E-Commerce Strategies & Analytics

Joseph Jones

Gregory Chalk

E-Commerce Strategies & Analytics | ADVA407 P01

02/05/2016

Google Analytics

This sports apparel company needs a strategic plan for collecting and organizing data, one that aligns with the business strategy of how we will use that data to create value. A good data policy identifies relevant data sources and builds a data view on the business in order to differentiate the company’s analytics capabilities and perspective from competitors. Leading apparel companies embed analytics into their organizations by resolving to be data driven and defining what they hope to accomplish through their use of the data.

A function that will benefit the website is Tag Manager. Google’s tool Tag Manager is the preferred method to implement all code on a website. It allows you to pass JavaScript onto a site from the Tag Manager Interface eliminating the need to edit the actual page or need for ftp access. AdWords is a marketing platform that Google has created to help companies advertise online. Linking AdWords to Google Analytics allows the client to import Google Analytics Goals and transactions into AdWords as conversions, view Google Analytics site engagement data in AdWords, create remarketing lists in Analytics to use in AdWords for targeting specific audiences and automatically view your AdWords click and cost data alongside your Analytics site engagement data. One of the most important aspects of a website’s SEO efforts is the tracking of Key Terms. On this page you can determine the bounce rate, average time spent on the site, and pages per visit for each Key Term. This page can be used to understand how your Key Terms are contributing to the overall traffic of our site, and the average experience each specific Key Term is accountable for. The information found on this page can help webmasters understand where their potential clients are initially entering their site, and how they interact with the site once they are there. The next piece...