E-commerce: What to Track and Why: Four Brief Analytics Profiles

Gniwisch: We have two people who are focused only on reporting and analytics. Our software allows us to funnel the traffic to our site and create A/B tests and see which versions are working better. The analytics team sends out reports every 20 minutes, so we can work on the fly.

Rath: This is the biggest area for us to invest in. It’s been part of our marketing department, but we’re looking at adding people just for analytics.

Cotlar: We’re in the same group. It’s part of a small marketing group, but it won’t be that way for long.

Silverman: We have one full-time analyst who’s looking at every aspect of the products. But we have found there’s more than that one person can handle. We do have far more data than people to analyze and test that data. But if you don’t have the people to analyze all the data, just look at a few places that might make a difference. You don’t have to look at everything, but you have to focus on a few things if you want to improve.