Ecommerce Analytics

Book excerpt: Ecommerce analytics encompasses specific, powerful techniques for collecting, measuring, analyzing, dashboarding, optimizing, personalizing, and automating data related to online sales and customers. If you participate in the $220 billion ecommerce space, you need expert advice on applying these techniques in your unique environment. Ecommerce Analytics is the only book to deliver the focused, coherent, and practical guidance you’re looking for. Authored by leading consultant and analytics team leader Judah Phillips, it shows how to leverage your massive, complex data resources to improve efficiency, grow revenue, reduce cost, and above all, boost profitability. This landmark guide focuses on using analytics to solve critical problems ecommerce organizations face, from improving brand awareness and favorability through generating demand; shaping digital behavior to accelerating conversion, improving experience to nurturing and re-engaging customers. Phillips shows how to: Implement and unify ecommerce analytics related to product, transactions, customers, merchandising, and marketing More effectively measure performance associated with customer acquisition, conversion, outcomes, and business impact Use analytics to identify the tactics that will create the most value, and execute them more effectively Think about and analyze the behavior of customers, prospects, and leads in ecommerce experiences Optimize paid/owned/earned marketing channels, product mix, merchandising, pricing/promotions/sales, browsing/shopping/purchasing, and other ecommerce functions Understand and model attribution Structure and socialize ecommerce teams for success Evaluate the potential impact of technology choices and platforms Understand the implications of ecommerce analytics on customer privacy, life, and society Preview the future of ecommerce analytics over the next 20 years