MEASURESUMMIT 2021

Retailer
Digital Analytics
Getting the Fundamentals Right

#MeasureSummit2021 | @peter_oneill
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Peter O’Neill
Founder, ZHS Orchards

● Australian, living in Netherlands

● Founded L3 Analytics in 2010,
acquired by Ayima in 2018
● Founder of MeasureCamp
● Back freelancing as ZHS Orchards

#MeasureSummit2021 | @peter_oneill
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The Plan for Today

1 Fundamentals of Digital Analytics for Retailers

2 Moving beyond the Fundamentals

3 Choosing your own Adventure

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Fundamentals of
Retailer Digital
Analytics

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 Retailer business challenges are not new
● How do we find customers?
● What products/services are right?
● What is the right price?
● How do we keep people coming back?

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Which Analytics?
● Digital Analytics could be split into
three key areas
● The focus today starts with the
purchase journey on the website or app

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Retailer Website Analytics Fundamentals

● Set-up analytics tool to at least a ”core” standard

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Minimal acceptable level of data collection

1 Record the Page Type and a user-friendly page name

2 Key details of transactions

3 Key actions – view product, add to basket & checkout

4 Record the product name at each stage (consistently)

5 Track all your campaigns

#MeasureSummit2021 | @peter_oneill https://www.zhsorchards.com/blog/google-analytics-set-up/web-analytics-set-up-for-ecommerce-websites/

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Retailer Website Analytics Fundamentals

● Set-up analytics tool to at least a ”core” standard

● Identify the biggest leakage point

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It all starts with the retail funnel

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Funnels summaries the customer journey

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These become your key data points

#MeasureSummit2021 | @peter_oneill https://ecommerceguide.com/guides/analytics-of-the-retail-funnel/

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Retailer Website Analytics Fundamentals

● Set-up analytics tool to at least a ”core” standard

● Identify the biggest leakage point
● Provide at a glance top-line view

#MeasureSummit2021 | @peter_oneill
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Quick Performance Updates

Output is simply “need to investigate

further” or “nothing to see here, let’s
get on with our work”

#MeasureSummit2021 | @peter_oneill
 MEASURESUMMIT 2021

Retailer Website Analytics Fundamentals

● Set-up analytics tool to at least a ”core” standard

● Identify the biggest leakage point
● Provide at a glance top-line view
● Provide easy to access insights

#MeasureSummit2021 | @peter_oneill
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User friendly reports

● This is the one critical report to
optimise product performance
● Similar approach can be used to
optimise other areas

#MeasureSummit2021 | @peter_oneill https://www.zhsorchards.com/blog/analytics-tools/the-retail-merchandise-report/

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Retailer Website Analytics Fundamentals

● Set-up analytics tool to at least a ”core” standard

● Identify the biggest leakage point
● Provide at a glance top-line view
● Provide easy to access insights
● Spread knowledge through the organisation

#MeasureSummit2021 | @peter_oneill
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Train the teams

● Definitions
● Use of tools
● Use of data
● Internal processes

#MeasureSummit2021 | @peter_oneill
 MEASURESUMMIT 2021

Retailer Website Analytics Fundamentals

● Set-up analytics tool to at least a ”core” standard

● Identify the biggest leakage point
● Provide at a glance top-line view
● Provide easy to access insights
● Spread knowledge through the organisation
● Periodically review overall performance

#MeasureSummit2021 | @peter_oneill
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Diagnose key issues within the website

#MeasureSummit2021 | @peter_oneill https://www.zhsorchards.com/blog/analytics-tools/the-performance-diagnostic-report/

 MEASURESUMMIT 2021

Retailer Website Analytics Fundamentals

● Set-up analytics tool to at least a ”core” standard

● Identify the biggest leakage point
● Provide at a glance top-line view
● Provide easy to access insights
● Spread knowledge through the organisation
● Periodically review overall performance

#MeasureSummit2021 | @peter_oneill
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THEN WHAT??

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It depends on what the data tells you

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Example: Abandon Shop pre View Product

1 The person didn’t mean to shop on the website

The person had light interest, nothing immediately

2
caught the eye so they left

The person was interested but couldn’t find a product

3
worth looking at in more detail

Some aspect of website functionality was broken and

4
therefore the person left

#MeasureSummit2021 | @peter_oneill https://www.zhsorchards.com/blog/weekly-workshop/workshop-abandon-shop-w-out-viewing-product/

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Data points to verify hypothesis

● Did visitors enter on or navigate to the Shopping page?
▪ If enter, did they bounce immediately? What was the traffic source?

● Which Page Type triggered the stage completion?

▪ E.g. department page, product list, search results, new in, deal of the day
▪ Is there different completion rates for different Page Types?

● After viewing their first shopping page, do people:

▪ Exit the website?
▪ View a non shopping page?
▪ Interact with this page?
▪ View multiple shopping pages?

#MeasureSummit2021 | @peter_oneill
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Extending data collection

1 If issue with Homepage 3 If issue with Checkout Process

● Track clicks on all homepage ● Map out paths through checkout process
elements ● Form tracking
● Identify how people access homepage ● Capture key actions

2 If issue with Search Results 4 If issue with Understanding Customers

● Record search method, search term ● Capture the customer ID of logged in
and number of results visitors
● Capture actions taken on search ● Identify visitors as prospects or
results page customers

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The same process can be used with any stage

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This may sound repetitive

The same process can be used at each level and/or
for any segment of traffic

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What about the fun stuff?

● When data flows look like this?
● Marketing and website experience is
personalised?
● Everyone in the company is using data?
● We know what customers are going to do
before they do?
● We solved ATTRIBUTION!!

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Evolving over time

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What is your end goal

#MeasureSummit2021 | @peter_oneill https://www.fusioncharts.com/blog/data-education-democratization/

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Maturity models define steps to get there

#MeasureSummit2021 | @peter_oneill https://www.slideshare.net/shamel67/web-analytics-maturity-model

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There are multiple versions

#MeasureSummit2021 | @peter_oneill https://customerthink.com/digital_analytics_maturity_models_more_thoughts

_from_x_change/
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Maturity is more than just the buzzword techniques

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Maturity models need the holistic approach

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The model I developed while at Ayima
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Snowplow took a similar approach

#MeasureSummit2021 | @peter_oneill https://snowplowanalytics.com/blog/2021/08/10/the-data-maturity-model-

how-to-accelerate-your-data-journey/
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Using a Maturity model

● Choose a model to use

● Identify where your company currently is
● Agree the long term target
● Important to be balanced across each element
● Understand each level will take 6 to 12 months with proper investment/support
● Define and agree actions to move to next level
● Review roadmap every three months

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Is Digital Analytics
even important?

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Respect to Dunelm for offering virtual curtin fittings over

Teams.
The ability to just wave a webcam at the window and get
advice on blinds from a human being, then order some
samples, has pretty much guarenteed them my money.
- Twitter

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Three areas to analyse

● Is that solution a typical part of the
purchase journey / website analytics?
● Is it part of marketing or customer
analytics?
● Or is there more to learn?

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Are we irrelevant?
● Kevin Hillstrom has argued against Digital
Analysts for years
● Business is doomed without good
product

#MeasureSummit2021 | @peter_oneill https://blog.minethatdata.com/2007/06/improve-product.html

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So Product is central?
Is this a better representation?

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But what about…

Are we focusing on a very small piece of the puzzle?

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What do I know anyway?

It depends…

The more I learn, the

more I realise I don’t
know…

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Ask questions, listen and learn
● Learn who your customers are
● Learn who your missed customers are
● Learn your website, how it is structured,
how it is updated
● Learn your products, what is their
lifecycle, how many new a year, how
easy to replenish, what triggers
additional stock
Data can help but thinking helps more
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MEASURESUMMIT 2021
● Talk to customer support
● Go on calls and live chat yourself
● Go into stores, be a mystery shopper, chat
to the service people,
● Learn the layout of stores and why products
are merchandised the way they are
● Learn the supply chain
● Learn the financials
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Where does that leave us?

● Every organisation is at a different level of maturity in use of data

● Use a Maturity Model to define your long term plan
● Get the fundamentals right first and build from there
● Learn the big picture
● Celebrate your wins and success
● Acknowledge your competence and join me in climbing out of the Valley of Despair

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Thank You.

#MeasureSummit2021 | @peter_oneill