{"id":2226,"date":"2026-09-24T09:00:00","date_gmt":"2026-09-24T09:00:00","guid":{"rendered":"https:\/\/otus.ru\/journal\/?p=2226"},"modified":"2026-09-24T13:04:28","modified_gmt":"2026-09-24T13:04:28","slug":"data-driven-marketing-opredelenie-osobennosti-primenenie","status":"publish","type":"post","link":"https:\/\/otus.ru\/journal\/data-driven-marketing-opredelenie-osobennosti-primenenie\/","title":{"rendered":"Data-driven \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433: \u0447\u0442\u043e \u044d\u0442\u043e, \u043e\u0441\u043e\u0431\u0435\u043d\u043d\u043e\u0441\u0442\u0438 \u0438 \u043f\u0440\u0438\u043c\u0435\u043d\u0435\u043d\u0438\u0435 \u043d\u0430 \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u0435"},"content":{"rendered":"<p><strong>Data-driven \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433<\/strong> (\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u0443\u043f\u0440\u0430\u0432\u043b\u044f\u0435\u043c\u044b\u0439 \u0434\u0430\u043d\u043d\u044b\u043c\u0438) &#8212; \u044d\u0442\u043e \u043f\u043e\u0434\u0445\u043e\u0434, \u043f\u0440\u0438 \u043a\u043e\u0442\u043e\u0440\u043e\u043c \u0440\u0435\u0448\u0435\u043d\u0438\u044f \u043e \u043a\u0430\u043d\u0430\u043b\u0430\u0445, \u0431\u044e\u0434\u0436\u0435\u0442\u0435, \u043f\u0440\u0435\u0434\u043b\u043e\u0436\u0435\u043d\u0438\u0438 \u0438 \u043a\u043e\u043c\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u0438 \u043f\u0440\u0438\u043d\u0438\u043c\u0430\u044e\u0442\u0441\u044f \u043f\u043e \u0438\u0437\u043c\u0435\u0440\u0435\u043d\u043d\u044b\u043c \u0434\u0430\u043d\u043d\u044b\u043c \u043e \u043a\u043b\u0438\u0435\u043d\u0442\u0430\u0445 \u0438 \u043f\u0440\u043e\u0434\u0430\u0436\u0430\u0445, \u0430 \u043d\u0435 \u043f\u043e \u0438\u043d\u0442\u0443\u0438\u0446\u0438\u0438 \u0438\u043b\u0438 \u043f\u0440\u0438\u0432\u044b\u0447\u043a\u0435. \u041a\u043b\u044e\u0447\u0435\u0432\u043e\u0435 \u0441\u043b\u043e\u0432\u043e &#8212; \u00ab\u0440\u0435\u0448\u0435\u043d\u0438\u044f\u00bb: \u0441\u043e\u0431\u0440\u0430\u0442\u044c \u043e\u0442\u0447\u0435\u0442\u044b \u043d\u0435\u0434\u043e\u0441\u0442\u0430\u0442\u043e\u0447\u043d\u043e, \u043d\u0443\u0436\u0435\u043d \u0446\u0438\u043a\u043b \u00ab\u0432\u043e\u043f\u0440\u043e\u0441 -&gt; \u043c\u0435\u0442\u0440\u0438\u043a\u0430 -&gt; \u0434\u0430\u043d\u043d\u044b\u0435 -&gt; \u043f\u0440\u043e\u0432\u0435\u0440\u043a\u0430 \u0433\u0438\u043f\u043e\u0442\u0435\u0437\u044b -&gt; \u0440\u0435\u0448\u0435\u043d\u0438\u0435 -&gt; \u043a\u043e\u043d\u0442\u0440\u043e\u043b\u044c \u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u0430\u00bb.<\/p>\n<div class=\"oj-toc\" style=\"background:#f6f6f6;border-radius:8px;padding:14px 20px;margin:20px 0\">\n<p><strong>\u0421\u043e\u0434\u0435\u0440\u0436\u0430\u043d\u0438\u0435<\/strong><\/p>\n<ol>\n<li><a href=\"#s1\">\u0422\u0435\u0440\u043c\u0438\u043d\u044b, \u043a\u043e\u0442\u043e\u0440\u044b\u0435 \u043f\u0443\u0442\u0430\u044e\u0442<\/a><\/li>\n<li><a href=\"#s2\">\u041a\u0430\u043a\u0438\u0435 \u0434\u0430\u043d\u043d\u044b\u0435 \u0441\u043e\u0431\u0438\u0440\u0430\u044e\u0442<\/a><\/li>\n<li><a href=\"#s3\">\u041c\u0435\u0442\u0440\u0438\u043a\u0438 data-driven \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0430<\/a><\/li>\n<li><a href=\"#s4\">\u0418\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u044b: \u0437\u0430\u0434\u0430\u0447\u0430 -&gt; \u0447\u0442\u043e \u0432\u0437\u044f\u0442\u044c<\/a><\/li>\n<li><a href=\"#s5\">\u041f\u0440\u0438\u043c\u0435\u0440 \u0446\u0438\u043a\u043b\u0430 \u0440\u0435\u0448\u0435\u043d\u0438\u044f \u043d\u0430 \u0434\u0430\u043d\u043d\u044b\u0445<\/a><\/li>\n<li><a href=\"#s6\">Data-driven \u0432 B2B \u0438 \u0434\u0438\u0441\u0442\u0440\u0438\u0431\u0443\u0446\u0438\u0438<\/a><\/li>\n<li><a href=\"#s7\">\u0415\u0441\u043b\u0438 \u043d\u0435 \u043f\u043e\u043b\u0443\u0447\u0438\u043b\u043e\u0441\u044c<\/a><\/li>\n<li><a href=\"#s8\">\u0412\u044b\u0432\u043e\u0434\u044b<\/a><\/li>\n<li><a href=\"#s9\">\u0413\u0434\u0435 \u043f\u0440\u0438\u043c\u0435\u043d\u044f\u0435\u0442\u0441\u044f \/ \u0441\u0432\u044f\u0437\u044c \u0441 \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u043e\u0439<\/a><\/li>\n<li><a href=\"#s10\">FAQ<\/a><\/li>\n<\/ol>\n<\/div>\n<p>\u0422\u043e\u0442 \u0436\u0435 \u043f\u043e\u0434\u0445\u043e\u0434 \u0432 \u0443\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0438\u0438 \u043a\u043e\u043c\u043f\u0430\u043d\u0438\u0435\u0439 \u0432 \u0446\u0435\u043b\u043e\u043c \u043d\u0430\u0437\u044b\u0432\u0430\u044e\u0442 <strong>data-driven \u043c\u0435\u043d\u0435\u0434\u0436\u043c\u0435\u043d\u0442\u043e\u043c<\/strong>. \u041c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 &#8212; \u043e\u0434\u043d\u0430 \u0438\u0437 \u0435\u0433\u043e \u043e\u0431\u043b\u0430\u0441\u0442\u0435\u0439, \u0438 \u0447\u0430\u0441\u0442\u043e \u043f\u0435\u0440\u0432\u0430\u044f, \u0433\u0434\u0435 \u0435\u0433\u043e \u0432\u043d\u0435\u0434\u0440\u044f\u044e\u0442: \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u044b\u0435 \u0440\u0430\u0441\u0445\u043e\u0434\u044b \u043b\u0435\u0433\u043a\u043e \u0438\u0437\u043c\u0435\u0440\u0438\u0442\u044c. \u041d\u0438\u0436\u0435 &#8212; \u043a\u0430\u043a\u0438\u0435 \u0434\u0430\u043d\u043d\u044b\u0435 \u0441\u043e\u0431\u0438\u0440\u0430\u044e\u0442, \u043a\u0430\u043a\u0438\u0435 \u043c\u0435\u0442\u0440\u0438\u043a\u0438 \u0441\u0447\u0438\u0442\u0430\u044e\u0442, \u0447\u0435\u043c \u043f\u043e\u043b\u044c\u0437\u0443\u044e\u0442\u0441\u044f \u0438 \u043a\u0430\u043a \u0432\u044b\u0433\u043b\u044f\u0434\u0438\u0442 \u043e\u0434\u0438\u043d \u0446\u0438\u043a\u043b \u0440\u0435\u0448\u0435\u043d\u0438\u044f \u043e\u0442 \u0432\u043e\u043f\u0440\u043e\u0441\u0430 \u0434\u043e \u0432\u044b\u0432\u043e\u0434\u0430, \u0441 \u0440\u0430\u0441\u0447\u0435\u0442\u043e\u043c \u043d\u0430 Python.<\/p>\n<h2 id=\"s1\">\u0422\u0435\u0440\u043c\u0438\u043d\u044b, \u043a\u043e\u0442\u043e\u0440\u044b\u0435 \u043f\u0443\u0442\u0430\u044e\u0442<\/h2>\n<table>\n<thead>\n<tr>\n<th>\u0422\u0435\u0440\u043c\u0438\u043d<\/th>\n<th>\u0427\u0442\u043e \u043e\u0437\u043d\u0430\u0447\u0430\u0435\u0442<\/th>\n<th>\u0427\u0435\u043c \u043e\u0442\u043b\u0438\u0447\u0430\u0435\u0442\u0441\u044f<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Data-driven<\/td>\n<td>\u0414\u0430\u043d\u043d\u044b\u0435 &#8212; \u043e\u0441\u043d\u043e\u0432\u043d\u043e\u0439 \u0430\u0440\u0433\u0443\u043c\u0435\u043d\u0442 \u0440\u0435\u0448\u0435\u043d\u0438\u044f<\/td>\n<td>\u0415\u0441\u043b\u0438 \u0434\u0430\u043d\u043d\u044b\u0435 \u043f\u0440\u043e\u0442\u0438\u0432 \u043c\u043d\u0435\u043d\u0438\u044f \u0440\u0443\u043a\u043e\u0432\u043e\u0434\u0438\u0442\u0435\u043b\u044f, \u0440\u0435\u0448\u0430\u0435\u0442 \u0438\u0437\u043c\u0435\u0440\u0435\u043d\u0438\u0435<\/td>\n<\/tr>\n<tr>\n<td>Data-informed<\/td>\n<td>\u0414\u0430\u043d\u043d\u044b\u0435 &#8212; \u043e\u0434\u0438\u043d \u0438\u0437 \u0430\u0440\u0433\u0443\u043c\u0435\u043d\u0442\u043e\u0432 \u043d\u0430\u0440\u044f\u0434\u0443 \u0441 \u043e\u043f\u044b\u0442\u043e\u043c, \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u0435\u0439, \u044d\u0442\u0438\u043a\u043e\u0439<\/td>\n<td>\u0414\u0430\u043d\u043d\u044b\u0435 \u0438\u043d\u0444\u043e\u0440\u043c\u0438\u0440\u0443\u044e\u0442, \u043d\u043e \u043d\u0435 \u043e\u043f\u0440\u0435\u0434\u0435\u043b\u044f\u044e\u0442 \u0440\u0435\u0448\u0435\u043d\u0438\u0435<\/td>\n<\/tr>\n<tr>\n<td>\u0421\u043a\u0432\u043e\u0437\u043d\u0430\u044f \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0430<\/td>\n<td>\u0421\u0432\u044f\u0437\u043a\u0430 \u00ab\u0440\u0435\u043a\u043b\u0430\u043c\u043d\u044b\u0439 \u043a\u043e\u043d\u0442\u0430\u043a\u0442 -&gt; \u0432\u0438\u0437\u0438\u0442 -&gt; \u0437\u0430\u044f\u0432\u043a\u0430 -&gt; \u043e\u043f\u043b\u0430\u0442\u0430\u00bb \u0432 \u043e\u0434\u043d\u043e\u0439 \u0441\u0438\u0441\u0442\u0435\u043c\u0435<\/td>\n<td>\u042d\u0442\u043e \u0438\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442 \u0441\u0431\u043e\u0440\u0430 \u0434\u0430\u043d\u043d\u044b\u0445, \u0430 \u043d\u0435 \u0441\u0430\u043c \u043f\u043e\u0434\u0445\u043e\u0434<\/td>\n<\/tr>\n<tr>\n<td>Big Data<\/td>\n<td>\u0414\u0430\u043d\u043d\u044b\u0435 \u0442\u0430\u043a\u043e\u0433\u043e \u043e\u0431\u044a\u0435\u043c\u0430 \u0438 \u0441\u043a\u043e\u0440\u043e\u0441\u0442\u0438, \u0447\u0442\u043e \u043e\u0431\u044b\u0447\u043d\u044b\u043c\u0438 \u0441\u0440\u0435\u0434\u0441\u0442\u0432\u0430\u043c\u0438 \u0438\u0445 \u043d\u0435 \u043e\u0431\u0440\u0430\u0431\u043e\u0442\u0430\u0442\u044c<\/td>\n<td>\u0414\u043b\u044f data-driven \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0430 \u043d\u0435 \u043e\u0431\u044f\u0437\u0430\u0442\u0435\u043b\u044c\u043d\u0430: \u043c\u0430\u043b\u043e\u043c\u0443 \u0431\u0438\u0437\u043d\u0435\u0441\u0443 \u0445\u0432\u0430\u0442\u0430\u0435\u0442 \u0442\u0430\u0431\u043b\u0438\u0446\u044b \u0438 CRM<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>\u0413\u0440\u0430\u043d\u0438\u0446\u0430 \u043c\u0435\u0436\u0434\u0443 data-driven \u0438 data-informed \u0443\u0441\u043b\u043e\u0432\u043d\u0430\u044f: \u044d\u0442\u043e \u043d\u0435 \u0441\u0442\u0430\u043d\u0434\u0430\u0440\u0442, \u0430 \u0434\u0432\u0430 \u0430\u043a\u0446\u0435\u043d\u0442\u0430. \u041d\u0430 \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u0435 \u0437\u0440\u0435\u043b\u044b\u0435 \u043a\u043e\u043c\u0430\u043d\u0434\u044b \u0441\u043e\u0432\u043c\u0435\u0449\u0430\u044e\u0442 \u0438\u0445 &#8212; \u0438\u0437\u043c\u0435\u0440\u044f\u044e\u0442 \u0432\u0441\u0435, \u0447\u0442\u043e \u043c\u043e\u0436\u043d\u043e \u0438\u0437\u043c\u0435\u0440\u0438\u0442\u044c, \u0438 \u044f\u0432\u043d\u043e \u043d\u0430\u0437\u044b\u0432\u0430\u044e\u0442 \u0440\u0435\u0448\u0435\u043d\u0438\u044f, \u043a\u043e\u0442\u043e\u0440\u044b\u0435 \u043f\u0440\u0438\u043d\u0438\u043c\u0430\u044e\u0442 \u0431\u0435\u0437 \u0434\u0430\u043d\u043d\u044b\u0445 (\u043d\u0430\u043f\u0440\u0438\u043c\u0435\u0440, \u043f\u043e\u0437\u0438\u0446\u0438\u043e\u043d\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u0435 \u0431\u0440\u0435\u043d\u0434\u0430).<\/p>\n<h2 id=\"s2\">\u041a\u0430\u043a\u0438\u0435 \u0434\u0430\u043d\u043d\u044b\u0435 \u0441\u043e\u0431\u0438\u0440\u0430\u044e\u0442<\/h2>\n<ul>\n<li><strong>\u041f\u043e\u0432\u0435\u0434\u0435\u043d\u0438\u0435 \u043d\u0430 \u0441\u0430\u0439\u0442\u0435 \u0438 \u0432 \u043f\u0440\u0438\u043b\u043e\u0436\u0435\u043d\u0438\u0438<\/strong>: \u0432\u0438\u0437\u0438\u0442\u044b, \u0438\u0441\u0442\u043e\u0447\u043d\u0438\u043a\u0438 \u0442\u0440\u0430\u0444\u0438\u043a\u0430, \u043f\u0440\u043e\u0441\u043c\u043e\u0442\u0440\u0435\u043d\u043d\u044b\u0435 \u0441\u0442\u0440\u0430\u043d\u0438\u0446\u044b, \u0446\u0435\u043b\u0438 (\u0437\u0430\u044f\u0432\u043a\u0430, \u0434\u043e\u0431\u0430\u0432\u043b\u0435\u043d\u0438\u0435 \u0432 \u043a\u043e\u0440\u0437\u0438\u043d\u0443, \u043e\u043f\u043b\u0430\u0442\u0430).<\/li>\n<li><strong>\u0420\u0435\u043a\u043b\u0430\u043c\u043d\u044b\u0435 \u0440\u0430\u0441\u0445\u043e\u0434\u044b \u0438 \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u0435\u043b\u0438 \u043a\u0430\u043c\u043f\u0430\u043d\u0438\u0439<\/strong>: \u043f\u043e\u043a\u0430\u0437\u044b, \u043a\u043b\u0438\u043a\u0438, \u0441\u0442\u043e\u0438\u043c\u043e\u0441\u0442\u044c \u043f\u043e \u043a\u0430\u0436\u0434\u043e\u043c\u0443 \u043a\u0430\u043d\u0430\u043b\u0443 \u0438 \u043e\u0431\u044a\u044f\u0432\u043b\u0435\u043d\u0438\u044e.<\/li>\n<li><strong>\u041f\u0440\u043e\u0434\u0430\u0436\u0438 \u0438\u0437 CRM \u0438 \u0443\u0447\u0435\u0442\u043d\u043e\u0439 \u0441\u0438\u0441\u0442\u0435\u043c\u044b<\/strong>: \u0437\u0430\u043a\u0430\u0437\u044b, \u0432\u044b\u0440\u0443\u0447\u043a\u0430, \u0441\u0435\u0431\u0435\u0441\u0442\u043e\u0438\u043c\u043e\u0441\u0442\u044c \u0438 \u043c\u0430\u0440\u0436\u0430, \u043e\u0442\u043c\u0435\u043d\u044b \u0438 \u0432\u043e\u0437\u0432\u0440\u0430\u0442\u044b.<\/li>\n<li><strong>\u0414\u0430\u043d\u043d\u044b\u0435 \u043e \u043a\u043b\u0438\u0435\u043d\u0442\u0435<\/strong>: \u043f\u043e\u0432\u0442\u043e\u0440\u043d\u044b\u0435 \u043f\u043e\u043a\u0443\u043f\u043a\u0438, \u0441\u0440\u043e\u043a \u0436\u0438\u0437\u043d\u0438, \u043e\u0431\u0440\u0430\u0449\u0435\u043d\u0438\u044f \u0432 \u043f\u043e\u0434\u0434\u0435\u0440\u0436\u043a\u0443, \u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u044b \u043e\u043f\u0440\u043e\u0441\u043e\u0432 (NPS, CSAT).<\/li>\n<li><strong>\u0412\u043d\u0435\u0448\u043d\u0438\u0435 \u0434\u0430\u043d\u043d\u044b\u0435<\/strong>: \u0441\u0435\u0437\u043e\u043d\u043d\u043e\u0441\u0442\u044c, \u0446\u0435\u043d\u044b \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043e\u0432, \u0441\u043f\u0440\u043e\u0441 \u0432 \u043f\u043e\u0438\u0441\u043a\u043e\u0432\u044b\u0445 \u0441\u0438\u0441\u0442\u0435\u043c\u0430\u0445.<\/li>\n<\/ul>\n<p>\u0421\u0430\u043c\u0430\u044f \u0447\u0430\u0441\u0442\u0430\u044f \u043f\u0440\u043e\u0431\u043b\u0435\u043c\u0430 &#8212; \u043d\u0435 \u043d\u0435\u0445\u0432\u0430\u0442\u043a\u0430 \u0434\u0430\u043d\u043d\u044b\u0445, \u0430 \u0438\u0445 \u043d\u0435\u0441\u043a\u043b\u0435\u0435\u043d\u043d\u043e\u0441\u0442\u044c: \u0432\u0438\u0437\u0438\u0442 \u0436\u0438\u0432\u0435\u0442 \u0432 \u0441\u0438\u0441\u0442\u0435\u043c\u0435 \u0432\u0435\u0431-\u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0438, \u043e\u043f\u043b\u0430\u0442\u0430 &#8212; \u0432 CRM, \u0441\u0435\u0431\u0435\u0441\u0442\u043e\u0438\u043c\u043e\u0441\u0442\u044c &#8212; \u0432 \u0443\u0447\u0435\u0442\u043d\u043e\u0439 \u0441\u0438\u0441\u0442\u0435\u043c\u0435. \u041f\u043e\u043a\u0430 \u044d\u0442\u0438 \u0438\u0441\u0442\u043e\u0447\u043d\u0438\u043a\u0438 \u043d\u0435 \u0441\u0432\u044f\u0437\u0430\u043d\u044b \u043e\u0431\u0449\u0438\u043c \u0438\u0434\u0435\u043d\u0442\u0438\u0444\u0438\u043a\u0430\u0442\u043e\u0440\u043e\u043c (\u043d\u043e\u043c\u0435\u0440 \u0437\u0430\u044f\u0432\u043a\u0438, client ID, \u0442\u0435\u043b\u0435\u0444\u043e\u043d \u0432 \u0437\u0430\u0449\u0438\u0449\u0435\u043d\u043d\u043e\u043c \u0432\u0438\u0434\u0435), \u0441\u0447\u0438\u0442\u0430\u0442\u044c \u043e\u043a\u0443\u043f\u0430\u0435\u043c\u043e\u0441\u0442\u044c \u043a\u0430\u043d\u0430\u043b\u0430 \u043c\u043e\u0436\u043d\u043e \u0442\u043e\u043b\u044c\u043a\u043e \u043f\u0440\u0438\u0431\u043b\u0438\u0437\u0438\u0442\u0435\u043b\u044c\u043d\u043e.<\/p>\n<p>\u041f\u0435\u0440\u0441\u043e\u043d\u0430\u043b\u044c\u043d\u044b\u0435 \u0434\u0430\u043d\u043d\u044b\u0435 \u043a\u043b\u0438\u0435\u043d\u0442\u043e\u0432 \u0432 \u0420\u043e\u0441\u0441\u0438\u0438 \u043e\u0431\u0440\u0430\u0431\u0430\u0442\u044b\u0432\u0430\u044e\u0442\u0441\u044f \u043f\u043e 152-\u0424\u0417 \u00ab\u041e \u043f\u0435\u0440\u0441\u043e\u043d\u0430\u043b\u044c\u043d\u044b\u0445 \u0434\u0430\u043d\u043d\u044b\u0445\u00bb: \u043d\u0443\u0436\u043d\u044b \u0437\u0430\u043a\u043e\u043d\u043d\u043e\u0435 \u043e\u0441\u043d\u043e\u0432\u0430\u043d\u0438\u0435 (\u043e\u0431\u044b\u0447\u043d\u043e \u0441\u043e\u0433\u043b\u0430\u0441\u0438\u0435), \u043f\u043e\u043b\u0438\u0442\u0438\u043a\u0430 \u043e\u0431\u0440\u0430\u0431\u043e\u0442\u043a\u0438 \u0438 \u0437\u0430\u0449\u0438\u0442\u0430 \u0445\u0440\u0430\u043d\u0438\u043b\u0438\u0449\u0430. \u0414\u043b\u044f \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0438 \u043a\u0430\u043d\u0430\u043b\u043e\u0432 \u043f\u043e\u0447\u0442\u0438 \u0432\u0441\u0435\u0433\u0434\u0430 \u0445\u0432\u0430\u0442\u0430\u0435\u0442 \u0430\u0433\u0440\u0435\u0433\u0430\u0442\u043e\u0432 \u0438 \u043f\u0441\u0435\u0432\u0434\u043e\u043d\u0438\u043c\u0438\u0437\u0438\u0440\u043e\u0432\u0430\u043d\u043d\u044b\u0445 \u0438\u0434\u0435\u043d\u0442\u0438\u0444\u0438\u043a\u0430\u0442\u043e\u0440\u043e\u0432 &#8212; \u0441\u044b\u0440\u044b\u0435 \u0442\u0435\u043b\u0435\u0444\u043e\u043d\u044b \u0438 email \u0432 \u043e\u0442\u0447\u0435\u0442\u0430\u0445 \u043d\u0435 \u043d\u0443\u0436\u043d\u044b.<\/p>\n<h2 id=\"s3\">\u041c\u0435\u0442\u0440\u0438\u043a\u0438 data-driven \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0430<\/h2>\n<table>\n<thead>\n<tr>\n<th>\u041c\u0435\u0442\u0440\u0438\u043a\u0430<\/th>\n<th>\u0424\u043e\u0440\u043c\u0443\u043b\u0430<\/th>\n<th>\u0427\u0442\u043e \u043f\u043e\u043a\u0430\u0437\u044b\u0432\u0430\u0435\u0442<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>CR (\u043a\u043e\u043d\u0432\u0435\u0440\u0441\u0438\u044f)<\/td>\n<td>\u0446\u0435\u043b\u0435\u0432\u044b\u0435 \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f \/ \u0432\u0438\u0437\u0438\u0442\u044b<\/td>\n<td>\u0414\u043e\u043b\u044f \u043f\u043e\u0441\u0435\u0442\u0438\u0442\u0435\u043b\u0435\u0439, \u0441\u043e\u0432\u0435\u0440\u0448\u0438\u0432\u0448\u0438\u0445 \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u0435<\/td>\n<\/tr>\n<tr>\n<td>CPA<\/td>\n<td>\u0440\u0430\u0441\u0445\u043e\u0434\u044b \/ \u0446\u0435\u043b\u0435\u0432\u044b\u0435 \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f<\/td>\n<td>\u0426\u0435\u043d\u0430 \u043e\u0434\u043d\u043e\u0433\u043e \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f (\u0437\u0430\u044f\u0432\u043a\u0438, \u0437\u0430\u043a\u0430\u0437\u0430)<\/td>\n<\/tr>\n<tr>\n<td>CAC<\/td>\n<td>\u0440\u0430\u0441\u0445\u043e\u0434\u044b \u043d\u0430 \u043f\u0440\u0438\u0432\u043b\u0435\u0447\u0435\u043d\u0438\u0435 \/ \u043d\u043e\u0432\u044b\u0435 \u043a\u043b\u0438\u0435\u043d\u0442\u044b<\/td>\n<td>\u0426\u0435\u043d\u0430 \u043d\u043e\u0432\u043e\u0433\u043e \u043a\u043b\u0438\u0435\u043d\u0442\u0430, \u0430 \u043d\u0435 \u043b\u044e\u0431\u043e\u0433\u043e \u0437\u0430\u043a\u0430\u0437\u0430<\/td>\n<\/tr>\n<tr>\n<td>ROAS<\/td>\n<td>\u0432\u044b\u0440\u0443\u0447\u043a\u0430 \/ \u0440\u0430\u0441\u0445\u043e\u0434\u044b<\/td>\n<td>\u0421\u043a\u043e\u043b\u044c\u043a\u043e \u0432\u044b\u0440\u0443\u0447\u043a\u0438 \u043f\u0440\u0438\u043d\u043e\u0441\u0438\u0442 \u0440\u0443\u0431\u043b\u044c \u0440\u0435\u043a\u043b\u0430\u043c\u044b<\/td>\n<\/tr>\n<tr>\n<td>ROMI<\/td>\n<td>(\u043f\u0440\u0438\u0431\u044b\u043b\u044c \u043e\u0442 \u043a\u0430\u043d\u0430\u043b\u0430 &#8212; \u0440\u0430\u0441\u0445\u043e\u0434\u044b) \/ \u0440\u0430\u0441\u0445\u043e\u0434\u044b<\/td>\n<td>\u041e\u043a\u0443\u043f\u0430\u0435\u043c\u043e\u0441\u0442\u044c \u0441 \u0443\u0447\u0435\u0442\u043e\u043c \u043c\u0430\u0440\u0436\u0438<\/td>\n<\/tr>\n<tr>\n<td>\u0414\u0420\u0420<\/td>\n<td>\u0440\u0430\u0441\u0445\u043e\u0434\u044b \/ \u0432\u044b\u0440\u0443\u0447\u043a\u0430<\/td>\n<td>\u0414\u043e\u043b\u044f \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u044b\u0445 \u0440\u0430\u0441\u0445\u043e\u0434\u043e\u0432 \u0432 \u0432\u044b\u0440\u0443\u0447\u043a\u0435<\/td>\n<\/tr>\n<tr>\n<td>LTV<\/td>\n<td>\u0432\u0430\u043b\u043e\u0432\u0430\u044f \u043f\u0440\u0438\u0431\u044b\u043b\u044c \u043e\u0442 \u043a\u043b\u0438\u0435\u043d\u0442\u0430 \u0437\u0430 \u0432\u0441\u0435 \u0432\u0440\u0435\u043c\u044f<\/td>\n<td>\u0421\u043a\u043e\u043b\u044c\u043a\u043e \u043a\u043b\u0438\u0435\u043d\u0442 \u043f\u0440\u0438\u043d\u043e\u0441\u0438\u0442 \u0437\u0430 \u00ab\u0436\u0438\u0437\u043d\u044c\u00bb<\/td>\n<\/tr>\n<tr>\n<td>Retention \/ Churn<\/td>\n<td>\u0434\u043e\u043b\u044f \u043a\u043b\u0438\u0435\u043d\u0442\u043e\u0432, \u043e\u0441\u0442\u0430\u0432\u0448\u0438\u0445\u0441\u044f \/ \u0443\u0448\u0435\u0434\u0448\u0438\u0445 \u0437\u0430 \u043f\u0435\u0440\u0438\u043e\u0434<\/td>\n<td>\u0423\u0434\u0435\u0440\u0436\u0430\u043d\u0438\u0435 \u0438 \u043e\u0442\u0442\u043e\u043a<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>\u0414\u0432\u0435 \u043e\u0433\u043e\u0432\u043e\u0440\u043a\u0438. \u041f\u0435\u0440\u0432\u0430\u044f: \u0430\u0431\u0431\u0440\u0435\u0432\u0438\u0430\u0442\u0443\u0440\u0430 CRR \u0432 \u0440\u0443\u0441\u0441\u043a\u043e\u044f\u0437\u044b\u0447\u043d\u044b\u0445 \u043c\u0430\u0442\u0435\u0440\u0438\u0430\u043b\u0430\u0445 \u043e\u0437\u043d\u0430\u0447\u0430\u0435\u0442 \u0442\u043e customer retention rate (\u0443\u0434\u0435\u0440\u0436\u0430\u043d\u0438\u0435), \u0442\u043e cost revenue ratio (\u0442\u043e \u0436\u0435, \u0447\u0442\u043e \u0414\u0420\u0420), \u043f\u043e\u044d\u0442\u043e\u043c\u0443 \u0432 \u043e\u0442\u0447\u0435\u0442\u0430\u0445 \u043b\u0443\u0447\u0448\u0435 \u043f\u0438\u0441\u0430\u0442\u044c \u0444\u043e\u0440\u043c\u0443\u043b\u0443 \u0440\u044f\u0434\u043e\u043c \u0441 \u043d\u0430\u0437\u0432\u0430\u043d\u0438\u0435\u043c. \u0412\u0442\u043e\u0440\u0430\u044f: ROMI \u0447\u0430\u0441\u0442\u043e \u0441\u0447\u0438\u0442\u0430\u044e\u0442 \u043f\u043e \u0432\u044b\u0440\u0443\u0447\u043a\u0435, \u0430 \u043d\u0435 \u043f\u043e \u043f\u0440\u0438\u0431\u044b\u043b\u0438, \u0438 \u043f\u043e\u043b\u0443\u0447\u0430\u044e\u0442 \u0437\u0430\u0432\u044b\u0448\u0435\u043d\u043d\u0443\u044e \u043e\u043a\u0443\u043f\u0430\u0435\u043c\u043e\u0441\u0442\u044c. \u0420\u0430\u0437\u043d\u0438\u0446\u0430 \u0432\u0438\u0434\u043d\u0430 \u043d\u0430 \u043f\u0440\u0438\u043c\u0435\u0440\u0435 \u043d\u0438\u0436\u0435.<\/p>\n<h2 id=\"s4\">\u0418\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u044b: \u0437\u0430\u0434\u0430\u0447\u0430 -&gt; \u0447\u0442\u043e \u0432\u0437\u044f\u0442\u044c<\/h2>\n<table>\n<thead>\n<tr>\n<th>\u0417\u0430\u0434\u0430\u0447\u0430<\/th>\n<th>\u041f\u0440\u0438\u043c\u0435\u0440\u044b \u0438\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u043e\u0432<\/th>\n<th>\u041a\u043e\u0433\u0434\u0430 \u0438\u043d\u0430\u0447\u0435<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>\u041f\u043e\u0432\u0435\u0434\u0435\u043d\u0438\u0435 \u043d\u0430 \u0441\u0430\u0439\u0442\u0435<\/td>\n<td>\u042f\u043d\u0434\u0435\u043a\u0441 \u041c\u0435\u0442\u0440\u0438\u043a\u0430, Google Analytics 4<\/td>\n<td>\u0414\u043b\u044f \u043c\u043e\u0431\u0438\u043b\u044c\u043d\u044b\u0445 \u043f\u0440\u0438\u043b\u043e\u0436\u0435\u043d\u0438\u0439 &#8212; AppMetrica, Firebase<\/td>\n<\/tr>\n<tr>\n<td>\u0421\u043a\u0432\u043e\u0437\u043d\u0430\u044f \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0430<\/td>\n<td>Roistat, Calltouch, CoMagic<\/td>\n<td>\u041f\u0440\u0438 \u0441\u0432\u043e\u0435\u0439 \u0440\u0430\u0437\u0440\u0430\u0431\u043e\u0442\u043a\u0435 &#8212; \u0432\u044b\u0433\u0440\u0443\u0437\u043a\u0438 \u0438\u0437 \u0441\u0438\u0441\u0442\u0435\u043c \u0432 \u0441\u043e\u0431\u0441\u0442\u0432\u0435\u043d\u043d\u043e\u0435 \u0445\u0440\u0430\u043d\u0438\u043b\u0438\u0449\u0435<\/td>\n<\/tr>\n<tr>\n<td>\u0417\u0430\u043a\u0430\u0437\u044b \u0438 \u043a\u043b\u0438\u0435\u043d\u0442\u044b<\/td>\n<td>CRM: \u0411\u0438\u0442\u0440\u0438\u043a\u044124, amoCRM<\/td>\n<td>\u0412 B2B \u0438 \u0434\u0438\u0441\u0442\u0440\u0438\u0431\u0443\u0446\u0438\u0438 \u0447\u0430\u0441\u0442\u043e \u043e\u0441\u043d\u043e\u0432\u043d\u043e\u0439 \u0438\u0441\u0442\u043e\u0447\u043d\u0438\u043a &#8212; \u0443\u0447\u0435\u0442\u043d\u0430\u044f \u0441\u0438\u0441\u0442\u0435\u043c\u0430 (1\u0421)<\/td>\n<\/tr>\n<tr>\n<td>\u0425\u0440\u0430\u043d\u0435\u043d\u0438\u0435 \u0438 \u0440\u0430\u0441\u0447\u0435\u0442<\/td>\n<td>SQL: ClickHouse, PostgreSQL; Python (pandas)<\/td>\n<td>\u041d\u0430 \u0441\u0442\u0430\u0440\u0442\u0435 \u0445\u0432\u0430\u0442\u0430\u0435\u0442 \u0442\u0430\u0431\u043b\u0438\u0446\u044b, \u0435\u0441\u043b\u0438 \u0434\u0430\u043d\u043d\u044b\u0445 \u0434\u043e \u0434\u0435\u0441\u044f\u0442\u043a\u043e\u0432 \u0442\u044b\u0441\u044f\u0447 \u0441\u0442\u0440\u043e\u043a<\/td>\n<\/tr>\n<tr>\n<td>\u0414\u0430\u0448\u0431\u043e\u0440\u0434\u044b<\/td>\n<td>Yandex DataLens, Power BI, Looker Studio, Apache Superset<\/td>\n<td>\u0412\u044b\u0431\u043e\u0440 \u0437\u0430\u0432\u0438\u0441\u0438\u0442 \u043e\u0442 \u0438\u0441\u0442\u043e\u0447\u043d\u0438\u043a\u043e\u0432 \u0434\u0430\u043d\u043d\u044b\u0445 \u0438 \u043f\u043e\u043b\u0438\u0442\u0438\u043a\u0438 \u043a\u043e\u043c\u043f\u0430\u043d\u0438\u0438<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>\u0423\u043d\u0438\u0432\u0435\u0440\u0441\u0430\u043b\u044c\u043d\u043e\u0433\u043e \u043d\u0430\u0431\u043e\u0440\u0430 \u043d\u0435\u0442: \u0438\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442 \u0432\u044b\u0431\u0438\u0440\u0430\u044e\u0442 \u043f\u043e\u0434 \u0432\u043e\u043f\u0440\u043e\u0441 \u0438 \u0438\u0441\u0442\u043e\u0447\u043d\u0438\u043a\u0438 \u0434\u0430\u043d\u043d\u044b\u0445. Google Universal Analytics \u043f\u0440\u0435\u043a\u0440\u0430\u0442\u0438\u043b \u043e\u0431\u0440\u0430\u0431\u043e\u0442\u043a\u0443 \u0434\u0430\u043d\u043d\u044b\u0445 1 \u0438\u044e\u043b\u044f 2023 \u0433\u043e\u0434\u0430 (\u043f\u043b\u0430\u0442\u043d\u0430\u044f \u0432\u0435\u0440\u0441\u0438\u044f 360 &#8212; 1 \u0438\u044e\u043b\u044f 2024-\u0433\u043e, \u0442\u043e\u0433\u0434\u0430 \u0436\u0435 \u0437\u0430\u043a\u0440\u044b\u043b\u0438 \u0434\u043e\u0441\u0442\u0443\u043f \u043a \u0441\u0442\u0430\u0440\u044b\u043c \u043e\u0442\u0447\u0435\u0442\u0430\u043c) &#8212; \u0432 \u0441\u0442\u0430\u0440\u044b\u0445 \u0441\u0442\u0430\u0442\u044c\u044f\u0445 \u043e\u043d \u0432\u0441\u0442\u0440\u0435\u0447\u0430\u0435\u0442\u0441\u044f, \u043d\u043e \u0434\u043b\u044f \u043d\u043e\u0432\u044b\u0445 \u043f\u0440\u043e\u0435\u043a\u0442\u043e\u0432 \u044d\u0442\u043e GA4, \u0430 \u0441\u0435\u0440\u0432\u0438\u0441 Google Data Studio \u043f\u0435\u0440\u0435\u0438\u043c\u0435\u043d\u043e\u0432\u0430\u043d \u0432 Looker Studio.<\/p>\n<h2 id=\"s5\">\u041f\u0440\u0438\u043c\u0435\u0440 \u0446\u0438\u043a\u043b\u0430 \u0440\u0435\u0448\u0435\u043d\u0438\u044f \u043d\u0430 \u0434\u0430\u043d\u043d\u044b\u0445<\/h2>\n<p>\u0412\u043e\u043f\u0440\u043e\u0441 \u043c\u0430\u0440\u043a\u0435\u0442\u043e\u043b\u043e\u0433\u0430: \u00ab\u0412 \u043a\u0430\u043a\u043e\u0439 \u043a\u0430\u043d\u0430\u043b \u043f\u0435\u0440\u0435\u0440\u0430\u0441\u043f\u0440\u0435\u0434\u0435\u043b\u0438\u0442\u044c \u0431\u044e\u0434\u0436\u0435\u0442 \u0432 \u0441\u043b\u0435\u0434\u0443\u044e\u0449\u0435\u043c \u043c\u0435\u0441\u044f\u0446\u0435?\u00bb \u041c\u0435\u0442\u0440\u0438\u043a\u0438: CR, CPA \u0438 ROMI, \u043f\u0440\u0438\u0447\u0435\u043c ROMI \u0432 \u0434\u0432\u0443\u0445 \u0432\u0430\u0440\u0438\u0430\u043d\u0442\u0430\u0445 &#8212; \u043f\u043e \u0432\u044b\u0440\u0443\u0447\u043a\u0435 \u0438 \u043f\u043e \u0432\u0430\u043b\u043e\u0432\u043e\u0439 \u043f\u0440\u0438\u0431\u044b\u043b\u0438. \u0414\u0430\u043d\u043d\u044b\u0435 \u0443\u0447\u0435\u0431\u043d\u044b\u0435, \u0437\u0430 \u043c\u0435\u0441\u044f\u0446, \u043c\u0430\u0440\u0436\u0430 \u043f\u0440\u0438\u043d\u044f\u0442\u0430 30%.<\/p>\n<pre style=\"background:#282c34;color:#abb2bf;border-radius:8px;padding:16px 20px;margin:20px 0;overflow-x:auto;font-size:14px;line-height:1.55;font-family:ui-monospace,SFMono-Regular,Menlo,Consolas,monospace\"><code style=\"background:none\"><span style=\"color: #C678DD\">import<\/span><span style=\"color: #ABB2BF\"> <\/span><span style=\"color: #E06C75\">math<\/span>\n\n<span style=\"color: #E06C75\">GROSS_MARGIN<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #D19A66\">0.30<\/span>  <span style=\"color: #7F848E\"># \u0434\u043e\u043b\u044f \u0432\u0430\u043b\u043e\u0432\u043e\u0439 \u043f\u0440\u0438\u0431\u044b\u043b\u0438 \u0432 \u0432\u044b\u0440\u0443\u0447\u043a\u0435 (\u0443\u0447\u0435\u0431\u043d\u043e\u0435 \u0434\u043e\u043f\u0443\u0449\u0435\u043d\u0438\u0435)<\/span>\n\n<span style=\"color: #7F848E\"># \u0423\u0447\u0435\u0431\u043d\u044b\u0435 \u0434\u0430\u043d\u043d\u044b\u0435 \u0437\u0430 \u043c\u0435\u0441\u044f\u0446: \u0440\u0430\u0441\u0445\u043e\u0434\u044b \u0432 \u0440\u0443\u0431\u043b\u044f\u0445, \u0432\u0438\u0437\u0438\u0442\u044b, \u0437\u0430\u043a\u0430\u0437\u044b, \u0432\u044b\u0440\u0443\u0447\u043a\u0430<\/span>\n<span style=\"color: #E06C75\">channels<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #ABB2BF\">{<\/span>\n    <span style=\"color: #98C379\">\"search\"<\/span><span style=\"color: #ABB2BF\">:<\/span>  <span style=\"color: #ABB2BF\">{<\/span><span style=\"color: #98C379\">\"spend\"<\/span><span style=\"color: #ABB2BF\">:<\/span> <span style=\"color: #D19A66\">300_000<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"visits\"<\/span><span style=\"color: #ABB2BF\">:<\/span> <span style=\"color: #D19A66\">12_000<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"orders\"<\/span><span style=\"color: #ABB2BF\">:<\/span> <span style=\"color: #D19A66\">240<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"revenue\"<\/span><span style=\"color: #ABB2BF\">:<\/span> <span style=\"color: #D19A66\">1_200_000<\/span><span style=\"color: #ABB2BF\">},<\/span>\n    <span style=\"color: #98C379\">\"social\"<\/span><span style=\"color: #ABB2BF\">:<\/span>  <span style=\"color: #ABB2BF\">{<\/span><span style=\"color: #98C379\">\"spend\"<\/span><span style=\"color: #ABB2BF\">:<\/span> <span style=\"color: #D19A66\">256_000<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"visits\"<\/span><span style=\"color: #ABB2BF\">:<\/span> <span style=\"color: #D19A66\">20_000<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"orders\"<\/span><span style=\"color: #ABB2BF\">:<\/span> <span style=\"color: #D19A66\">160<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"revenue\"<\/span><span style=\"color: #ABB2BF\">:<\/span>   <span style=\"color: #D19A66\">640_000<\/span><span style=\"color: #ABB2BF\">},<\/span>\n    <span style=\"color: #98C379\">\"email\"<\/span><span style=\"color: #ABB2BF\">:<\/span>   <span style=\"color: #ABB2BF\">{<\/span><span style=\"color: #98C379\">\"spend\"<\/span><span style=\"color: #ABB2BF\">:<\/span>  <span style=\"color: #D19A66\">20_000<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"visits\"<\/span><span style=\"color: #ABB2BF\">:<\/span>  <span style=\"color: #D19A66\">3_000<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"orders\"<\/span><span style=\"color: #ABB2BF\">:<\/span>  <span style=\"color: #D19A66\">90<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"revenue\"<\/span><span style=\"color: #ABB2BF\">:<\/span>   <span style=\"color: #D19A66\">450_000<\/span><span style=\"color: #ABB2BF\">},<\/span>\n    <span style=\"color: #98C379\">\"display\"<\/span><span style=\"color: #ABB2BF\">:<\/span> <span style=\"color: #ABB2BF\">{<\/span><span style=\"color: #98C379\">\"spend\"<\/span><span style=\"color: #ABB2BF\">:<\/span> <span style=\"color: #D19A66\">150_000<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"visits\"<\/span><span style=\"color: #ABB2BF\">:<\/span>  <span style=\"color: #D19A66\">9_000<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"orders\"<\/span><span style=\"color: #ABB2BF\">:<\/span>   <span style=\"color: #D19A66\">0<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"revenue\"<\/span><span style=\"color: #ABB2BF\">:<\/span>         <span style=\"color: #D19A66\">0<\/span><span style=\"color: #ABB2BF\">},<\/span>\n<span style=\"color: #ABB2BF\">}<\/span>\n\n<span style=\"color: #C678DD\">def<\/span><span style=\"color: #ABB2BF\"> <\/span><span style=\"color: #61AFEF; font-weight: bold\">check<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">):<\/span>\n    <span style=\"color: #C678DD\">for<\/span> <span style=\"color: #E06C75\">key<\/span> <span style=\"color: #56B6C2\">in<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">\"spend\"<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"visits\"<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"orders\"<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\"revenue\"<\/span><span style=\"color: #ABB2BF\">):<\/span>\n        <span style=\"color: #E06C75\">v<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #56B6C2\">.<\/span><span style=\"color: #E06C75\">get<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">key<\/span><span style=\"color: #ABB2BF\">)<\/span>\n        <span style=\"color: #C678DD\">if<\/span> <span style=\"color: #E5C07B\">isinstance<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">v<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E5C07B\">bool<\/span><span style=\"color: #ABB2BF\">)<\/span> <span style=\"color: #56B6C2\">or<\/span> <span style=\"color: #56B6C2\">not<\/span> <span style=\"color: #E5C07B\">isinstance<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">v<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E5C07B\">int<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E5C07B\">float<\/span><span style=\"color: #ABB2BF\">))<\/span> <span style=\"color: #56B6C2\">or<\/span> <span style=\"color: #56B6C2\">not<\/span> <span style=\"color: #E06C75\">math<\/span><span style=\"color: #56B6C2\">.<\/span><span style=\"color: #E06C75\">isfinite<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">v<\/span><span style=\"color: #ABB2BF\">)<\/span> <span style=\"color: #56B6C2\">or<\/span> <span style=\"color: #E06C75\">v<\/span> <span style=\"color: #56B6C2\">&lt;<\/span> <span style=\"color: #D19A66\">0<\/span><span style=\"color: #ABB2BF\">:<\/span>\n            <span style=\"color: #C678DD\">raise<\/span> <span style=\"color: #E06C75\">ValueError<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">f\"{<\/span><span style=\"color: #E06C75\">key<\/span><span style=\"color: #98C379\">}: \u043d\u0443\u0436\u043d\u043e \u043a\u043e\u043d\u0435\u0447\u043d\u043e\u0435 \u043d\u0435\u043e\u0442\u0440\u0438\u0446\u0430\u0442\u0435\u043b\u044c\u043d\u043e\u0435 \u0447\u0438\u0441\u043b\u043e, \u043f\u043e\u043b\u0443\u0447\u0435\u043d\u043e {<\/span><span style=\"color: #E06C75\">v<\/span><span style=\"color: #98C379\">!r}\"<\/span><span style=\"color: #ABB2BF\">)<\/span>\n    <span style=\"color: #C678DD\">if<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"orders\"<\/span><span style=\"color: #ABB2BF\">]<\/span> <span style=\"color: #56B6C2\">&gt;<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"visits\"<\/span><span style=\"color: #ABB2BF\">]:<\/span>\n        <span style=\"color: #C678DD\">raise<\/span> <span style=\"color: #E06C75\">ValueError<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">\"\u0437\u0430\u043a\u0430\u0437\u043e\u0432 \u0431\u043e\u043b\u044c\u0448\u0435, \u0447\u0435\u043c \u0432\u0438\u0437\u0438\u0442\u043e\u0432: \u043f\u0440\u043e\u0432\u0435\u0440\u044c\u0442\u0435 \u0441\u043a\u043b\u0435\u0439\u043a\u0443 \u0434\u0430\u043d\u043d\u044b\u0445\"<\/span><span style=\"color: #ABB2BF\">)<\/span>\n\n<span style=\"color: #C678DD\">def<\/span><span style=\"color: #ABB2BF\"> <\/span><span style=\"color: #61AFEF; font-weight: bold\">metrics<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">):<\/span>\n    <span style=\"color: #E06C75\">check<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">)<\/span>\n    <span style=\"color: #E06C75\">cr<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"orders\"<\/span><span style=\"color: #ABB2BF\">]<\/span> <span style=\"color: #56B6C2\">\/<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"visits\"<\/span><span style=\"color: #ABB2BF\">]<\/span> <span style=\"color: #C678DD\">if<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"visits\"<\/span><span style=\"color: #ABB2BF\">]<\/span> <span style=\"color: #C678DD\">else<\/span> <span style=\"color: #E5C07B\">None<\/span>\n    <span style=\"color: #E06C75\">cpa<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"spend\"<\/span><span style=\"color: #ABB2BF\">]<\/span> <span style=\"color: #56B6C2\">\/<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"orders\"<\/span><span style=\"color: #ABB2BF\">]<\/span> <span style=\"color: #C678DD\">if<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"orders\"<\/span><span style=\"color: #ABB2BF\">]<\/span> <span style=\"color: #C678DD\">else<\/span> <span style=\"color: #E5C07B\">None<\/span>\n    <span style=\"color: #C678DD\">if<\/span> <span style=\"color: #56B6C2\">not<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"spend\"<\/span><span style=\"color: #ABB2BF\">]:<\/span>\n        <span style=\"color: #C678DD\">return<\/span> <span style=\"color: #E06C75\">cr<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">cpa<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E5C07B\">None<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E5C07B\">None<\/span>\n    <span style=\"color: #E06C75\">romi_rev<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"revenue\"<\/span><span style=\"color: #ABB2BF\">]<\/span> <span style=\"color: #56B6C2\">-<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"spend\"<\/span><span style=\"color: #ABB2BF\">])<\/span> <span style=\"color: #56B6C2\">\/<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"spend\"<\/span><span style=\"color: #ABB2BF\">]<\/span>\n    <span style=\"color: #E06C75\">romi_gp<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"revenue\"<\/span><span style=\"color: #ABB2BF\">]<\/span> <span style=\"color: #56B6C2\">*<\/span> <span style=\"color: #E06C75\">GROSS_MARGIN<\/span> <span style=\"color: #56B6C2\">-<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"spend\"<\/span><span style=\"color: #ABB2BF\">])<\/span> <span style=\"color: #56B6C2\">\/<\/span> <span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">[<\/span><span style=\"color: #98C379\">\"spend\"<\/span><span style=\"color: #ABB2BF\">]<\/span>\n    <span style=\"color: #C678DD\">return<\/span> <span style=\"color: #E06C75\">cr<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">cpa<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">romi_rev<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">romi_gp<\/span>\n\n<span style=\"color: #C678DD\">def<\/span><span style=\"color: #ABB2BF\"> <\/span><span style=\"color: #61AFEF; font-weight: bold\">fmt<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">x<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">pattern<\/span><span style=\"color: #ABB2BF\">):<\/span>\n    <span style=\"color: #C678DD\">return<\/span> <span style=\"color: #98C379\">\"\u043d\/\u0434\"<\/span> <span style=\"color: #C678DD\">if<\/span> <span style=\"color: #E06C75\">x<\/span> <span style=\"color: #56B6C2\">is<\/span> <span style=\"color: #E5C07B\">None<\/span> <span style=\"color: #C678DD\">else<\/span> <span style=\"color: #E06C75\">pattern<\/span><span style=\"color: #56B6C2\">.<\/span><span style=\"color: #E06C75\">format<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">x<\/span><span style=\"color: #ABB2BF\">)<\/span><span style=\"color: #56B6C2\">.<\/span><span style=\"color: #E06C75\">replace<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">\",\"<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #98C379\">\" \"<\/span><span style=\"color: #ABB2BF\">)<\/span>\n\n<span style=\"color: #E5C07B\">print<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">f\"{'\u043a\u0430\u043d\u0430\u043b':&lt;8} {'CR':&gt;6} {'CPA':&gt;7} {'ROMI \u0432\u044b\u0440.':&gt;10} {'ROMI \u043f\u0440\u0438\u0431.':&gt;11}\"<\/span><span style=\"color: #ABB2BF\">)<\/span>\n<span style=\"color: #C678DD\">for<\/span> <span style=\"color: #E06C75\">name<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">d<\/span> <span style=\"color: #56B6C2\">in<\/span> <span style=\"color: #E06C75\">channels<\/span><span style=\"color: #56B6C2\">.<\/span><span style=\"color: #E06C75\">items<\/span><span style=\"color: #ABB2BF\">():<\/span>\n    <span style=\"color: #E06C75\">cr<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">cpa<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">rr<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">rg<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #E06C75\">metrics<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">d<\/span><span style=\"color: #ABB2BF\">)<\/span>\n    <span style=\"color: #E5C07B\">print<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">f\"{<\/span><span style=\"color: #E06C75\">name<\/span><span style=\"color: #98C379\">:&lt;8} {<\/span><span style=\"color: #E06C75\">fmt<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">cr<\/span><span style=\"color: #ABB2BF\">, <\/span><span style=\"color: #98C379\">'{:.1%}'<\/span><span style=\"color: #ABB2BF\">)<\/span><span style=\"color: #98C379\">:&gt;6} {<\/span><span style=\"color: #E06C75\">fmt<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">cpa<\/span><span style=\"color: #ABB2BF\">, <\/span><span style=\"color: #98C379\">'{:,.0f}'<\/span><span style=\"color: #ABB2BF\">)<\/span><span style=\"color: #98C379\">:&gt;7} \"<\/span>\n          <span style=\"color: #98C379\">f\"{<\/span><span style=\"color: #E06C75\">fmt<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">rr<\/span><span style=\"color: #ABB2BF\">, <\/span><span style=\"color: #98C379\">'{:.0%}'<\/span><span style=\"color: #ABB2BF\">)<\/span><span style=\"color: #98C379\">:&gt;10} {<\/span><span style=\"color: #E06C75\">fmt<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">rg<\/span><span style=\"color: #ABB2BF\">, <\/span><span style=\"color: #98C379\">'{:.0%}'<\/span><span style=\"color: #ABB2BF\">)<\/span><span style=\"color: #98C379\">:&gt;11}\"<\/span><span style=\"color: #ABB2BF\">)<\/span><\/code><\/pre>\n<p>\u0420\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442 (Python 3.14):<\/p>\n<pre style=\"background:#282c34;color:#abb2bf;border-radius:8px;padding:16px 20px;margin:20px 0;overflow-x:auto;font-size:14px;line-height:1.55;font-family:ui-monospace,SFMono-Regular,Menlo,Consolas,monospace\"><code style=\"background:none\">\u043a\u0430\u043d\u0430\u043b        CR     CPA  ROMI \u0432\u044b\u0440.  ROMI \u043f\u0440\u0438\u0431.\nsearch     2.0%   1 250       300%         20%\nsocial     0.8%   1 600       150%        -25%\nemail      3.0%     222      2150%        575%\ndisplay    0.0%     \u043d\/\u0434      -100%       -100%\n<\/code><\/pre>\n<p>\u041a\u0430\u043a \u0447\u0438\u0442\u0430\u0442\u044c \u0442\u0430\u0431\u043b\u0438\u0446\u0443. \u041f\u043e \u0432\u044b\u0440\u0443\u0447\u043a\u0435 \u0441\u043e\u0446\u0438\u0430\u043b\u044c\u043d\u044b\u0435 \u0441\u0435\u0442\u0438 \u0432\u044b\u0433\u043b\u044f\u0434\u044f\u0442 \u043f\u0440\u0438\u0431\u044b\u043b\u044c\u043d\u044b\u043c\u0438 (ROMI 150%), \u0430 \u043f\u043e \u043f\u0440\u0438\u0431\u044b\u043b\u0438 \u043a\u0430\u043d\u0430\u043b \u0443\u0431\u044b\u0442\u043e\u0447\u0435\u043d: \u043a\u0430\u0436\u0434\u044b\u0439 \u0432\u043b\u043e\u0436\u0435\u043d\u043d\u044b\u0439 \u0440\u0443\u0431\u043b\u044c \u0432\u043e\u0437\u0432\u0440\u0430\u0449\u0430\u0435\u0442 75 \u043a\u043e\u043f\u0435\u0435\u043a \u0432\u0430\u043b\u043e\u0432\u043e\u0439 \u043f\u0440\u0438\u0431\u044b\u043b\u0438. \u041c\u0435\u0434\u0438\u0439\u043d\u0430\u044f \u0440\u0435\u043a\u043b\u0430\u043c\u0430 \u0437\u0430 \u043c\u0435\u0441\u044f\u0446 \u043d\u0435 \u0434\u0430\u043b\u0430 \u043d\u0438 \u043e\u0434\u043d\u043e\u0433\u043e \u0437\u0430\u043a\u0430\u0437\u0430, \u043d\u043e \u044d\u0442\u043e \u0435\u0449\u0435 \u043d\u0435 \u043f\u0440\u0438\u0433\u043e\u0432\u043e\u0440: \u0442\u0430\u043a\u043e\u0439 \u043a\u0430\u043d\u0430\u043b \u043c\u043e\u0436\u0435\u0442 \u0440\u0430\u0431\u043e\u0442\u0430\u0442\u044c \u043d\u0430 \u0443\u0437\u043d\u0430\u0432\u0430\u0435\u043c\u043e\u0441\u0442\u044c, \u0438 \u0435\u0433\u043e \u043e\u0446\u0435\u043d\u0438\u0432\u0430\u044e\u0442 \u043f\u043e \u0434\u0440\u0443\u0433\u0438\u043c \u043c\u0435\u0442\u0440\u0438\u043a\u0430\u043c \u0438\u043b\u0438 \u0447\u0435\u0440\u0435\u0437 \u044d\u043a\u0441\u043f\u0435\u0440\u0438\u043c\u0435\u043d\u0442 \u0441 \u043e\u0442\u043a\u043b\u044e\u0447\u0435\u043d\u0438\u0435\u043c.<\/p>\n<p>\u0424\u0443\u043d\u043a\u0446\u0438\u044f <code style=\"background:#eef0f3;color:#24292f;border-radius:4px;padding:1px 5px;font-size:0.92em;font-family:ui-monospace,SFMono-Regular,Menlo,Consolas,monospace\">check<\/code> \u043e\u0442\u0441\u0435\u043a\u0430\u0435\u0442 \u043c\u0443\u0441\u043e\u0440 \u0434\u043e \u0440\u0430\u0441\u0447\u0435\u0442\u0430 &#8212; \u0441\u0442\u0440\u043e\u043a\u0443 \u0432\u043c\u0435\u0441\u0442\u043e \u0447\u0438\u0441\u043b\u0430, NaN, \u0431\u043e\u043b\u044c\u0448\u0435 \u0437\u0430\u043a\u0430\u0437\u043e\u0432, \u0447\u0435\u043c \u0432\u0438\u0437\u0438\u0442\u043e\u0432:<\/p>\n<pre style=\"background:#282c34;color:#abb2bf;border-radius:8px;padding:16px 20px;margin:20px 0;overflow-x:auto;font-size:14px;line-height:1.55;font-family:ui-monospace,SFMono-Regular,Menlo,Consolas,monospace\"><code style=\"background:none\">ValueError: visits: \u043d\u0443\u0436\u043d\u043e \u043a\u043e\u043d\u0435\u0447\u043d\u043e\u0435 \u043d\u0435\u043e\u0442\u0440\u0438\u0446\u0430\u0442\u0435\u043b\u044c\u043d\u043e\u0435 \u0447\u0438\u0441\u043b\u043e, \u043f\u043e\u043b\u0443\u0447\u0435\u043d\u043e &#x27;12000&#x27;\nValueError: visits: \u043d\u0443\u0436\u043d\u043e \u043a\u043e\u043d\u0435\u0447\u043d\u043e\u0435 \u043d\u0435\u043e\u0442\u0440\u0438\u0446\u0430\u0442\u0435\u043b\u044c\u043d\u043e\u0435 \u0447\u0438\u0441\u043b\u043e, \u043f\u043e\u043b\u0443\u0447\u0435\u043d\u043e nan\nValueError: \u0437\u0430\u043a\u0430\u0437\u043e\u0432 \u0431\u043e\u043b\u044c\u0448\u0435, \u0447\u0435\u043c \u0432\u0438\u0437\u0438\u0442\u043e\u0432: \u043f\u0440\u043e\u0432\u0435\u0440\u044c\u0442\u0435 \u0441\u043a\u043b\u0435\u0439\u043a\u0443 \u0434\u0430\u043d\u043d\u044b\u0445\n<\/code><\/pre>\n<p>\u0413\u0440\u0430\u043d\u0438\u0446\u0430 \u043f\u0440\u0438\u043c\u0435\u0440\u0430: ROMI \u0437\u0434\u0435\u0441\u044c \u0441\u0447\u0438\u0442\u0430\u0435\u0442\u0441\u044f \u043f\u043e \u043c\u043e\u0434\u0435\u043b\u0438 \u0430\u0442\u0440\u0438\u0431\u0443\u0446\u0438\u0438 \u00ab\u043f\u043e\u0441\u043b\u0435\u0434\u043d\u0438\u0439 \u043a\u0430\u043d\u0430\u043b\u00bb, \u043a\u043e\u0433\u0434\u0430 \u0432\u0435\u0441\u044c \u0437\u0430\u043a\u0430\u0437 \u043f\u0440\u0438\u043f\u0438\u0441\u0430\u043d \u043f\u043e\u0441\u043b\u0435\u0434\u043d\u0435\u043c\u0443 \u0438\u0441\u0442\u043e\u0447\u043d\u0438\u043a\u0443. \u0415\u0441\u043b\u0438 \u043a\u043b\u0438\u0435\u043d\u0442 \u0441\u043d\u0430\u0447\u0430\u043b\u0430 \u0443\u0432\u0438\u0434\u0435\u043b \u0440\u0435\u043a\u043b\u0430\u043c\u0443 \u0432 \u0441\u043e\u0446\u0441\u0435\u0442\u044f\u0445, \u0430 \u043a\u0443\u043f\u0438\u043b \u043f\u043e\u0441\u043b\u0435 \u043f\u0438\u0441\u044c\u043c\u0430, email \u043f\u043e\u043b\u0443\u0447\u0438\u0442 \u0432\u0441\u044e \u0437\u0430\u0441\u043b\u0443\u0433\u0443. \u041f\u043e\u044d\u0442\u043e\u043c\u0443 \u0432\u044b\u0432\u043e\u0434 \u00ab\u0443\u0440\u0435\u0437\u0430\u0442\u044c social\u00bb &#8212; \u0433\u0438\u043f\u043e\u0442\u0435\u0437\u0430, \u043a\u043e\u0442\u043e\u0440\u0443\u044e \u0441\u0442\u043e\u0438\u0442 \u043f\u0440\u043e\u0432\u0435\u0440\u0438\u0442\u044c \u044d\u043a\u0441\u043f\u0435\u0440\u0438\u043c\u0435\u043d\u0442\u043e\u043c, \u0430 \u043d\u0435 \u0433\u043e\u0442\u043e\u0432\u043e\u0435 \u0440\u0435\u0448\u0435\u043d\u0438\u0435.<\/p>\n<h3>\u041f\u0440\u043e\u0432\u0435\u0440\u043a\u0430 \u0433\u0438\u043f\u043e\u0442\u0435\u0437\u044b A\/B-\u0442\u0435\u0441\u0442\u043e\u043c<\/h3>\n<p>\u0421\u043b\u0435\u0434\u0443\u044e\u0449\u0438\u0439 \u0448\u0430\u0433 \u0446\u0438\u043a\u043b\u0430: \u043a\u043e\u043c\u0430\u043d\u0434\u0430 \u043c\u0435\u043d\u044f\u0435\u0442 \u0442\u0435\u043c\u0443 \u043f\u0438\u0441\u044c\u043c\u0430 \u0438 \u0441\u0440\u0430\u0432\u043d\u0438\u0432\u0430\u0435\u0442 \u0434\u0432\u0430 \u0432\u0430\u0440\u0438\u0430\u043d\u0442\u0430. \u0412\u0430\u0440\u0438\u0430\u043d\u0442 A \u043f\u043e\u043b\u0443\u0447\u0438\u043b 30 \u0437\u0430\u043a\u0430\u0437\u043e\u0432 \u043d\u0430 1000 \u043f\u0438\u0441\u0435\u043c, \u0432\u0430\u0440\u0438\u0430\u043d\u0442 B &#8212; 42 \u0437\u0430\u043a\u0430\u0437\u0430 \u043d\u0430 1000. \u0420\u043e\u0441\u0442 \u043d\u0430 40% \u0432\u044b\u0433\u043b\u044f\u0434\u0438\u0442 \u0443\u0431\u0435\u0434\u0438\u0442\u0435\u043b\u044c\u043d\u043e, \u043d\u043e \u0441\u043d\u0430\u0447\u0430\u043b\u0430 \u043d\u0443\u0436\u043d\u0430 \u043f\u0440\u043e\u0432\u0435\u0440\u043a\u0430 \u0437\u043d\u0430\u0447\u0438\u043c\u043e\u0441\u0442\u0438.<\/p>\n<pre style=\"background:#282c34;color:#abb2bf;border-radius:8px;padding:16px 20px;margin:20px 0;overflow-x:auto;font-size:14px;line-height:1.55;font-family:ui-monospace,SFMono-Regular,Menlo,Consolas,monospace\"><code style=\"background:none\"><span style=\"color: #C678DD\">from<\/span><span style=\"color: #ABB2BF\"> <\/span><span style=\"color: #E06C75\">statistics<\/span><span style=\"color: #ABB2BF\"> <\/span><span style=\"color: #C678DD\">import<\/span> <span style=\"color: #E06C75\">NormalDist<\/span>\n\n<span style=\"color: #C678DD\">def<\/span><span style=\"color: #ABB2BF\"> <\/span><span style=\"color: #61AFEF; font-weight: bold\">ab_test<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">conv_a<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">n_a<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">conv_b<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">n_b<\/span><span style=\"color: #ABB2BF\">):<\/span>\n<span style=\"color: #ABB2BF\">    <\/span><span style=\"color: #98C379\">\"\"\"\u0414\u0432\u0443\u0441\u0442\u043e\u0440\u043e\u043d\u043d\u0438\u0439 z-\u0442\u0435\u0441\u0442 \u0434\u043b\u044f \u0434\u0432\u0443\u0445 \u0434\u043e\u043b\u0435\u0439 (\u043d\u043e\u0440\u043c\u0430\u043b\u044c\u043d\u043e\u0435 \u043f\u0440\u0438\u0431\u043b\u0438\u0436\u0435\u043d\u0438\u0435).\"\"\"<\/span>\n    <span style=\"color: #C678DD\">for<\/span> <span style=\"color: #E06C75\">v<\/span> <span style=\"color: #56B6C2\">in<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">conv_a<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">n_a<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">conv_b<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">n_b<\/span><span style=\"color: #ABB2BF\">):<\/span>\n        <span style=\"color: #C678DD\">if<\/span> <span style=\"color: #E5C07B\">isinstance<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">v<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E5C07B\">bool<\/span><span style=\"color: #ABB2BF\">)<\/span> <span style=\"color: #56B6C2\">or<\/span> <span style=\"color: #56B6C2\">not<\/span> <span style=\"color: #E5C07B\">isinstance<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">v<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E5C07B\">int<\/span><span style=\"color: #ABB2BF\">)<\/span> <span style=\"color: #56B6C2\">or<\/span> <span style=\"color: #E06C75\">v<\/span> <span style=\"color: #56B6C2\">&lt;<\/span> <span style=\"color: #D19A66\">0<\/span><span style=\"color: #ABB2BF\">:<\/span>\n            <span style=\"color: #C678DD\">raise<\/span> <span style=\"color: #E06C75\">ValueError<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">f\"\u043d\u0443\u0436\u043d\u043e \u0446\u0435\u043b\u043e\u0435 \u043d\u0435\u043e\u0442\u0440\u0438\u0446\u0430\u0442\u0435\u043b\u044c\u043d\u043e\u0435 \u0447\u0438\u0441\u043b\u043e, \u043f\u043e\u043b\u0443\u0447\u0435\u043d\u043e {<\/span><span style=\"color: #E06C75\">v<\/span><span style=\"color: #98C379\">!r}\"<\/span><span style=\"color: #ABB2BF\">)<\/span>\n    <span style=\"color: #C678DD\">if<\/span> <span style=\"color: #E06C75\">n_a<\/span> <span style=\"color: #56B6C2\">==<\/span> <span style=\"color: #D19A66\">0<\/span> <span style=\"color: #56B6C2\">or<\/span> <span style=\"color: #E06C75\">n_b<\/span> <span style=\"color: #56B6C2\">==<\/span> <span style=\"color: #D19A66\">0<\/span> <span style=\"color: #56B6C2\">or<\/span> <span style=\"color: #E06C75\">conv_a<\/span> <span style=\"color: #56B6C2\">&gt;<\/span> <span style=\"color: #E06C75\">n_a<\/span> <span style=\"color: #56B6C2\">or<\/span> <span style=\"color: #E06C75\">conv_b<\/span> <span style=\"color: #56B6C2\">&gt;<\/span> <span style=\"color: #E06C75\">n_b<\/span><span style=\"color: #ABB2BF\">:<\/span>\n        <span style=\"color: #C678DD\">raise<\/span> <span style=\"color: #E06C75\">ValueError<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">\"\u043f\u0443\u0441\u0442\u0430\u044f \u0433\u0440\u0443\u043f\u043f\u0430 \u0438\u043b\u0438 \u043a\u043e\u043d\u0432\u0435\u0440\u0441\u0438\u0439 \u0431\u043e\u043b\u044c\u0448\u0435, \u0447\u0435\u043c \u0443\u0447\u0430\u0441\u0442\u043d\u0438\u043a\u043e\u0432\"<\/span><span style=\"color: #ABB2BF\">)<\/span>\n    <span style=\"color: #E06C75\">p_a<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">p_b<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #E06C75\">conv_a<\/span> <span style=\"color: #56B6C2\">\/<\/span> <span style=\"color: #E06C75\">n_a<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">conv_b<\/span> <span style=\"color: #56B6C2\">\/<\/span> <span style=\"color: #E06C75\">n_b<\/span>\n    <span style=\"color: #E06C75\">pooled<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">conv_a<\/span> <span style=\"color: #56B6C2\">+<\/span> <span style=\"color: #E06C75\">conv_b<\/span><span style=\"color: #ABB2BF\">)<\/span> <span style=\"color: #56B6C2\">\/<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">n_a<\/span> <span style=\"color: #56B6C2\">+<\/span> <span style=\"color: #E06C75\">n_b<\/span><span style=\"color: #ABB2BF\">)<\/span>\n    <span style=\"color: #E06C75\">se<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">pooled<\/span> <span style=\"color: #56B6C2\">*<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #D19A66\">1<\/span> <span style=\"color: #56B6C2\">-<\/span> <span style=\"color: #E06C75\">pooled<\/span><span style=\"color: #ABB2BF\">)<\/span> <span style=\"color: #56B6C2\">*<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #D19A66\">1<\/span> <span style=\"color: #56B6C2\">\/<\/span> <span style=\"color: #E06C75\">n_a<\/span> <span style=\"color: #56B6C2\">+<\/span> <span style=\"color: #D19A66\">1<\/span> <span style=\"color: #56B6C2\">\/<\/span> <span style=\"color: #E06C75\">n_b<\/span><span style=\"color: #ABB2BF\">))<\/span> <span style=\"color: #56B6C2\">**<\/span> <span style=\"color: #D19A66\">0.5<\/span>\n    <span style=\"color: #C678DD\">if<\/span> <span style=\"color: #E06C75\">se<\/span> <span style=\"color: #56B6C2\">==<\/span> <span style=\"color: #D19A66\">0<\/span><span style=\"color: #ABB2BF\">:<\/span>\n        <span style=\"color: #C678DD\">raise<\/span> <span style=\"color: #E06C75\">ValueError<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">\"\u043d\u0435\u0442 \u0432\u0430\u0440\u0438\u0430\u0446\u0438\u0438: \u0432 \u043e\u0431\u0435\u0438\u0445 \u0433\u0440\u0443\u043f\u043f\u0430\u0445 0% \u0438\u043b\u0438 100% \u043a\u043e\u043d\u0432\u0435\u0440\u0441\u0438\u0439\"<\/span><span style=\"color: #ABB2BF\">)<\/span>\n    <span style=\"color: #E06C75\">z<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">p_b<\/span> <span style=\"color: #56B6C2\">-<\/span> <span style=\"color: #E06C75\">p_a<\/span><span style=\"color: #ABB2BF\">)<\/span> <span style=\"color: #56B6C2\">\/<\/span> <span style=\"color: #E06C75\">se<\/span>\n    <span style=\"color: #E06C75\">p_value<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #D19A66\">2<\/span> <span style=\"color: #56B6C2\">*<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #D19A66\">1<\/span> <span style=\"color: #56B6C2\">-<\/span> <span style=\"color: #E06C75\">NormalDist<\/span><span style=\"color: #ABB2BF\">()<\/span><span style=\"color: #56B6C2\">.<\/span><span style=\"color: #E06C75\">cdf<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E5C07B\">abs<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">z<\/span><span style=\"color: #ABB2BF\">)))<\/span>\n    <span style=\"color: #C678DD\">return<\/span> <span style=\"color: #E06C75\">p_a<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">p_b<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">z<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">p_value<\/span>\n\n<span style=\"color: #C678DD\">def<\/span><span style=\"color: #ABB2BF\"> <\/span><span style=\"color: #61AFEF; font-weight: bold\">sample_size<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">p_base<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">p_target<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">alpha<\/span><span style=\"color: #56B6C2\">=<\/span><span style=\"color: #D19A66\">0.05<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">power<\/span><span style=\"color: #56B6C2\">=<\/span><span style=\"color: #D19A66\">0.8<\/span><span style=\"color: #ABB2BF\">):<\/span>\n<span style=\"color: #ABB2BF\">    <\/span><span style=\"color: #98C379\">\"\"\"\u0421\u043a\u043e\u043b\u044c\u043a\u043e \u0443\u0447\u0430\u0441\u0442\u043d\u0438\u043a\u043e\u0432 \u043d\u0443\u0436\u043d\u043e \u0432 \u041a\u0410\u0416\u0414\u041e\u0419 \u0433\u0440\u0443\u043f\u043f\u0435, \u0447\u0442\u043e\u0431\u044b \u0437\u0430\u043c\u0435\u0442\u0438\u0442\u044c \u0440\u0430\u0437\u043d\u0438\u0446\u0443.\"\"\"<\/span>\n    <span style=\"color: #C678DD\">for<\/span> <span style=\"color: #E06C75\">v<\/span> <span style=\"color: #56B6C2\">in<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">p_base<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">p_target<\/span><span style=\"color: #ABB2BF\">):<\/span>\n        <span style=\"color: #C678DD\">if<\/span> <span style=\"color: #E5C07B\">isinstance<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">v<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E5C07B\">bool<\/span><span style=\"color: #ABB2BF\">)<\/span> <span style=\"color: #56B6C2\">or<\/span> <span style=\"color: #56B6C2\">not<\/span> <span style=\"color: #E5C07B\">isinstance<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">v<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E5C07B\">int<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E5C07B\">float<\/span><span style=\"color: #ABB2BF\">))<\/span> <span style=\"color: #56B6C2\">or<\/span> <span style=\"color: #56B6C2\">not<\/span> <span style=\"color: #D19A66\">0<\/span> <span style=\"color: #56B6C2\">&lt;<\/span> <span style=\"color: #E06C75\">v<\/span> <span style=\"color: #56B6C2\">&lt;<\/span> <span style=\"color: #D19A66\">1<\/span><span style=\"color: #ABB2BF\">:<\/span>\n            <span style=\"color: #C678DD\">raise<\/span> <span style=\"color: #E06C75\">ValueError<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">f\"\u043a\u043e\u043d\u0432\u0435\u0440\u0441\u0438\u044f \u0434\u043e\u043b\u0436\u043d\u0430 \u0431\u044b\u0442\u044c \u0434\u043e\u043b\u0435\u0439 \u043e\u0442 0 \u0434\u043e 1, \u043f\u043e\u043b\u0443\u0447\u0435\u043d\u043e {<\/span><span style=\"color: #E06C75\">v<\/span><span style=\"color: #98C379\">!r}\"<\/span><span style=\"color: #ABB2BF\">)<\/span>\n    <span style=\"color: #C678DD\">if<\/span> <span style=\"color: #E06C75\">p_base<\/span> <span style=\"color: #56B6C2\">==<\/span> <span style=\"color: #E06C75\">p_target<\/span><span style=\"color: #ABB2BF\">:<\/span>\n        <span style=\"color: #C678DD\">raise<\/span> <span style=\"color: #E06C75\">ValueError<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">\"\u043e\u0436\u0438\u0434\u0430\u0435\u043c\u044b\u0439 \u044d\u0444\u0444\u0435\u043a\u0442 \u043d\u0443\u043b\u0435\u0432\u043e\u0439: \u0432\u044b\u0431\u043e\u0440\u043a\u0443 \u0440\u0430\u0441\u0441\u0447\u0438\u0442\u0430\u0442\u044c \u043d\u0435\u043b\u044c\u0437\u044f\"<\/span><span style=\"color: #ABB2BF\">)<\/span>\n    <span style=\"color: #E06C75\">z_a<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #E06C75\">NormalDist<\/span><span style=\"color: #ABB2BF\">()<\/span><span style=\"color: #56B6C2\">.<\/span><span style=\"color: #E06C75\">inv_cdf<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #D19A66\">1<\/span> <span style=\"color: #56B6C2\">-<\/span> <span style=\"color: #E06C75\">alpha<\/span> <span style=\"color: #56B6C2\">\/<\/span> <span style=\"color: #D19A66\">2<\/span><span style=\"color: #ABB2BF\">)<\/span>\n    <span style=\"color: #E06C75\">z_b<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #E06C75\">NormalDist<\/span><span style=\"color: #ABB2BF\">()<\/span><span style=\"color: #56B6C2\">.<\/span><span style=\"color: #E06C75\">inv_cdf<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">power<\/span><span style=\"color: #ABB2BF\">)<\/span>\n    <span style=\"color: #E06C75\">p_bar<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">p_base<\/span> <span style=\"color: #56B6C2\">+<\/span> <span style=\"color: #E06C75\">p_target<\/span><span style=\"color: #ABB2BF\">)<\/span> <span style=\"color: #56B6C2\">\/<\/span> <span style=\"color: #D19A66\">2<\/span>\n    <span style=\"color: #E06C75\">num<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">z_a<\/span> <span style=\"color: #56B6C2\">*<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #D19A66\">2<\/span> <span style=\"color: #56B6C2\">*<\/span> <span style=\"color: #E06C75\">p_bar<\/span> <span style=\"color: #56B6C2\">*<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #D19A66\">1<\/span> <span style=\"color: #56B6C2\">-<\/span> <span style=\"color: #E06C75\">p_bar<\/span><span style=\"color: #ABB2BF\">))<\/span> <span style=\"color: #56B6C2\">**<\/span> <span style=\"color: #D19A66\">0.5<\/span>\n           <span style=\"color: #56B6C2\">+<\/span> <span style=\"color: #E06C75\">z_b<\/span> <span style=\"color: #56B6C2\">*<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">p_base<\/span> <span style=\"color: #56B6C2\">*<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #D19A66\">1<\/span> <span style=\"color: #56B6C2\">-<\/span> <span style=\"color: #E06C75\">p_base<\/span><span style=\"color: #ABB2BF\">)<\/span> <span style=\"color: #56B6C2\">+<\/span> <span style=\"color: #E06C75\">p_target<\/span> <span style=\"color: #56B6C2\">*<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #D19A66\">1<\/span> <span style=\"color: #56B6C2\">-<\/span> <span style=\"color: #E06C75\">p_target<\/span><span style=\"color: #ABB2BF\">))<\/span> <span style=\"color: #56B6C2\">**<\/span> <span style=\"color: #D19A66\">0.5<\/span><span style=\"color: #ABB2BF\">)<\/span> <span style=\"color: #56B6C2\">**<\/span> <span style=\"color: #D19A66\">2<\/span>\n    <span style=\"color: #C678DD\">return<\/span> <span style=\"color: #E5C07B\">int<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #56B6C2\">-<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #56B6C2\">-<\/span><span style=\"color: #E06C75\">num<\/span> <span style=\"color: #56B6C2\">\/\/<\/span> <span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #E06C75\">p_target<\/span> <span style=\"color: #56B6C2\">-<\/span> <span style=\"color: #E06C75\">p_base<\/span><span style=\"color: #ABB2BF\">)<\/span> <span style=\"color: #56B6C2\">**<\/span> <span style=\"color: #D19A66\">2<\/span><span style=\"color: #ABB2BF\">))<\/span>  <span style=\"color: #7F848E\"># \u043e\u043a\u0440\u0443\u0433\u043b\u0435\u043d\u0438\u0435 \u0432\u0432\u0435\u0440\u0445<\/span>\n\n<span style=\"color: #E06C75\">p_a<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">p_b<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">z<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">p<\/span> <span style=\"color: #56B6C2\">=<\/span> <span style=\"color: #E06C75\">ab_test<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #D19A66\">30<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #D19A66\">1000<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #D19A66\">42<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #D19A66\">1000<\/span><span style=\"color: #ABB2BF\">)<\/span>\n<span style=\"color: #E5C07B\">print<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">f\"A: {<\/span><span style=\"color: #E06C75\">p_a<\/span><span style=\"color: #98C379\">:.1%}  B: {<\/span><span style=\"color: #E06C75\">p_b<\/span><span style=\"color: #98C379\">:.1%}  \u0440\u043e\u0441\u0442: {<\/span><span style=\"color: #E06C75\">p_b<\/span><span style=\"color: #ABB2BF\"> <\/span><span style=\"color: #56B6C2\">\/<\/span><span style=\"color: #ABB2BF\"> <\/span><span style=\"color: #E06C75\">p_a<\/span><span style=\"color: #ABB2BF\"> <\/span><span style=\"color: #56B6C2\">-<\/span><span style=\"color: #ABB2BF\"> <\/span><span style=\"color: #D19A66\">1<\/span><span style=\"color: #98C379\">:+.0%}\"<\/span><span style=\"color: #ABB2BF\">)<\/span>\n<span style=\"color: #E5C07B\">print<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">f\"z = {<\/span><span style=\"color: #E06C75\">z<\/span><span style=\"color: #98C379\">:.2f}, p-value = {<\/span><span style=\"color: #E06C75\">p<\/span><span style=\"color: #98C379\">:.3f}\"<\/span><span style=\"color: #ABB2BF\">)<\/span>\n<span style=\"color: #E5C07B\">print<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #98C379\">\"\u043d\u0443\u0436\u043d\u043e \u0432 \u043a\u0430\u0436\u0434\u043e\u0439 \u0433\u0440\u0443\u043f\u043f\u0435:\"<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #E06C75\">sample_size<\/span><span style=\"color: #ABB2BF\">(<\/span><span style=\"color: #D19A66\">0.03<\/span><span style=\"color: #ABB2BF\">,<\/span> <span style=\"color: #D19A66\">0.042<\/span><span style=\"color: #ABB2BF\">))<\/span><\/code><\/pre>\n<pre style=\"background:#282c34;color:#abb2bf;border-radius:8px;padding:16px 20px;margin:20px 0;overflow-x:auto;font-size:14px;line-height:1.55;font-family:ui-monospace,SFMono-Regular,Menlo,Consolas,monospace\"><code style=\"background:none\">A: 3.0%  B: 4.2%  \u0440\u043e\u0441\u0442: +40%\nz = 1.44, p-value = 0.150\n\u043d\u0443\u0436\u043d\u043e \u0432 \u043a\u0430\u0436\u0434\u043e\u0439 \u0433\u0440\u0443\u043f\u043f\u0435: 3782\n<\/code><\/pre>\n<p>\u041d\u0435\u0432\u0435\u0440\u043d\u044b\u0439 \u0432\u044b\u0432\u043e\u0434: \u00ab\u0432\u0430\u0440\u0438\u0430\u043d\u0442 B \u043b\u0443\u0447\u0448\u0435 \u043d\u0430 40%, \u043f\u0435\u0440\u0435\u043a\u043b\u044e\u0447\u0430\u0435\u043c \u0432\u0441\u044e \u0440\u0430\u0441\u0441\u044b\u043b\u043a\u0443\u00bb. \u0424\u0430\u043a\u0442\u0438\u0447\u0435\u0441\u043a\u0438\u0439 \u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442: p-value 0.15 \u043f\u0440\u0438 \u043f\u0440\u0438\u043d\u044f\u0442\u043e\u043c \u043f\u043e\u0440\u043e\u0433\u0435 0.05, \u0442\u043e \u0435\u0441\u0442\u044c \u0442\u0430\u043a\u0430\u044f \u0440\u0430\u0437\u043d\u0438\u0446\u0430 \u043b\u0435\u0433\u043a\u043e \u043f\u043e\u043b\u0443\u0447\u0430\u0435\u0442\u0441\u044f \u0441\u043b\u0443\u0447\u0430\u0439\u043d\u043e. \u0418\u0441\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0438\u0435: \u0437\u0430\u0440\u0430\u043d\u0435\u0435 \u0440\u0430\u0441\u0441\u0447\u0438\u0442\u0430\u0442\u044c \u0440\u0430\u0437\u043c\u0435\u0440 \u0432\u044b\u0431\u043e\u0440\u043a\u0438 (\u043e\u043a\u043e\u043b\u043e 3800 \u043f\u0438\u0441\u0435\u043c \u043d\u0430 \u0433\u0440\u0443\u043f\u043f\u0443, \u0447\u0442\u043e\u0431\u044b \u0441 \u0432\u0435\u0440\u043e\u044f\u0442\u043d\u043e\u0441\u0442\u044c\u044e 80% \u0437\u0430\u043c\u0435\u0442\u0438\u0442\u044c \u0440\u043e\u0441\u0442 \u0441 3,0% \u0434\u043e 4,2%), \u0434\u043e\u0436\u0434\u0430\u0442\u044c\u0441\u044f \u0435\u0433\u043e \u0438 \u0442\u043e\u043b\u044c\u043a\u043e \u043f\u043e\u0442\u043e\u043c \u0440\u0435\u0448\u0430\u0442\u044c. Z-\u0442\u0435\u0441\u0442 \u0437\u0434\u0435\u0441\u044c &#8212; \u043f\u0440\u0438\u0431\u043b\u0438\u0436\u0435\u043d\u0438\u0435, \u043e\u043d\u043e \u0440\u0430\u0431\u043e\u0442\u0430\u0435\u0442 \u043f\u0440\u0438 \u0434\u043e\u0441\u0442\u0430\u0442\u043e\u0447\u043d\u043e\u043c \u0447\u0438\u0441\u043b\u0435 \u043a\u043e\u043d\u0432\u0435\u0440\u0441\u0438\u0439 \u0432 \u043a\u0430\u0436\u0434\u043e\u0439 \u0433\u0440\u0443\u043f\u043f\u0435; \u0434\u043b\u044f \u0441\u043e\u0432\u0441\u0435\u043c \u043c\u0430\u043b\u044b\u0445 \u0447\u0438\u0441\u0435\u043b \u0438\u0441\u043f\u043e\u043b\u044c\u0437\u0443\u044e\u0442 \u0442\u043e\u0447\u043d\u044b\u0439 \u0442\u0435\u0441\u0442 \u0424\u0438\u0448\u0435\u0440\u0430.<\/p>\n<h3>\u0420\u0435\u0448\u0435\u043d\u0438\u0435 \u0438 \u043a\u043e\u043d\u0442\u0440\u043e\u043b\u044c<\/h3>\n<p>\u0418\u0442\u043e\u0433 \u0446\u0438\u043a\u043b\u0430 &#8212; \u043d\u0435 \u00ab\u0438\u0441\u0442\u0438\u043d\u0430\u00bb, \u0430 \u0440\u0435\u0448\u0435\u043d\u0438\u0435 \u0441 \u0443\u0441\u043b\u043e\u0432\u0438\u0435\u043c \u043f\u0435\u0440\u0435\u0441\u043c\u043e\u0442\u0440\u0430: \u043d\u0430\u043f\u0440\u0438\u043c\u0435\u0440, \u0441\u043d\u0438\u0437\u0438\u0442\u044c \u0431\u044e\u0434\u0436\u0435\u0442 social \u043d\u0430 30%, \u0437\u0430\u043f\u0443\u0441\u0442\u0438\u0442\u044c \u0442\u0435\u0441\u0442 \u0441 \u043e\u0442\u043a\u043b\u044e\u0447\u0435\u043d\u0438\u0435\u043c \u043c\u0435\u0434\u0438\u0439\u043d\u043e\u0439 \u0440\u0435\u043a\u043b\u0430\u043c\u044b \u0432 \u0447\u0430\u0441\u0442\u0438 \u0440\u0435\u0433\u0438\u043e\u043d\u043e\u0432, \u0447\u0435\u0440\u0435\u0437 \u043c\u0435\u0441\u044f\u0446 \u0441\u0440\u0430\u0432\u043d\u0438\u0442\u044c \u043e\u0431\u0449\u0438\u0435 \u043f\u0440\u043e\u0434\u0430\u0436\u0438, \u0430 \u043d\u0435 \u0442\u043e\u043b\u044c\u043a\u043e \u043c\u0435\u0442\u0440\u0438\u043a\u0438 \u043a\u0430\u043d\u0430\u043b\u0430. \u0415\u0441\u043b\u0438 \u043f\u0440\u043e\u0434\u0430\u0436\u0438 \u043d\u0435 \u043f\u0440\u043e\u0441\u0435\u043b\u0438, \u0433\u0438\u043f\u043e\u0442\u0435\u0437\u0430 \u043f\u043e\u0434\u0442\u0432\u0435\u0440\u0434\u0438\u043b\u0430\u0441\u044c; \u0435\u0441\u043b\u0438 \u043f\u0440\u043e\u0441\u0435\u043b\u0438 &#8212; \u043a\u0430\u043d\u0430\u043b \u0440\u0430\u0431\u043e\u0442\u0430\u043b \u043d\u0430 \u0432\u0445\u043e\u0434 \u0432 \u0432\u043e\u0440\u043e\u043d\u043a\u0443, \u0438 \u0435\u0433\u043e \u0432\u043e\u0437\u0432\u0440\u0430\u0449\u0430\u044e\u0442.<\/p>\n<h2 id=\"s6\">Data-driven \u0432 B2B \u0438 \u0434\u0438\u0441\u0442\u0440\u0438\u0431\u0443\u0446\u0438\u0438<\/h2>\n<p>\u0412 B2B \u0438 \u0434\u0438\u0441\u0442\u0440\u0438\u0431\u0443\u0446\u0438\u0438 \u0442\u043e\u0442 \u0436\u0435 \u0446\u0438\u043a\u043b \u043f\u0440\u0438\u043c\u0435\u043d\u044f\u044e\u0442 \u043d\u0435 \u0442\u043e\u043b\u044c\u043a\u043e \u043a \u0440\u0435\u043a\u043b\u0430\u043c\u0435, \u043d\u043e \u0438 \u043a \u0430\u0441\u0441\u043e\u0440\u0442\u0438\u043c\u0435\u043d\u0442\u0443, \u0441\u043a\u0438\u0434\u043a\u0430\u043c \u0438 \u0440\u0430\u0431\u043e\u0442\u0435 \u0441 \u043a\u043b\u0438\u0435\u043d\u0442\u0430\u043c\u0438. \u041a\u043e\u0433\u0434\u0430 \u043c\u0430\u0440\u0436\u0438\u043d\u0430\u043b\u044c\u043d\u043e\u0441\u0442\u044c \u0441\u043d\u0438\u0436\u0430\u0435\u0442\u0441\u044f, \u0440\u0435\u0448\u0435\u043d\u0438\u044f \u043f\u043e \u0432\u044b\u0440\u0443\u0447\u043a\u0435 \u0441\u0442\u0430\u043d\u043e\u0432\u044f\u0442\u0441\u044f \u043e\u043f\u0430\u0441\u043d\u044b\u043c\u0438: \u043e\u0431\u043e\u0440\u043e\u0442 \u0440\u0430\u0441\u0442\u0435\u0442, \u0430 \u043f\u0440\u0438\u0431\u044b\u043b\u044c \u043f\u0430\u0434\u0430\u0435\u0442. \u041f\u043e\u044d\u0442\u043e\u043c\u0443 \u0437\u0434\u0435\u0441\u044c \u043e\u0441\u043e\u0431\u0435\u043d\u043d\u043e \u0432\u0430\u0436\u043d\u043e \u0441\u0447\u0438\u0442\u0430\u0442\u044c \u043c\u0430\u0440\u0436\u0443 \u043f\u043e \u043a\u043b\u0438\u0435\u043d\u0442\u0443, SKU \u0438 \u043a\u0430\u043d\u0430\u043b\u0443, \u043a\u0430\u043a \u0432 \u043a\u043e\u043b\u043e\u043d\u043a\u0435 \u00abROMI \u043f\u0440\u0438\u0431.\u00bb \u0432\u044b\u0448\u0435, \u0430 \u043d\u0435 \u0442\u043e\u043b\u044c\u043a\u043e \u043e\u0431\u044a\u0435\u043c \u043f\u0440\u043e\u0434\u0430\u0436.<\/p>\n<p>\u041f\u0435\u0440\u0435\u0445\u043e\u0434 \u043a data-driven \u0443\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0438\u044e \u0432 \u0442\u0430\u043a\u0438\u0445 \u043a\u043e\u043c\u043f\u0430\u043d\u0438\u044f\u0445 \u043e\u0431\u044b\u0447\u043d\u043e \u043d\u0430\u0447\u0438\u043d\u0430\u0435\u0442\u0441\u044f \u0441 \u0430\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0437\u0430\u0446\u0438\u0438 \u0443\u0447\u0435\u0442\u0430 \u0438 \u0441\u0432\u044f\u0437\u0438 \u0434\u0430\u043d\u043d\u044b\u0445: \u0443\u0447\u0435\u0442\u043d\u0430\u044f \u0441\u0438\u0441\u0442\u0435\u043c\u0430, CRM \u0438 \u043e\u0442\u0447\u0435\u0442\u043d\u043e\u0441\u0442\u044c \u0434\u043e\u043b\u0436\u043d\u044b \u043e\u043f\u0438\u0441\u044b\u0432\u0430\u0442\u044c \u043e\u0434\u043d\u0438 \u0438 \u0442\u0435 \u0436\u0435 \u0441\u0434\u0435\u043b\u043a\u0438. \u0411\u0435\u0437 \u044d\u0442\u043e\u0433\u043e \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a \u0442\u0440\u0430\u0442\u0438\u0442 \u043e\u0441\u043d\u043e\u0432\u043d\u043e\u0435 \u0432\u0440\u0435\u043c\u044f \u043d\u0430 \u0441\u0432\u0435\u0440\u043a\u0443 \u0432\u044b\u0433\u0440\u0443\u0437\u043e\u043a, \u0430 \u043d\u0435 \u043d\u0430 \u0440\u0435\u0448\u0435\u043d\u0438\u044f.<\/p>\n<h2 id=\"s7\">\u0415\u0441\u043b\u0438 \u043d\u0435 \u043f\u043e\u043b\u0443\u0447\u0438\u043b\u043e\u0441\u044c<\/h2>\n<ul>\n<li><strong>\u0426\u0438\u0444\u0440\u044b \u0437\u0430\u043a\u0430\u0437\u043e\u0432 \u0432 \u0432\u0435\u0431-\u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0435 \u0438 CRM \u0440\u0430\u0441\u0445\u043e\u0434\u044f\u0442\u0441\u044f.<\/strong> \u042d\u0442\u043e \u043d\u043e\u0440\u043c\u0430\u043b\u044c\u043d\u043e \u0432 \u043f\u0440\u0435\u0434\u0435\u043b\u0430\u0445 \u043d\u0435\u0441\u043a\u043e\u043b\u044c\u043a\u0438\u0445 \u043f\u0440\u043e\u0446\u0435\u043d\u0442\u043e\u0432 (\u0431\u043b\u043e\u043a\u0438\u0440\u043e\u0432\u0449\u0438\u043a\u0438, \u0437\u0430\u043a\u0430\u0437\u044b \u043f\u043e \u0442\u0435\u043b\u0435\u0444\u043e\u043d\u0443). \u041f\u0440\u0438 \u0431\u043e\u043b\u044c\u0448\u043e\u043c \u0440\u0430\u0441\u0445\u043e\u0436\u0434\u0435\u043d\u0438\u0438 \u043f\u0440\u043e\u0432\u0435\u0440\u0438\u0442\u044c, \u0441\u0440\u0430\u0431\u0430\u0442\u044b\u0432\u0430\u0435\u0442 \u043b\u0438 \u0446\u0435\u043b\u044c, \u043f\u0435\u0440\u0435\u0434\u0430\u0435\u0442\u0441\u044f \u043b\u0438 \u0438\u0434\u0435\u043d\u0442\u0438\u0444\u0438\u043a\u0430\u0442\u043e\u0440 \u0437\u0430\u044f\u0432\u043a\u0438 \u0438 \u043d\u0435\u0442 \u043b\u0438 \u0434\u0443\u0431\u043b\u0435\u0439.<\/li>\n<li><strong>ROMI \u043e\u0442\u0440\u0438\u0446\u0430\u0442\u0435\u043b\u044c\u043d\u044b\u0439 \u0443 \u0432\u0441\u0435\u0445 \u043a\u0430\u043d\u0430\u043b\u043e\u0432.<\/strong> \u041f\u0440\u043e\u0432\u0435\u0440\u0438\u0442\u044c, \u043a\u0430\u043a\u0430\u044f \u043c\u0430\u0440\u0436\u0430 \u0438 \u043a\u0430\u043a\u043e\u0439 \u043f\u0435\u0440\u0438\u043e\u0434 \u043f\u043e\u0434\u0441\u0442\u0430\u0432\u043b\u0435\u043d\u044b: \u0443 \u0442\u043e\u0432\u0430\u0440\u043e\u0432 \u0441 \u043f\u043e\u0432\u0442\u043e\u0440\u043d\u044b\u043c\u0438 \u043f\u043e\u043a\u0443\u043f\u043a\u0430\u043c\u0438 \u043e\u043a\u0443\u043f\u0430\u0435\u043c\u043e\u0441\u0442\u044c \u043f\u0435\u0440\u0432\u043e\u0433\u043e \u0437\u0430\u043a\u0430\u0437\u0430 \u0437\u0430\u043d\u0438\u0436\u0435\u043d\u0430, \u043d\u0443\u0436\u0435\u043d LTV.<\/li>\n<li><strong>A\/B-\u0442\u0435\u0441\u0442\u044b \u043d\u0438\u043a\u043e\u0433\u0434\u0430 \u043d\u0435 \u0437\u043d\u0430\u0447\u0438\u043c\u044b.<\/strong> \u0412\u044b\u0431\u043e\u0440\u043a\u0430 \u043c\u0430\u043b\u0430 \u0434\u043b\u044f \u043e\u0436\u0438\u0434\u0430\u0435\u043c\u043e\u0433\u043e \u044d\u0444\u0444\u0435\u043a\u0442\u0430 &#8212; \u0441\u0447\u0438\u0442\u0430\u0442\u044c \u0440\u0430\u0437\u043c\u0435\u0440 \u0432\u044b\u0431\u043e\u0440\u043a\u0438 \u0434\u043e \u0437\u0430\u043f\u0443\u0441\u043a\u0430 \u0438\u043b\u0438 \u0442\u0435\u0441\u0442\u0438\u0440\u043e\u0432\u0430\u0442\u044c \u0431\u043e\u043b\u0435\u0435 \u043a\u0440\u0443\u043f\u043d\u044b\u0435 \u0438\u0437\u043c\u0435\u043d\u0435\u043d\u0438\u044f.<\/li>\n<li><strong>\u041c\u0435\u0442\u0440\u0438\u043a\u0430 \u0440\u0430\u0441\u0442\u0435\u0442, \u0430 \u0431\u0438\u0437\u043d\u0435\u0441 \u043d\u0435\u0442.<\/strong> \u041a\u043e\u043c\u0430\u043d\u0434\u0430 \u043e\u043f\u0442\u0438\u043c\u0438\u0437\u0438\u0440\u0443\u0435\u0442 \u043f\u0440\u043e\u043c\u0435\u0436\u0443\u0442\u043e\u0447\u043d\u0443\u044e \u043c\u0435\u0442\u0440\u0438\u043a\u0443 (\u043a\u043b\u0438\u043a\u0438, \u0437\u0430\u044f\u0432\u043a\u0438) \u0432\u043c\u0435\u0441\u0442\u043e \u043a\u043e\u043d\u0435\u0447\u043d\u043e\u0439 (\u043e\u043f\u043b\u0430\u0442\u044b, \u043f\u0440\u0438\u0431\u044b\u043b\u044c). \u041d\u0443\u0436\u043d\u043e \u043f\u043e\u0434\u043d\u044f\u0442\u044c \u0446\u0435\u043b\u044c \u043d\u0430 \u0443\u0440\u043e\u0432\u0435\u043d\u044c \u0432\u044b\u0448\u0435 \u043f\u043e \u0432\u043e\u0440\u043e\u043d\u043a\u0435.<\/li>\n<\/ul>\n<h2 id=\"s8\">\u0412\u044b\u0432\u043e\u0434\u044b<\/h2>\n<ul>\n<li>Data-driven \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 &#8212; \u044d\u0442\u043e \u0446\u0438\u043a\u043b \u0440\u0435\u0448\u0435\u043d\u0438\u0439 \u043d\u0430 \u0434\u0430\u043d\u043d\u044b\u0445: \u0432\u043e\u043f\u0440\u043e\u0441, \u043c\u0435\u0442\u0440\u0438\u043a\u0430, \u0434\u0430\u043d\u043d\u044b\u0435, \u043f\u0440\u043e\u0432\u0435\u0440\u043a\u0430 \u0433\u0438\u043f\u043e\u0442\u0435\u0437\u044b, \u0440\u0435\u0448\u0435\u043d\u0438\u0435 \u0438 \u043a\u043e\u043d\u0442\u0440\u043e\u043b\u044c, \u0430 \u043d\u0435 \u043d\u0430\u0431\u043e\u0440 \u043e\u0442\u0447\u0435\u0442\u043e\u0432.<\/li>\n<li>\u0413\u043b\u0430\u0432\u043d\u043e\u0435 \u043f\u0440\u0435\u043f\u044f\u0442\u0441\u0442\u0432\u0438\u0435 &#8212; \u043d\u0435 \u043e\u0431\u044a\u0435\u043c \u0434\u0430\u043d\u043d\u044b\u0445, \u0430 \u0438\u0445 \u043d\u0435\u0441\u043a\u043b\u0435\u0435\u043d\u043d\u043e\u0441\u0442\u044c: \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u044b\u0435 \u0440\u0430\u0441\u0445\u043e\u0434\u044b, \u0432\u0438\u0437\u0438\u0442\u044b, \u043e\u043f\u043b\u0430\u0442\u044b \u0438 \u0441\u0435\u0431\u0435\u0441\u0442\u043e\u0438\u043c\u043e\u0441\u0442\u044c \u0434\u043e\u043b\u0436\u043d\u044b \u0441\u0432\u044f\u0437\u044b\u0432\u0430\u0442\u044c\u0441\u044f \u043e\u0431\u0449\u0438\u043c \u0438\u0434\u0435\u043d\u0442\u0438\u0444\u0438\u043a\u0430\u0442\u043e\u0440\u043e\u043c.<\/li>\n<li>ROMI \u043f\u043e \u0432\u044b\u0440\u0443\u0447\u043a\u0435 \u043c\u043e\u0436\u0435\u0442 \u043f\u043e\u043a\u0430\u0437\u044b\u0432\u0430\u0442\u044c \u043f\u0440\u0438\u0431\u044b\u043b\u044c \u0442\u0430\u043c, \u0433\u0434\u0435 \u043a\u0430\u043d\u0430\u043b \u0443\u0431\u044b\u0442\u043e\u0447\u0435\u043d; \u0440\u0435\u0448\u0435\u043d\u0438\u044f \u043e \u0431\u044e\u0434\u0436\u0435\u0442\u0435 \u043f\u0440\u0438\u043d\u0438\u043c\u0430\u044e\u0442 \u043f\u043e \u043c\u0430\u0440\u0436\u0435.<\/li>\n<li>\u0420\u0430\u0437\u043d\u0438\u0446\u0430 \u0432 \u043a\u043e\u043d\u0432\u0435\u0440\u0441\u0438\u0438 \u0431\u0435\u0437 \u043f\u0440\u043e\u0432\u0435\u0440\u043a\u0438 \u0437\u043d\u0430\u0447\u0438\u043c\u043e\u0441\u0442\u0438 \u0438 \u0440\u0430\u0441\u0447\u0435\u0442\u0430 \u0432\u044b\u0431\u043e\u0440\u043a\u0438 &#8212; \u0435\u0449\u0435 \u043d\u0435 \u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442.<\/li>\n<li>\u0410\u0442\u0440\u0438\u0431\u0443\u0446\u0438\u044f \u00ab\u043f\u043e\u0441\u043b\u0435\u0434\u043d\u0438\u0439 \u043a\u0430\u043d\u0430\u043b\u00bb \u043d\u0435\u0434\u043e\u043e\u0446\u0435\u043d\u0438\u0432\u0430\u0435\u0442 \u043a\u0430\u043d\u0430\u043b\u044b \u0432\u0435\u0440\u0445\u0430 \u0432\u043e\u0440\u043e\u043d\u043a\u0438; \u0441\u043f\u043e\u0440\u043d\u044b\u0435 \u0432\u044b\u0432\u043e\u0434\u044b \u043f\u0440\u043e\u0432\u0435\u0440\u044f\u044e\u0442 \u044d\u043a\u0441\u043f\u0435\u0440\u0438\u043c\u0435\u043d\u0442\u043e\u043c.<\/li>\n<\/ul>\n<h2 id=\"s9\">\u0413\u0434\u0435 \u043f\u0440\u0438\u043c\u0435\u043d\u044f\u0435\u0442\u0441\u044f \/ \u0441\u0432\u044f\u0437\u044c \u0441 \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u043e\u0439<\/h2>\n<div class=\"oj-cta\" style=\"background:#fbf4e4;border-left:4px solid #c9962b;border-radius:8px;padding:16px 20px;margin:24px 0\">\n<p style=\"margin:0 0 8px\"><strong>\u041e\u0441\u0432\u043e\u0439\u0442\u0435 \u0442\u0435\u043c\u0443 \u043d\u0430 \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u0435<\/strong><\/p>\n<p>\u041d\u0430\u0432\u044b\u043a\u0438 \u0438\u0437 \u044d\u0442\u043e\u0439 \u0441\u0442\u0430\u0442\u044c\u0438 &#8212; \u0444\u043e\u0440\u043c\u0443\u043b\u0438\u0440\u043e\u0432\u0430\u0442\u044c \u0432\u043e\u043f\u0440\u043e\u0441 \u0431\u0438\u0437\u043d\u0435\u0441\u0430, \u0432\u044b\u0431\u0438\u0440\u0430\u0442\u044c \u043c\u0435\u0442\u0440\u0438\u043a\u0443, \u0441\u043e\u0431\u0438\u0440\u0430\u0442\u044c \u0438 \u043f\u0440\u043e\u0432\u0435\u0440\u044f\u0442\u044c \u0434\u0430\u043d\u043d\u044b\u0435, \u043f\u0440\u043e\u0432\u043e\u0434\u0438\u0442\u044c A\/B-\u0442\u0435\u0441\u0442\u044b \u0438 \u0434\u043e\u0432\u043e\u0434\u0438\u0442\u044c \u0430\u043d\u0430\u043b\u0438\u0437 \u0434\u043e \u0440\u0435\u0448\u0435\u043d\u0438\u044f &#8212; \u043d\u0443\u0436\u043d\u044b \u043c\u0430\u0440\u043a\u0435\u0442\u043e\u043b\u043e\u0433\u0430\u043c, \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u043e\u0432\u044b\u043c \u043c\u0435\u043d\u0435\u0434\u0436\u0435\u0440\u0430\u043c \u0438 \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0430\u043c. \u0421\u0438\u0441\u0442\u0435\u043c\u043d\u043e \u0438\u0445 \u0440\u0430\u0437\u0431\u0438\u0440\u0430\u044e\u0442 \u043d\u0430 \u043a\u0443\u0440\u0441\u0435 <a href=\"https:\/\/otus.ru\/lessons\/data-driven\/?utm_source=oj&amp;utm_medium=article&amp;utm_campaign=data-driven-marketing-opredelenie-osobennosti-primenenie&amp;utm_content=course\">\u00ab\u041f\u0440\u0438\u043d\u044f\u0442\u0438\u0435 \u0440\u0435\u0448\u0435\u043d\u0438\u0439 \u043d\u0430 \u043e\u0441\u043d\u043e\u0432\u0435 \u0434\u0430\u043d\u043d\u044b\u0445 \/ Data-driven\u00bb<\/a>. \u0427\u0442\u043e\u0431\u044b \u043f\u043e\u0437\u043d\u0430\u043a\u043e\u043c\u0438\u0442\u044c\u0441\u044f \u0441 \u0442\u0435\u043c\u043e\u0439 \u0438 \u043f\u0440\u0435\u043f\u043e\u0434\u0430\u0432\u0430\u0442\u0435\u043b\u044f\u043c\u0438 \u0434\u043e \u0432\u044b\u0431\u043e\u0440\u0430 \u043f\u0440\u043e\u0433\u0440\u0430\u043c\u043c\u044b, \u043c\u043e\u0436\u043d\u043e \u043f\u043e\u0441\u0435\u0442\u0438\u0442\u044c <a href=\"https:\/\/otus.ru\/events\/?utm_source=oj&amp;utm_medium=article&amp;utm_campaign=data-driven-marketing-opredelenie-osobennosti-primenenie&amp;utm_content=events\">\u043e\u0442\u043a\u0440\u044b\u0442\u044b\u0435 \u0443\u0440\u043e\u043a\u0438 Otus<\/a>.<\/p>\n<\/div>\n<h2 id=\"s10\">FAQ<\/h2>\n<p><strong>\u041d\u0443\u0436\u0435\u043d \u043b\u0438 data-driven \u043f\u043e\u0434\u0445\u043e\u0434 \u043c\u0430\u043b\u043e\u043c\u0443 \u0431\u0438\u0437\u043d\u0435\u0441\u0443?<\/strong><br \/>\n\u0414\u0430, \u043d\u043e \u0432 \u043e\u0431\u043b\u0435\u0433\u0447\u0435\u043d\u043d\u043e\u0439 \u0444\u043e\u0440\u043c\u0435: \u0432\u0435\u0431-\u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0430, CRM \u0438 \u0442\u0430\u0431\u043b\u0438\u0446\u0430 \u0441 \u0440\u0430\u0441\u0445\u043e\u0434\u0430\u043c\u0438 \u0438 \u043f\u0440\u043e\u0434\u0430\u0436\u0430\u043c\u0438 \u043f\u043e \u043a\u0430\u043d\u0430\u043b\u0430\u043c. \u0425\u0440\u0430\u043d\u0438\u043b\u0438\u0449\u0435 \u0438 BI-\u0441\u0438\u0441\u0442\u0435\u043c\u0430 \u043e\u043a\u0443\u043f\u0430\u044e\u0442\u0441\u044f, \u043a\u043e\u0433\u0434\u0430 \u0438\u0441\u0442\u043e\u0447\u043d\u0438\u043a\u043e\u0432 \u0438 \u0434\u0430\u043d\u043d\u044b\u0445 \u0441\u0442\u0430\u043d\u043e\u0432\u0438\u0442\u0441\u044f \u0431\u043e\u043b\u044c\u0448\u0435, \u0447\u0435\u043c \u0443\u0434\u043e\u0431\u043d\u043e \u0441\u0432\u043e\u0434\u0438\u0442\u044c \u0432\u0440\u0443\u0447\u043d\u0443\u044e.<\/p>\n<p><strong>\u041c\u043e\u0436\u043d\u043e \u043b\u0438 \u0431\u044b\u0442\u044c data-driven \u0431\u0435\u0437 \u043f\u0440\u043e\u0433\u0440\u0430\u043c\u043c\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u044f?<\/strong><br \/>\n\u0411\u0430\u0437\u043e\u0432\u044b\u0435 \u0440\u0430\u0441\u0447\u0435\u0442\u044b \u0434\u0435\u043b\u0430\u044e\u0442\u0441\u044f \u0432 \u0442\u0430\u0431\u043b\u0438\u0446\u0430\u0445 \u0438 \u0438\u043d\u0442\u0435\u0440\u0444\u0435\u0439\u0441\u0430\u0445 \u0441\u0438\u0441\u0442\u0435\u043c \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0438. SQL \u0438 Python \u043d\u0443\u0436\u043d\u044b, \u043a\u043e\u0433\u0434\u0430 \u0434\u0430\u043d\u043d\u044b\u0445 \u043c\u043d\u043e\u0433\u043e, \u0438\u0441\u0442\u043e\u0447\u043d\u0438\u043a\u0438 \u043d\u0430\u0434\u043e \u043e\u0431\u044a\u0435\u0434\u0438\u043d\u044f\u0442\u044c \u0438\u043b\u0438 \u0440\u0430\u0441\u0447\u0435\u0442\u044b \u043f\u043e\u0432\u0442\u043e\u0440\u044f\u044e\u0442\u0441\u044f \u0440\u0435\u0433\u0443\u043b\u044f\u0440\u043d\u043e.<\/p>\n<p><strong>\u0427\u0435\u043c data-driven \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 \u043e\u0442\u043b\u0438\u0447\u0430\u0435\u0442\u0441\u044f \u043e\u0442 performance-\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0430?<\/strong><br \/>\nPerformance-\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 &#8212; \u044d\u0442\u043e \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u044b\u0435 \u043a\u0430\u043d\u0430\u043b\u044b \u0441 \u043e\u043f\u043b\u0430\u0442\u043e\u0439 \u0438 \u043e\u0446\u0435\u043d\u043a\u043e\u0439 \u0437\u0430 \u0438\u0437\u043c\u0435\u0440\u0438\u043c\u044b\u0439 \u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442 (\u043a\u043b\u0438\u043a, \u0437\u0430\u044f\u0432\u043a\u0430). Data-driven &#8212; \u0441\u043f\u043e\u0441\u043e\u0431 \u043f\u0440\u0438\u043d\u0438\u043c\u0430\u0442\u044c \u0440\u0435\u0448\u0435\u043d\u0438\u044f, \u043a\u043e\u0442\u043e\u0440\u044b\u0439 \u043f\u0440\u0438\u043c\u0435\u043d\u044f\u044e\u0442 \u0438 \u043a performance-\u043a\u0430\u043d\u0430\u043b\u0430\u043c, \u0438 \u043a \u0431\u0440\u0435\u043d\u0434\u0443, \u0430\u0441\u0441\u043e\u0440\u0442\u0438\u043c\u0435\u043d\u0442\u0443, \u0446\u0435\u043d\u0435 \u0438 \u0443\u0434\u0435\u0440\u0436\u0430\u043d\u0438\u044e.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Data-driven \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 (\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u0443\u043f\u0440\u0430\u0432\u043b\u044f\u0435\u043c\u044b\u0439 \u0434\u0430\u043d\u043d\u044b\u043c\u0438) &#8212; \u044d\u0442\u043e \u043f\u043e\u0434\u0445\u043e\u0434, \u043f\u0440\u0438 \u043a\u043e\u0442\u043e\u0440\u043e\u043c \u0440\u0435\u0448\u0435\u043d\u0438\u044f \u043e \u043a\u0430\u043d\u0430\u043b\u0430\u0445, \u0431\u044e\u0434\u0436\u0435\u0442\u0435, \u043f\u0440\u0435\u0434\u043b\u043e\u0436\u0435\u043d\u0438\u0438 \u0438 \u043a\u043e\u043c\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u0438 \u043f\u0440\u0438\u043d\u0438\u043c\u0430\u044e\u0442\u0441\u044f \u043f\u043e \u0438\u0437\u043c\u0435\u0440\u0435\u043d\u043d\u044b\u043c \u0434\u0430\u043d\u043d\u044b\u043c \u043e \u043a\u043b\u0438\u0435\u043d\u0442\u0430\u0445 \u0438 \u043f\u0440\u043e\u0434\u0430\u0436\u0430\u0445, \u0430 \u043d\u0435 \u043f\u043e \u0438\u043d\u0442\u0443\u0438\u0446\u0438\u0438 \u0438\u043b\u0438 \u043f\u0440\u0438\u0432\u044b\u0447\u043a\u0435. \u041a\u043b\u044e\u0447\u0435\u0432\u043e\u0435 \u0441\u043b\u043e\u0432\u043e &#8212; \u00ab\u0440\u0435\u0448\u0435\u043d\u0438\u044f\u00bb: \u0441\u043e\u0431\u0440\u0430\u0442\u044c \u043e\u0442\u0447\u0435\u0442\u044b \u043d\u0435\u0434\u043e\u0441\u0442\u0430\u0442\u043e\u0447\u043d\u043e, \u043d\u0443\u0436\u0435\u043d \u0446\u0438\u043a\u043b \u00ab\u0432\u043e\u043f\u0440\u043e\u0441 -&gt; \u043c\u0435\u0442\u0440\u0438\u043a\u0430 -&gt; \u0434\u0430\u043d\u043d\u044b\u0435 -&gt; \u043f\u0440\u043e\u0432\u0435\u0440\u043a\u0430 \u0433\u0438\u043f\u043e\u0442\u0435\u0437\u044b -&gt; \u0440\u0435\u0448\u0435\u043d\u0438\u0435 -&gt; \u043a\u043e\u043d\u0442\u0440\u043e\u043b\u044c \u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u0430\u00bb. \u0421\u043e\u0434\u0435\u0440\u0436\u0430\u043d\u0438\u0435 \u0422\u0435\u0440\u043c\u0438\u043d\u044b, [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":2227,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[131,148,149],"class_list":["post-2226","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-polza","tag-big-data","tag-marketing","tag-menedzhment"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"\u0427\u0442\u043e \u0442\u0430\u043a\u043e\u0435 data-driven \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433: \u043a\u0430\u043a\u0438\u0435 \u0434\u0430\u043d\u043d\u044b\u0435 \u0441\u043e\u0431\u0438\u0440\u0430\u044e\u0442, \u043c\u0435\u0442\u0440\u0438\u043a\u0438 CR, CPA, ROMI \u0438 LTV, \u0438\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u044b \u0438 \u043f\u0440\u0438\u043c\u0435\u0440 \u0446\u0438\u043a\u043b\u0430 \u0440\u0435\u0448\u0435\u043d\u0438\u044f \u043d\u0430 \u0434\u0430\u043d\u043d\u044b\u0445 \u0441 \u0440\u0430\u0441\u0447\u0435\u0442\u043e\u043c \u043d\u0430 Python \u0438 A\/B-\u0442\u0435\u0441\u0442\u043e\u043c.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"A. 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