End-to-end Analytics Methods for Managing Marketing Activities of the Distribution Company

The dissertation is devoted to the study of end-to-end analytics methods as a tool to improve the efficiency of marketing activities in distribution companies. The aim of the work is to develop methodologically substantiated approaches to the application of end-to-end analytics tools in marketing. In the course of the work the components of the end-to-end analytics system structure, principles and methods of implementation, as well as specialized analytical software existing on the market were analyzed. In the analytical activity of the company under study the problems were identified and the ways of increasing the level of analytics in the organization were described. As a result of the practical part of the work, functional requirements for the end-to-end analytics system were described, a data processing model and data structure within the system were created. The main focus was on the development of end-to-end analytics dashboards in Microsoft Power BI, which can serve as the basis for implementing full-fledged end-to-end analytics in a distribution company. The work includes recommendations for the implementation and development of the system, project risk register and economic justification for the project of end-to-end analytics system implementation. The results, conclusions, and practical recommendations can be applied by marketers and management of the company to enhance the effectiveness of marketing activities and the quality of managerial decisions based on the study and interpretation of big data.