Analytics Recipe Cookbook - Summaries

Subject: How to track individual customer engagements on E-commerce properties across devices and channels

1.  How to track individual customer engagements on E-commerce properties across devices and channels

Bronze MVP
Posted 10-26-2017 03:14 PM

Introduction

Customer engagement as a metric in e-commerce businesses is somewhat underrated. Deserving attention is not given to this when compared to the final conversion or a sale. The customer engagement touch points aka micro conversions, that present in various forms, tell us the true story of why customers are not converting. So, the business owners cannot afford to ignore engagement metrics. It is not only important to measure these engagement metrics but also act on them.

Before going by what the engagement metrics say, we should ensure that the data reflects the reality. Times are changing, customers visit our website through multiple channels. A customer may browse for products on his desktop while in office and make a purchase while heading back home via his mobile. So, it is important to make sure that the data is reported at a "customer level" and not at the device level.

 Analysis Overview

This recipe sheds light on measuring customer engagement metrics at a visitor level and talks about the key engagement metrics to look at for e-commerce business.

Analysis Benefits  

  • Looking at the customer level data is more appropriate for any decision making.
  • Deciding on steps to improve engagement using customer level data would result in much better ROI.
  • Enhanced engagement across various touch points – devices & channels.

DAA members, go here to view full recipe.

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Arunkumar Sundaram
Digital Strategist
arun.s@nabler.com
Nabler (Corporate Account)
Bangalore
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