End-to-end analytics in marketing is a system of data collection at each individual step of the sales funnel, making it possible to establish a cause-and-effect relationship between promotional efforts at the entry point and sales at the end. It became possible thanks to IT technologies and gadgets, which have become the main means of communication between consumers and brands and among themselves. However, it is worth noting that end-to-end analytics does not provide answers to all marketing questions. Mainly it allows you to control and make decisions in its most costly part – the promotion of goods and services.
The key parameters that are used in the end-to-end analytics system are:
1) Efficiency of customer acquisition: clickability, conversion, return on investment, cost of target action and purchase.
2) Profitability, expressed through the average check and customer lifecycle indicators.
Correctly and qualitatively made marketing plan and the subsequent control by means of the system of end-to-end analytics gives a good idea about functioning of marketing in the organization and its separate directions. Correlation of planned indicators in accordance with the calendar period and the actual state of affairs clearly demonstrates how exactly in or out of schedule the company moves on the way to the desired goal.
However, with all the advantages of end-to-end analytics, its implementation in the company is not a simple matter. It requires availability and use of a number of IT tools and services, as well as technical competence of specialists who provide its setup and marketers who use the reports.
