Web-analytics for Increase of Efficiency of the Web-site of a Department of a Higher Educational Establishment

The goal of the article lies in the study of efficiency of the web-site of the Department of Mathematical Modelling of Economic Systems of the National Technical University of Ukraine "Kyiv Polytechnic Institute" (mses.kpi.ua) using the data obtained with the help of Google Analytics in order to increase its competitiveness. The article analyses possibilities of Google Analytics, which allow: obtaining empirical data on web-site visitors; formation of quantitative reports: total number of visitors, number of visitors for different periods of time, number of views, number of returns; formation of qualitative reports: characteristics and segmentation of visitors, sources, from what web-sites or search systems visitors came from. The article studies a possibility of application of web-analytics for improvement of competitiveness of the department during the entrance campaign. It specifies new directions of marketing activity: use of advertisement campaigns in social networks, renewal of data on pages with a big number of refuses, additional development of the content of pages where users do not stop. The prospect of further studies in this direction is identification of the degree of attraction of entrants from the marketing activity of the department.