Developing methods of evaluating online data for internet business promotion

Abstract

Rapid development of the information technologies leads to a continuous replenishment of the Internet marketing tools. The problem of introducing a new mechanism for evaluating results for improving the effectiveness of promoting goods and services in the Internet environment can be attributed to the most important ones. Gaps in comprehension of the problem in relation to web analytics in Russia have been indicated. Studying the main theoretical basis for changing the approach to marketing measures was conducted to increase the efficiency of businesses in the Russian Internet market. The direction of web analytics development in Russia has been defined. The Russian researches are found to focus on the practical part. There are considered the methods of obtaining economic data from the web analytics systems. The problems of business development in the Internet environment in Russia have been defined. As a result, it has been inferred that the existing methods of performance assessment are not applicable. The classification of performance evaluation parameters has been developed. The parameters were divided into 3 levels, depending on the metrics. The first level is associated with presentations, clicks, expenses on advertisements, the second level - with conversion and its cost, the third - with return on investment (ROI). The parameters were divided into the status and economic aspects, depending on their impact on the brand and on the financial condition of the business. According to the developed classification, the process of forming a marketing event was arranged; it is based on definition of the effectiveness level, which the company can achieve. There has been created and illustrated the sequence of events to evaluate the effectiveness of business in the Internet environment.