With analytics you can guide your business to the right direction and measure the everyday activities against strategic goals. Growth marketing activities are always based on meticulous analytics.


In the context of digital services, analytics refers to the monitoring and interpretation of relevant key performance indicators (KPIs). The indicators can be divided into strategic and operational KPIs. Strategic KPIs are used to monitor, for example, total sales or the development of new customer numbers, while operational indicators are used for purposes such as measuring the development of the organic visibility of individual product pages or the results of A/B tests.

The achievement of business, sales, marketing and customer satisfaction goals should be monitored with both quantitative and qualitative indicators. Common analytics tools include Google Analytics and SEMRush. Google Data Studio can be used for reporting.

Two perspectives

E-commerce analytics <3 marketing analytics

Analytics is in the toolkit of every growth marketeer.
Combining ecom and marketing analytics gives a full view on the online business metrics.

E-commerce analytics for online stores delves into the customer path in the service itself. Which products and which customers are bringing in money? When we want to develop conversions in an online store, it is important, from the point of view of, say, A/B testing and user interface design, to see which are the customer’s critical pain points in the service. With advanced analytics, we can determine the point at which the customer abandons the purchase process. Marketing analytics, on the other hand, focuses on paid and earned visibility across channels. From which channels do customers come for shopping? What kind of marketing activities or channels bring the most conversions to your business?

Combining e-commerce analytics with marketing analytics creates a comprehensive overview that looks at customer behavior both in and out of the online store – this is the only way to gain visibility into the entire customer path and obtain the right data for its systematic development. A properly constructed analytics strategy that covers the entire customer path supports a multi-channel customer experience and, among other things, helps us create more personalized marketing content and customer service, and predict customer needs based on their behavior.

Analytics for all stakeholders

For a content marketer, analytics provides information on the effectiveness of content. For example, customers moving forward from page to page or returning to pages or sharing content are good signs. On the other hand, content that does not resonate well leads to short visit times and quick page exits. The marketing team may also analyze customers’ behavior: do they prefer light pictorial newsletters or in-depth and thoughtful blog articles? In addition to site content, information can also be obtained on the user experience and the ease of purchasing or contacting, so that sites can be developed in a customer-centric manner.

Analytics offers tremendous benefits to account managers, vendors and service developers, as it can be used for tracking customer value growth through additional sales and cross-selling and finding out how customers are activating and behaving across different media. For example, when measuring the cost-effectiveness of new customer acquisition, we can observe the budget spent on different channels in relation to the results obtained: what do we achieve with one euro spent on social media or Google Ads?

Analytics can also reveal things about the people behind the figures; what kind of problems they face and what kind of ideas they are seeking. For example, search engine optimization tools tell you what keywords bring people to your site and reveal what kind of content your site might be missing. A quick exit from the FAQ section, on the other hand, may imply that the list of frequently asked questions should be updated. In this way, you can create a more holistic picture of customer needs and problems, solve the problems and increase the value of the company in the eyes of the customer.

Analytics provides useful information for different areas of business. In the context of marketing and advertising campaigns, sales content, pricing models and new product design, analytics data helps you better match your decision-making with the customer’s actual needs.


Benefits of analytics

  • Determine the effectiveness of sales and marketing
  • Acquire new customers in a (cost) efficient way and reduce customer exit
  • Find the potential of additional sales and cross-selling
  • Increase customer knowledge

Looking to grow your ecommerce business with marketing? We have the means.