Sarah vs. Web Analytics

E-commerce’s share of Victoria’s Secret’s sales is inching higher than ever. In 2016, Victoria’s Secrets’ e-commerce revenue rose 3.4% in one quarter and accounted for 21.3% of the businesses overall revenue, up from 20% a year earlier. Victoria’s Secret e-commerce site also generated $526.1 million of total revenue for the brand (Stambor, 2016). How they collect and use their data Victoria’s Secret uses IBM Digital Analytics to collect web analytics data from their website. IBM Digital Analytics, formerly Coremetrics, is part of Customer Experience Analytics, a holistic solution that includes both cross-channel journey analytics and customer behavior analytics. IBM Digital Analytics is a cloud-based, web analytics platform that provides actionable insights on digital customers across multiple channels so that businesses can deliver more targeted, personalized offers (IBM, n.d.).  Victoria’s Secret uses Digital Analytics to optimize their customers’ online experience ...

Internet marketing is now more than just blasting emails. Customers usually end up on a website through multiple paths – these include banner ads, pop-up advertisements, links from different social media sites and search engine results. In order to understand what facet is effective and what is not, you will need to track all these behaviors through web analytics. So, what exactly is web analytics? To simplify and provide the ‘Web Analytics for Dummies’ definition, “Web analytics is an online report on who visits your site, how they’re able to get to your website, what they do when they land on your pages and where they go afterward” (Duggal, 2017).   However, without the right analytics software that fits your businesses’ wants and needs, marketers can find themselves drowning in data but thirsty for information. We’ve talked a lot about Google Analytics on my blog. It’s been more than a decade since Google Analytics started, and it is now integrated on more than a million...