End-to-end analytics

Big Data in Russia

Main article: Big Data in Russia

Chronicle

2023: The Russian market for end-to-end analytics services grew by 22.1% over the year and reached 6.6 billion rubles

In 2023, the market for end-to-end analytics services in Russia reached 6.6 billion rubles. For comparison, a year earlier, costs in this area were estimated at 5.4 billion rubles. Thus, an increase of 22.1% was recorded. Despite the difficult external and internal conditions, the industry is showing stable positive dynamics. Market trends are considered in the review of the analytical agency "GuideMarket," which TAdviser got acquainted with at the end of October 2024.

By end-to-end analytics, the authors of the study mean systems that allow you to track the client's path from the first contact with advertising to making a purchase. These solutions help companies gain a complete picture of the effectiveness of their marketing efforts, identify the most effective channels for attracting consumers, and optimize promotions.

According to estimates, in 2019 the costs in the sector under consideration in Russia amounted to 3 billion rubles. In 2020, an increase of 13.8% was noted - to 3.5 billion rubles, and in 2021 the increase was 24.9% with a final result of 4.3 billion rubles. In 2022, an increase of another 25.9% followed. In general, from 2019 to 2023, the market volume increased 2.2 times.

It is noted that the segment of end-to-end analytics services in the Russian Federation is at the stage of expansion, which is confirmed by increased demand, increased competition, active development of technologies and products, as well as attracting investments and educational initiatives. Companies continue to improve their services, expanding functionality to meet business needs. At the same time, the formed geopolitical situation has a negative impact on the industry: sanctions have limited the access of Russian companies to foreign analytical platforms and tools. In these conditions, there is an increase in demand for local solutions: organizations are looking for domestic alternatives that can provide the necessary functionality and a high level of data security. Analysts "GuideMarket" name the seven main trends in the Russian market of end-to-end analytics services:

• Growing demand for data analytics: companies are increasingly aware of the need for deep information analysis to improve the effectiveness of marketing initiatives and improve customer experience;
• Increasing attention to qualitative indicators (in addition to quantitative metrics);
• Localization of solutions: import substitution and departure of foreign suppliers stimulate demand for Russian products. Domestic solutions offer local support, a Russified interface and integration with Russian advertising platforms;
• Implementation of machine learning and artificial intelligence to improve the quality of forecasts and recommendations;
• Leveraging cloud technology for more flexible and scalable data analytics;
• Growing interest in customizing analytical platforms to account for unique business processes and company metrics;
• Create unified information systems that bring all data together and enable efficient analysis.

The authors of the study say that Russian companies are increasingly investing in analytical technologies, because they understand that this significantly increases their competitiveness. New solutions are being introduced, in particular, blockchain to ensure data security. Automation tools are actively used to speed up the analysis of large amounts of data. In addition, integration with state systems such as EGAIS and labeling of goods takes place.^[1]

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