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We have developed our own system for collecting and storing analytics. It quickly processes large amounts of data, immediately calculates and displays analytical reports. You will receive the necessary information for any time period without delay. 14 summary reports and 13 data sets are available for you.

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Interesting and useful articles about marketing, our product and online communications

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When the software is customized for your individual needs, the job becomes easier. All the functionality your business needs will always be at your fingertips. We offer:

Personalize your content across all channels

customizing-your-content-in-all-channels-image-en.png

Data-driven marketing involves using customer information to optimize business advertising and marketing communications. Collect data and run it through analytics tools in CDP Altcraft Platform.

What data can be collected:

Segment audiences according to accumulated and combined data in the platform and synchronize them with external information sources. Personalize your mailings in different channels using accumulated data and data from external sources.

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Your customers will be able to grow faster and earn more using the new features of Altcraft Marketing. We have prepared for you favorable terms of cooperation on the Revenue Share model. Contact us and find out more.

Advanced and functional HTTP API in Altcraft Marketing will satisfy the needs of developers. API supports JSON and XML formats. It is possible to use queue servers (such as RabbitMQ) to import large numbers of client profiles in real time.

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Create a theme for the form by choosing the appropriate color scheme. Change the style and color of the text. Add photos and YouTube videos to the form. To do this, insert additional code into the required tag.

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An event registered on the platform can be redirected to an external system. This provides endless opportunities for integration. Connect external BI, DMP, CRM and other tools.

In Altcraft Platform, you can set up any scenarios for sending messages through various delivery channels. By analyzing the actions of customers, you can anticipate events many steps ahead. Here are examples of scenarios that can be implemented in our marketing automation service:


Email marketing is one of the most important customer communication channels. Four out of five marketers are more likely to give up social media marketing than email marketing. Here are illustrative examples of the email marketing strategy:


Build messages dynamically based on customer data and specified conditions in the template. This data can be obtained from an external SQL database. Substitute data from an external HTTP service via API or based on data from any web page.

<Img 
img="/uploads/metavselennye_54c31b95d4.jpg"
alt="Metaverses"
/>

Metaverse is one of the main words of 2021 according to [**Collins**](https://www.theguardian.com/books/2021/nov/24/nft-is-collins-dictionary-word-of-the-year). Despite popularity in the media and the [**peak number**](https://trends.google.com/trends/explore?q=metaverse) of search queries in 2022, a lot of people do not know what this word means. Although metaverses are no longer fiction, but a real space for entertainment, education, work and marketing.
 
The metaverse development market has reached almost [**$48 billion**](https://www.statista.com/statistics/1295784/metaverse-market-size/). It is projected to grow to 678 billion by 2030. Large global corporations and small startups develop new digital worlds. Metaverses are often confused with virtual worlds and computer games, but the concept is broader. In this article, you will learn what metaverse is and why we need it. 

## What is Metaverse

<Note>
The metaverse is a digital space that creates a simulation of reality and integrates existing services, content and brand products into a single environment.
</Note>

The world of the metaverse exists alongside the real one, intersects with it or complements it. People study, go to virtual stores and meet with colleagues in a digital office there. 
 
The metaverse is referred to as a three-dimensional Internet. On the usual Internet, the user consumes content, while in the digital universe they are inside the content. In the metaverse, each person creates an avatar, a digital identity that other users see. You can control your avatar from a [**mobile device**](mobile-marketing). However, if you want to fully immerse in the "parallel universe", you will need a virtual reality headset. 
 
The everyday life of the metaverse resembles a sci-fi movie: characters sit at a desk in their office and discuss an important issue. At the end of the meeting, everyone disconnects and it turns out that everyone is in different places, and the office is virtual.  
 
Meetings in the metaverse will be held in much the same way. The difference is that movie characters need a small device (e.g. a button) to switch between the real and virtual worlds. In reality, we will need to wear a VR headset. It will resemble a Zoom meeting but with full immersion and the effect of presence. You will not need to share your screen because all information will appear in front of each user's avatar. Each user will see a virtual screen, almost like the character of the Marvel Cinematic Universe.

<Img 
img="/uploads/zheleznyj_chelovek_film_f1493ce0da.jpg"
alt="Metaverse"
src="A scene from «Iron Man»"
/>
 
In the metaverse, you can also see your friends in digital coffee shops, bars or in a fictional world. You can go to a workout or play a game together. If there are thousands of kilometers between you and your friends and you want to go to a cinema together, a virtual reality headset will help you. 

## Characteristics of the Metaverse

There are characteristics that distinguish the metaverse from a computer game and virtual reality:
 
**All actions happen in real time.** The metaverse cannot be paused, saved or rebooted. Events continue to occur when the user logs out of the platform.  
 
**At the same time, an unlimited number of users are active in the metaverse.** Each avatar is a real person. 
 
**Domestic economy.** The metaverse currency has the same value as the real one. You will have to earn money there, as in the real world. Domestic currency is sold, bought and invested.
 
**The metaverse encompasses the real and digital worlds**: open and closed platforms intersect, objects from one digital space freely penetrate into another. Characters from games and movies interact with each other, with metaverse objects and brands. For example, a user buys a bag in a virtual store of a real brand and then goes with it in a virtual cinema owned by another brand. The metaverse is like the spaces of different computer games glued together.
 
**Users** not only consume the product made by developers, but **create content and experience within the metaverse themselves**. 

## The Origin and Future of the Metaverse

It all started with fiction. The term "metaverse" first appeared in the science fiction novel "Avalanche" (1992) by Neal Stephenson. In the book, the author describes the virtual world that appeared in the XXI century. The users exist in the form of 3D avatars, they buy and sell real estate. 
 
The digital universe is also shown in movies. You can see virtual worlds in "Ready Player One", "Tron", iconic "The Matrix" and other movies. Something close to the metaverse exists in Fortnite and World of Warcraft in a platform that is called Second Life. It combines a virtual world and a social network. There, users' avatars move around online spaces, hold meetings, go shopping in marketplaces and choose outfits from virtual fashion collections.

<Img 
img="/uploads/metavselennaya_1bae10079f.jpg"
alt="The origin of the metaverse"
src="A meeting room in the Second Life platform"
/>

Companies all over the world develop metaverses: Microsoft, Decentraland, Roblox and others. But nowadays there is no unified and full-fledged digital universe. 
 
Heavy VR headsets make transition to the digital space harder. It is difficult to wear them for more than 30 minutes. There are not enough other tools to simulate physical actions, but companies are developing such solutions. A Japanese start-up [**H2L**](https://www.indiatimes.com/technology/news/japanese-startup-wants-to-inflict-pain-in-the-metaverse-using-electric-shocks-565298.html) created a suit for feeling pain in the metaverse. Panasonic introduced the [**Pebble Feel**](https://game-news24.com/2022/01/05/pebble-feel-is-a-personal-air-conditioner-built-for-the-metaverse/) system, which can heat and cool users in the digital world.  
 
However, it is a problem that different companies develop metaverses. It is difficult to combine different spaces. Companies need to agree on common currency, rules for user conduct and laws of the metaverse.

## Why do We Need Metaverses

### Business

**Simulation of an office and other meeting spaces.** During the pandemic, [**British illustrators moved**](https://pictolic.com/en/article/in-the-uk-working-online-conference-started-in-video-games) Zoom calls to Red Dead Redemption 2. The team created cowboy avatars and sat around a campfire in a Wild West setting. At the end, each participant mounted a horse and rode off into the night. Such unconventional locations and formats for business meetings will become a usual thing in the metaverse. 
 
**Buying and selling metaverse objects and investing.** With NFT technology, items become the unique property of the buyer, which is available for resale. There are even realtors for digital real estate, which is constantly growing in prices and becoming a lucrative investment. 
 
The metaverse will facilitate the solution of design tasks. It is easier to study and transform a 3D model of an object in the virtual world. Modelling in the metaverse should also reduce waste and speed up the process of developing new solutions.

### Marketing 

Brands are picking up the idea of promotion in the metaverses. The main goal is to attract millennials and generation X, who are the first to master new technologies. Even mentioning a brand in the context of the metaverse brings additional recognition to a company. 

**How to promote a business in the metaverse:**
 
**Create your own metaverse.** For example, Nike announced that they would [**develop a digital world**](https://news.nike.com/news/five-things-to-know-roblox) in partnership with Roblox. In [**Nikeland**](https://www.roblox.com/nikeland), users get into a copy of the company's headquarters and compete in sports mini-games. Lego has also decided to [**create a digital universe for children**](https://www.epicgames.com/site/en-US/news/the-lego-group-and-epic-games-team-up-to-build-a-place-for-kids-to-play-in-the-metaverse) in collaboration with Epic Games. 
 
**Open a store in the digital space.** Sell digital and real items in the metaverse, which will be delivered to the buyer's address after fitting or testing. 
 
Gucci created the first virtual sneakers - Gucci Virtual 25. The user can try on the shoes in [**augmented reality**](digital-marketing-trends) and wear them in Roblox and VRChat applications. The company also opened Gucci Garden in Roblox. It is a copy of a real digital installation in Florence.

<Gallery>
<GalleryItem
original="/uploads/virtualnye_krossovki_286df20b80.png"
thumbnail="/uploads/virtualnye_krossovki_286df20b80.png"
description="Gucci virtual sneakers"
/>
<GalleryItem
original="/uploads/virtualnye_krossovki_2_dedb9e13df.png"
thumbnail="/uploads/virtualnye_krossovki_2_dedb9e13df.png"
description="Gucci virtual sneakers"
/>
</Gallery>
 
**Virtual influencers and models.** Brands are already creating their own digital characters or collaborating with others. For example, a virtual model [**Lil Miquela**](https://www.instagram.com/lilmiquela/) exists only in social networks but gives interviews and releases music videos. Her virtual life attracts millions of users who follow her on social networks. 

<Gallery>
<GalleryItem
original="/uploads/lil_mikela_77f17b28ba.jpg"
thumbnail="/uploads/lil_mikela_77f17b28ba.jpg"
description="Virtual influencer Lil Miquela"
/>
<GalleryItem
original="/uploads/lil_mikela_2_4684b2b38b.jpg"
thumbnail="/uploads/lil_mikela_2_4684b2b38b.jpg"
description="Virtual influencer Lil Miquela"
/>
</Gallery>
 
**Outdoor advertising in the metaverse.** Here, everything as in the real world — billboards and digital screens are used for advertising. Placement ideas depend only on the creativity of marketers. 

### Entertainment and education

Metaverses are similar to games, so they expand gaming experience. Communication with other users and an immersive environment are added.

Events are already held in the metaverse. In 2020, [**Travis Scott performed**](https://www.youtube.com/watch?v=wYeFAlVC8qU) in front of 12 million players at a virtual concert in Fortnite because offline events were cancelled due to the pandemic.

<Img 
img="/uploads/razvlecheniya_v_metavselennoj_43c3422037.jpg"
alt="Why do We Need Metaverses"
src="Travis Scott's virtual concert in Fortnite"
/>

As for education, students can see what exactly they study in metaverses. For example, students can witness a historical event and future design engineers can see a spacecraft system for a detailed study. 

## Conclusion

The metaverse is a space in the digital world that exists alongside the real one. This is a parallel reality, but the actions in the digital universe affect the events in the real world.
 
The metaverse cannot be paused or saved, all actions take place in real time. Users use avatars to communicate with other real people in the digital world. Nowadays, there are no full-fledged metaverses, but dozens of companies all over the world are developing them. 
 
Metaverses will expand business opportunities with virtual offices and investments in digital objects. Companies are already opening their digital stores and placing advertisements on billboards in the metaverse. Events are held in the metaverse, and in the future digital spaces will become educational platforms. 

The metaverse is a new step in the development of the Internet, which becomes three-dimensional and adds the effect of presence.

Read about the metaverse in our new article: what it is, what the main characteristics are and how to use it in business and marketing.

medium_metavselennye.jpg

small_metavselennye.jpg

thumbnail_metavselennye.jpg

metavselennye.jpg

Metaverses are often confused with virtual worlds and computer games, but the concept is broader. In this article, you will learn what metaverse is and why we need it. 

Metaverse: How to Use It in Business and Marketing

Metaverses: What are They and Why do We Need Them

<Img 
img="/uploads/uderzhanie_posetitelej_na_sajte_d221f289a9.jpg"
alt="11 ways to keep visitors on your website"
/>

If you want to understand whether people like your website or not, look at how much time they spend there. Short sessions are often caused by low-quality content, slow site speed, unattractive design, a mismatch in expectations, technical errors, etc. Longer sessions, on the other hand, make it clear that your website is useful.

Marketers are constantly looking for ways to increase the length of time users stay on a website. The more time they spend there, the higher the chances that they will consume content, develop trust in a brand and eventually convert into quality leads.

**Let's take a look at 11 ways of retaining visitors on the website:**

## 1. Tidy up the design

On average, a person spends between 10 and 20 seconds on a site before deciding whether to leave or stay. A simple yet attractive design will keep the visitor's attention. The winning design both attracts with its appearance and makes it easier to find the right information. After all, it is not cluttered with unnecessary elements and graphics, which means that the visitor will spend more time consuming the information.

## 2. Make navigation easy

If a user does not understand how to use your site, he will not try to figure it out. He will just close the tab. To avoid this, add only the most important pages to the main navigation menu. Make sure the search bar is clearly visible so that the site user won't waste time looking for it.

<Img 
img="/uploads/decathlon_nav_menu_5ff8588adf.png"
alt="Website navigation"
/>

## 3. Stick to the headline

Some website owners prefer compelling headlines that have little to do with the main content. This way, you will never gain the attention and trust of the audience.
The headlines should reflect the essence of your content. Always start with a brief introduction and then move on to the topics you want to discuss, starting with the most important ones.

## 4. Place your value proposition on the homepage

As soon as a visitor feels that a site isn't providing him with enough value, he will immediately leave. Place a concise, clear and unique value proposition on the homepage in order to avoid this. In the proposition, tell visitors what you do and why it is worth doing business with you. This way, they will learn more about your product and spend more time on your site. In addition, such a proposition will probably convince people to buy from you, and not from competitors.

<Img 
img="/uploads/sephora_7dd6e70b16.png"
alt="Value proposition"
/>

## 5. Make content scannable

Online users rarely read every word on a site. Most often, they scan through pages to pick out the information they need. If your content consists of large chunks of text that cannot be read quickly, most users will leave the site.

**What makes the text more readable:**

- Images, videos, infographics and other visual features
- One main idea in each paragraph
- Short sentences and paragraphs that will not scare off visitors with the amount of text
- Line spacing and font size that are pleasing to the visitor's eyes.
- Headings, subheadings, lists, and bullets to break long passages into smaller sections.
- Highlight important words, phrases and sentences in bold.

## 6. Post relevant content regularly

Visitors will not waste time on old, outdated content. Get in the habit of posting fresh original content regularly. Consider using different types of content: blog posts, articles, e-books, audios, videos, social media posts, webinars, infographics, etc. This way, you will satisfy the tastes of a wider audience.

Use already published materials to keep the content up-to-date. Add new information to old blog posts and use them to create an e-book. This approach saves time on content creation and attracts more visitors.

## 7. Add visual elements

High-quality and relevant photos, videos and graphics help readers better understand the content. Visual content is not only pleasing to the eye, but also interactive. Visitors love this more than just text. A quality visual element boost user engagement and increases the amount of time visitors spend on your site.

<Img 
img="/uploads/vizualnye_elementy_sajta_e9c2e10853.png"
alt="Website visual elements"
/>

## 8. Include CTA buttons in content

Most people exit a website as soon as they find the information they were looking for. This behavior increases the bounce rate, which in turn affects both conversions and profits. That is why you should not forget about the CTA buttons at the end of each post. Clear, relevant and attractive CTAs hold the attention of visitors and lead to conversions. However, make sure that each CTA must be relevant to the theme of the page on which you place them.

<Img 
img="/uploads/knopka_CTA_36980137d3.jpg"
alt="Call to Action"
src="Homecourt CTA "
/>

## 9. Use pop-ups

Exit-intent pop-ups appear on a page when a visitor wants to exit the site. They provide him with a compelling reason not to. Used correctly, pop-ups can reduce bounce rates and increase conversion rate.

**A few ways to use pop-up:**

- Suggest other blog posts.
- Invite visitors to subscribe to your newsletter in exchange for a free audio or video version of your blog.
- Invite to chat with your support team to resolve any questions or concerns.
- [**Ask for feedback**](how-to-use-customer-feedback-to-increase-sales) on your product or service.
- Ask to share your content or follow you on social media.
- Tell visitors about new products and services.

<Img 
img="/uploads/vsplyvayushchie_okna_35ed81376b.png"
alt="Всплывающее окно"
src="Пример креативного pop-up на сайте MAVFARM"
/>

## 10. Increase your page speed

Most people close a tab if pages take more than two or three seconds to load. That is why it is important to increase the speed. How to do it:

- Compress large images.
- Invest in a [**CDN**](https://www.cloudflare.com/learning/cdn/what-is-a-cdn/) to reduce server response time and load times.
- Remove or replace plugins that slow down the site.
- Remove unused codes.
- Reduce the number of times you redirect visitors to other pages.
- Use browser caching capabilities.

## 11. Embed internal links in your content

Internal links help you provide the reader with more information on a certain topic. For example, you wrote a post entitled "10 Myths About Marketing Automation". One of its subheadings is "[**What is Marketing Automation**](what-is-marketing-automation-and-how-it-affects-business-development)". Link the phrase "marketing automation" to another post on your site that covers this topic in detail.

Providing readers with more detailed information is not the only reason why internal links are so important. They also increase page views and improve SEO. However, do not add too many links on one page. Two to three links are usually enough.

The more time visitors spend on your site, the more useful it is for them. Let's talk about 11 ways to increase the duration of the sessions.

medium_uderzhanie-posetitelej-na-sajte.jpg

small_uderzhanie-posetitelej-na-sajte.jpg

thumbnail_uderzhanie-posetitelej-na-sajte.jpg

uderzhanie-posetitelej-na-sajte.jpg

The length of time users spend navigating your website can reveal whether they're enjoying their stay there or not. Here are 11 methods to get visitors to spend more time on your website.

How to Keep Visitors on Your Website: 11 Effective Ways

11 Ways to Keep Visitors on Your Website

<Img
img="/uploads/Zachem_biznesu_nuzhna_skvoznaya_analitika_1ec74b3eb5.jpg"
alt="Why does Your Business Need End-To-End Analytics"
/>

What is the current state of your marketing? Which channels bring in new customers? Which ones should be abandoned? Is your investment in marketing paying off? 

End-to-end analytics will answer these questions. It collects and integrates customer journey data from all channels into a single window. Incompetent picture of marketing leads to blind decision-making, which in its turn sometimes leads to loss of budget because of incorrect investments. End-to-end analytics makes marketing manageable and completely transparent and saves the budget. You always know that you are investing in effective channels and the right actions. 
 
This article will look at end-to-end analytics. You will learn how it works and why you should choose it for your business.

## What is end-to-end analytics 

<Note>
End-to-end analytics is a method of collecting data about a customer journey through the [**sales funnel**](conversion-funnel-stages-and-optimization) to analyze marketing investments and performance.
</Note>

This marketing analytics tracks user activity from the first engagement with the company’s resources to purchase and beyond to accurately calculate LTV, ROMI and other [**marketing metrics**](top-digital-marketing-metrics). End-to-end analytics provides you with information about the performance of each marketing channel so you can get an overall picture of your marketing — data is accumulated in a window on a dashboard or in a table. This ensures data-driven decision-making: which channels to abandon and which ones to promote. End-to-end analytics is suited for businesses with two or more traffic channels.  
 
Businesses choose between two options: unified end-to-end analytics services or manual data collection from several platforms. End-to-end analytics is a set of tools and means that integrate with each other partially or fully automatically. 

## Why does your business need end-to-end analytics
 
### Tracking a customer journey

End-to-end analytics collects information about the sales funnel and first purchase and highlights all bottlenecks in working with the customer. Then marketing responds and adjusts the advertising strategy, and executives, in their turn, adjust the work of managers who move leads down the sales funnel. End-to-end analytics also provides information on where the customer has found out about your company. 
 
**Example**. The purchaser states in the survey that they simply found your product on the Internet and had never heard of the company before. However, analytics shows that the user went to your website from Facebook ads, so their purchase resulted from advertising on the social network. Without analytics, the conclusion about the effectiveness would be wrong.
 
### Budget optimization

"All investments will pay off" could be the slogan of end-to-end analytics. This method shows all weak spots of your marketing: 

- ineffective advertising campaigns; 
- customer acquisition channels that do not pay off;
- remuneration of managers who do not earn money for the company — lose customers, do not close deals. 

On the other hand, end-to-end analytics will show strong points. 
 
**Example**. Website analytics shows that 50% of customers find out about your company because of your content — they find articles with SEO optimization in search engines and go to the company's website. End-to-end analytics also shows that the company invests more money in advertising and it brings in only 10% of new customers. Conclusion: content is the strong suit of the company's marketing, so it may be worth investing more in this area, rather than increasing the number of advertising campaigns. 
 
### Real-time analytics

End-to-end analytics services receive data automatically in real time. You can see all the information about your marketing in a single window. It is like an airplane instrument panel. If one indicator is out of the norm, you react and look for the reason.
 
### Marketing transparency

Business owners will always ask what the company's money is spent on. Marketing is no exception. End-to-end analytics captures the entire customer journey and the actions taken to engage them, provides information for calculating the cost of attracting and retaining a customer.
 
### Tracking the status of work with the customer

When the transaction cycle is long, it is more difficult to track investments in attracting customers and working with them. End-to-end analytics monitors the work of marketing and managers. It also shows the prospects of working with this or that customer.
 
Let's say that some office supplies company (B2B) usually closes deals in a month. A customer saw your ad in Yandex.Direct and contacted your company asking for a large order. The manager is in charge of the deal, but its closing is delayed because the customer is trying to get other terms. At a certain point, payment for the work of the manager exceeds the amount of money from a possible transaction. Let's also calculate the cost of advertising that brought in the customer. Here, we come to the conclusion that it is unprofitable to continue working with them, the order will not pay off the investment. With end-to-end analytics, the company will be aware of all disadvantages of the situation and redirect the manager to other transactions. 
 
### Accuracy of metrics

Analytics that does not collect all the data will not be 100% reliable. End-to-end analytics allows you to receive more correct data and make more correct conclusions.

##Tools for end-to-end analytics 

End-to-end analytics collects data from different channels and services: Google Analytics, Yandex.Metrics, CRM, call tracking software apps and others. Each one tracks several metrics but does not show the complete picture of your marketing. 

For example, Google Analytics will determine the number of transactions and the amount of money but will not calculate the total ROMI because it does not correlate sales with costs. 

End-to-end analytics will compensate for this and link campaign data to sales and investments. 
 
**How does end-to-end analytics collect data**

- Manually (in Excel and Google Sheets). This option is free but it takes a long time, and there is a risk of errors and data loss. End-to-end analytics needs additional configuration for partial automation. This process requires time, new skills and paid services for integration.
- Another option is connected to end-to-end analytics services — special tools that facilitate work and show data visually on dashboards. 
 
Our [**Altcraft Platform**](/en) collects customer data from online and offline sources in a single window: demographic, behavioral, transactional, etc. It supports integrations with LPgenerator, Tilda, SMS gateways, Yandex AppMetrica via HTTP API and WebHooks. It accelerates and facilitates the process of obtaining information for analysis and decision-making.

<Img
img="/uploads/digital_profile_2ed9acb60f.png"
alt="Customer digital profile in Altcraft Platform"
/>

## How does end-to-end analytics work

### Step 1. Preparing for data collection

End-to-end analytics collects data through:

- **Information on offline campaigns.** Data on promo codes in brochures, statistics on phone numbers in advertising banners. The company can assign each campaign a unique number to know exactly which campaign the customer came from.
- **Cookies are data about user activity on the website.** Cookies provide you with information about clicks, location, product views. This data is collected by scripts — code elements for simple actions. For example, they remember Client ID — anonymized identifiers that are assigned to each website visitor. These identifiers get into the analytics system. 
- **Registration data on the website**: email addresses, phone numbers and others. When users log in, they receive User ID — a specific identifier that gets into the company's CRM. 
- **Use UTM tags to count clicks on links.** UTM tags also provide you with details about the type of ad and different traffic sources.  
 
**What are UTM tags**

UTM tags are snippets of text added to ads or other messages from the company: SMS, articles, email newsletters, [**QR codes**](qr-codes-for-business). The tags determine all the details of the traffic source: which ad or banner the customer came from. 
 
**Example**. A bank advertises a new service and mentions it in a magazine article. How to find out how many people will follow the link from the article and register in the service? The answer is simple — add a UTM tag. 
 
A “tail" containing markers of the advertising campaign appears at the end of a regular link:

<Img
img="/uploads/utm_metki_1782a98487.png"
alt=UTM link"
/>

To add the tag to the link, use "/?". To separate parameters of the tag, use the "&" symbol. 
 
**UTM tag elements:**

<Table>
| **Parameter** | **What does it mean** | **Example** |
| ------ | ------ | ------ |
| utm_source | Traffic source. Advertising platform the campaign was launched on: VKontakte, Google Ads, Facebook, etc. | facebook, vk, google, yandex |
| utm_medium | Type of traffic (the element of the campaign the traffic came from): click on the banner, on the URL in the ad button. | email, banner, search, article, cpc |
| utm_campaign | The parameter is used to tag a certain campaign. For example, a discount promotion. | sale, promo |
</Table>

This is what a link with a UTM tag looks like: 

<Img
img="/uploads/ssylka_s_UTM_9dab1bfbc9.png"
alt="UTM link"
/>

Sometimes a link with tags is supplemented with other (optional) parameters: 

- **utm_term** — for Google Ads and Yandex.Direct campaigns, it is used to determine the keyword the customer came from. Parameters can be dynamic and static. The former indicate keywords that users click on, the latter have specific keywords. They also track the region and other identifiers. 

Examples:
```
utm_term=car-rental-NYC is a static parameter.
utm_term={keyword} is a dynamic parameter. 
```

- **utm_content** is used to distinguish between similar offers. For example, ads differ only in banners. The tag will show which one was reacted to more often. 

Examples of parameters: link, landing, redbanner.
 
**How to create a UTM tag**

- Manually — type in all parameters yourself. 
- Use UTM link builders — [**UTM.io**](https://web.utm.io/utm-builder-code-generator/), [**UTM Builder**](https://utmbuilder.net/), etc. 

The link with a tag is long and looks unappealing in the ad. URL shortener services will solve the problem, for instance: [**Bitly**](https://bitly.com/) or [**Goo**](https://goo.su/).

**How does it work**

Let's take some URL with UTM tags and place the link in a shortener service.

<Img
img="/uploads/ssylka_dlya_sokrashheniya_937005724b.png"
alt="Link to be shortened"
/>

Now the link looks like this:

<Img
img="/uploads/sokrashhennaya_ssylka_482594366e.png"
alt="Link shortened in Clicker"
/>

<Note>
NB Services add their name to the link but in some of them it is possible to preserve the domain name of the company's website (usually a paid function). Also, sometimes social networks and email services do not accept shortened links and mark such messages as spam.
</Note>

### Step 2. Data collection and decision-making

End-to-end-analytics service:

- Collects tagged data from analytics systems, CRM, call tracking software apps, etc. 
- Links sales data to investments to determine ROMI and other metrics that the business tracks. 
- Shows general data for decision-making in a single window.
 
## Conclusion

End-to-end analytics is a method for collecting and analyzing data from different marketing channels. It shows the entire customer journey and cost of attraction and retention in a single window, so the business knows whether the investment will pay off. End-to-end analytics determines ROMI and calculates LTV. It also ensures real-time data, transparent marketing, budget optimization and understanding of managers' contribution to working with customers. 
 
Information for end-to-end analytics is obtained from analytics services, call tracking software apps, CRM and other systems. UTM tags are used for identification — link markers, cookies, registration data on the website, promo codes and phone numbers if campaigns are offline.
 
For end-to-end analytics, companies choose manual or partially automated (Google Sheets, Excel tables) tools or special services: ready-made or custom, which collect data from other sources automatically. 

This article will look at end-to-end analytics. You will learn how it works and why you should choose it for your business.

large_end to end analytics.jpg

medium_end to end analytics.jpg

small_end to end analytics.jpg

thumbnail_end to end analytics.jpg

end to end analytics.jpg

End-to-end analytics makes marketing manageable and completely transparent and saves the budget. You always know that you are investing in effective channels and the right actions. 

End-To-End Analytics: What Tools to Use

Why does Your Business Need End-To-End Analytics

<Img 
img="/uploads/data_science_9a8b2aae50.jpg"
alt="Data Science"
/>
 
In a second, Google processes [**over 99 thousand**](https://www.internetlivestats.com/one-second/#google-band) search queries, and thousands of photos are posted on Instagram. The amount of data on the Internet is skyrocketing. Being a resource for business and marketing, data is everywhere. Data science allows one to process and analyse data. It also helps to deal with business issues in retail, industry, banking and other fields. 

When data science first emerged in the 70s of the last century, it studied the data life cycle. In the 2010s, computers could process a wealth of information. At that time, data science grew in importance and began to be included in the programmes of the world's universities.
 
Nowadays, data science helps business and drives innovation. In this piece, you will learn what data science is and how to apply it in business and marketing.  

## What is Data Science

<Note>
Data science is a field of knowledge that studies and analyses data and looks for patterns to make decisions in practice. 
</Note>

Actually, data science is not exactly a science. Data is not a subject of data science, but a multidisciplinary resource (business analytics, mathematics, statistics, programming, strategic planning, system analysis) for gaining knowledge. Data science is closely associated with [**artificial intelligence**](https://www.britannica.com/technology/artificial-intelligence), [**machine learning**](https://www.sas.com/ru_ru/insights/analytics/machine-learning.html), [**big data**](https://www.oracle.com/big-data/what-is-big-data/) and [**deep learning**](https://www.ibm.com/cloud/learn/deep-learning).

<Img 
img="/uploads/data_science_i_tekhnologii_e7a204d00e.jpg"
alt="Data science and data technology"
src="Data science and data technology"
/>
 
Data science receives data from the Internet, smartphones and other smart devices, special sensors. Other sources are corporate log files, archives, transactions history. Software is the primary tool for data scientists. It processes, structures, analyses data and visualises it in a format that is understandable to the end user.
 
Data science looks into the future — it gives forecasts based on data. It predicts demand for goods, user behaviour in the application, disease progression, climate disasters and so on. 

## How does Data Science Work

Data science processes data for analysis: organises, aggregates and arranges it for non-professional users. Data scientists extract information from arrays of processed data to find patterns, build hypotheses and model a picture of the future. 
 
Stages of data science:

<Table>
| **Stage** | **Description** |
| ------ | ------ |
| **Perspective** | Setting a goal and a problem to be solved. What do we want from data? | 
| **Data collection and processing** | Searching and extracting raw data from available sources. |
| **Data preparation** | Data storage and cleaning. Blank fields from databases and irrelevant information are removed. Raw data is transformed into a form that can be analysed further. |
| **Data processing and modelling** | Clustering, modelling and classification, searching for patterns. This stage reveals what happened in the past (descriptive analytics) and which scenario is possible in the future (predictive analytics). Methods of statistics, intelligent data analysis and machine learning "look" into the future. At this stage, modelling is applied — «what if» and «if... then what». |
| **Data analysis** | The following types of analysis are used: regression, exploratory, confirmatory, predictive, confirmatory qualitative, etc. |
| **Data formatting** | The data is presented to the end user as reports and visualisation: charts, graphs and so on. |
| **Decision-making** | Business decisions are made based on the data. |
</Table>
 
## Why does Business Need Data Science

Data science answers specific business questions by testing hypotheses and ideas. Data science:

- takes into account the amount of information that a person cannot process to make decisions;
- excludes subjective opinion in decision-making.

An unbiased answer to a business question protects from errors and misconceptions. The main thing is not the authority of the head, but facts. 
 
**Data science in business also:**

- Studies the [**target audience**](creating-a-customer-profile). A company that knows the customer perfectly well offers the right products and outperforms its competitors. 
- Forecasts trends (insights for new services and products). 

## How Data Science is Applied in Business

### Industry 

Data science forecasts demand and helps to optimise supply chains. It also reduces the risks of surplus goods when demand is low and shortages when orders are large. On the basis of data, production efficiently allocates resources, controls expenses and revenues and finds vulnerabilities — the causes of defects. Predictive analytics show when equipment will fail due to wear and tear and indicate when to carry out repairs to prevent this. 
 
### Logistics and transport

Optimisation of supply chains: reduction of delivery time, search for optimal routes and reduction of operating costs. As in industry, review of data forecasts demand for services of transport companies. Data science optimises warehouse space and reduces the risk of errors in storing and moving goods. 

In transport, data science forecasts the volume of passenger traffic and vehicle occupancy and ensures safety — predicts breakdowns and accidents. 

*Example. Russian Railways has implemented data science technologies to predict dangerous failures of railway facilities. The algorithms simulate situations with more than 50 factors, assess the condition of railway tracks, the technical condition of trains and indicate areas for urgent repairs to avoid accidents and train wrecks.*
 
### Retail 

In retail, data science provides:

- forecasts of demand for product groups;
- stock control;
- insight into trends and audience needs based on social media data and information about competitors;
- custom-tailored offers: which product to offer as an alternative or for additional sale;
- price forecasts.
 
### Mobile operators 

Telecom sets a task for data science to personalise services and products. Data highlights what is important for the customer, how to optimise service packages. Mobile operators also use data to determine where it is better to place their sales points and cell towers.

Telecommunication companies have their own data science departments that create digital solutions not only for internal business needs. 

*Example. MTS offers customers a service for developing tourism that analyses 5,000+ metrics for audience segmentation.*

### Banking

In banks, data scientists examine data to determine the credit capacity of customers. Loans not repaid on time are a risk for banks. Data science forecasts how the customer will behave depending on the market situation, assesses the reliability of the borrower. Data helps banks to personalise services. Algorithms identify the user's interests by activity and offer services that customers themselves were not looking for. 

An important task for data science is to search for the actions of scammers. In the case of large transactions, the system may suspend the transaction and ask for confirmation from the customer. Atypical purchases, several accounts with similar data will be under suspicion.  

### Real estate 

In this field, data research is not limited to offering suitable property options to the buyer. Data science analyses the documentation of objects: buildings, landing plots. Data forecasts the demand for real estate, the price in a given area, and investors decide which properties are worth investing in. 

Data speeds up rental accommodation in services. *Example. Airbnb [**analyses**](https://medium.com/airbnb-engineering/location-relevance-at-airbnb-12c004247b07#.vtj3t52mm) information from users: options they viewed and which ones they eventually chose. Data science forecasts the likelihood of booking in certain areas of the city.*

<Img 
img="/uploads/karta_s_dannymi_veroyatnosti_223d2938c9.jpg"
alt="A map with the probability of booking"
src="A map with the probability of booking in San Francisco according to Airbnb data"
/>
 
## How Data Science is Used in Marketing

### Optimisation of platforms 

Data science will show how users behave on different Internet platforms: websites, applications, social networks. Based on the data, the company understands how to simplify the purchase process and which elements to add to make the product more appealing to the customer. Which features to use to improve service. Data science indicates successful and ineffective content on the company's resources: which materials are read to the end and which are just scrolled through.
 
### Audience research and personalisation

Data science studies customers in detail: interests, preferred communication channels, online and offline behaviour. Knowledge of the audience enhances the personalisation of offers: the company knows where the customer responds best to ads, which ads they respond to, how to organise [**cross-sales and additional sales**](marketing-automation-for-insurance-companies). 
 
*Example. [**Facebook**](https://data-flair.training/blogs/data-science-at-facebook/) stores a huge amount of user data. It guarantees the accuracy of targeted advertising. Everyone on Facebook can set up what ads they want to see and remove topics that are not interesting.* 

Data science helps marketers to segment the audience in detail by dozens of parameters in a targeted manner. *For example, to offer a product when it is relevant. If you know when your customer runs out of a product (pet food, household chemicals, car coolant and so on), then advertising the product at the right moment is a chance for success.* 
 
### Analytics 

Data science helps marketing to get real-time analytics and quickly adapt to new situations (it changes strategy). It speeds up planning of future campaigns. Data-driven forecasts will answer how pricing will work and what price to choose to maintain and increase sales. 
 
### Budget optimisation

Accurate analytics and predictability of consumer behaviour save the company money. Ads are good for the company's budget when shown on time and on the right platform. Data science helps marketers to understand what content is interesting to the audience so that they do not waste resources on creating unnecessary one. There is always data to forecast future campaigns and optimise current ones. 
 
### Customer loyalty and retention

Attracting a new customer is more expensive than keeping an existing one. Data science shows when the customer starts being less active or stops communicating with the company at all. When the company knows the customer lifecycle, it sends personalised offers or useful content in time [**for retention**](customer-trust). 

## Conclusion

Data science examines data and answers business and marketing questions to test hypotheses, ideas and launch new products and services.  
 
In business, data science is a tool for objective decision-making instead of intuitive actions or subjective experience. Data science analyses information about the audience to create new services and products. In marketing, data science is about optimising platforms and budgets, personalising offers. It is a tool for analytics. 
 
Data scientists work in industry, logistics, banking, telecommunications and other fields where it is possible to collect and analyse data and then apply it for business purposes.

Nowadays, data science helps business and drives innovation. In this piece, you will learn what data science is and how to apply it in business and marketing. 

large_data-science.jpg

medium_data-science.jpg

small_data-science.jpg

thumbnail_data-science.jpg

data-science.jpg

Data science allows one to process and analyse data. It also helps to deal with business issues in retail, industry, banking and other fields. 

Data Science: How to Use It in Marketing and Business

Data Science in Marketing and Business

<Img 
img="/uploads/qr_code_2_692f1ded4f.jpg"
alt="QR Codes for Business"
/>

During the Covid-19 pandemic, QR codes began popping up everywhere. The technology first appeared in the 90s, but the beginning of mass vaccination made it known for people all over the world and showed new prospects for business. The pandemic has sped up the penetration of technology into business processes. QR codes are used for contactless payment, they store marketing offers and product description, etc. A QR code is easy to use. A large amount of data can be encoded in it, so it seems to be a magic wand (e.g. there is no need to print a restaurant menu if you can print only a QR code leading to a web page with it). However, the technology sometimes can harm business. In this piece, you will learn how and where QR codes work, why it's profitable to use them and when it's better to abandon them. 

## What are QR Codes

A QR code (a quick response code) is a square-shaped pixel barcode. Unlike a simple barcode, a QR code is two-dimensional, which means that it’s read horizontally and vertically. A QR code stores more information than a barcode:

- links to the company's website, product pages or [**mobile app**](mobile-app-as-a-marketing-channel);
- payment details;
- data for verification or access to certain information (password, logins).

Masahiro Hara, an engineer at Denso Wave Inc., a subsidiary of Toyota invented a QR code. Barcode resources were not enough with the rapid economic growth of Japan and the increase in the number of goods in the 90s. New codes stored more information. The first QR code appeared in 1994, it was used in the automotive industry. Later, Denso Wave made the technology available to everyone. In the 2000s, the entire world recognized QR codes — the technology ensured transparency in production with tracking of every detail. The QR code received ISO certification, which means that the company's products meet international standards.

## How does a QR Code Work

A QR code has information encoded in one of the following ways: byte, numeric, alphanumeric, kanji (hieroglyphs). The scanner recognizes data by black and white cells, which are grouped in patterns. 
 
In the original Denso Wave technology, the scanner first reads three squares in the corners (finder pattern). There is also a small square in the lower right quarter. Next, other small square-shaped monochrome elements are recognized. But such a code is not the only option. There are others that look different but perform the same functions. Let's compare a few examples.
 
<Img 
img="/uploads/types_of_qr_codes_74f8072b5c.png"
alt="QR Codes"
/>

## Types of QR Codes

QR codes can be:

- **Static**. They store information that cannot be edited once the code is created. You can use them for fixed actions: encoding of Wi-Fi settings, identification of staff members, registration for events, transfer of details. 
- **Dynamic**. Information can be updated at any time. Companies choose such codes to collect statistics, [**feedback**](how-to-use-customer-feedback-to-increase-sales) and marketing campaigns. 

## Where QR Codes are Used

QR codes can be used in any sphere. Some examples: 

- **Marketing tasks** — promotions, additional information about products, digital business cards. 

- **QR code payment** — it's an alternative to a cash register and acquiring. 

- **Control of goods** in production and by inspection authorities.

<Note>
Example. The «[**Chestny ZNAK**](https://chestnyznak.ru/en/)» system for labelling goods: checking their originality and quality. 
</Note>

- **Staff members control** — access to some premises or files, identification.

- **Movement of people** — movement during the pandemic within a country and when crossing borders. 

- **Navigation** — self-guided tours.

<Note>
Example. In Abu Dhabi (UAE), there is a system of tourist navigation by QR codes: a tourist can see not only the address of the building but also a historical reference.  
</Note>

- **Educational purposes** — attendance control or access to learning materials. 

<Note>
Example. The «[**Mobile Library**](https://www.theguardian.com/world/2014/nov/03/sp-moscow-metro-russian-classical-literature)» project - stands with QR codes that lead to virtual bookshelves. The user selects a book and gains free access to it.
</Note>

- **Transition to augmented and virtual reality.** The user scans the code and goes to the product page. 

<Note>
Example. Kinder has added an AR QR code to its delicious products. Now both children and adults are scanning codes to open a portal into Africa. 
</Note>

<Gallery>
<GalleryItem
original="/uploads/11_2667db07ef.png"
thumbnail="/uploads/11_2667db07ef.png"
description="QR-код для демонстрации товара"
/>
<GalleryItem
original="/uploads/22_d7661aeb57.png"
thumbnail="/uploads/22_d7661aeb57.png"
description="QR-код для демонстрации товара"
/>
</Gallery>

## How to Create and Read QR Codes

Most modern smartphones can scan QR codes online using special applications from Google Play or App Store. Some smartphones can even scan QR codes with a camera. It's not necessary to scan the code from some surface, a photo or digital image is enough. This is how desktop QR code scanners work, for instance, [**Aspose QR Code Scanner**](https://products.aspose.app/barcode/recognize/qr). Apps also recognize codes from uploaded images.

<Img 
img="/uploads/qr_code_generator_app2_9404def8aa.jpg"
alt="Example of a QR code reader"
/>

### How to create a QR code

To create a QR code online, just select a QR code generator — an app or service on the website. Examples: [**QR Code Generator**](https://www.qr-code-generator.com/) and [**ME QR**](https://me-qr.com/). Just enter the data to be encoded and the size of the code image. Some services offer an unusual design. 

## Advantages of QR Codes for Business

### Easy to create and use

No special devices are needed, only an app on a smartphone. It's possible to take a picture of a QR code and then scan it online for free. After scanning, the user will go right to the resource. They won't have to enter the website address and other data manually. This speeds up access to information and purchase. 

### Contactless payment

The customer doesn't need cash or a card to pay with a QR code. There is no need to enter account/card details or phone number for money transfer. It reduces the risk of errors. QR code payment is easy. The user immediately goes to the payment details if the code is static. A dynamic QR code allows you to personalise payments and give the user a link to a payment with a specific amount. This method will speed up and simplify payment, protect users from phishing sites and errors.

### Bonuses for marketing

Coupons, additional information about products, links to contests are encoded in QR codes. QR codes store invitations to events or information about them. People can register for an event using a QR code. 
 
QR codes allow marketers to track places in the selling area that are attractive to customers. The more scans, the more visible the codes. This is a working tool for evaluating the effectiveness of outdoor advertising and [**tracking the customer journey**](stroim-customer-journey-map).
 
<Note>
Example. The user sees a printed advertisement of a product and the website address. Then they search for a website and make a purchase. Analytics will show that the customer came by direct search, when in fact they learned about the product from the advertising booklet. If you place a QR code containing a link and a UTM tag, then analytics will display the correct source that attracted the user.
</Note>

### Curiosity marketing

What is hidden in QR codes is always a mystery. Explain to users what they will get if they scan the code but do not forget to create intrigue. Tell them that they will get some surprise or bonus. 

### Economy 

During the pandemic, restaurants began to make digital menus to reduce the number of contacts with surfaces. This can also be used beyond the pandemic.

<Note> 
Example. The company doesn't spend money on printing and updating materials. The customer doesn't have to wait for the menu. It's convenient to choose dishes on the smartphone screen. You can take screenshots so as not to forget what you want to order.
</Note>
 
QR codes can also replace print advertising. Especially when leaflets are printed for a short-term promotion. Codes instead of offline materials simplify marketing and reduce company costs.
 
If there is not enough space in an offline store, a QR code will show the entire range. And the company doesn't need to rent a bigger space to accommodate all the products. 

### Easy printing and placement

QR codes are black and white and do not require colour printing. They can be scanned from different angles, which means that you can place them on any surface: banners, paper cups, printed leaflets, cars and so on. Even damage by 30% will not hurt - the scanner will recognize the code.

## Disadvantages of QR Codes for Business

### Inexperienced users

Not all people understand how to use QR codes. First, the company will have to conduct research and find out how advanced the target audience is and whether users will have difficulties.
 
<Note>
Example. Seniors are suspicious even of bank cards. Some senior people don't have modern smartphones with QR code scanners, so it will be impossible for them to use QR code payment. 
</Note>

### User distrust 

New things are often met with skepticism and suspicion. Customers can decide that you want to steal their money in such a «tricky» way. It's connected to a lack of digital literacy. You'll have to explain to distrustful users why you switched to new technology, how to scan QR codes and why it is safe. Sometimes it's not easy.

### QR codes are ineffective if they are the only option

QR codes are not always convenient even for advanced users. If the user doesn't have a QR code reader on their smartphone, they will have to spend time downloading it. The user can also forget the code for payment. You [**risk losing your customers**](warning-signs-of-customer-drop-off-from-your-digital-service) if you have only the QR code option of payment and receiving information.

### No access to the Internet 

[**90% of people**](https://www.qrcode-tiger.com/qr-code-statistics) worldwide had access to fast Internet in 2021, and mobile traffic reached [**millions of terabytes**](https://www.statista.com/statistics/271405/global-mobile-data-traffic-forecast/) in 2022. However, there can be some errors that lead to unstable Internet connection. This situation is familiar to everyone. This can happen due to a lack of money in the account, unsuccessful location or simply due to problems with a mobile operator or provider if the connection is via Wi-Fi. It is impossible to scan a QR code without access to the Internet. In this case, Google Pay/Apple Pay wins. 
 
## Conclusion

QR codes open up new avenues for business. You can use them in advertising campaigns, for contactless payment, presentation of your business or products and so on. QR codes store more information than users can find offline.
 
The main advantages of QR codes are their speed and simplicity. A smartphone with a special application is enough to scan the code. Besides, QR code payment doesn't require a point-of-sale terminal. QR codes save the company money on printing materials and provide accurate analytics of the effectiveness of outdoor advertising and product locations.
 
The major disadvantage of QR codes is that they are not accessible to everyone. Some people do not know how to use them or are simply not ready for this technology. You need access to the Internet to scan QR codes, while Google Pay/Apple Pay work without it.

In this piece, you will learn how and where QR codes work, why it's profitable to use them and when it's better to abandon them.

large_qr code 2.jpg

medium_qr code 2.jpg

small_qr code 2.jpg

thumbnail_qr code 2.jpg

qr code 2.jpg

Learn how and where QR codes work, why it's profitable to use them and when it's better to abandon them.

Qr Codes: How They Work and How to Use Them in Business

QR Codes for Business: Pros and Cons

<Img
img="/uploads/messendzhery_849380fb74.jpg"
alt="How Messenger Marketing Works"
/>

Messaging apps are taking over the world and breaking records in app downloads. According to global statistics, WhatsApp was downloaded [**40 million times**](https://www.statista.com/statistics/1263360/most-popular-messenger-apps-worldwide-by-monthly-downloads/) in January 2022 alone. Telegram was downloaded a little less — almost 36 million. As you know, marketers go where there is an audience.

Messenger marketing is a direction that some businesses are just starting to use, while others have already mastered it. Messaging apps can be either a separate or additional platform for marketing. Personalization, free newsletters with non-strict requirements, a wide range of tools — these are some of the reasons why instant messaging platforms attract marketers and provide new opportunities for getting and retaining customers.

Read the article on how to apply messenger marketing in your business, how this direction works and how to build your promotion strategy.

## What is messenger marketing

Messenger marketing is the promotion of company products and services or other marketing communication with customers by using WhatsApp, Facebook Messenger, WeChat, Telegram, or other messengers. Messenger is an instant messaging service that allows users to communicate with each other by exchanging text and voice messages. The main purpose of messengers is correspondence, but functions such as phone calls, video calls and file transfers are also available. Messenger marketing generates leads, accelerates sales, and maintains communication with buyers after the purchase.

Messenger marketing is more suitable for B2C companies that use messengers to take orders, make appointments with specialists, sell products with a short purchase cycle, and educate potential and existing customers. Communication in messaging applications is relevant when there is a flow of customers and, as a result, automation is needed.

## Benefits of messenger marketing

The main bonus of marketing in messaging apps is direct communication with your client. Your message will definitely get to the user. When it comes to the social media feed, the risk of going unnoticed is higher, because the algorithms do not always show the posts of brand groups and accounts to subscribers. In addition, [**social media platforms**](self-marketing-how-to-promote-yourself-on-social-media) limit the sending of messages by a business account in PM. 

Other benefits of messenger marketing:

### Cost

Marketing SMS mailing, calls to customers for advice on the sale — all this costs money, while working with messaging apps is free. It is worth noting that there are also paid features, such as advertising, calls to mobile numbers. However, free tools are enough for marketing.

## Convenience

If you need to talk to a manager, you will contact the call center. It takes time and involves communication with the robot, waiting and constant engagement. You can not be distracted, even if the matter is not the most important. 

It’s easier to solve issues in the messaging app where you don’t have to stay on the line all the time. In addition, it is up to you when to reply to a message. In messaging apps, communication starts quickly without listening to an answering machine and pressing buttons. To start a conversation, you just need to open the app and send a message with a request. Correspondences will be saved. Messages will definitely get to the addressee, and not to spam, as [**happens with emails**](how-to-send-millions-of-emails-and-avoid-spam-filters). The transition of marketing to instant messaging apps is a step towards the client, who will be able to communicate with the brand in a convenient format.

### Automation

Everything is automated in instant messengers: newsletters, answers to questions, a request to search for products or content. Managers' time is freed up for other tasks.

### Efficiency

Messages will definitely reach the user and will not be lost in the feed. On social media platforms, communication takes place rather in the background, while on messaging platforms it is targeted.

### Collecting contacts

Users are not always ready to leave their contacts in live chats on company websites, so it is difficult to «capture» a client. If you leave a link to the messenger instead of a bot on the website, you will receive the client's contacts and will be able to offer your products.

### Fewer Requirements

[**Email marketing services**](/en) have strict rules and restrictions: from stop words to checking the reputation of an address. Social networks regulate advertising, posts and chats. On Facebook, you can't just write to a user on behalf of a group. Ads are blocked for even harmless reasons. Against the background of all this, messengers looks like the most loyal marketing tools.

## What messaging app to choose for marketing

In terms of monthly activity, WhatsApp is [**in the lead**](https://www.statista.com/statistics/258749/most-popular-global-mobile-messenger-apps/), with more than two billion visits in January 2022. Second place goes to WeChat, followed by Facebook Messenger, QQ and Snapchat. Telegram is only in sixth place.

<Img 
img="/uploads/most_popular_messenger_apps_3b57e28b6c.jpg"
alt="Custom stickers"
/>

In this article, we want to take a closer look at WhatsApp, which is the most popular messaging app in the world, and Telegram, which is one of [**the fastest growing apps**](https://www.statista.com/statistics/1263360/most-popular-messenger-apps-worldwide-by-monthly-downloads/).

Common features of both messaging apps that can be used in marketing are free calls, messages, file transfer, mailings and group chats. What are the differences?

### Telegram

The app was not planned for commercial purposes, and the website still has a promise that there will be no ads. However, the ad appeared in 2021. Before the official launch of advertising, there was also promotion: channels advertised each other, and brands promoted their products through channels.

Channels are the main difference and [**advantage of Telegram**](telegram-in-business) over other messengers. This tool replaces the social media feed and even corporate blogs. Channels provide comments and reactions, similar to social networks. 82% of users go to channels for news, 43% to find out the news of their industry and 59% for entertainment, so the marketing opportunities here are endless.

### WhatsApp

For business purposes, the service has another application – [**WhatsApp Business**](https://www.whatsapp.com/business). It is also free, but with additional business features. The messaging app offers to create catalogs of products and services with a description, price, link to the website and product code for quick search. The client can also ask questions to the company here. With the automation feature, WhatsApp responses are fast. There are templates as well. Catalogs are stored in companies' business accounts, making it easy for customers to search.

## Messenger marketing tools

### Chatbots

A [**chatbot**](the-benefits-of-chatbots-for-businesses) is a tool for automating simple actions on a website or in a messaging app. The robot takes over the routine and repetitive actions: collecting applications, answering questions according to a template, sending out information, and more. Simple bots are made in constructors, while complex ones are created by professional developers. The chatbot responds quickly 24 hours a day. It does not miss a client due to a mismatch between the employee's work hours and the client's request.

*Example. The client wants to book an appointment at a beauty salon the next day, so he is looking for options the night before. The client writes a question to three salons. There is no answer from two salons because the working day of managers is over. The third one has connected a chatbot, which automatically signs the client up for free time. As a result, the client goes to this salon.*

Bots are useful for content distribution, education, entertainment, reminders, habit building, ordering, appointments, and tech support work. There are simple bots with one function — they are monetized or they publish ads there. For example, bots for currency conversion, text checking and reminders.

### Chats

Messaging apps offer private and group chats. If you send a marketing message to an private chat, you can personalize it and hit right on target. If you send newsletters to a group chat, you will save time, because you do not need to send a message to each user.

### Advertising

Telegram has internal advertising tools; its users can see ads in channels. When it comes to WhatsApp, the app does not have its own advertising tool but users can go to the app from ads on Facebook and [**Instagram**](how-to-promote-on-instagram-in-2022). 

### Telegram channels

The channel replaces social media platforms and corporate blogs. The format with text and a picture simplifies the design of the text. Unlike websites, there is no layout. Voice and video messages complement the text content in channels.

### Custom stickers

It is more of an addition to the main promotion methods in messaging apps. According to Viber, users send more than a billion stickers per month. Original brand stickers are a plus for recognition and free promotion.

<Img 
img="/uploads/brendirovannye_stikery_d03475363d.png"
alt="Custom stickers"
/>

## Messenger marketing strategies

### Autofunnels

Automated funnel are a customizable sequence of actions that leads the user to a result without the participation of a manager or with minimal participation. In most cases, the desired result is a purchase. The autofunnel captures the user’s attention, increases loyalty with a [**lead magnet**](what-is-a-lead-magnet), offers a service on favorable terms, and eventually sells or sends a potential client to a manager. Autofunnel scenarios depend on user action or inaction.

*Example. The user received a lead magnet, but he was not interested in the offer. In this case, we will send him information about favorable conditions. Another option is when a purchase has happened. In this case, we will continue to send content to the user, offer related products and services for upselling.*

In messaging apps, autofunnels are launched in chatbots.

### Newsletters

In messaging apps, mailing takes place individually or through groups of users. You can use mailings to offer discounts or personalized purchase conditions, engage users in marketing activities (events, contests), answer questions, collect feedback, and distributes content. If we are talking about content, messaging apps can serve as both a platform for announcements and a full-fledged platform.

### Event support

In messengers, you can inform users about an upcoming event and, when the time is right, send them reminders or even include these reminders in an autofunnel. During conferences, programs, offers from speakers and sponsors are published in groups and through chatbots.

### Lead generation

Instant messaging platforms simplify the collection of user contacts. Available options:

- Collect contacts of customers who clicked on the messenger widget installed on the site;
- Redirect users who left contacts to managers in exchange for a lead magnet;
- Warm up the user by sending him useful content so that he becomes a client.

### Other strategies

- [**Collect feedback**](how-to-use-customer-feedback-to-increase-sales) on products and services through chatbots.
- Inform about the status of the order and make upselling.
- Conduct conversational marketing — always stay in touch with the client.

## Summary

Messenger marketing promotes business in instant messaging apps. It is more suitable for B2C companies to promote and sell products and services. It saves managers' time by automating business processes, and saves the company's money, because the main functions of messaging apps are free.

You can promote your business by sending messages to users in PM or in group chats, through chatbots, advertising and publishing content in channels. Sales in messaging apps work through autofunnels, so they do not require the participation of managers. Messaging apps also collect leads.

Read the article on how to apply messenger marketing in your business, how this direction works and how to build a promotion strategy.

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Messaging apps are taking over the world and breaking records in app downloads. Read about how to use instant messaging platforms for business promotion.

Messenger Marketing in Business: Benefits and Strategies

How Messenger Marketing Works: Benefits and Strategies

<Img
img="/uploads/Low_Code_and_Zero_Code_a60f17f9e3.jpg"
alt="Low-Code and No-Code Development Platforms"
/>

Create a website without programming skills, make a [**chatbot**](the-benefits-of-chatbots-for-businesses), an online store, a mobile app, automate a business process without the participation of developers. Do you think all this is impossible? Well, you definitely need to learn more about low-code and zero-code. 

These software development approaches are promising areas for business. [**26% of executives**](https://www.projectmanagement.com/contentPages/article.cfm?ID=719566&thisPageURL=/articles/719566/Citizen-Development-and-the-Adoption-of-Low-Code-No-Code--INFOGRAPHIC-#_=_) name low-code and zero-code as priority investments: during the pandemic, investments increased from 10% to 26%. The cost of developer labor is rising, so now it is not easy to find a good specialist. Small businesses cannot always afford such a developer because of the limited budget. At the same time, establishing an online presence is crucial in the digital age.

In this article, we will explain the difference between low-code and zero-code and tell you when each of these methods is used.

## What is Low-Code

Low-code is the development of software via a visual drag-and-drop interface with minimum hand-coding. In low-code development platforms, the user moves visual blocks of existing code to create a product with the desired functionality. Pre-built components speed up work with typical tasks and eliminate repetitive actions. However, you still have to write code for individual solutions, settings and personalization. Integrations with other systems are supported, there are also built-in services.

Low-code does not exclude traditional development and programmers, but speeds up their work. Even manual coding is not always a project from scratch: professional developers sometimes reuse templates of their own code to save time.

### Low-Code Platforms

[**ELMA 365**](https://elma365.com/en/) is a platform that automates and robotizes business processes and CRM. Here you can create corporate applications using minimum coding.

[**Mendix**](https://www.mendix.com/platform/) is a platform where you can use both a no-code environment and an interface for professional developers. The platform let you create applications for iOS and Android, which are deployed in cloud in one click.

[**WF Core**](https://csbi.ru/wf-core/) is a platform that manages data from any systems, even from CRM. The service has both graphical and API interfaces for working with business processes.

<Img 
img="/uploads/interfejs_low_code_mendix_c8e77dc6d3.png"
alt="Low-code platform"
src="Mendix interface"
/>

### Advantages of Low-Code

- **Speed**

Pre-built components and [**process automation**](what-is-marketing-automation-and-how-it-affects-business-development) in development speed up the creation of a new digital product. No long preparation is needed — you can create a working tool in a few days.

- **Flexibility**

On the one hand, the need for code in low-code platforms complicates the work. On the other hand, it gives flexibility in product creation. Standard [**drag-and-drop builders**](/features/email-template-editor) are convenient, but limited when it comes to solving non-standard tasks. Hand-write code allows you to scale the solution and expand the functionality of the product.

- **Development cost**

There is no need to inflate the staff of developers, whose salaries in the market are growing along with their requirements for employers. Compared to developing from scratch, a low-code project will take fewer hours of work, so business costs will decrease.

- **Reducing the burden on IT**

Making a product on a low-code platform is a lifesaver when the IT department is on fire and there are no free hands. While IT specialists are engaged in priority projects that require deep knowledge, employees without programming skills can create, for example, an application for internal company tasks. The role of professional developers remains minimal.

- **Low risks**

Investments in low-code development are lower than in traditional one. If you create an MVP ("minimum viable product") in the drag-and-drop builder and fail, it will not be as bad as if you spent months developing, investing resources, and, in the end, did not get a positive response from the market.

### Disadvantages of Low-Code

- **Programming skills will still be required** if the basic functionality of the low-code platform is not enough. Therefore, this development method is not suitable for all companies.

- **Vendor lock-in.** Not all development services provide open source and give free rein to developers. What's more, if you want to switch to a different platform, it will not be easy.

## What is Zero-Code, or No-Code

Zero-code, or no-code, is an approach of creating websites and apps without code. No-code development is suitable for citizen developers — ordinary users who do not know how to write code. A zero-coder creates a product via a visual drag-and-drop interface where there is no code at all. 

Zero coding is as simple as possible. It’s easy to learn how to work on the platform. You don’t need in-depth knowledge of how digital products work. It is enough for the user to understand the future functionality and be able to assemble a solution for it from pre-built components. As a result, the company does not have to hire professional developers.

### Zero-Code Platforms

[**Airtable**](https://www.airtable.com/) is a tool for creating online spaces for team work. It is based on tables with flexible settings and data visualization. There are also such features as a content calendar, web forms and Kanban boards.

[**Adalo**](https://www.adalo.com/) is a platform for creating interactive applications for mobile and web devices in a drag-and-drop interface. The application has a payment system and the system of tracking user actions.

[**Wix**](https://www.wix.com/) is a website builder without the need for code. You can create a website from scratch or using a template. There are ready-made options for landing pages, online stores and blogs.

<Img 
img="/uploads/wix_e5e16b5ee0.png"
alt="No-code platform"
src="Wix interface"
/>

### Advantages of Zero-Code

Some advantages of zero-code platforms coincide with the advantages of low-code platforms: speed, low risk of financial losses, low cost of development and reduced presure on the IT department.

But there are other benefits as well.

- **Maximum simplicity**

Any no-code platform is a tool without code, which should be understandable to the average user. Simple and intuitive interfaces make such platforms easy to work.

- **Information support**

No-code platforms are designed for inexperienced users. That’s why it is easy to find manuals and video tutorials explaining how to work with the platform.

<Img 
img="/uploads/tilda_4684d3937a.png"
alt="No-code platform"
src="Landing page courcebook on Tilda"
/>

- **Low risk of errors**

If you use hand-write code in the platform, there is a chance that you will make a mistake. In a zero-code platform, there are only pre-built modules with code that have already been checked and corrected by the developers more than once.

### Disadvantages of Zero-Code

- **Inflexibility and lack of customization.** Only the functionality of the platform is available. No-code constructors have enough opportunities, but they are not suitable for non-standard ideas.
- **Isolation from the IT department.** Creating products on a no-code platform without any control is a risk. Such a self-made tool without the participation of the IT department may be incompatible with other systems and harm security.
- **Software dependency.** It’s not easy to scale a zero-code solution to new conditions.

## Where to use low-code and no-code

Both methods are used for similar purposes. On low-code and zero-code platforms, you can:

- Build websites, browser or [**mobile applications**](mobile-app-as-a-marketing-channel), chatbots.
- Collect contact data and automate the process of sending messages to customers.
- Create tools for automating business processes. For example, it is possible to pull data from different marketing channels into one report automatically using no-code software. 
- Launch and validate the MVP. If the project fails, the company will not lose as much money as it could with full development.
- Test hypotheses or functionality.
- Assemble a prototype of a future product.

Marketers, product managers, analysts, designers, and even entrepreneurs work with no-code platforms. No-code is salvation at the start of a business. Previously, it was impossible to make a website without money or programming skills. Now the no-code approach is available to everyone.

Development on no-code platforms has even become a profession. People without programming skills master platforms and offer their services to create business tools.

## Differences between low-code and zero-code

Zero-code and low-code refer to PaaS (Platform as a Service) — cloud platforms as services. They also refer to aPaas (Application Platform as a Service) — application builders. At the interface level, the platforms are similar: the product is created using pre-built components, but low-code platform have fields for the code. Other differences:

<Table>
|  | **Zero-code** | **Low-code** |
| ------ | ------ | ------ |
| **Code skills** | Not needed | Needed for customized blocks |
| **Interface** | Visual blocks with ready-made code | Visual blocks and fields for writing code |
| **Development flexibility** | Limited by platform functionality | High due to the possibility of additional coding |
| **Code errors** | Low risk | There is a risk due to hand-coding |
| **Scalability** | Platform restrictions | It is possible with the help of services and open source |
</Table>

## Resume

Low-code is development in a visual interface with pre-built modules, but also with the ability to write code manually. At certain stages it does not require professional knowledge, but for non-standard solutions it is necessary that the code be written by a professional developer. Flexible development method with scalability.

Zero-code, or No-code, is development without code and special knowledge. This approach is not flexible enough for custom solutions, but simple. Errors are eliminated because there is no hand-coding.

On zero-code and low-code platforms, you can create websites, mobile apps, automate business processes, test hypotheses and launch MVP without additional cost. Both methods speed up and simplify the development process, but do not compete with the work of a programmer.

In this article, you will learn about low-code and no-code: when the approaches are applied and how they differ from each other.

large_Low Code and Zero Code.jpg

medium_Low Code and Zero Code.jpg

small_Low Code and Zero Code.jpg

thumbnail_Low Code and Zero Code.jpg

Low Code and Zero Code.jpg

Create a website, a chatbot or a mobile app without programming skills. Do you think it's impossible? Well, you need to learn more about low-code and no-code.

Low-Code and No-Code Development Platforms: When to Use What

Low-Code vs. Zero-Code: When to Use What

<Img
img="/uploads/A_Guide_to_Cohort_Analysis_Why_is_It_Important_for_Marketing_a0af821cf0.jpg"
alt="A Guide to Cohort Analysis"
/>

Immediate return marketing campaigns are a dream of marketers. However, they are possible for simple products that are available for one-click purchase. As for complex and expensive products, their promotional costs pay off longer. How to evaluate the effectiveness of such campaigns? First things first, consider the time factor and detail your customers according to it. If you are wondering how to do it, we are here to tell you about cohort analysis.

## What is cohort analysis

Cohort analysis is an analytical method that involves dividing customers into groups (cohorts) based on certain characteristics and tracking their behaviour within a defined time frame. This method allows one to watch user activity in real time.

A cohort is a group of people who share one or more characteristics:

- an action (purchase, registration, click) that they performed;
- a period within which it happened.

A time reference distinguishes a cohort from a segment, a broader and more general concept.

For example, 2012 and 2018 Harvard graduates are two different cohorts, but they all belong to the «Harvard graduates» segment.

By actions, cohorts are divided into two types:

- Engagement — application installation, first click, registration.
- Monetization — purchase, payment, etc.

The cohort method considers the following features for analysis:

- A shared action for a group of users: subscription, registration, purchase, etc.
- A period within which this action happened: a day, a week, a month, etc.
- A study interval during which the cohort is observed.
- A metric that affects the business: ROI, customer retention, conversion, LTV, etc.

Cohort studies help to understand how key metrics differ for different segments, to see more details on an advertising campaign and other marketing activities (rebranding, testing a new website, etc.).

## How to apply cohort analysis

Cohort study is not a universal method, it requires a sufficient number of users. It is advisable to have at least 1000 users in the database to conduct this analysis. This method is suitable for volume B2C and B2B businesses with a long sales cycle.

### Cohort analysis helps to evaluate:

- **Effectiveness of attraction channels**

Cohort analysis will show which channels bring you the most loyal users. Then the business will allocate a larger budget for effective channels and work with them more actively. A question may arise: Why is cohort analysis necessary if the company can estimate how many clients it has received immediately after the campaign? Well, it is not that simple.

*For example, 2000 users signed up for the service right after they saw Facebook ads. The marketer was happy because there was a result. However, 90% of users stopped logging into the service after a month. At the same time, we attracted users through newsletters. 1000 people came, and only 15% of them stopped using the service after a month. If we had analysed the result immediately after the campaign, we would have decided that Facebook is the most effective channel. But in fact, there was almost no target audience there.*

- **ROI**

For a long sales cycle, the return on investment in advertising is not a quick thing. When it comes to large B2B transactions, real estate, and electronic services that can transform the entire business, it is impossible to make a purchase decision immediately after the first advertisement. So it is necessary to be patient and check the results after a while.

*For example, user K first learned about [**Altcraft Platform**](/en) and visited the website back in January when we had our advertising campaign. It takes time to explore opportunities and make decisions in the company where user K works. Only 4 months later, the user requested a demo from the service team, and 5 months later, the companies signed the contract. If we had calculated the ROI for the month after the campaign, we would have decided that it was a failure. Cohort analysis showed that it was not the case.*

- **LTV tracking and prediction**

LTV (customer lifetime value) calculates the income from the customer for the entire period they use our products or services. This metric shows whether the costs of attracting new customers are justified. When we know how long the user stays with us and how much spends on us, we can calculate this data for similar cohorts.

- **Test results**

Cohort analysis will show how the conversion rate will change in the long term after updates for [**A/B tests**](/features/mvt). It may turn out that a successful element attracted more users but they are not quite target ones: accidentally clicked, signed up, but did not use the service.

- **User activity**

Cohort analysis will help you find out after what time the client stops actively using the product or leaves altogether. It is better to know such details because you can work on them with the user in advance.  

*For example, the analysis showed that 70% of users lose interest in the service after 3 months. In this case, the company needs to pay attention to this period: create a reactivation newsletter, offer a bonus, etc.*

## How to conduct cohort analysis

**1. Define the goal and the metric** associated with it that you will track during the analysis. Metrics are the basis for cohort analysis.

For example:

The goal is to determine the most successful sales channel for a mobile application. Let's consider conversion (registration) as a metric. It is important to consider how the Retention Rate changed in order to understand how many of the registered users remained in the application.

**2. Determine the cohorts that you will study.**

People who signed up for the service in June after advertising on Instagram, Facebook, Yandex and Google are 4 different cohorts.

**3. Analyse different cohorts for a selected time interval.**

Let's consider the result of all four cohorts for 3 months after the month of registration and estimate how many users remained active after registration during each of the months.

<Table>
| **Cohort** | **August** |**September** | **October** |
| ------ | ------ | ------ | ------ |
| Instagram | 50% | 35% | 10% |
| Facebook | 87% | 80% | 76% |
| Google | 46% | 32% | 20% |
| Yandex | 66% | 51% | 36% |
</Table>

Cohort analysis is performed in Google Sheets or Microsoft Excel. However, you will have to figure out how to create the formula for calculating this or that metric in the sheets yourself. In [**Google Analytics**](https://analytics.google.com/analytics/web/provision/#/provision), cohort study is automated but there is a limit for dividing users into cohorts: it is possible to track the first user action within a certain period.

<Img
img="/uploads/cohort_analisys_in_Google_Analytics_fa8d2ec982.png"
alt="Cohort analysis in Google Analytics"
src="Cohort analysis in Google Analytics"
/>

Marketing automation platforms can conduct cohort analysis in a more detailed and clear way. In the Altcraft Platform, cohort analysis is available for cohorts of users who have performed an action within a week or a month. You can view user activity in the report by:

- the number of unique clicks;
- the number of unique openings;
- the ratio of unique clicks to openings;
- the ratio of unique openings to sent messages;
- the number of unique clicks to sent messages.

The data is visualised as a graph and a table.

<Img
img="/uploads/cohort_analysis_in_Altcraft_Platform_96135ee4f1.png"
alt="Сohort analysis in Altcraft Platform"
src="Cohort analysis in Altcraft Platform"
/>

## Examples of cohort analysis

Let's analyse some examples of cohort analysis for different metrics.

### Testing the effectiveness of channels

The goal is to determine which channel is the most effective one in terms of attracting new subscribers for your newsletter. We will analyse 3 cohorts by channels of attraction: a pop-up window on the website, Facebook ads, VKontakte affiliate posts. Each cohort is calculated from March 15-30 — a period for the campaign. 3000 users subscribed to the newsletter from all channels. Most of the users (1600) subscribed after seeing Facebook ads. 5 months later, 782 of all subscribers remained active. Let's have a look at the table to analyse all unsubscriptions during this period.

**In the table, you can see the number of users as a percentage by month who continue to open emails.**

<Table>
| **Channel** | **Subscribers** |**April** | **May** | **June** | **July** | **August** |
| ------ | ------ | ------ | ------ |------ | ------ | ------ |
| Pop-up window on the website | 600 | 70% | 65% | 58% | 41% | 37% |
| Facebook ads | 1600 | 65% | 47% | 29% | 15% | 6% |
| VKontakte affiliate posts | 800 | 88% | 76% | 64% | 60% | 58% |
</Table>

Considering only the first results, we could conclude that Facebook advertising was the most effective in attracting subscribers. But it turned out that these users were not interested in the subscription or subscribed by accident. 5 months later, only 6% of these users still opened emails. VKontakte affiliate posts attracted the highest quality audience of all, 58% of subscribers from this channel continued to read the newsletter.

### Calculation of LTV

The goal is to determine the LTV of users who started to use a food delivery app in 2020. Let's consider 3 cohorts - customers who made their first order in January, February or March 2020. We need to analyse their behaviour within 6 months. Then we will calculate ARPU (average revenue per user) for each customer. Calculations are performed in rubles.

<Table>
| **Cohort/first order:** | **1st month** |**2nd mont** | **3d month** | **4th month** | **5th month** | **6th month** |
| ------ | ------ | ------ | ------ |------ | ------ | ------ |
| January 2020 | 3500 | 2500 | 4000 | 2600 | 1500 | 0 |
| February 2020 | 2800 | 3700 | 3200 | 2900 | 0 | 1500 |
| March 2020 | 4500 | 3500 | 1300| 0 | 0 | 0 |
</Table>

LTV is calculated for each cohort separately or for all users at once.

To calculate LTV, keep in mind the following rule: Lifetime is the period from the beginning of your partnership with the client up to its end.

LTV for a cohort is calculated in the simplest way: add up all the ARPU values over the Lifetime of this cohort. LTV for the January cohort — 14100, February — 12600, March — 9300.

Besides, when calculating LTV using cohort analysis, it is important to consider not only numbers but also the situation in which the campaign was held. The table shows that customers spent more money in March 2020. They started to make fewer orders after 4-5 months. On the one hand, we can assume that advertising campaigns in March were the most successful ones because even those people who had used the app before started to make more orders. On the other hand, there was a lockdown in many regions of Russia, so food delivery became a necessity for many people. Then we can explain the decline in activity by the last months with the same advertising campaigns. When the lockdown was lifted, users began to go shopping themselves again. It is not correct to use this data to forecast LTV for other periods because the situation may change.

**Conclusion: when calculating LTV, it is important to consider not only numbers but also the situation in which the campaign was held.**

### Testing

It is necessary to analyse the results obtained after testing the design of a new section of additional orders in the online store. There are two new designs A and B, and also the old one — Old. They form three cohorts. We are going to analyse CTR (click-through rate) of each of the designs within the period from June 5 to July 11. Next, we are going to analyse conversion from each design over the next 3 months.

<Table>
| **Cohort** | **Clicks** |**June** | **July** | **August** |
| ------ | ------ | ------ | ------ |------ |
| Design A | 150 | 20% | 25% | 15% | 
| Design B | 102 | 36% | 29% | 34% | 
| Design Old | 111 | 34% | 30% | 28% | 
</Table>

As a result, design A received more clicks in the first week. However, its conversion rates were lower than those of designs B and Old. Besides, new designs did not show a significant increase in conversion compared to the old one. So we conclude that the concept of both designs is not the most successful one.

## Conclusion

Cohort analysis is a tool that requires preparation. Marketers need to collect a lot of data and understand which metric to investigate now in order to improve business performance in the future. But the costs are worth the result — a deep and detailed understanding of the company's marketing, proper budget allocation, and effective [**data-driven strategies**](data-driven-marketing).

How to evaluate the effectiveness of such campaigns? Consider the time factor and detail your customers according to it.

large_A Guide to Cohort Analysis: Why is It Important for Marketing.jpg

medium_A Guide to Cohort Analysis: Why is It Important for Marketing.jpg

small_A Guide to Cohort Analysis: Why is It Important for Marketing.jpg

thumbnail_A Guide to Cohort Analysis: Why is It Important for Marketing.jpg

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How to evaluate the effectiveness of complex  campaigns? Consider the time factor and detail your customers according to it. Cohort analysis will help you with this.

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