Использование системы веб-аналитики как основы для интеграции с CPA-сервисами
In modern e-business, there are many ways to attract potential customers to the site both with the help of offline and online methods. Companies usually use several channels to attract customers, differing in the placement of advertising, payment models and other parameters.
One of the most popular online methods is using CPA networks, which allow webmasters to place on their websites links to the advertised website and earn rewards for customers who purchased a service by clicking on the link. CPA networks work on the basis of payment for achieving targeted goals. A targeted goal can occur both online and offline. The most important task is to link the source of attraction (usually certain UTM tags) to the target goal of the client, since remuneration for the CPA network should only occur for orders from customers who are drawn to the CPA network. There are problems fixing operations, linking to source of attraction, storing and providing access to these data.
In this paper, we give a brief overview of various approaches to solving the problem: log analysis, use of marketing pixels and web analytics tools. We have analyzed the benefits and challenges of these methods, which were given to solve the task of fixing the target actions of clients and provided access to the data for the CPA network. Also in this article, we have described a practical case of integration with the CPA network based on the use of end-to-end web analytics. The advantages, disadvantages and limitations of the proposed method are set out in this paper.
Today decision makers in enterprises have to rely more and more on a variety of data sets that are internally but also externally available in heterogeneous formats. Therefore, intelligent processes are required to build an integrated knowledge base. Unfortunately, the adoption of the Linked Data lifecycle within enterprises, which targets the extraction, interlinking, publishing, and analytics of distributed data, lags behind the public domain due to the lack of frameworks which are efficient to deploy and easy to use. In this paper we present our adoption of the lifecycle through our generic, enterprise-ready Linked Data workbench. To judge its benefits, we describe its application within a real-world Customer Relationship Management (CRM) scenario. It shows (1) that sales employees could significantly reduce their workload and (2) that the integration of sophisticated Linked Data tools come with an obvious positive Return on Investment (ROI).
Identifying the Success Factors and adoption ofe-CRM to CVB-Focused on Destination Marketing.
The Internet has enormous influence on various spheres of modern life —politics, education, social sector, mass media, daily relations, and it is evident to all. Along with this phenomenon, the commercial component of the world wide web is increasing, building a new type of economics. The paper gives a review of the Internet commercialization types in the sociocultural context: direct and hidden advertising, content and virtual goods trade, on-line selling of goods and services, using online currency.
The article discusses the possibility of using analytical CRM-tools to solve the problem of increasing the impact of the use of funds in the implementation of the state program "Healthy Russia", which end-users are representatives of the country's population. Based on a comparison of analytical tools used by the Ministry of Health in implementing "Healthy Russia" program and the largest companies producing tobacco products, shows the advantage of the latter, which should encourage the leaders of the state program significantly intensify work in this direction. Typical goals and objectives of using analytical CRM in practice are concretized.
Today social media becomes a new communication channel for a company within stakeholders. Almost each corporation has an official account on Facebook or Twitter, sharing promotion videos on YouTube and new strategy on SlideShare, and recruiting specialists via LinkedIn. Moreover, with increased present of social media in consumer purchase behaviour, companies have to pay attention how to build relationships via different online platforms. Thus, it is important to investigate social media present in search engines to reach target audience in the first steps in buying decision process. The paper consists of overview of social media essentials. Furthermore, it calls to measure a role of social media for the Hospitality Business in Russia, where the research explains the current trends in social media usage for hostels in order to provide useful insights for online tourism marketing.
In Conference Proceedings "Advertising vector" includes articles of young scientists and specialists, students, teachers and practitioners of communication business. submissions contained analysis of a wide range of issues related to the development of marketing communications
The article is devoted to the definition of internet marketing in process innovations of small B2B enterprises. According to the conducted research, the main obstacles to investing in the internet marketing strategy of small B2B companies were identified, including the lack of budget, time and human resources for small companies to develop a methodology for transforming the marketing strategy of small B2B enterprises using the process technologies of digitalization. The lack of statistical data on the problem under study suggests further understanding, accounting and monitoring to adjust existing models for the marketing strategies creation of small B2B companies using internet marketing tools and digitalization technologies.
This tutor and exercise book discusses the key concepts and tools of modern marketing, and is closely associated with all aspects of management in modern companies. Management policy details and the mechanisms for the use of marketing techniques to increase the capitalization of the business are reviewed as well as effective management of the product portfolio, effective brands creation and and brand portfolio management, and also the evaluation methods to measure the effect of marketing programs. The principles of creating well controlled structures of marketing in services companies, customer-oriented business development, modern approaches to segmenting the consumer and product customization yet new methods and technologies of marketing using information technologies of the XXI century are also examined in present book.
A model for organizing cargo transportation between two node stations connected by a railway line which contains a certain number of intermediate stations is considered. The movement of cargo is in one direction. Such a situation may occur, for example, if one of the node stations is located in a region which produce raw material for manufacturing industry located in another region, and there is another node station. The organization of freight traﬃc is performed by means of a number of technologies. These technologies determine the rules for taking on cargo at the initial node station, the rules of interaction between neighboring stations, as well as the rule of distribution of cargo to the ﬁnal node stations. The process of cargo transportation is followed by the set rule of control. For such a model, one must determine possible modes of cargo transportation and describe their properties. This model is described by a ﬁnite-dimensional system of diﬀerential equations with nonlocal linear restrictions. The class of the solution satisfying nonlocal linear restrictions is extremely narrow. It results in the need for the “correct” extension of solutions of a system of diﬀerential equations to a class of quasi-solutions having the distinctive feature of gaps in a countable number of points. It was possible numerically using the Runge–Kutta method of the fourth order to build these quasi-solutions and determine their rate of growth. Let us note that in the technical plan the main complexity consisted in obtaining quasi-solutions satisfying the nonlocal linear restrictions. Furthermore, we investigated the dependence of quasi-solutions and, in particular, sizes of gaps (jumps) of solutions on a number of parameters of the model characterizing a rule of control, technologies for transportation of cargo and intensity of giving of cargo on a node station.
Event logs collected by modern information and technical systems usually contain enough data for automated process models discovery. A variety of algorithms was developed for process models discovery, conformance checking, log to model alignment, comparison of process models, etc., nevertheless a quick analysis of ad-hoc selected parts of a journal still have not get a full-fledged implementation. This paper describes an ROLAP-based method of multidimensional event logs storage for process mining. The result of the analysis of the journal is visualized as directed graph representing the union of all possible event sequences, ranked by their occurrence probability. Our implementation allows the analyst to discover process models for sublogs defined by ad-hoc selection of criteria and value of occurrence probability
Existing approaches suggest that IT strategy should be a reflection of business strategy. However, actually organisations do not often follow business strategy even if it is formally declared. In these conditions, IT strategy can be viewed not as a plan, but as an organisational shared view on the role of information systems. This approach generally reflects only a top-down perspective of IT strategy. So, it can be supplemented by a strategic behaviour pattern (i.e., more or less standard response to a changes that is formed as result of previous experience) to implement bottom-up approach. Two components that can help to establish effective reaction regarding new initiatives in IT are proposed here: model of IT-related decision making, and efficiency measurement metric to estimate maturity of business processes and appropriate IT. Usage of proposed tools is demonstrated in practical cases.
The manual is intended for students of Department of computer engineering MIEM HSE. In the textbook based on the courses "Economics of firm" and "the development strategy of the organization." Discusses the key conceptual and methodological issues of the theory and practice of Economics and development planning of the organization. The use of textbooks will enable students: to analyze key performance indicators, and use the tools of strategic analysis with reference to concrete situations in contemporary Russian and international business. Special attention is paid to the methods and systems of information support of the life support functions of business organizations and management methodology of innovation and investment. An Appendix contains source data for analysis of competition in a particular industry.
The paper provides a number of proposed draft operational guidelines for technology measurement and includes a number of tentative technology definitions to be used for statistical purposes, principles for identification and classification of potentially growing technology areas, suggestions on the survey strategies and indicators. These are the key components of an internationally harmonized framework for collecting and interpreting technology data that would need to be further developed through a broader consultation process. A summary of definitions of technology already available in OECD manuals and the stocktaking results are provided in the Annex section.
Over the last two decades national policy makers drew special attention to the implementation of policy tools which foster international cooperation in the fields of science, technology, and innovation. In this paper, we look at cases of Russian-German collaboration to examine the initiatives of the Russian government aimed at stimulating the innovation activity of domestic corporations and small and medium enterprises. The data derived from the interviews with companies’ leaders show positive effects of bilateral innovative projects on the overall business performance alongside with major barriers hindering international cooperation. To overcome these barriers we provide specific suggestions relevant to the recently developed Russian Innovation Strategy 2020.