FEATURED ARTICLE — September 23rd, 2020

How to Use Customer Analytics to Optimize Ecommerce Marketing

By Andy Beohar

Knowing your customer is still the most important driver of sales. The job of any marketing team is to understand the wants, needs, and priorities of your target audience better than your competitor—and then give them what they want. The good news is today, we have all the data we could possibly want to guide our twin efforts: motivating potential customers to buy and engaging current customers enough to keep them coming back for more. 

Data is particularly important in the ecommerce space. Ecommerce thrives on data analytics; it’s the single thing that separates the success of your site from products that languish in the “www” like the tree that falls in the forest with no one to hear it.

But data is only good if you know how to use it. In the hands of an experienced data analyst, big data becomes big insight and big sales. Here’s how to use the data from your ecommerce site to market your way to higher revenues.

Using Customer Analytics to Whack-a-Mole

The multiple channels of ecommerce marketing are like a Whack-a-Mole game. Digital customers can come to your site from multiple points of interest, and you must meet the customer as they pop in and somehow convert them to a sale. But what if you could have the foresight to know which little digital mole head was popping out from which hole next? What if you could get the jump on those little popping varmints so you could wait outside their hole and give them a good whack on the noggin every single time?

As an analogy for marketing to the customers of an ecommerce site, this imagery actually works. But marketers are still flying blind (just like that burrowing mole) in some ways, because they can’t decide if they should use website content to convert an inbound customer or... Read More