The DataHero Blog

Answering Your Most Pressing Questions With Your Ecommerce Data

April 7th, 2015

ECOMMERCE

Sometimes you might feel like there are hidden insights in your ecommerce data that you aren’t taking advantage of. Knowing where to start to discover these insights can be tricky, but using DataHero, Shopify and Google Analytics together can make winning with your ecommerce data much easier.

Start by connecting your Shopify account to DataHero. Once this is done, you’ll want to ask some questions. For example, what products created the most revenue for a specific campaign? Which days produce the highest sales? With good questions in mind, you can drag and drop information to create charts that answer those questions. Let’s take a look at a few examples.

What products created the most revenue for a specific campaign?

You want to know which of your products are performing best when you launch a specific campaign. To answer this question, all you need to do is grab three bits of information: order date, total price and product. Take these pieces of info and drop them into a chart.

Graph showing revenue by date and product

In this particular chart the time grouping is shown by day, but DataHero allows you to easily change that to month of year, quarter of year or whatever time grouping suits your needs.

I have multiple store locations. Which location is most popular for overall sales and what is the most popular product at that location?

Breaking up product popularity by retail location will allow you to see which location is best for overall sales and which product is performing best at each particular location.

Top Products by Top Retail Stores

Looking at the data this way can give you insight as to where your marketing efforts will be most effective and where you can potentially see the quickest revenue growth.

I know Google Analytics is an industry standard. How can it help me with my e-commerce data?

In November, Google announced enhanced e-commerce integration with Google Analytics. Taking advantage of this feature is a great way to replicate the results you are seeing in your Shopify data, but it is also a great way to see the full journey of your customers from when they arrive on the site to when they make a purchase.

Take the “Shopping Analysis Report” for example. With this functionality, I am able to see which content customers view and engage with on my site. I can see the products my customers are looking at, and which of those items make it to their shopping carts. From there I can see the path customers take as they begin and complete transactions, or abandon those transactions altogether. Shopify alone can give me demographic and revenue data, but you can see the value of using Google Analytics in conjunction with your Shopify to really understand specific metrics behind engagement on the site.

Shopping Behavior Analysis from Google Analytics

You can easily connect Google Analytics to DataHero as well to create quick visualizations of your data just like you can with Shopify. By allowing all of your data to feed into the same spot regardless of which platform it is coming from, DataHero lets you avoid the hassle of logging in to separate data dashboards in order to find insights for your ecommerce data.

DataHero Connect to a Service menu

The new e-commerce integration allows you basic or enhanced ecommerce tracking options, and detailed instructions on how to set up those tracking options can be found here. Basic tracking is useful when you are focusing solely on transaction and revenue data, and enhanced tracking allows you to see additional information about visitor behavior.

The next time you feel that you aren’t gleaning all of the possible value from your ecommerce data, don’t feel like you have to be a data analyst to get the job done. Integrate your Shopify account with Google Analytics and connect both services to DataHero to start unlocking hidden insights today.

 

Start Analyzing My Ecommerce Data with DataHero

 

By Paxton Gray

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