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
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