USE OF FACTOR ANALYSIS AND KPI INDICATORS IN ASSESSMENT OF EFFECTIVENESS OF AN ONLINE STORE

The success of modern online stores is determined by many factors, including the range, pricing, convenience and speed of delivery, as well as clear and convenient site content and much more. The main purpose of creating an online store is effective sales. Therefore, in a highly competitive environment, it is important to make timely and informed management decisions at each stage of the online store operation. The purpose of this study is to justify the use of a symbiosis of two blocks of analysis: synthetic and business KPI, and the method of factor analysis in assessing the effectiveness of an online store. The method used is a two-way approach to evaluating the effectiveness of sales, based on a comparative analysis of the impact of tools for promoting services, such as SEO, content marketing and contextual advertising. The purpose of this study is to justify the use of a symbiosis of two blocks of analysis: synthetic and business KPI, and the method of factor analysis in assessing the effectiveness of an online store. The method used is a two-way approach to evaluating the effectiveness of sales, based on a comparative analysis of the impact of tools for promoting services, such as SEO, content marketing and contextual advertising. According to the results of the study, the conclusions are made: in the dynamics of indicators have negative values; the biggest influence on deterioration by external factors, namely the erosion of premiums and higher retail prices had a negative impact on gross income and investment performance from –9.02 % to –56.49 %, and also reduced the average bill by 18.87—21.18 %, also increasing the number of dealers by brand with 4 large to 12 large and 5—8 small dealers has negatively affected the efficiency of the Internet shop as provoked increase in spending on promotion tools in 3.6 times. Management recommendations are given to improve the efficiency of sales for vine systems.

factor analysis, synthetic KPI indicators, business indicators; instruments for promoting services, digital marketing, online store efficiency, SEO, economic efficiency, sales profitability, operating margin of financial stability.

Plotnikov A. I. Use of factor analysis and KPI indicators in assessment of effectiveness of an online store. Business. Education. Law, 2020, no. 2, pp. 202–209. DOI: 10.25683/VOLBI.2020.51.248.