DESIGNING END-TO-END ANALYTICS OF INFOBUSINESS

1. Goal

To build end-to-end analytics in the information business so that we can:

• see the full customer journey from the first touch to the sale

• understand where each person came from

• link all actions to one user

• analyze the effectiveness of advertising, the bot, webinars, and sales

• output analytics to Looker Studio (Google Data Studio)

We ask you to propose solutions and technical implementation.

2. Overall Customer Journey (AS IS)

1. Targeted Advertising

2. Website

3. Chatbot (SendPulse)

4. Telegram Channel

5. WebinarStars

6. Application

7. Sale

8. CRM (custom-built) — recording all stages

3. Detailed Customer Journey from an Analytics Perspective

Step 1. Advertising → Website

The user transitions from the advertisement to the website.

We want to understand:

• which advertising campaign they came from

• so that this information is not lost at subsequent stages

Step 2. Website → Chatbot (SendPulse)

The user transitions from the website to the chatbot.

We want:

• to identify this user

• to save information about the traffic source

• to continue working with the same person, not with “separate events”

Step 3. Chatbot → Telegram Channel

In the bot, the user transitions to the Telegram channel.

We want:

• to record the fact of the transition / subscription (if possible)

• to understand that this step was taken by a specific person

Step 4. Chatbot → WebinarStars

Registration for the webinar occurs through the chatbot.

Important:

• the user registers for the webinar not directly, but through the bot

• after registration, they simply transition to the webinar room

We want to see:

• who registered

• who attended

• who left an application

• and link this to previous stages

Step 5. WebinarStars → Application

During or after the webinar, the user leaves an application.

We want:

• the application to be linked to the same person

• to see which advertisement / path it came from

Step 6. Application → Sale

After the application, a sale occurs (or does not occur).

We want:

• to see which applications reach payment

• to track revenue by sources

• to understand the effectiveness of each stage of the funnel

Step 7. CRM (custom-built)

CRM is the central point where all data should converge.

In the CRM, the following is stored:

• one user

• their journey

• their actions

• application

• sale

There is a technical specialist who can assist with refining the CRM and integrations.

4. Analytics and Visualization

We have been recommended to use Looker Studio (Google Data Studio).

It is necessary to:

• evaluate whether Looker Studio is suitable for this task, or propose an alternative

We want to see as a result:

• the customer journey by stages

• conversions between stages

• advertising effectiveness

• webinar effectiveness

• revenue

Please propose the cost of work and time for completion