WEB-ANALYTICS IN FORMATION OF RESEARCH INFORMATION AND COMMUNICATION INFRASTRUCTURE OF RELATIONSHIP MARKETING
Article considers Web-analytics tools in context of development of information and communication infrastructure for relationship marketing. The company's digital marketing strategy is based on analysis of competitive Internet environment. Subject of research is a set of online-parameters of marketing communications with the target audience of existing players in developing market. Purpose of research is to conduct an analysis based on Web-analytics of Internet marketing activities of competing companies operating in B2B market. Presented Web-analytics tools were used to evaluate competitors' digital strategies and effectiveness of online-communications.