Digital image of a dynamic sales funnel

ABSTRACT

Commercial activity has always been affected by the competitive environment, and the development of online trading is the next stage of development and the defining trend for the near future. The changes in the business landscape that have occurred under the influence of COVID-19 pose new challenges for marketers and entrepreneurs. It is necessary to use the forced sharp growth of online interaction with consumers. The course on the digital economy requires the use of scientific and mathematical methods to optimize the target indicators of economic activity. Such global changes in business interaction give rise to innovative tools for evaluating the results of commerce and transform the previous methods to meet the new realities of the market This is a basic condition for the sustainability of doing business in any industry. This study is devoted to the development of a theoretical description of the process of multi-stage interaction with the consumer pool. To solve the problem of formalization of this process, a mathematical model has been developed, which is based on digital information interaction from the stage of determining the target audience to the complete completion of a commercial transaction. The article presents the results of the work on modeling salesfunnel as the basis of the software of a modern market analyst using a cross-system approach. In contrast to the classic salesfunnel, the presented algorithms allow using the multidimensional conversionfunnel not only to evaluate the results of the business for the reporting period thanks to the flow of model arguments in real time, it becomes possible to optimize the commercial process by switching to the concept of leading economic indicators. In practice, this means that effective business planning can be implemented on digital platforms. The arguments of the mathematical model are Internet statistics, the dynamics of consumer preferences, and the history of the business process accumulated in the big data system. This involves the means of queuing theory, differential calculus, economic and mathematical modeling based on such indicators as KPI (Key Performance Indicators), CTR (click-through), CR (Conversionrate). This allowed us to formulate the concept of a digital double of the commercial process. We have developed mathematical formalisms that are convenient for practical applications. This allows you to provide an acceptable implementation of algorithms describing the conversion funnel for computer programming. © 2021 Nova Science Publishers, Inc.