If business users - those who make business decisions - clearly understand KPIs and metrics, it enables them to act quickly and confidently move towards their goals. They also understand which data are needed, and when, for monitoring and decision-making. For example, if top management conducts a daily crisis status meeting at 10:00 AM, the analyst must provide the data for the report on time.
The set of analytical tools for collecting and monitoring metrics depends on the goals pursued by the company.
If online transactions on the website are important to a company, it is sufficient to connect Google Analytics and import advertising expenses into these systems. This allows for monitoring quantitative and qualitative metrics
, such as ROAS or ROI, without additional effort.
When a marketer's task is to manage campaigns taking into account offline sales, a comprehensive solution for data integration, visualization, and KPI control is required - end-to-end analytics.
End-to-end analytics combines a company's product, marketing, and sales into a single controllable system, where reports are linked to actual profit and order fulfillment, considering returns.
As the portfolio of products and services diversifies, other tools are added: BI systems and predictive models using ready-made solutions or programming languages like R or Python.