Getting Started With Ecommerce Analytics

CEO, Portable

Are you getting started with Ecommerce analytics? It's important to understand how to use data to streamline the buying journey, increase retention, and drive conversions.

Why should you care about analytics as an Ecommerce brand?

Using data for Ecommerce analytics allows your company to make better decisions.

  1. Where should you advertise?
  2. What messaging is resonating?
  3. How should you price your products?
  4. How much inventory should you have in stock?
  5. Are your 3PLs effectively shipping product?
  6. What is driving referrals?
  7. What is causing returns?

Without a clear strategy, robust infrastructure, and a team to execute, your team will be flying blind.

It's always better to have data at your fingertips when you're making critical business decisions.

Where should you start with Ecommerce analytics?

Always focus on a business outcome. The two most important business outcomes are 1) making money, and 2) saving money.

Pick a business problem that drives revenue or saves money, and then tackle it.

For example:

  • I want to increase click-through rates by optimizing the copy I use in my advertisements
  • I want to drive referrals by identifying our most engaged clients and reaching out

What technologies do you need for Ecommerce analytics?

At the most basic level, you need:

  1. A way to get data out of our Ecommerce applications for analytics (i.e. an ELT solution)
  2. A place to store and process the data (i.e. a data warehouse)
  3. A visualization tool to turn raw data into dashboards

How should you get started with Ecommerce analytics?

There are three options:

Option #1 - Leverage an out-of-the box Ecommerce analytics solution. These tools are tailor-made for Ecommerce companies, they have off-the-shelf integrations to common systems, pre-built data transformations, and insights ready-to-go. They're great if you want to do zero work. However, over time, most companies move on to one of the other options below as complexity increases.

Option #2 - Purchase an out-of-the box analytics solution. These solutions are broader than just Ecommerce. This has pros and cons. The pros are that you can expand across your company to help with marketing, HR analytics, financial planning, etc. The cons are that you might be missing high value Ecommerce integrations that are critical to your business.

Option #3 - Build your own Ecommerce analytics stack. With this path, you can purchase an ELT solution, a data warehouse, and a visualization tool to build your own tech stack. It takes more expertise than the alternatives above, but provides unlimited flexibility as you quickly scale your analytics initiatives.

How can Portable help?

Portable can help when you want to build your own Ecommerce analytics stack, but we can also augment your out-of-the-box Ecommerce analytics stack.

We have 35+ pre-built, no-code connectors from Ecommerce applications to data warehouses (Snowflake, BigQuery, Redshift) that you can use for analytics - tools like Gorgias, Klaviyo, Friendbuy, and Cin7. We have over 225+ no-code connectors across our entire catalog.

If you need insights from a particular business application, and can't find an integration anywhere, reach out at [email protected]. We'd love to help.