End-to-end analytics - free course from Skillbox, training, Date: November 29, 2023.

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Introductory block
You will learn how data storage works in end-to-end structures and how much data is needed to build reporting. You will begin to master the R language, which is used in data analytics.

Product range analytics
You will understand the basic metrics of products and learn how to do ABC and FRM analysis to evaluate the assortment. Learn what a product feed is and how to collect it.

Customer base analytics
Learn to segment customers using the RFM method and determine their involvement using retention analysis. You will learn how to calculate the cost of attracting customers, analyze demand and look for deviations.

Delivery and last mile
Learn how to analyze delivery performance. You will see how the external logistics system works and learn how to calculate its costs.

Retention

User Experience
Learn to report on the effectiveness of user retention programs. You will learn how to analyze customer history, evaluate their interaction with delivery and loyalty programs.

Retention-marketing
You will understand how web analytics counters work. Learn to use an audience list in retargeting, connect a dynamic remarketing system and install a pixel for email communications.

Pop-ups and recommendation systems
Learn to use Cookie and dataLayer to track client visits from different devices. You will learn how the recommendation system in an online store works and what data is needed for its operation.

Acquisition

Website and mobile application analytics
Learn how to collect data from Google Analytics and Yandex. Metrics, and then link them to the Customer Journey Map. Learn to connect R to social networks, calculate the cost of attracting a user and advertising for an order.

Call tracking
You will analyze static and dynamic call tracking systems. Learn to evaluate employee performance, analyze calls and calculate call center load.

Advertising expenses
Learn to track user activity online and offline, do post-view analysis and work with data exchanges. You will be able to evaluate the effectiveness of marketing expenses from the point of view of brand strategy.

Finance

Period evaluation
You will learn how to calculate unit economics and identify anomalies in advertising campaigns. Learn to summarize metrics into a single table to calculate the effectiveness of cohorts.

P&L
Learn to combine the data you receive and create a profit and loss report. You will analyze the balance sheet indicators, Revenue, EBIT, EBITDA and Profit. You will be able to evaluate investments and the value of the company after digital transformation.

Final project

User Behavior Report
You will describe the integration of the site with Google Analytics, Yandex. Metrics and CRM. Based on the data received, create a report that will allow you to calculate the costs of attracting each specific user and for each order.