Quick overview

It seems like everyone has now jumped on the “What’s the data saying?” bandwagon. Welcome! We were data-obsessed before we got our first pimple. With teenage acne now fully behind us, we scour our client-partners’ marketing dashboards daily to a) ensure that data remains clean and reliable, and b) because if an optimization tactic doesn’t have robust data backing it up, it can’t sit at our table. 

Things to consider

We can’t talk about eCommerce analytics without talking about dashboards. Because data without context is futile, and because the vast majority of brands we meet have significant data gaps in their existing dashboards. So step one = spring cleaning. 

From there, our eCommerce tracking protocol includes goals definition, Shopify/Bigcommerce optimizations, practices for excluding bots traffic, thorough keyword search volume and rankings research, and customer and competitor analyses. 

Highlights

• Most performance dashboards have holes that lead to incomplete (or wildly inaccurate) marketing conclusions.
• A sophisticated analytics mechanism should consistently identify a variety of optimization opportunities, instead of always pointing to the same one or two.
• Whether your priority is paid media, organic search, or both (we recommend both), Apiary walks the talk of being data-driven. Like, really.