CALCULATION OF THE DIGITAL TWIN OF THE SALES FUNNEL

Commercial activity has always been influenced by the competitive environment and its spread to the online space is the next stage of development and a defining trend for the nearest time horizon. The changes in the business landscape influenced by COVID19 pose new challenges for marketers and entre...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	S. M. Sergeev, S. E. Barykin, N. V. Ostrovskaya, V. K. Yadykin
Formato:	article
Lenguaje:	RU
Publicado:	Real Economics Publishing House 2021
Materias:	theory of the digital economy trade network digital twin modelling digital processes sales funnel concept Risk in industry. Risk management HD61
Acceso en línea:	https://doaj.org/article/308f9d21daa64ce7a0a3ad4cb8a8cf62
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:308f9d21daa64ce7a0a3ad4cb8a8cf62
record_format	dspace
spelling	oai:doaj.org-article:308f9d21daa64ce7a0a3ad4cb8a8cf622021-11-19T10:42:01ZCALCULATION OF THE DIGITAL TWIN OF THE SALES FUNNEL2618-947X2618-998410.17747/2618-947X-2020-3-286-293https://doaj.org/article/308f9d21daa64ce7a0a3ad4cb8a8cf622021-01-01T00:00:00Zhttps://www.jsdrm.ru/jour/article/view/909https://doaj.org/toc/2618-947Xhttps://doaj.org/toc/2618-9984Commercial activity has always been influenced by the competitive environment and its spread to the online space is the next stage of development and a defining trend for the nearest time horizon. The changes in the business landscape influenced by COVID19 pose new challenges for marketers and entrepreneurs. It is necessary to use the forced sharp increase in online interaction with consumers. The course towards the digital economy determines the use of scientific, mathematical methods to optimize the target indicators of economic activity. These global shifts in business interactions are generating innovative tools for measuring business results and transforming old practices to meet new market realities. This is the basic condition for the sustainability of doing business in any industry. This study is devoted to the development of a theoretical description of the process of multi-stage interaction with a consumer pool. To solve this problem, a mathematical model has been developed, the basis of which is digital information interaction, starting from the stage of determining the target audience and ending with the complete completion of a commercial transaction. This article presents the results of modeling sales funnel, as the basis for the software of a modern market analyst, using a cross-system approach. In contrast to the classical sales funnel, the presented algorithms allow using the multidimensional conversion funnel not only for assessing business results for the reporting period. Thanks to the flow of model arguments in real time, it becomes possible to optimize the business process by moving to the concept of leading economic indicators.In practice, this means the ability to implement effective business planning on digital platforms. The arguments of the mathematical model are Internet statistics, the dynamics of consumer preferences, the history of the business process accumulated in the big data system. At the same time, the means of queuing theory, differential calculus, economic and mathematical modeling are involved, based on indicators such as KPI (Key Performance Indicators), CTR (click-through rate), CR (Conversion rate). This made it possible to formulate the concept of a digital twin of a commercial process and its transformation, convenient for practical applications, into a conversion funnel for embedding into algorithms implemented on a computer.S. M. SergeevS. E. BarykinN. V. OstrovskayaV. K. YadykinReal Economics Publishing House articletheory of the digital economytrade network digital twinmodelling digital processessales funnel conceptRisk in industry. Risk managementHD61RU Strategičeskie Rešeniâ i Risk-Menedžment, Vol 11, Iss 3, Pp 286-293 (2021)
institution	DOAJ
collection	DOAJ
language	RU
topic	theory of the digital economy trade network digital twin modelling digital processes sales funnel concept Risk in industry. Risk management HD61
spellingShingle	theory of the digital economy trade network digital twin modelling digital processes sales funnel concept Risk in industry. Risk management HD61 S. M. Sergeev S. E. Barykin N. V. Ostrovskaya V. K. Yadykin CALCULATION OF THE DIGITAL TWIN OF THE SALES FUNNEL
description	Commercial activity has always been influenced by the competitive environment and its spread to the online space is the next stage of development and a defining trend for the nearest time horizon. The changes in the business landscape influenced by COVID19 pose new challenges for marketers and entrepreneurs. It is necessary to use the forced sharp increase in online interaction with consumers. The course towards the digital economy determines the use of scientific, mathematical methods to optimize the target indicators of economic activity. These global shifts in business interactions are generating innovative tools for measuring business results and transforming old practices to meet new market realities. This is the basic condition for the sustainability of doing business in any industry. This study is devoted to the development of a theoretical description of the process of multi-stage interaction with a consumer pool. To solve this problem, a mathematical model has been developed, the basis of which is digital information interaction, starting from the stage of determining the target audience and ending with the complete completion of a commercial transaction. This article presents the results of modeling sales funnel, as the basis for the software of a modern market analyst, using a cross-system approach. In contrast to the classical sales funnel, the presented algorithms allow using the multidimensional conversion funnel not only for assessing business results for the reporting period. Thanks to the flow of model arguments in real time, it becomes possible to optimize the business process by moving to the concept of leading economic indicators.In practice, this means the ability to implement effective business planning on digital platforms. The arguments of the mathematical model are Internet statistics, the dynamics of consumer preferences, the history of the business process accumulated in the big data system. At the same time, the means of queuing theory, differential calculus, economic and mathematical modeling are involved, based on indicators such as KPI (Key Performance Indicators), CTR (click-through rate), CR (Conversion rate). This made it possible to formulate the concept of a digital twin of a commercial process and its transformation, convenient for practical applications, into a conversion funnel for embedding into algorithms implemented on a computer.
format	article
author	S. M. Sergeev S. E. Barykin N. V. Ostrovskaya V. K. Yadykin
author_facet	S. M. Sergeev S. E. Barykin N. V. Ostrovskaya V. K. Yadykin
author_sort	S. M. Sergeev
title	CALCULATION OF THE DIGITAL TWIN OF THE SALES FUNNEL
title_short	CALCULATION OF THE DIGITAL TWIN OF THE SALES FUNNEL
title_full	CALCULATION OF THE DIGITAL TWIN OF THE SALES FUNNEL
title_fullStr	CALCULATION OF THE DIGITAL TWIN OF THE SALES FUNNEL
title_full_unstemmed	CALCULATION OF THE DIGITAL TWIN OF THE SALES FUNNEL
title_sort	calculation of the digital twin of the sales funnel
publisher	Real Economics Publishing House
publishDate	2021
url	https://doaj.org/article/308f9d21daa64ce7a0a3ad4cb8a8cf62
work_keys_str_mv	AT smsergeev calculationofthedigitaltwinofthesalesfunnel AT sebarykin calculationofthedigitaltwinofthesalesfunnel AT nvostrovskaya calculationofthedigitaltwinofthesalesfunnel AT vkyadykin calculationofthedigitaltwinofthesalesfunnel
_version_	1718420184102862848

CALCULATION OF THE DIGITAL TWIN OF THE SALES FUNNEL

Ejemplares similares