The constant stream of comparisons and differences between brick-and-mortar retail establishments and online stores may become trite over time, as more and more commercial activity unfolds in cyberspace. There are definite overlaps that call for the same basic principles, but as the internet becomes more sophisticated, and more buyers navigate there to make purchases, the differences are starker than ever.
Marketing analytics is a function made simpler for those who operate online, by sole virtue of the complex, computerized system you already have in place. Tracking sales, customers, inventory, and just about everything else is somewhat automatic. In most cases it’s not necessary to actually ask a customer how they stumbled onto your store. Identifying strategies and efforts that are paying off is also much easier when your shortcut to analysis is effectively done for you.
But that doesn’t mean it requires no efforts. Putting in place an accurate, useful, and – more important – tailored process for tracking these markers demands a plan; it necessitates putting a sensible marketing analysis strategy in place.
That’s where third-party platforms come in. Thankfully these needs have been anticipated by developers who specialize in the virtual world of commerce. As you choose an analytics tool that is best for your needs, consider this: there is a giant among mere mortals.
GOOGLE ANALYTICS is the best-known and most-used platform, based mostly on the reputation of its marquee name. Google’s multi-pronged menu of offerings is inching more and more into commerce, and this option is a good bet for beginners.
PROS: Fledgling ecommerce vendors enjoy free usage of its basic component that introduces them to the concept of analytics, enjoying access to main functions such as web conversion rates, source of traffic origination, content performance analysts, and performance of advertising. It’s also handy for on-the-go business owners who may access it from mobile devices.
There are other fish in the analytics sea, and it would be wise to cast your line. Among competitors to Google analytics are the following paid offerings:
All these platforms offer free trial periods, which are always valuable for determining your personal fit. Play around with each and choose one that will make your marketing analysis translate to the gold standard of more sales.
For more information and guidance on which tools work best for individual needs, Express Analytics compiled a pretty good list. Study it well, and then prepare to go full-throttle toward completing your well-rounded ecommerce business.