Ecommerce Analytics – Judah Phillips (1)

Companies know more about some customers than other customers. Customers have all sorts of attributes, attitudes, opinions, and perceptions, and similarly there are customer records, however standardized, with many different values for each field in them. There is a lot to analyze in the different data compositions that compose customers. In ecommerce, customers are usually known individuals because to buy something they provide their information.

In the best case, their customer record contains the name, address, and other personally identifiable information (PII). In the worst case, it may only have an e-mail address and some bitcoins. Some customers can be anonymous (when someone is buying from them as a proxy, such as a buyer’s agent or even via an online auction).

Thus, in ecommerce there are anonymous buyers. There are also mostly or partially anonymous buyers—those who have provided very little information, perhaps their IP address, an e-mail address, and some bitcoins. There are mostly known customers who have provided payment information that can be traced back or looked up.

This data can be enhanced with other consumer data to round out a picture of the mostly known customer. And finally, there are fully known customers who provide personally identifiable information that can be enhanced and/or joined with other data to create rich customer profiles. In ecommerce, the idea of incremental registration helps to create customer data by collecting small amounts of information. These small data points collected about or given by the customer can be stored and analyzed to build out a larger customer profile.

Thus, incremental collection of customer data can be an approach for ecommerce sites to round out the information given by the customer and move them over time from an anonymous state into a fully known state. Reviewing Types of Customer Analytics There are many ways to analyze customer data. What’s common across all of them is that there is customer data available to support each type of analysis in a customer record. Although you could use personally identifiable information in customer analysis, you may be limited by your company and law in doing so.

Thus, it is a good idea to encode PII or anonymize it if necessary to support certain customer analyses. It’s important to always be cognizant of privacy, data security, and the impact that even the perception of mishandling customer data could have on an ecommerce business. Ecommerce sites that can’t secure their customer data don’t stay in business for long because they don’t maintain customers.

Would you return to an ecommerce site that lost your personal information or credit card number to a hacker or other bad actor? Customer analysis is meant to help customers by giving them reasons to create more value, to spend more money, to buy more things. In many ecommerce companies the CRM system acts as the master customer data repository.

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Click the link to view the print-fidelity code image. To return to the previous page viewed, click the Back button on your device or app. OceanofPDF.com Ecommerce Analytics Analyze and Improve the Impact of Your Digital Strategy Judah Phillips OceanofPDF.com Publisher: Paul Boger Editor-in-Chief: Amy Neidlinger Executive Editor: Jeanne Levine Editorial Assistant: Sandy Fugate Cover Designer: Alan Clements Managing Editor: Kristy Hart Senior Project Editor: Betsy Gratner Copy Editor: Cheri Clark Proofreader: Debbie Williams Indexer: Ken Johnson Compositor: Nonie Ratcliff Manufacturing Buyer: Dan Uhrig © 2016 by Judah Phillips Published by Pearson Education, Inc.

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First Printing April 2016 ISBN-10: 0-13-417728-2 ISBN-13: 978-0-13-417728-1 Pearson Education LTD. Pearson Education Australia PTY, Limited Pearson Education Singapore, Pte.

This is a short excerpt from the opening of “” by Unknown, quoted for review and introduction purposes. All rights belong to the copyright holders.

Book Information

• Unique ID: c72100a0edbf3b06
• File Extension: .pdf
• File Size: 2,317,028 bytes (2.21 MB)
• Title: –
• Author: Unknown
• ISBN: 9780134177281, 0134177282
• Pages: 402
• Language: English (en)

Reading & Word Statistics

• Estimated Reading Time: 567.2 minutes
• Total Words: 113,440
• Total Characters: 737,079
• Average Words per Page: 282.19
• Average Characters per Page: 1833.53

Most Frequent Words

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