There are many variations of what indicators to collect, how to visualize them and in what sections to present them, but it is the availability of data on closed deals that distinguishes end-to-end analytics from any other. If you have an automatically updated report, by which you can evaluate the payback of a separate advertising channel or campaign (from costs and traffic volume to closed deals and profits from them), congratulations, you have end-to-end analytics set up!
Goals and objectives of end-to-end analytics
The key goal of end-to-end analytics is to increase the net profit of a business through marketing analysis and optimization. This goal is achieved by solving the following tasks:
Identifying effective channels and targeting. Understanding which audiences bring in stable income will allow you to scale the result by allocating an additional budget or testing similar audiences in other tools. You will also avoid a slump in the event of thoughtless disconnection of an audience that actually brings in profit.
Identify ineffective advertising campaigns and tools. Optimize malaysia telegram data channels and campaigns that do not bring closed deals. If optimization does not produce an effect, turn them off and distribute the budget to effective campaigns or testing new tools.
Order funnel optimization. Identify at what stage of deal closing the greatest loss of potential clients occurs and eliminate these bottlenecks. Perhaps the problem is in a specific campaign that brings low-quality traffic, in a complex application form or an outdated script for managers.
Analyzing the closing time of a deal . When making a conclusion about the effectiveness of campaigns, consider how long it takes on average to make a purchase decision. If a new advertising campaign has been running for 2 weeks, but the average closing time of a deal is 12 days, it is too early to draw conclusions about the effectiveness of the test. At the very least, you should evaluate the effectiveness by an intermediate stage of the funnel, for example, the cost of a qualified lead, and not by revenue.
LTV and retention rate analysis . The costs of attracting a client may not be covered from the first transaction, but pay attention to the lifetime value of the client (LTV). This indicator will help you assess how much profit the attracted client has brought over the entire period of interaction with your business. It is also important to track the customer retention rate and select tools to return the client base. Personalized offers, promotions, email newsletters and push notifications will increase the lifetime value of the client, thereby increasing the profitability of marketing in general.