Web Analytics for Online Commerce
Online commerce becoming essential to many industries
Online consumer spending reached more than $300 billion worldwide in 2004. It now accounts for 7% of U.S. retail spending, and is expected to reach 12% by the end of the decade.
Figure 1. Decision makers throughout the enterprise are trying to find answers to key questions, but the necessary information is spread across different systems with different data formats. Only Skytide pulls together all of the data - including structured, unstructured, and extensible data - to provide the insight needed to improve the business.
In the retail, banking, investment services, travel, insurance, and entertainment industries, this trend is transforming online sales and services from a new channel to an essential one.
Existing Web analytics tools fail to include key data
Online commerce generates complex data that can be combined with traditional customer information to provide valuable cross-channel customer metrics. Standard Web analytics can count basic activity — page hits, unique visitors, and technical problems — but fail to deliver real, actionable business metrics.
For example:
- Visitor behavior on your Web site is directly linked to successful transactions. How can you use traffic pattern data to predictably increase wallet-share?
- Online service problems are captured in HTTP logs. How do these issues correlate with customer satisfaction ratings?
- Special offers and promotions are presented and accepted or rejected in HTML on personalized Web pages or via e-mail. How are these offers affecting overall spending for “premier” customers?
Use skytide to improve performance of your eCommerce website
Skytide solutions are uniquely capable of answering these types of questions. The Skytide Analytical Platform provides effective and timely Web analytics that leverage the most relevant data available. With the Skytide Analytical Platform, you can:
- Leverage the large volumes of data generated by Web site traffic to gain mindshare and improve customer loyalty.
- Quickly deliver specific analytical “views” and reports for different business units and users.
- Change or add analysis to measure the new campaigns, promotions and products, or keep pace with changing markets.