title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐ¸ÑÑÐµÐ¼Ñ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÐºÐ¸ Ð² ÑÐµÑÐ¸ ÑÐµÑÑÐ¾ÑÐ°Ð½Ð¾Ð² Ð¢Ð¾ÐºÐ¸Ð¾-Ð¡Ð¸ÑÐ¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐ¸ÑÑÐµÐ¼Ñ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÐºÐ¸ Ð² ÑÐµÑÐ¸ ÑÐµÑÑÐ¾ÑÐ°Ð½Ð¾Ð² Ð¢Ð¾ÐºÐ¸Ð¾-Ð¡Ð¸ÑÐ¸
Creators: name: ÐÐ°Ð´Ð¸ÑÐ¾Ð½, ÐÐ¼Ð¸ÑÑÐ¸Ð¹
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÐºÐ°
ÐºÑÐ¾ÑÑ-Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼ÐµÐ½Ð½Ð°Ñ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÐºÐ°
Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð°Ñ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÐºÐ°
Ð²ÐµÐ±-Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÐºÐ°
Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð° Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸
ÑÐµÑÑÐ¾ÑÐ°Ð½Ð½ÑÐ¹ Ð±Ð¸Ð·Ð½ÐµÑ
marketing analytics
cross-platform analytics
mobile analytics
web-analytics
loyalty program
restaurant business

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description: The aim of the work is to develop and implement a digital marketing analytics system capable of collecting, processing and analyzing data from all digital channels of the TOKYO-CITY restaurant chain to increase the effectiveness of the companys marketing activities. The following tasks were solved: - to analyze the current marketing environment of the Ð¢ÐÐÐÐ-CITY restaurant chain; - to explore existing analytics systems and their capabilities to meet the needs of the TOKYO-CITY restaurant chain; - to develop technical and functional requirements for the analytics system; - to conduct a comparative analysis of ready-made systems and identify their shortcomings; - to develop and implement our own system that provides cross-platform analytics; - to evaluate the effectiveness of the implemented system and its impact on marketing indicators. The relevance of the topic is due to the need to create a unified analytics system that will combine data from various sources for more accurate analysis and optimization of marketing costs. The sources of information were data from domestic and foreign scientific research literature, official Internet resources and analytical agencies. The proposed digital marketing analytics system can be applied by other e-commerce companies that have several different customer interaction platforms to increase the effectiveness of their marketing strategies and improve customer interaction.