Analysis of the data of visitors to the website of a wholesale company in order to optimize and reduce the costs of the advertising budget

The process of exporting data from the Yandex Metrika system to the PowerBI business intelligence system is considered to form a «portrait» of a consumer of a trading company carrying out its business according to the B2B model. Numerical criteria have been determined that characterize the behavior of customers on the company’s website. It is shown that by optimizing advertising activities based on the performed analytical studies, it was possible to increase the effectiveness of online advertising and reduce advertising costs.