Advanced E-commerce Marketing

Chapter 1: E-commerce Analytics

1.1 Advanced Analytics

Advanced e-commerce analytics provide deep insights into store performance, customer behavior, and revenue drivers. Use comprehensive analytics to optimize every aspect of your e-commerce business.

Analytics Platforms:

• Google Analytics E-commerce: Enhanced e-commerce tracking
• Shopify Analytics: Built-in e-commerce analytics
• Adobe Analytics: Enterprise e-commerce analytics
• Kissmetrics: Customer behavior analytics
• Mixpanel: Product analytics

E-commerce Tracking Setup:

• Enable enhanced e-commerce in Google Analytics
• Track product views and interactions
• Monitor shopping cart activity
• Track checkout process steps
• Measure transactions and revenue

Advanced Analysis:

• Customer behavior analysis
• Product performance analysis
• Sales funnel analysis
• Cohort analysis
• Attribution analysis

1.2 Key Metrics

Track key e-commerce metrics to understand performance and identify optimization opportunities.

Conversion Metrics:

• Conversion Rate: Percentage of visitors who purchase
• Cart Abandonment Rate: Percentage who add to cart but don't purchase
• Checkout Abandonment Rate: Percentage who start but don't complete checkout
• Product Conversion Rate: Conversion rate per product

Revenue Metrics:

• Average Order Value (AOV): Average revenue per order
• Revenue per Visitor: Total revenue divided by visitors
• Total Revenue: Overall sales revenue
• Revenue Growth: Revenue increase over time

Customer Metrics:

• Customer Lifetime Value (CLV): Total value from customer
• Customer Acquisition Cost (CAC): Cost to acquire customer
• Repeat Purchase Rate: Percentage of returning customers
• Average Order Frequency: How often customers purchase

Product Metrics:

• Best-selling products
• Product views and interactions
• Add-to-cart rate
• Product return rate

1.3 Analytics Dashboards

Create comprehensive dashboards for e-commerce monitoring.

• Real-time sales dashboard
• Product performance dashboard
• Customer behavior dashboard
• Marketing performance dashboard
• Executive summary dashboard

1.4 Analytics Best Practices

Follow best practices for effective e-commerce analytics.

• Set up tracking correctly
• Track all important events
• Create custom reports
• Monitor metrics regularly
• Use insights to optimize