UDC 338.45: 622.3
DOI: 10.36871/2618-9976.2023.10.005
Authors
Albina Kh. Shelepaeva,
Candidate of Pedagogic Sciences, Associate Professor Department of Business Informatics Financial
University under the Government of the Russian Federation, Moscow, Russia
Elena D. Ermakova,
Candidate of Science (Engineering), Associate Professor Department of Business Informatics Financial
University under the Government of the Russian Federation, Moscow, Russia
Abstract
The article discusses the capabilities of web analytics tools for studying the competitive environment. The object of the study is online education platforms. The capabilities of web analytics are expanding using big data, and one of its modern areas is competitive analytics. The analysis tool is the SimilarWeb resource. The paper presents the results of a comparison of five platforms developed in the last decade. The following evaluation criteria were used: traffic and level of involvement, demographic characteristics, marketing channels used and social traffic. The results of the analysis can be used when making investment decisions in the area under consideration, or for using effective models of development and promotion.
Keywords
Web analytics, Competitive environment, Digital strategy, Online education
