Many entrepreneurs today sell their products on several marketplaces at once, but not everyone knows how to collect accurate analytics from different sources.
In 2023, Ingate Group used analytical services and marketplace data to study the activity of sellers in online stores. It turned out that more india whatsapp data than 80% of sellers with a turnover of 1 million rubles per month trade on more than one platform. Omnichannel analytics in e-com If you compare these statistics with existing online stores, you get about 75 thousand sellers who simultaneously sell goods through their websites and marketplaces.
How to work on several online platforms at the same time
We found out that the analyzed companies have their own cycle of work with each online store, and analytics are collected from check out what to do to remove malware and clean a hacked wordpress them chaotically. Here is an example of how it might look:
This format of working with analytics does not allow obtaining a structured volume of information in a single format. To summarize the data, you have to constantly collect statistics from online stores, bring it to a single form and only then make decisions. Omnichannel analytics in e-com . This takes time that could be spent on business development.
To avoid endless data collection and systematization, it is enough to correctly set up omnichannel analytics once.
Step-by-step setup of omnichannel analytics
- Stage one. Set up Yandex Metrica for italy numbers an online store: goals for conversions and micro-conversions, online trading. Micro-conversions are goals for the sales funnel and actions that show visitors’ interest in the product, such as adding a product to “Comparisons” or “Favorites”.
- Stage two . Correctly mark up advertising campaigns on all marketplaces: set up link markup for OZON, subscription to analytics, obtain API keys for marketplaces, and split campaigns by SKU.
- Stage three . Debug the training of applications from the phone, messengers and e-mail. Most online stores accept applications through the specified channels. If you use one of them for sales, make sure that you can view where customers come from. For this, use services, for example, UIS or CallTouch.
- Step 4. Make sure all channels can be tracked: check access to customer acquisition sources. If information on some channels is not available to you, you will not be able to correctly analyze the effectiveness of all customer acquisition tools.
- Stage five . Create a unified system for collecting information for all platforms and communication methods. For example, Omnichannel analytics in e-com if you describe a profitable promotion on the product packaging, make sure that it contains a unique QR code, by clicking on which the buyer will be able to see the details on the website.
- Step six . Set up a single dashboard that allows you to track the influence of channels on each other. An interactive analytical panel will help answer an important question: how much, through what advertising activities and from which platform do you receive income.
With properly configured analytics, a business can manage the economics of every sale.
Benefits of Omnichannel Analytics
When set up correctly, omnichannel analytics provides businesses with the following benefits:
- Effective economics. You can invest money in campaigns only if it brings good sales. Correctly configured analytics helps to make optimal management decisions that allow you to align the economics of distribution channels and get the maximum market share corresponding to the invested funds and product range.
- Safety and savings. Correctly configured analytics allows you to automatically track campaigns and draw conclusions, taking into account the entire chain of the customer’s decision to purchase.
- Smart planning. Access to aggregated data helps evaluate not only the performance of each channel, but also the business results as a whole, and analyze the interaction of channels with each other.
Successful cases
As an example, let’s look at two Ingate Analytics cases with sales growth . That we and our clients were able to achieve using properly configured analytics and decisions made based on it.
Medical instruments. Thanks to the systematic optimization of the advertising campaign, the transfer of the budget to more effective sites, we have arrived at the most marginal transactions:
Through keyword optimization and targeted advertising based on omnichannel data, financial performance has steadily increased.