Home > Store

Ecommerce Analytics: Analyze and Improve the Impact of Your Digital Strategy

Add To My Wish List

Ecommerce Analytics: Analyze and Improve the Impact of Your Digital Strategy

By Judah Phillips
Published Apr 4, 2016 by Pearson FT Press. Part of the FT Press Analytics series.

eBook

Your Price: $38.39
List Price: $47.99
Includes EPUB and PDF
About eBook Formats

This eBook includes the following formats, accessible from your Account page after purchase:

ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

Adobe Reader PDF The popular standard, used most often with the free Acrobat® Reader® software.

This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

Add to cart

Description

Sample Content

Updates

More Information

Description

Copyright 2016
Dimensions: 6" x 9"
Pages: 368
Edition: 1st

eBook
ISBN-10: 0-13-417794-0
ISBN-13: 978-0-13-417794-6

Today's Complete, Focused, Up-to-Date Guide to Analytics for Ecommerce

Profit from analytics throughout the entire customer experience and lifecycle
Make the most of all the fast-changing data sources now available to you
For all ecommerce executives, strategists, entrepreneurs, marketers, analysts, and data scientists

Ecommerce Analytics is the only complete single-source guide to analytics for your ecommerce business. It brings together all the knowledge and skills you need to solve your unique problems, and transform your data into better decisions and customer experiences.

Judah Phillips shows how to use analysis to improve ecommerce marketing and advertising, understand customer behavior, increase conversion rates, strengthen loyalty, optimize merchandising and product mix, streamline transactions, optimize product mix, and accurately attribute sales.

Drawing on extensive experience leading large-scale analytics programs, he also offers expert guidance on building successful analytical teams; surfacing high-value insights via dashboards and visualization; and managing data governance, security, and privacy.

Here are the answers you need to make the most of analytics in ecommerce: throughout your organization, across your entire customer lifecycle.



Sample Content

Sample Pages

Download the sample pages (includes Chapter 1 and Index)

Chapter 1 Ecommerce Analytics Creates Business Value and Drives Business Growth     1
Chapter 2 The Ecommerce Analytics Value Chain     9
   Identifying and Prioritizing Demand     11
   Developing an Analytical Plan     14
   Activating the Ecommerce Analytics Environment     16
   Preparing and Wrangling Data     20
   Analyzing, Predicting, Optimizing, and Automating with Data     22
   Socializing Analytics     23
   Communicating the Economic Impact of Analytics     24
Chapter 3 Methods and Techniques for Ecommerce Analysis     27
   Understanding the Calendar for Ecommerce Analysis     28
   Storytelling Is Important for Ecommerce Analysis     29
   Tukey’s Exploratory Data Analysis Is an Important Concept in Ecommerce Analytics     31
   Types of Data: Simplified     34
   Looking at Data: Shapes of Data     36
   Analyzing Ecommerce Data Using Statistics and Machine Learning     47
   Using Key Performance Indicators for Ecommerce     58
Chapter 4 Visualizing, Dashboarding, and Reporting Ecommerce Data and Analysis     71
   Understanding Reporting     75
   Explaining the RASTA Approach to Reporting     77
   Understanding Dashboarding     77
   Explaining the LIVEN Approach to Dashboarding     80
   What Data Should I Start With in an Ecommerce Dashboard?     81
   Understanding Data Visualization     81
Chapter 5 Ecommerce Analytics Data Model and Technology     91
   Understanding the Ecommerce Analytics Data Model: Facts and Dimensions     93
   Explaining a Sample Ecommerce Data Model     96
   Understanding the Inventory Fact     97
   Understanding the Product Fact     98
   Understanding the Order Fact     98
   Understanding the Order Item Fact     99
   Understanding the Customers Fact     99
   Understanding the Customer Order Fact     100
   Reviewing Common Dimensions and Measures in Ecommerce     100
Chapter 6 Marketing and Advertising Analytics in Ecommerce     103
   Understanding the Shared Goals of Marketing and Advertising Analysis     105
   Reviewing the Marketing Lifecycle     108
   Understanding Types of Ecommerce Marketing     111
   Analyzing Marketing and Advertising for Ecommerce     112
   What Marketing Data Could You Begin to Analyze?     116
Chapter 7 Analyzing Behavioral Data     119
   Answering Business Questions with Behavioral Analytics     123
   Understanding Metrics and Key Performance Indicators for Behavioral Analysis     124
   Reviewing Types of Ecommerce Behavioral Analysis     126
Chapter 8 Optimizing for Ecommerce Conversion and User Experience     133
   The Importance of the Value Proposition in Conversion Optimization     137
   The Basics of Conversion Optimization: Persuasion, Psychology, Information Architecture, and Copywriting     138
   The Conversion Optimization Process: Ideation to Hypothesis to Post-Optimization Analysis     141
   The Data for Conversion Optimization: Analytics, Visualization, Research, Usability, Customer, and Technical Data     145
   The Science Behind Conversion Optimization     147
   Succeeding with Conversion Optimization     151
Chapter 9 Analyzing Ecommerce Customers     155
   What Does a Customer Record Look Like in Ecommerce?     156
   What Customer Data Could I Start to Analyze?     157
   Questioning Customer Data with Analytical Thought     158
   Understanding the Ecommerce Customer Analytics Lifecycle     159
   Defining the Types of Customers     161
   Reviewing Types of Customer Analytics     162
   Segmenting Customers     163
   Performing Cohort Analysis     165
   Calculating Customer Lifetime Value     166
   Determining the Cost of Customer Acquisition     168
   Analyzing Customer Churn     169
   Understanding Voice-of-the-Customer Analytics     170
   Doing Recency, Frequency, and Monetary Analysis     171
   Determining Share of Wallet     172
   Scoring Customers     173
   Predicting Customer Behavior     174
   Clustering Customers     175
   Predicting Customer Propensities     176
   Personalizing Customer Experiences     178
Chapter 10 Analyzing Products and Orders in Ecommerce     179
   What Are Ecommerce Orders?     181
   What Order Data Should I Begin to Analyze?     183
   What Metrics and Key Performance Indicators Are Relevant for Ecommerce Orders?     184
   Approaches to Analyzing Orders and Products     186
   Analyzing Products in Ecommerce     193
   Analyzing Merchandising in Ecommerce     198
   What Merchandising Data Should I Start Analyzing First?     210
Chapter 11 Attribution in Ecommerce Analytics     213
   Attributing Sources of Buyers, Conversion, Revenue, and Profit     217
   Understanding Engagement Mapping and the Types of Attribution     220
   The Difference between Top-Down and Bottom-Up Approaches to Attribution     224
   A Framework for Assessing Attribution Software     225
Chapter 12 What Is an Ecommerce Platform?     229
   Understanding the Core Components of an Ecommerce Platform     232
   Understanding the Business Functions Supported by an Ecommerce Platform     235
   Determining an Analytical Approach to Analyzing the Ecommerce Platform     239
Chapter 13 Integrating Data and Analysis to Drive Your Ecommerce Strategy     241
   Defining the Types of Data, Single-Channel to Omnichannel     243
   Integrating Data from a Technical Perspective     246
   Integrating Analytics Applications     259
   Integrating Data from a Business Perspective     261
Chapter 14 Governing Data and Ensuring Privacy and Security     263
   Applying Data Governance in Ecommerce     268
   Applying Data Privacy and Security in Ecommerce     272
   Governance, Privacy, and Security Are Part of the Analyst’s Job     276
Chapter 15 Building Analytics Organizations and Socializing Successful Analytics     279
   Suggesting a Universal Approach for Building Successful Analytics Organizations     280
   Determine and Justify the Need for an Analytics Team     283
   Gain Support for Hiring or Appointing a Leader for Analytics     285
   Hire the Analytics Leader     287
   Gather Business Requirements     288
   Create the Mission and Vision for the Analytics Team     289
   Create an Organizational Model     289
   Hire Staff     291
   Assess the Current State Capabilities and Determine the Future State Capabilities     291
   Assess the Current State Technology Architecture and Determine the Future State Architecture     292
   Begin Building an Analytics Road Map     294
   Train Staff     294
   Map Current Processes, Interactions, and Workflows     295
   Build Templates and Artifacts to Support the Analytics Process     296
   Create a Supply-and-Demand Management Model     296
   Create an Operating Model for Working with Stakeholders     297
   Use, Deploy, or Upgrade Existing or New Technology     298
   Collect or Acquire New Data     298
   Implement a Data Catalog, Master Data Management, and Data Governance     299
   Meet with Stakeholders and Participate in Business Processes, and Then Socialize Analysis on a Regular Cadence and Periodicity     300
   Do Analysis and Data Science and Deliver It     300
   Lead or Assist with New Work Resulting from Analytical Processes     302
   Document and Socialize the Financial Impact and Business Outcomes Resulting from Analysis     303
   Continue to Do Analysis, Socialize It, and Manage Technology While Emphasizing the Business Impact Ad Infinitum     303
   Manage Change and Support Stakeholders     304
Chapter 16 The Future of Ecommerce Analytics     307
   The Future of Data Collection and Preparation     311
   The Future Is Data Experiences     313
   Future Analytics and Technology Capabilities     314
Bibliography     319
Index     329



Updates

Submit Errata



More Information



InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Privacy Notice

Overview

Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security

Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children

This site is not directed to children under the age of 13.

Marketing

Pearson may send or direct marketing communications to users, provided that

Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
Such marketing is consistent with applicable law and Pearson's legal obligations.
Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out

Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

As required by law.
With the consent of the individual (or their parent, if the individual is a minor)
In response to a subpoena, court order or legal process, to the extent permitted or required by law
To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
To investigate or address actual or suspected fraud or other illegal activities
To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links

This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020

Email Address

Corporate, Academic, and Employee Purchases