Conference publications

Abstracts

XXX conference

Application of BI analytics in end-to-end tasks

Shitova Yu.Yu, Petrov A.S.

State university for the Humanities

The purpose of the study: to analyze data using end-to-end BI analytics in order to increase the effectiveness of an advertising campaign.

1. Build a system of end-to-end analytics in the company.

2. Compare the possibilities of analysis using web analytics and end-to-end BI analytics.

3. Offer your own types of analysis and reporting, taking into account the specifics of the project

4. Using end-to-end BI analytics, diagnose and evaluate the effectiveness of an advertising campaign in Yandex Direct.

5. Based on data analysis in Tableau, identify the causes of inefficiency, as well as problem areas and points of growth.

The typology of reports is characterized by the following criteria:

By metrics (web metrics/advertising metrics or business metrics

According to the purpose of the analysis (dynamics and structure or patterns and trends)

Simple Reports - Repetition of web metrics and reports

Reports in BI - search for growth points and problem areas - business metrics

Reports in BI - search for trends and patterns - advertising metrics

Reports in BI - search for trends and patterns - business metrics

Reports in BI - advanced analytics - search for insights in data - search for unique cases - advertising metrics

Reports in BI - advanced analytics - search for insights in data - search for unique cases - business metrics

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