Abstract:
The article examines the task of optimising advertising campaigns in online marketing using user behaviour analysis and a system-intelligent prompt (SIP). To perform user behaviour analysis, a method for calculating the engagement index is suggested, which takes into account not only the number of objectives achieved but also their significance for the business. The engagement index is calculated based on data collected through the Yandex.Metrics API and is used to train a machine learning model. The model predicts the level of user engagement and classifies them into groups, which allows for the optimisation of advertising campaigns. A concept for a system-intelligent assistant has been proposed, which automatically analyses data and provides managers with recommendations for optimising advertising campaigns. The results of the research demonstrate that the proposed approach increases the effectiveness of advertising campaigns and reduces customer acquisition costs. In particular, the implementation of the SIP concept has shown a 5–10% reduction in advertising costs while increasing key performance indicators such as conversion and engagement.
Keywords:Yandex Metrics, user behaviour, data analysis.
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