Presentation on theme: "Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and."— Presentation transcript:
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 ColderICEColderICE More analytics tips and resources are available at ZimanaZimana Thank you! May your measures bring great treasures!
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