Goal
Our goal with the data analytics for is to provide insights towards four questions
- What factors go into conversion?
- What factors go into retention?
- How can we increase cart size?
Approach
- To understand the factors we apply various statistical models as well as analyse the conversion, retention and cart size data. We arrive at 5-10 features and ensure that there is a high variability when these factors are tweaked.
- We also create time series forecasts and understand the seasonal effects behind conversion and retention as well and aim to give projections on how this might play out in the next few months.
- To further increase the cart size we try to identify if there are any products that users might buy together and if we can make recommendations to users that buy one product to buy another as well.
Questions to Ask
- How does the product life cycle work? Do you sell the same product throughout the year? Do you keep changing them?
- What marketing channels are you running? Are there any retargeting campaigns? Which according to you have been the most successful ones so I can cross check with our data?
- Are there any other questions you're looking to understand from the data? Perhaps around item inventory.
Feature List From Google Analytics
- audienceName
- brandingInterest
- browser
- campaignName
- city
- country
- date
- dateHour
- dayOfWeek
- defaultChannelGroup
- deviceCategory
- eventName
- firstSessionDate
- firstUserCampaign
- firstUserDefaultChannelGroup
- firstUserGoogleAdsAccountName
- firstUserGoogleAdsAdGroupId
- firstUserGoogleAdsAdGroupName
- firstUserGoogleAdsAdNetworkType
- firstUserGoogleAdsCampaignId
- firstUserGoogleAdsCampaignName
- firstUserGoogleAdsCampaignType
- firstUserGoogleAdsCreativeId
- firstUserGoogleAdsCustomerId
- firstUserGoogleAdsKeyword
- firstUserGoogleAdsQuery
- firstUserManualAdContent
- firstUserManualTerm
- firstUserMedium
- firstUserSource
- firstUserSourceMedium
- firstUserSourcePlatform
- googleAdsAccountName
- googleAdsAdGroupId
- googleAdsAdGroupName
- googleAdsAdNetworkType
- googleAdsCampaignId
- googleAdsCampaignName
- googleAdsCampaignType
- googleAdsCreativeId
- googleAdsCustomerId
- googleAdsKeyword
- googleAdsQuery
- hostName
- hour
- landingPage
- landingPagePlusQueryString
- language
- languageCode
- linkClasses
- linkDomain
- linkUrl
- manualAdContent
- manualTerm
- medium
- method
- mobileDeviceBranding
- mobileDeviceMarketingName
- mobileDeviceModel
- month
- nthDay
- nthHour
- nthMonth
- nthWeek
- nthYear
- operatingSystem
- operatingSystemVersion
- operatingSystemWithVersion
- orderCoupon
- outbound
- pageLocation
- pagePath
- pageReferrer
- pageTitle
- percentScrolled
- platformDeviceCategory
- region
- screenResolution
- searchTerm
- shippingTier
- source
- sourceMedium
- sourcePlatform
- unifiedPagePathScreen
- unifiedPageScreen
- unifiedScreenClass
- unifiedScreenName
- videoProvider
- videoTitle
- week
- year
- yearMonth
- yearWeek