Adimo's Customer Success Director Steph Freemantle shares her wealth of experience on what good eCommerce insights look like and most importantly, how you go about finding them.
In today's fast-paced digital world, eCommerce has become a crucial channel for brands to reach their customers and ultimately drive sales. However, with so many metrics and data points available, it can be an overwhelming minefield to make sense of it all – especially where everyone does it slightly differently. But why are eCommerce insights key to unlocking the full potential of your brand?
In short, they are data-driven metrics and analytics that provide invaluable information about your online business performance. They are the key to understanding your customers’ behaviours and preferences. eCommerce insights are also vital to informing strategy and helping you make data-driven decisions about everything from marketing plans to product development.
Despite the wealth of data available, eCommerce insights can be difficult for brands to obtain – especially if your brand is not suitable for a Direct to Consumer channel. This data can be difficult to get hold of because you:
1. Struggle to properly track and analyse their data
2. Have disparate data sources and lack the necessary tools to bring it all together
3. Don’t have agreements with the big retailers to access granular performance data
This makes it very hard to get a complete view of the customer journey and to understand how customers interact with your brand across multiple touchpoints. In addition, some brands are unsure of which metrics are the most important to focus on.
Brands have been adapting to the growth of eCommerce over the past few years. Resulting in it becoming increasingly important for brands to track and analyse their eCommerce metrics to ensure they are meeting customer demands and optimising their online sales channels. Here are some of the most important FMCG eCommerce metrics to track:
eCommerce insights have the potential to unlock a wide range of benefits for brands:
eCommerce insights are the key to unlocking the full potential of brands online - insights can be used to improve customer experiences, increase revenue, optimise marketing, and inform product development. However, to truly harness the power of eCommerce insights, brands will benefit from investing in the right tools and expertise to track and analyse their data effectively.
One way to ensure brands fully embrace the power of eCommerce insights, is to invest in the right tools and technology. Implementing a platform like Adimo to track across all your marketing channels, with access to a dedicated and experienced Customer Success Manager who is on hand to interpret the data and provide actionable insights and recommendations.