By Author Mark Binns

Must Read: Why You Need Magento Business Intelligence

Recently, there has been a lot of buzz around Magento Business Intelligence.

But… do merchants know what they/you can really get out of it, and how does it add value to your business?

According to Bob Moore, head of MBI and informally coined, ‘Magento Royalty’ it could improve the way you view and implement data analysis, enormously.

“Big data and analytics are now table stakes for merchants who want to find new customers, increase order value, and enhance loyalty.” – Mark Levelle, CEO of Magento Commerce.

Previously referred to as Magento Analytics, Magento Business Intelligence provides online retailers a more holistic view of the consumer journey across a variegated cosmos of valuable data sources. So, rather than seeing data from one single source/medium, the software enables for the consolidation of numerous data sources like MySQL and Salesforce…chuck some Facebook Ad data too. The list goes on. Basically, whatever mediums you’re utilising… Magento Business Essentials is able to grab and track that data.

By having Magento Business Intelligence on your side, this means that analysing data reports becomes a much simpler, faster and more efficient process. Marketers and business retailers alike can spend more time actually applying newfound insights, and much less time gathering and combining data from varying sources.

“Big data and analytics are now table stakes for merchants who want to find new customers, increase order value, and enhance loyalty.” – Mark Levelle, CEO of Magento Commerce.

The key metrics Magento Business Intelligence empowers are:  

  1. Customer Lifetime Value
  2. Segmented data for personalization
  3. Top Performing Channels
  4. Cohort Analysis

magento business intelligence

So… how did MBI come to fruition?

Magento Business Intelligence… Its Roots

“Jake Stein and I founded RJMetrics in pursuit of a core mission: inspiring and empowering data driven people. Our software helps online businesses make smarter decisions using their data,” stated by Bob Moore who is now head of MBI and informally coined ‘Magento Royalty’.

magento business intelligence

Before RJMetrics, Bob was a relatively junior analyst at the venture capitalist firm, Insight Venture Partners. His role as an analyst slowly transformed into spinning up database servers and deep diving granular analyses of raw data that companies were investing in. The data was sent back to those said companies with recommendations on where to re-allocate marketing dollars. These companies then made decisions based off those insights and, needless to say, they were pretty impressed with the results.

That’s where Moore and Stein’s idea of a software system purely designed to compile correlated data stemmed from. 80% of RJMetric’s customer base were referrals from Insight.

By the end of its run (before it was acquired by Magento), RJMetrics had raised $23 million of venture capital with a world-class customer base.

With RJMetrics seven years of prior experience, combining it with Magento’s main goal to facilitate digital commerce innovation through flexible functionality, the merging of the two platforms, “[opened] up a world of possibilities for our customers to define the future of commerce analytics”. 

Introducing Magento Business Intelligence Essentials

Magento’s Imagine 2017 saw the introduction of Magento Business Intelligence Essentials and MBI Pro. 

magento business intelligence

While Magento Business Intelligence Pro will cost you a little extra coin (along with advanced API data and live support), MBI Essentials is extremely affordable for Magento merchants; it works on all Magento versions, including the Magento Community edition (it also allows for the access of 10 user accounts with advanced user permissions).

A lot of the benefits of Magento Business Intelligence Essentials come from the systems out-of-the-box reporting; there are 75 different reports you receive along with executive management dashboards, email summaries, SQL and visual report builders. MBI Essentials even has the capacity to pull in old data from former ecommerce providers. Plus this data can all be exported to CSV and excel.

Believe it people – this is the digital enlightenment. Gone are the former dark ages of Magento, where reporting was all but a fable fantasy. Without sounding too much like a corny Disney catchphrase… dreams really have become reality.

Personalized Marketing & Segmentation Through MBI

magento business intelligence
Magento Business Intelligence’s cohort analysis function means retailers can actually break their customers up into groups based on when they made their first purchase  – and then place this data onto a chart. Rather than comparing them over a calendar month, retailers can compare the relative months of the customer’s life span.

In physical terms, you can see the customer lifetime grow and track customer behaviour to determine who your most valuable consumers really are.

MBI Key Capabilities:

  • Advanced customer insights
  • Marketing campaign ROI
  • Improved segmentation and personalization
  • Better merchandising & shopping experience
  • Multi-brand
  • Cross-border analytics
  • Intelligent sourcing and inventory optimization

For example, how does the consumer lifecycle of customers you acquired in January, 2017 compare to the consumer lifecycle of those customers you acquired in January, 2014?

Is the customer you obtained today more valuable than the one you obtained four years ago?

From there, you can extrapolate what channels are bringing you the highest return on investment, what channels are only just paying for themselves and what channels are actually providing you with negative impact.

Merchants can then make data-driven decisions like: create shopping experience enhancements and audience targeted campaigns. Retailers can invest marketing money based off insight, not intuition. By controlling their messaging and content, brands can speak to a higher level of brand affinity and loyalty than if they were purely actioning campaigns to acquire new customers.

Remember the 80:20 rule?

80% of revenue comes from your top 20% of customers.

“Not about more metrics, it’s about more dimensions”

Magento Business Intelligence even has the capacity to connect with Zendesk, for further dimension reporting. Businesses can actually segment their cohort analysis by whether or not somebody has filed a customer support ticket. Dig even deeper, and you can see if customers who interact with customer support are any more valuable than those who don’t i.e. if you find they’re twice as likely to come back and buy in six months, then you know that you (your team) are doing something right. Never underestimate the value of that 5th P of the Marketing Mix (aka People).

“Know how specific actions impact the value of a customer to your business. Use early behaviours as signals for marketing and promotional segmentation. Spend your time and energy focusing on the most impactful customer populations”. – Bob Moore

The benefits of installing MBI don’t necessarily just mean you know which channel to turn off, it means you can analyse the data to change the way you’re appealing to an audience on those channels. In other words, it may not be the medium that’s causing the problem,  but rather, it may be the way you are operating on that medium that needs to be reexamined.

The Importance of Growth KPIs

The three most important KPIs to remember are:

  • Benchmark & Strategy
  • Acquisition
  • Retention & Customer Lifetime Value

The 2015 RJMetrics eCommerce Buyer Behaviour Benchmark report proved how low the average customer attachment really is.  In fact, 68% of customers never purchase a second time and only 32% of customers purchase again within a year of their first purchase. I bet you didn’t think it was that poor, right?

magento business intelligence

In order to truly find out the value of a customer, retailers need to ask the questions:

  1. Where are my customers coming from?
  2. How is marketing and merchandising impacting CLV?
  3. How can I grow faster and make sure I’m not wasting my marketing & advertising dollars in the process?

And, thankfully now with Magento Business Intelligence Essentials, merchants can find out the truth to those answers. No need to live in fear of interrogation, because you’ll know exactly what to say.

Oh, and if you’re thinking, ‘how does this fit in/coincide with Google Analytics data?’

“Magento Analytics [Business Intellgience] works right alongside Google Analytics and other web analytics tools. What Google Analytics does for page views, [MBI] does for people. The Platform tracks customer behaviours via data in the Magento backend database and combines the data with insights from web analytics tools like Google Analytics so you can get a comprehensive view of the full customer lifecycle.” – Magento 

That’s just a little bit of reassurance for you.

So, What’s The Next Step?

Let’s finish off this geekfest with an extra nerdy allusion to Futurama (that I stole from Bob Moore).

Why was that video relevant? Because of its core (albeit fictional) message; by observing it, you change the results. And that’s pretty much, in animated terms, what Magento Business Intelligence is all about.

Moreover, if you haven’t already looked into him, I’d definitely check out some of the works written by Robert (Bob) J. Moore. For example, his entrepreneurial article’s published in the NY Times under the title, ‘You’re The Boss’, or even just check out his LinkedIn profile… it’s as entertaining as it is intimidating. For a laugh, have a look at this blog post he wrote about the RJMetrics logo back in 2014 and how it got confused as a pair of ‘Y fronts’. It actually gives some decent insight into brand building.

For a link to Moore’s recent podcast on Magento Business Intelligence with MageTalk hosts Kalen Jordan and Phillip Jackson, click here. I highly recommend listening… This guy is pretty impressive.  

So, have I sold you on Magento Business Intelligence yet? If you answered with a tentative yes, because you really are super excited about the software and the fact that they’re offering a free trial, but you just don’t have the means on-site to install it, that’s where we come in… Hi!

acidgreen is your jovial, reliable Magento Gold Partner. We’ve been around for a long time (over fifteen years, actually) and we’re more than happy to help you out with your Magento development needs. Not only are we an action-packed digital commerce agency filled with professional website developers, we also have a solid-based team of digital marketing experts who would be stoked to guide you through and maximise your Magento Business Intelligence Essentials or Pro usage. Why? Because we want to provide you with the ultimate CLV and highest of high ROI.

Contact us today for a friendly chat… whatever the query, we’re happy to guide you through it.

acidgreen is an award winning e-commerce agency  specialising in Magento, Shopify Plus and digital marketing with over 15 years of  industry experience. Our certified developers and digital marketers are highly qualified to create aesthetically pleasing Magento and Shopify Plus websites that generate the highest amount of conversions and provide the best ROI. Be sure to follow us on LinkedIn, Facebook and Twitter, or give us a call to learn more about our services.

By Author Mark Binns

How To Optimise The Magento Search Results Bar & Save Big

Have you ever seen the difference between your conversion rates when someone interacts with your on-site search?

On average, from looking across all of our client’s Analytics accounts, we can see that conversion rates increase by about 400%.

In simple terms, this means that the average conversion rate of 1% becomes 4% once people use the search bar!

magento search results bar

 

Not only does it help with conversion rates, it is crucial for good UX (user experience).

But, how important really is the user experience to your online business?

Very important.

I assume that’s what you answered, because if you didn’t then you’re probably not doing very well. Without taking the appropriate measures to optimise your online store to the best of its ability, your business is set to sink deeper than the Titanic. Say hello to Jack Dawson for us all.

Without a solid UX in place for visitors/potential customers, the only thing that’s going to be flying high is those bounce rates. And while most of us do place (necessary) importance on trying to reel in new customers to our websites, many of us also neglect those smaller website functionalities that will ultimately turn more current visitors into converters.

magento search results bar

So, herein lies the focus topic point of today’s discussion: optimising your in-built Magento search results bar to be as intuitive and user friendly as possible. While we’re the first to concede the in-built Magento search results bar may not be the best ecommerce search engine solution, there are still ways in which it can be configured for better on-page optimisation.

But wait… Why should I spend time configuring and optimising my search bar?

Well, because the customers who are utilising your search bar are exponentially more likely to make a purchase, and they are usually much further along in the buying funnel than those who aren’t. What’s more, according to econsultancy, up to 30% of your shoppers are likely to use it when shopping online….

magento search results bar

Shall we proceed?

Great.

First, let’s map out the steps that need to be followed (we will go through each in detail later on).

The Essential Steps For Optimising Your Magento Search Results Bar

There are different options you can use for search on Magento e.g. MySQL, Solr or Elastic. However, for the purpose of this article we will focus primarily on MySQL and Solr as they are the two most popular.

  1. Select how you would like the information to be processed
  2. Select the correct Attributes that you would like the Magento search results bar to use. This also involves configuring how you would like them to be weighted.
  3. Begin maintenance for search optimisation:
    Add synonyms and common spelling mistakes PLUS similar words that may not necessarily have the same meaning (how many times has your phone autocorrected a word for you without asking? This is something we all experience, particularly shoppers!)

Matthew Curry, eCommerce Manager at Lovehoney:

“In my experience, autosuggest provides a real boost to search conversion rates. In a usability test I ran, we found that users actually relied upon site search autosuggest and autocorrect to know the correct spelling of words for them. Make sure that your site search solution is up to scratch, and that you still provide search results for common misspellings, just in case.”

4. Take your shopper to a pre-existing page… select Landing Pages for common searches.

magento search results bar

Okay, so that’s an outline of the steps that need to be followed. It’s okay if you’re a little confused or overwhelmed. We’re about to break it down step by step.

First thing’s first…

How Would You Like The Information To Be Processed?

You have three options, and one decision to make:

You can set the search type to one of the following:

 

Like

Performs a search based on individual keywords.

Fulltext

Performs a search based on the full text of each attribute and ranks each by relevance.

Combine (Like and Fulltext)

This combination of Like and Fulltext matches by keyword, but takes into consideration its relevance.


acidgreen’s personal recommendation is to select the ‘combine’ setting, as this is the most comprehensive, encompassing search type out of the three.

You can navigate to this under System > Configuration > Catalog > Catalog Search (for Magento 1).

magento search results bar

Attributes For Processing In On-site Search

This is the toughest part to understand. So if you can wrap your head around this, you’ve won half the battle…

Not so simply put, the way in which you can apply a logic to how Magento returns results is governed entirely by which data you decide to tell it to take a look at.

When creating an Attribute in Magento ALWAYS make sure that the Quick Search Box under ‘Front End Properties’ is selected.

Catalog > Attributes > Manage Attributes > Front end Properties > Use in Quick Search Box > Yes.

Top Tip: 

The Meta Keywords attribute no longer has any SEO value. Soooo... If you just add lots of keywords into this section and then use the steps provided above, it can help the product to show better search results without having to alter the look of the page at all!

What’s more, If you’re doing this on Magento Enterprise v1x and you select Solr instead of MySQL, you can add weighting on a scale of 1-10. This scale is measured in terms of importance… For example if you give it a rating of 1, it’s going to understand that it’s not all that relevant. However, if you give it a rating of  10, it’ll show every time that keyword appears. 

I’ve categorised the steps below depending on the Magento version you’re using…

Magento Enterprise v1x:

Again, this functionality is only available for the Solr option on Magento 1 Enterprise. So skip ahead if that doesn’t include you…

Product attributes that are enabled for quick search use an additional Search Weight parameter. These parameters denote the priority of a specific attribute in Solr search. A customer can then enter a search term in the Magento search results bar on your website and the attribute search weight is taken into account for more accurate and relevant results. And attributes with a greater search weight are searched and returned first by Solr.

Let’s use an example created by Magento themselves

“‘E.g. a system has two attributes with different weights, where the ‘colour’ attribute has a search weight of 3, and the description attribute has a search weight of 1. When a customer searches for the word, ‘red’, Solr returns a list of products that have a colour attribute value of ‘red’, but does not include products with the word ‘red’ in the description. This result is returned because the search weight of the ‘colour’ attribute is higher than the weight of the ‘description’ attribute. The higher the number, the higher the priority.”

Magento 2x (Community & Enterprise)

One of the MANY great things about Magento 2 (Community, too) is that, even if you are using MySQL you now have the option of adding weighting to your attributes.

This done simply by going to:

Stores > Attributes > Product > Storefront Properties.

Perform More Effective Maintenance and Optimisation

None of these solutions have any machine learning or algorithms in place to improve performance, so the only way to improve the effectiveness of search is to keep running reports and optimising. This can be done by reviewing Search Terms that people have typed in and then making the right adjustments/optimising accordingly. Not only is this helpful for optimisation tactics, these search queries also provide great insight into how users are searching on your store, they also provide you with an understanding of what shoppers expect/hope to find on your website.

To do this on Magento 1, go to Catalog > Search Terms

magento search results bar

The Magento 2 configuration is a little different. They’ve actually split out the synonyms and search term reports. You can get to them from either:

Marketing > SEO & Search > Search Terms

magento search results bar

Marketing > SEO & Search > Search Synonyms

magento search results bar

From here, the most important thing to do is to sort by Number of Uses. This is a vitol field as it shows what most people are searching for on your website. Results aren’t that important so long as a suitable amount of results are appearing for each unique search.

Here are the steps:

Step 1:

Sort the report by Number of uses.

Step 2:

Look for any misspelled words and then in the synonym box type in the correct spelling.

Step 3:

Perform your most popular searches on the front end of the site. If you are unhappy with the results, then create a CMS page merchandised with exactly what you want.

When you look into your search history, you’ll see that there are a lot of the same searches. For example, if you’re a printer supplier, you might find that a lot of people search for HP, a particularly popular printer brand. And you know what, you already have a category landing page dedicated to HP. This is a great opportunity to configure a redirect to ensure that when your visitors do search for HP in your optimised Magento search results bar, they’re directed straight to the landing page. Not only does this guarantee they find what they’re looking for, you can be reassured that they’re being taken to a landing page that has been curated with the best selling and/or most popular items. That’s a giant tick in the box for solid UX.

How do you accomplish this?

Head to: Catalog > Search Terms and then browse the list of related search terms, click edit or ‘add new search term’ in the top right corner. Then, the rest is simple. Just specify the redirect URL that you would like your customers to be guided to.  

Wait To See The On-Site Improvements

 

magento search results bar

Implementing these quick configurations is a sure fire way to maximise the user experience and ultimately drive up revenue and customer retention. We want to see that conversion rate soar!

If you still think optimising the Magento search results bar is a waste of time, then you’ve got the wrong attitude.
What’s the point of having a search bar if it doesn’t do it’s job properly?

You’ve put enough hard work in so far to get your site working as efficiently as it possibly can, don’t let it go to waste by neglecting the simpler, seemingly ‘less important’ tasks.

That being said, if you’ve skimmed this post and suddenly decided that you’re willing to spend a little extra dough on your Magento search results bar for complete superior search functionality, there are a few excellent third party search extensions that can be installed and maintained at a pretty reasonable price. And we’ve also provided a brief summary of those below…

Using A Third Party Extension


As a professional digital agency, we will always recommend using a third party search extension if you can afford it.

However, if you decide to use a third party extension, it is important to do your research. Make sure you choose one that actually adds value and doesn’t require more manual labour than it’s really worth.

So which ones do provide value?

SLi has proven international success and acidgreen highly recommends considering it when looking into optimising your Magento search results bar. SLi is currently utilized by some of the world’s top online retailers and with over 15 years experience, it supports 18 languages on 5 different continents.

magento search results bar

Why is it so popular with Magento merchants?

SLi is a full SaaS solution, which means it is faster and easier to implement and maintain than if you were to host it yourself. The benefit of having a Magento search results bar extension such as SLi means that it is on-premise, aka you have full control over how the solution is managed and updated. It also has great ease of navigation. As are most extensions, it is much more intuitive than Magento’s in-built solution.

SLi is a predictive product discovery platform that uses machine learning from customers. It is actually able to predict what your shopper is most likely to buy right now. Using a commendable search extension such as SLi can generate more traffic, and convert your shoppers into buyers whilst maximising your order values.

What’s more…

The Magento extension currently have a great programme installed called Scorecard that scores the performance of your website search engine. This quick and easy to us programme is a great way for businesses to benchmark their performance against industry best practice.

Another machine learning Magento search results bar extension acidgreen highly recommends (if you’re in the marketplace) is SearchSpring.

magento search results bar

As we’ve been through for the in-built extension, SearchSpring also allows you to visually merchandise which products have the highest conversion rates, and then manually place those at the top of the search list. However, with SearchSpring this procedure it a lot simpler.

The SearchSpring Magento search extension is also great for larger digital commerce stores that have enhanced, responsive websites for multiple platforms e.g. mobile and tablet devices. The extension allows merchants to deploy customizable price ranges, rating, colour palettes and size grids…even unique landing pages for highly searched products. SearchSpring’s AutoComplete system also supports spell check, relevant type-ahead suggestions and promotional banners for supreme UX. 

The Importance Of On-Site Search Optimisation

So, in conclusion, no matter if you decide to head down the cheaper, rockier route of optimising your already in-built Magento search results bar, or you decide to splurge the extra cash on a certified extension, make sure you take the correct measures to ensure your Magento search results bar is performing to the best of its ability. Don’t let it be neglected. More and more companies are increasing their investment on-site search as they’re slowly realising the incremental benefits that effective technology can bring to their online business and overall brand.

magento search results bar

The steps provided above are sure to set you and your business on the right track. Let’s give a cheer for on-site optimisation! Hurrah! (an optimised search engine would recognise this as a synonym for Hooray…)

acidgreen is an award winning e-commerce agency  specialising in Magento, Shopify Plus and digital marketing with over 15 years of  industry experience. Our certified developers and digital marketers are highly qualified to create aesthetically pleasing Magento and Shopify Plus websites that generate the highest amount of conversions and provide the best ROI. Be sure to follow us on LinkedIn, Facebook and Twitter, or give us a call to learn more about our services.

By Author Eloise Edstein

How To Effectively Handle The Rise Of Big Data Analytics

How important are data analytics to your online business?

We all navigate a sea of data every day, at any time, at any place. We also generate more data ourselves and varied information than ever. Why? Because we use the internet more and more and believe it or not… more!

In fact, around 49.6% of the entire worldwide population currently utilises the internet. Specifically, in Australia/ Oceania that number is even larger, at 68.1%.

data analytics


These days, data comes in from everywhere: PCs, laptops, mobiles, social networks, search engines  … literally anywhere, YOU NAME IT. It’s the very real and very scary Big Brother of this generation. Honestly, if George Orwell were alive today, he would’ve turned and run for the hills. Fortunately for him, he isn’t. Unfortunately for us, we are. And not only do we have to ‘deal with it’, we have to learn to navigate it, utilise it and use it to our own advantage. Which, truthfully is not all that hard if you know how to use it effectively.

So, how can businesses use it to their advantage?

In the current digital marketplace, competition is tough and businesses are continuously looking to reel in more customers on top of larger revenue. It’s for this reason that measuring marketing strategies and their effectiveness has become a fairly sizeable challenge. The rise of data analytics and fast data means analysts can more readily understand the client experience and adapt the appropriate selling strategy, accordingly.  The evolution of omnichannel analytics (data from disparate channels) means online merchants can unify information from multiple sources and platforms and view a more holistic understanding of retail performance.

And, because of the demand for fast insights, data analytics plays a hugely vitol role.

Ever heard of the phrase, cognitive computing?

If you haven’t, don’t worry, I’m about to explain…

Cognitive computing (CC) describes the technology platforms which are based on the principle of artificial intelligence and signal processing. Analytics is a super important component of digital intelligence and cognitive computing. By using statistics and predictive modeling techniques, it is able to find meaningful, recurring patterns in pre recorded data.

A variety of industries use data analytics to make relevant forecasts for their business: from financial services, healthcare and  even insurance. Most of these industries have also developed their own personalized analytics platform to garner the greatest results.

What about for marketers?

When we focus on marketing and ecommerce, we tend to use the more specific term,  ‘marketing analytics’. Marketing analytics measures business metrics (e.g : leads, traffic, leads, sales, and so on). This sort of less general data analytics, provides data from websites. However, it also reels in important data from various sources like emails and social media.

Call it ‘magic’ if you will, but this data is actually just a result of a bunch of powerful ‘geek’ experts coming together to create an unstoppable algorithm that is continually changing and evolving.

Why does it matter more than ever for Digital Commerce Merchants?

“Big Data is the biggest game-changing opportunity for marketing and sales since the Internet went mainstream almost 20 years ago”, said Forbes in 2013.

And they were right. 2017 has revealed itself to be a huge year for cognitive computing.  Why? Because we are closely observing the rise of artificial intelligence and machine learning networks.

What is ‘big data’?

Some people believe ‘big data’ to be a fairly contemporary concept that only showed its face after the rise of technological and computerised processes.

Want to know something?


That’s just not the case. Before the term, ‘big data’ was popularized, companies already used large (a synonym of ‘big’) data, albeit fairly basically and manually, to find out more about their clientele and customer traits. This allowed for businesses to make forecasts and anticipate future trends.

data analytics

However, the new benefits (and not the only benefits) that the modern ‘big data’ analytics brings to businesses has been speed and efficiency. Only just a few short years ago, businesses would have to laboriously gather all the information, and then run to data analytics and process that said compiled research and information. Today, these same businesses can identify predictions in less than a millisecond. This cuts decision-making down to just minutes.

Allowing businesses and organisations to work more speedily suddenly creates a vastly more competitive and dynamic marketplace. Today, data analytics allow businesses to trace the path of a user on the Internet down to the very last detail (or ‘last click’) by providing very precise information. This, of course, is all the more advantageous for digital marketers.

But then what are the major benefits of using data analytics in marketing?

According to Thomas H.Davenport, ex professor at Harvard Business School, marketing analytics enables marketers to make decisions on different scales:

Firstly, marketers can develop data analytics-based products and services for their clients. With People-Centric Data on the Customer Lifecycle, organisations can track how an individual prospect interacts with the business over time. How did they find your website ? How long did they spend on a certain page? What did they search for on your website? What does this information say about their interests?

That is only a small fraction of the questions analytics can answer. For example, Facebook’s ability to track users allows them to provide very specific customization targeting to business advertisers. This means  services such as audiences with similar interests known as, ‘lookalike audiences’, people who have interaction with your biggest competitors, or people who meet a certain demographic target.

Secondly, marketers can make marketing decisions at different scale. For example, if they notice that users are not staying on pages of the site and that they leave the site, they can wonder on how to retain customers and what they can do to prevent that from happening.

With marketing analytics, marketers can measure the effectiveness of their marketing campaigns to improve the customer experience and grow their conversion rate by offering appropriately targeted content. It also allows digital marketers and businesses alike to identify issues in order to make adjustments to strategies and tactics. In turn, this creates larger ROI and greater overall business performance.

What Are The Limits Of Modern Data Analytics?

One of the biggest advantages of analytics is that the outputs are relevant and easy to understand. The data comes from interaction between the platforms and the users. That’s not too hard to get your head around, right?

However, there are limits to using big data in digital marketing.

Here are some of the limits to be aware of:

The first point is not really a limit but rather a risk related to the use of big data in marketing. With strategic data analytics, strategic decisions have led to dramatic errors that have made headlines.

data analytics
What’s the reason?

Some marketers tend to think that analytical marketing can make all the important decisions for them.


That’s definitely not true, and not how marketers should view it.

Analytical marketing should not lead to automated decision-making, it should simply act as a guide in the decision-making process.

The second risk that follows the one just mentioned concerns the different sources of data, and where different information is sourced from. For example, it is extremely important not to limit research to just one data source. Relying on a single source is not only risky, it will not always be entirely accurate. Compiling more platforms will offer bigger insights and further accuracy.

For this reason, it is important to seek information from multiple platforms.

Finally, a problem with managing the platform is often a large one. A larger one than organisations and marketers anticipate. Errors can be caused by wrong implementation practises, for example an incorrect tracking code implementation or poor servers (In the case of Google Analytics,  an out of order server for example). Making sure that everything is installed and tracking correctly is crucial. As time-consuming as this task can be, it is not one to be undervalued, and should certainly not be shoved off to someone who is inexperienced.

So, What Can We Take Away From All Of This?

Marketing analytics has seen a strong development these last years, with the evolution of big data and artificial intelligence. Today, it is possible to track every detail of your web visitors and the way they interact with your website. They allow you to adapt your strategy to make it as profitable as possible, while investing in the most effective marketing efforts.

In recent times we have already seen a large number of companies taken down because they have not been able to successfully migrate into successful omnichannel companies. It is the retailers who have the ability to utilise data from all areas of their business to drive performance who will effectively separate themselves from the laggards and become the real retail winners.

If you would like your business to be its most successful, put your trust in a certified digital marketing professional. Offloading to the experts means you are able to rely on someone who will confidently and effectively manage your website analytics to its fullest potential to help you to further understand not only who your customer is, but what your customer wants/needs. With over 15 years of ecommerce experience, acidgreen knows how to create successful marketing strategies to generate the highest conversion rates and provide the best ROI to our customers. Because we want your success, our agency uses data analytics to provide you key information that are crucial for your business and its development. You can trust our digital marketing experts who know how to correctly implement the correct parameters to effectively configure your analytics data.

Our company is an official Google Premier Partners which is the highest level attainable for online marketing specialists that have been trained and certified by Google. Technically, that means that the members of our team have the competencies to properly analyse data and provide you with the most effective solutions/approach to online marketing. Maximise your digital marketing now, and contact acidgreen today!

acidgreen is an award winning e-commerce agency  specialising in Magento, Shopify Plus and digital marketing with over 15 years of  industry experience. Our certified developers and digital marketers are highly qualified to create aesthetically pleasing Magento and Shopify Plus websites that generate the highest amount of conversions and provide the best ROI. Be sure to follow us on LinkedIn, Facebook and Twitter, or give us a call to learn more about our services.