All stages of the funnel to the sale of the developer in question are currently being digitized.
The real estate funnel is long, contains many stages, and importantly - includes a large number of online and offline events: website visits through advertising, organic search, visits to ads (CIAN, Avito and others), calls, applications, office visits, reservations and transactions.
Basic identification is possible only at the stage of the transaction, when the client leaves his phone number. Before this stage, the third funnel, the path of a particular customer is unknown, because it is technically impossible. However, after the client's phone number is transferred to the developer, the client's path is reconstructed retrospectively. At the same time, the client is a rather fuzzy concept in real estate. It can be a husband or wife, or any other relative. They are all lumped together into a single entity, "household." In addition to ordinary clients, agents, real estate agents also visit the site.
As a result, it is often unclear on what basis the disparate chains can be connected to get an accurate picture. There are many hypotheses about how this data can be combined and linked, that is, data cleansing. A tool was needed to understand which hypotheses worked and which did not, which parameter of end-to-end analytics needed improvement.