Online Retailer Digs Into Revenue Change with Web Analytics and Tableau
公司规模
1,000+
地区
- America
国家
- United States
产品
- Omniture’s SiteCatalyst
- Tableau
技术栈
- Web Analytics
- Data Visualization
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Revenue Growth
技术
- 分析与建模 - 大数据分析
- 应用基础设施与中间件 - 数据可视化
适用行业
- 零售
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
The customer in this case study is an online retailer that experienced a significant increase in revenue growth. The company uses web analytics to understand the behavior of its customers and the factors that influence their purchasing decisions. The retailer is committed to providing an excellent experience for its loyal customers and is interested in understanding the patterns of new customers versus loyal customers. The company uses Omniture’s SiteCatalyst software to download and analyze various reports, and Tableau for data visualization.
挑战
The online retailer experienced a significant jump in revenue growth, which doubled. However, the cause of this increase was unknown, leading to concerns. The company had to analyze various factors, including the events in a typical conversion funnel, to understand the reason behind the revenue spike. The traditional conversion funnel elements were not applicable in 2008, and it was discovered that revenue was growing because people were buying higher-priced items. The company then sought to determine the root cause of this increased revenue per unit.
解决方案
The company used web analytics and data visualization tools to analyze the factors contributing to the revenue spike. They downloaded almost every report that Omniture’s SiteCatalyst software had to offer and combined them into a massive Excel file. From there, they proceeded to look for the causal factors in the spike. They analyzed the events in a typical conversion funnel, from initial site visit all the way to purchase. They also analyzed the revenue patterns generated by new customers vs. loyal customers. The analysis revealed that the jump in revenues was due to loyal customers ordering more when they came to the site.
运营影响
数量效益
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