with data collection. Businesses need to track where the customer came from, what budget was spent on attracting them, how many purchases they made and how much they spent during the interaction, etc. Integrations with analytics and advertising tools will help you track this data: Google Analytics, Google Ads, Facebook Ads Manager, and others.

To store and process data, as well as further interact with customers, you need a CRM system.

That is, you should have an updated and unified database that would reflect the situation with customer interaction and allow you to calculate indicators. Data import, as well as the creation of reports for end-to-end analytics, can be automated through the integration of communication channels.

Here’s an example. In order to calculate LTV (customer lifetime value), you need to know the period of interaction with a customer, the number of transactions made during this time, and the average order value. We’ve told you more about LTV in this article.

All this data from different channels needs to be collected in one database and calculated. It’s much easier to do this when you don’t have to enter data and generate reports manually. This is what end-to-end analytics tools are for. Let’s talk about it further.

End-to-end analytics tools

There are many end-to-end analytics tools that are ready to use. You may have heard of well-known systems like Ringostat or Owox. You can quickly integrate them into your business, customize them to your processes, and use them to achieve success.

However, there are some needs that an off-the-shelf platform cannot meet. For example, the system may offer a limited range of integrations or an insufficient number of reports. If this is your case, you can order a custom development.

That is, an end-to-end analytics system is created from scratch specifically for your business processes and needs. This method allows you to collect data relevant to your niche and get the most accurate analytics. The more efficiently an end-to-end analytics tool works, the more knowledge you have about your business and customers. And the quality of interaction, strategy effectiveness, and development prospects depend on this. But keep in mind that the development will cost the company more, and the implementation process will take longer than the implementation of a ready-made system.

How to create a customized end-to-end analytics system?

The process of developing an end-to-end analytics system starts with defining your goal. Why do you need end-to-end analytics? What data do you want to get? What results do you expect from the implementation? Only by answering these questions can you create an effective solution that will help you achieve your goals.

Then you need to match your business goals with the data you need to collect and process for development. When you do this, you will be able to choose the right tools. This way, you can turn separate tools for data collection, analytics, data interpretation, and interaction channels into a comprehensive solution. Setting up integrations and automating processes will help you achieve the integrity of your end-to-end analytics system.

The next step is to develop dashboards and reports that will display the obtained indicators in an understandable form. This will simplify the data processing and decision-making process.

It can be difficult to delve into the details of developing such a system on your own. That’s why entrepreneurs delegate this process to a team of professional developers, project managers, analysts, and marketers. At Solve Marketing, we work with a partner who helps set up end-to-end analytics so that our clients receive comprehensive support for processes from lead generation to purchases. Read our i nterview with Maksym Gapchuk, an end-to-end analytics expert and partner. In general, the process of developing and implementing an individual system can take 2 months or more than six months. It all depends on the company’s specifics, goals, and business processes. The cost of the system is also calculated individually, as it depends on many factors and can vary significantly.

Conclusions

So, end-to-end analytics is a tool that is essential for all businesses that want to increase the effectiveness of their marketing investments. The system will allow you to analyze all channels of customer interaction simultaneously. You will follow every step of the customer from the first interaction to retention and loyalty building. You will no longer have to waste advertising budgets and invest in marketing that does not bring results. After all, you will be able to make every strategic decision based on the results of end-to-end analytics.