The article addresses the challenge of enhancing marketing tools in a highly competitive and rapidly changing market environment. Using the example of Demis Group, a company specialising in comprehensive internet marketing, it analyses key problems in the field of marketing analytics that reduce the effectiveness of strategies, such as lack of up‑to‑date analytics, use of simplified metrics, data fragmentation, and neglect of qualitative indicators. Practical solutions to address the identified issues have been proposed and tested, including the implementation of a BI platform, transition to comprehensive metrics and end‑to‑end analytics, consolidation of data in a central repository (Data Warehouse), and introduction of qualitative research involving customer feedback collection, reputation monitoring, and UX studies. Quantitative results of the implementation of measures are presented.
marketing analytics, BI platform, consumer loyalty index, qualitative research, digital marketing
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