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1Дин Юйфэн
Магистр. Белорусский государственный университет.
Аналитические системы оценки бизнес - моделей электронной коммерции и стратегий развития
Ding Yufeng
Master. Belarusian State University.
Analytical systems for assessing e-commerce business models and development strategies
Introduction
Modern innovations in the field of e-commerce have significantly changed the methods of interaction of enterprises with customers, opening up new opportunities to attract a wider audience and attract potential
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Figure 1. Growth of the e-commerce market by year, as a percentage. Source: compiled by the author according to [1].
Альманах Крым. Экономика, инновации №40 2023
customers. However, with the increasing volume of the online market and the growing demand for online purchases - Figure 1, e-commerce businesses face the challenges of monitoring and analyzing the huge amounts of data generated by their websites and online sales - Figure 1.
E-commerce analytics is a solution to these problems, helping companies understand the behavior of their customers, optimize marketing efforts and base decision-making on facts to increase their profits.
The main part
What is e-commerce analytics in the framework of economic knowledge: E-commerce analytics means the practice of collecting, analyzing and interpreting data from online platforms, websites and other digital channels to increase business efficiency: "The digital era represents an important turning point in the development of information and communication technologies (ICT)" [2, p. 48].
This practice includes tracking key performance indicators (KPIs) such as conversion rates, website traffic and sales revenue to understand how customers interact with the business and identify areas for improvement.
There are five main advantages of using analytics in the field of e-commerce:
1. Competitor analysis
A large number of new startups enter the e-commerce industry every year, which means increased competition, e-commerce analytics solutions provide valuable information for analyzing competitors by collecting and analyzing data on:
- Competitors' performance
- Customer behavior
- Market trends
, e-commerce analytics is also able to offer the following advantages:
- Identify traffic sources for competitors
- Track competitors' pricing strategies
- Analyze the effectiveness of competitors' products
- Monitor market trends and changes in consumer behavior.
2. Customer service quality.
In today's unstable business environment, it is extremely important for a company's growth to be customer-oriented and e-commerce analytics helps companies better understand customer purchasing behavior and identify problematic points on the customer's path: "... include in the business model the key factors by which the firm creates value for the customer and thereby ensures its competitiveness relying mainly on environmental
factors" [3, p. 220].
Organizations can identify areas where customers may have difficulty analyzing data related to:
- Traffic on the website
- Click metrics
- Conversion rates
3. Increase in sales and revenue.
E-commerce analytics solutions enable organizations to optimize their marketing efforts and customize offerings to better meet customer needs.
4. Detect and fix problems with the website.
No customer likes website problems, thanks to effective e-commerce analytics, companies can eliminate technical problems on their websites that can affect the quality of customer service and reduce sales.
5. Optimization of marketing campaigns.
Studying the impact of marketing campaigns and identifying areas for improvement is one of the most important functions of business and e-commerce analytics can help optimize this process, which allows marketers to track indicators such as click-through rating, conversion rate and return on investment to determine which campaigns are most effective and which channels attract more traffic and sales.
There are a number of critical factors to consider when choosing the best analytics tool for your online business, these factors can help determine which tool best fits the needs and goals of your business. Important aspects of the choice of analytical systems are:
1. Attracting and retaining users.
- The analytics tool should be able to track and analyze the customer's path, including the channels of attraction and behavior over time.
2. Optimization of the conversion rate.
- Tracking and analyzing conversion rates, identifying key bottlenecks and measuring the impact of changes on the conversion process are mandatory for the next analytics tool.
3. Sales and income.
- The best analytics tools track sales and revenue indicators, understand key growth factors and measure the impact of marketing initiatives.
4. Lifetime customer value.
- The tools allow you to measure and analyze the value that customers bring, including repeat purchases and cross-sales.
The best analytics tools can make data understandable and help optimize your online business, while many Internet companies face the problem of using inappropriate tools, based on theoretical analysis and applied use, the following analytical systems can be distinguished:
Альманах Крым. Экономика, инновации №40 2023
Google Analytics
Google Analytics is one of the best analytics tools available for free, which is widely used in the field of business data with its help, you can monitor traffic, optimize marketing strategies and improve understanding of customer behavior.
Woopra
Woopra provides the ability to track bounce rates and create customized customer profiles, helping to improve understanding of the sales funnel and motivate customers to make purchases.
Hotjar
Hotjar provides tools for analyzing user experience, helping to see the site through the eyes of the client and increase its attractiveness to increase clicks and conversions. This is an e-commerce analytics tool designed to create visual maps that can provide an overview of what visitors see on the site, allowing you to record customer actions in real time so that you can see how they interact with the site and receive information that will significantly increase conversion. By monitoring the actions of customers in real time, you can get answers to questions: why visitors do not respond to specific calls to action, what attracts the attention of the audience on the site, what errors or malfunctions can reduce conversion. Having received answers to these questions, you can improve the performance of the site and correct errors that prevent you from increasing the return on investment.
Kissmetrics
Kissmetrics is a high-tech analytical platform that provides valuable user-oriented information that will help develop effective products at the best prices. The tool provides detailed information about those users who actually visit the pages of specific products, and not those who just visited the site and left. With the help of Kissmetrics analysis, brands can re-attract their audience, which will help increase the return on investment and help to find out which marketing campaign attracts the most potential customers and which does not. Kissmetrics also finds out which changes in the website design can attract more attention and increase conversion, and this tool also allows you to create and launch pop-ups and notifications that can reduce rejections. It is worth noting that the tool has a high price due to its advanced features.
Glassbox
Glassbox is an e-commerce analysis tool that provides valuable information about customer behavior and website performance, through integration with various e-commerce platforms, it collects and analyzes data from various sources, providing real-time information about customer in-
teraction and website performance. This information is extremely important for optimizing website performance and improving customer service. Glassbox allows ecommerce to focus on key metrics through customizable dashboards and provides detailed data analysis to help understand customer behavior and identify areas for improvement.
Conclusion
Data analysis tools for e-commerce provide an opportunity for sellers to understand which products are most popular, as well as to identify general trends in consumer demand. This information helps e-commerce companies maintain their competitive advantages in their specific markets. It should be noted that data analysis tools in e-commerce may have their limitations. For example, it may be difficult for employees to extract important information from the abundance of data from various sources, which may lead to them studying data that is more easily accessible than those that really bring value to the company. Also, unsecured data collection methods can pose a vulnerability to cybercriminals, so ensuring the security of the collected data is important. The wide variety of technologies available on the market can also become an obstacle to data analysis.
Библиографический список / References
1. Becoming indispensable: Moving past e-commerce to NeXT commerce". McKinsey Reports. November 15, 2022. Retrieved: March 01, 2023.
2. Zhigalov V.I. Development of information and communication technologies in Russia // Discussion. 2023. № 3(118). P. 46-65. - DOI 10.46320/2077-7639-2023-3-118-46-65.
3. Tkalich T.A. Mechanisms for improving the efficiency of digital business models // Managing digital transformation of business: A collective monograph. - Minsk: Information and Computing Center of the Ministry of Finance of the Republic of Belarus, 2022. P. 217-254.
