- Sketchy data in e-commerce: 4 websites, 6 mobile apps, each connected to CRM, but user data is not merged into one path. Advertising costs by segments. Each project had its own analytics system, there was no single client path.
Solution: Combining all User IDs into a single client path.
- Manual operation: Cost data was provided manually as a CSV and then uploaded to Google Cloud Storage.
Solution: Costs data automation.
- Part of marketing and CRM is not digitized: SMS и Email - there was no markup, expenses for partners were not taken into account.
Solution: implementation of the UTM tag system.
- Differences in order data in Google Analytics vs CMS vs ERP.
Solution: consolidation of data on orders through the directory and integration with ERP