End-to-end analytics: What is it and why does the business need it?

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What is end-to-end analytics?

End-to-end analytics is a tool with which you can track the customer’s path to purchase, analyze in detail his activity on this path to simplify interaction with the brand, and stimulate repeat sales. End-to-end analytics also allows you to predict user behavior at each stage of its intersection with the brand and give recommendations on turning potential customers into real ones.

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Why end-to-end analytics is needed for business

Traditional methods of analytics provide information on how many impressions, clicks, and transfers on a site an advertisement brought you, and how much money was spend in total. However, this is not enough to have a complete picture of the effectiveness of the used tools. After all, it is important for you, as the owner of the brand, to understand how many customers make calls, how many of them are worked out by managers, and who you may have missed.

It is also important to calculate how much it costs to attract each client: from the moment he clicks on the advertisement (and the cost of this click) till the making a purchase on the site. End-to-end analytics helps with this.

The end-to-end analytics, in contrast to the usual one, analyzes such indicators as ROI (an indicator of the effectiveness of investments in marketing), LTV (the summation of the company’s profit for the entire period of cooperation with one client), sales conversions, the price of one application and so on.

Thanks to this approach, you can easily determine how much money the client spent on your product, and you can correlate this with the costs that were allocated to attract and stimulate the purchase.

What end-to-end analytics tracks and analyzes:

  • the effectiveness of all advertising campaigns and involved channels (website, social networks, contextual advertising, email newsletters, etc.);
  • the quality and quantity of incoming and missed calls, the level of brand feedback with the user;
  • the conversion rate on the site;
  • data from CRM systems;
  • the work of the sales department and managers;
  • and even the work of offline sales points.

Benefits of end-to-end analytics for business:

  • analyzes the actions of all visitors of the website, and not just those who make a purchase;
  • prevents the cost of inefficient advertising channels, because the “weak link” is determined immediately and worked out;
  • end-to-end analytics provides complete information from the first to the last user action; 
  • all stages that the user goes through the funnel can be tracked and adjusted in the direction of maximum convenience;
  • as well as the budget spent: end-to-end analytics allows you to understand how much money was spend on each step: from a click on an advertisement to communication with the manager. Thus, you will calculate the cost of each client as accurately as possible;
  • all data from advertising sources (Google Ads, Yandex.Direct and Facebook), communication channels (call tracking, email newsletters, online shopping cart), CRM and offline points can be combined into a single report;
  • significant time savings on data analysis;
  • the ability to correctly allocate a budget based on specific data, and not just marketer’s assumptions.

Which business needs end-to-end analytics?

Your business needs end-to-end analytics:

✓ If you are ready to invest in advertising and want to make a good profit in the future

✓ If you use more than three channels for advertising your business

✓ If you plan to expand your business and grow your audience

✓ If the attendance on your site is more than five thousand people per day

✓ If you have CRM, a large sales department, and offline points

End-to-end analytics is not needed for you yet, and Google Analytics and Yandex. Metrics will be enough:

If you use no more than two or three advertising channels so far.

If the number of daily visits to the site doesn’t exceed 2-4 thousand people per day

If you have regular predictable customers, and that’s enough for you

If you are not ready to expand your business.

End-to-end analytics examples

Consider a few examples of end-to-end analytics. We have identified three options for ourselves: from the most primitive and simple to complete and complex.

Example 1. General, surface analysis

The easiest option of end-to-end analytics. Compare the budget spent on attracting and retaining each client with the amount of profit received from these clients.

Advantages: in this case, end-to-end analytics will provide information on the profitability of customers and help to calculate the difference between the budget spent and the profit received.

Disadvantages: unfortunately, the information you receive through this method will not allow you to determine the most profitable and most ineffective advertising channels to exclude the inefficient ones and strengthen the beneficial ones.

Example 2. Analysis of online channels using Google.Analytics and Yandex.Metrics

These services allow you to determine the sources of traffic to the site from various advertising channels, as well as the geography of users and their behavior.

Advantages: email newsletters, contextual advertising, social networks, external publications. Analytics will determine which of the online channels brings the maximum amount of traffic and sales.

Disadvantages: the behavior of offline clients and those who call the corporate number cannot be tracked using the above services.

Example 3. In-depth analysis of online and offline advertising channels

We can say that this example appears to be the end-to-end analytics of full value. Because in this case, we analyze all advertising channels and their impact on the client at once:

  • conversion on the site;
  • online tools (social networks, PPC, SEO, email newsletters, etc.);
  • purchases and user behavior at offline points;
  • the work of the sales department in relation to the CRM system;
  • incoming calls and quality of communication with customers.

Advantages: the most detailed analysis of ALL advertising channels through which the brand communicates with the user.

Disadvantages: end-to-end analytics of such a scale is a complex process requiring maximum resource investments. If you do not have a CRM system yet, and sales managers don’t give detailed reports on their work, you will have to rebuild.

How users are analyzed using end-to-end analytics systems

Due to the fact that end-to-end analytics allows you to track every step of the user, the business can significantly reduce the cost of ineffective advertising and direct all efforts to the highest quality sources of sales and influence on customers.

The analytics system receives data about the first user interaction with the brand, for example, it can be a visit to the site, subscription to the email newsletter, click on an advertisement or comment on the social network. All this is recorded and transferred to CRM for further work with the user on the level of communication with sales managers. If the user makes a purchase at this stage, then in the future, through end-to-end analytics and marketing tools, you can stimulate them to re-purchase. If the customer doesn’t buy anything, our goal is to influence them in the future so that they make a purchase.

Thus, in the analytics system, the full story about the client remains: by what request they went to the site, why they clicked on the advertisement, how much this click cost us, how expensive was the purchase, and how much it cost us to attract them.

What exactly does end-to-end analytics analyze in different advertising channels:

  • Email newsletters: the number of open emails, click-throughs, the number of signed and unsubscribed users.
  • PPC: the number of impressions, clicks, clicks to the site, calls, emails.
  • Banner advertising: the number of impressions, clicks, viewing time, the number of clicks to the site from the banner, calls, and emails
  • Targeted advertising and social networks: clicks, impressions, transitions (for advertising), the activity of subscribers in social networks under posts (likes, comments, reposts, reach)
  • YouTube and video advertising: the number of video views, viewing time, interaction with content (likes, comments, ratings, shares).

Conclusions

Before implementing end-to-end analytics in your business, you must:

  • Calculate estimated costs. Since this is not a fast process, it requires the use of a large number of resources. But even if there will be a lot of costs at the first stage, end-to-end analytics will surely pay off in the future. In the end, after its implementation, it won’t be just an analysis of current affairs, but also an effective plan for the development and scaling of the brand.
  • Use proven services and consult specialists. You will not be able to implement end-to-end analytics on your own; it is better to entrust it to professionals. There are too many nuances, and without experience, the blind acting will be ineffective.
  • Weigh the pros and cons. End-to-end analytics needed for those businesses in which many advertising channels are involved. If you send an email newsletter once a month and don’t intend to implement a CRM system, it’s probably worth waiting a while before using this tool. 

Today on the market, there are quite a few reliable and proven end-to-end analytics services, among them: Ringostat (our partners), OWOX, Roistat, and others. As for the setup and integration of systems with your CRM and advertising tools, ADINDEX specialists are ready to offer their help. We have been setting up end-to-end analytics for three years. We have extensive experience in working with large retail.

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