While free tools such as Google Analytics and Google Search Console can help you provide some insights into your funnel and customer behavior, you are simply scratching the surface with the amount of analytics you would need to drive marketing results. With multiple systems being used in the e-commerce architecture, including CRM, website, PIM, and marketplaces, you need a centralized analytics platform to determine which products are the right fit for which channel. Which marketplaces are most profitable in which countries? Which paid campaigns are working most effectively for which customer segment? Where would be your next expansion opportunity? Would it make more sense to extend another product line on a specific channel? Or does it make more sense to expand geographically? How can you find customer 360 to get all the activities related to a customer? These are the questions you will have as an e-commerce manager for which you need tons of data to make informed decisions.
In today's episode, we invited a panel of cross-functional experts for a live interview on LinkedIn who brings significant expertise to discuss marketing analytics strategies for e-commerce. We covered many grounds in this episode, including several stories where the analytics platform consisted of several systems and platforms and the challenges associated with multi-system architecture. Finally, we covered how to interpret and read the data, find the right datasets for reconciliations, and what KPIs and dashboards marketers need for day jobs.
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