Google Hangout with John “ColderICE ” Lawson and Pierre DeBois
E-commerce and Analytics – The Right Measures
Analytics Reporting for E-commerce Profit and Marketing Success
Trend: Find Online, Purchase Offline...and Learning the Right Marketing Blend
Double-digit online sales growth predicted through 2016.*
46% research smartphone, then buy in-store. Another 41% research and purchase via smartphone**
74% of marketers surveyed have either coordinated/are in-process to coordinate the online/offline experience***
Analytics reveals ideas for managing the best customer experience online that aids business growth
*Source: eMarketer **Source: eMarketer: Retailers must provide a smooth experience across channels to satisfy consumers, March 2012
**Source: Experian 2013 Digital Marketer
What to Check First
Review Site Layout determine tracking code needs
Subdomains and/or associated site
Separate Shopping Cart Sites (access to receipt pages)
Draw site layout (Wireframe)
Product details (SKU, price, tax, order ID)
Decide Who Will Review and Take Action on the Data
Adding Analytics Tag Information
Set E-commerce Script Functions
addTrans() = transaction information
addItem() = items to be sold
trackTrans() = confirm purchase
Set Analytics Filters
Set filters to ease data collection
Predefined filters available
Search and replace - text string replacement in reporting
Keep Basic Filter-free profile available
Additional Analytics Set Up
Site Search Reporting
Goals (Checkout Page, Receipt, Time On Site)
Dimension and Metrics Basics
Dimensions: the sources that interest you
Metrics: Numbers that tell how well those sources are doing
E-commerce reporting
Dimensions: Top Product Purchases, Referral Sources
Metrics: Revenue, Average Order Value, Visits/Days to Purchase
Addressing Digital Marketing Influences
Use Benchmark Tool to compare smartphones and tablet influence
Monitor Social Media influence on goals
Use Enhanced Campaigns paid search for “dayparting ” advertising strategy
Analytics Report Analysis Tips
Note influential contributors to dimensions and goals. Look for general trends among referral, social reports (30 - 60 - 90 days)
Make sure URL subdirectories are reported correctly / Maintain a filter-free profile alongside filtered profiles
Check how cookies are called - verify navigation issues due to site design
Use web proxies - Fiddler (Windows) / Charles (Mac)
Verify Page Speed - Yottaa / Pingdom
Examine visitor segment trends by spending and/or geographic area
Monitor for URL text strings that render pages invisible or alter reporting
How to Collaborate To Resolve Issues
Identify problems early into marketing and technical concerns to organize next steps
Web Development (Tag installation, filter site structure)
Tags, filters, and paid search require marketing tools (insights/tag manager/spreadsheet)
Expect large effort to implement and QA, with diminishing needs over time
Organize reporting - Separate analytics segmentation research from immediate needs
Use best team management practices with remote team players
Learn more E-commerce tips and resources at ColderICE More analytics tips and resources are available at Zimana
Thank you!May your measures bring great treasures!