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Information × Registration Number 0223U004147, 0123U103169 , R & D reports Title Segmentation of website users based on Google Analytics and Machine Learning models popup.stage_title Head Ushakova Iryna O., Кандидат економічних наук Registration Date 07-09-2023 Organization Simon Kuznets Kharkiv National University of Economics popup.description2  The implementation of web analytics and ML methods significantly changes the management system, decision-making in Internet marketing and allows you to make business and sales more personalized. The object of research in the work is the processes of organizing web analytics, data analysis and organizing interaction with clients using email newsletters. The subject of the research is the analysis of ecommerce data and the implementation, application of methods, models and services for the segmentation of website users based on Google Analytics and Machine Learning models. The purpose of the work is to create methodical, informational support for the implementation of targeted advertising strategies and sending messages to users of the relevant clusters. The developed models of clustering and segmentation of site users in the form of services provide an opportunity to implement various strategies for targeted advertising and sending messages to users of the respective clusters. Research objectives: Analyze and develop an architectural solution based on Google Analytics. Develop and implement ML models for customer clustering. Implement solutions for sending messages according to various strategies of interaction with cluster clients. Design methods – system analysis, IDEF0, IDEF1, CRISP-DM. Work results: recommendations for the implementation and application of methods, models and services for the segmentation of website users based on Google Analytics and Machine Learning models; user clustering and segmentation models based on ML; solution architecture based on AWS and Google Analytics services; infrastructure for implementing strategies for sending targeted messages to users of the respective clusters. Product Description popup.authors Znakhur Ludmila V Znakhur Serhii V. SEMENOVA LIUDMYLA Ushakova Iryna O. popup.nrat_date 2023-09-07 Close