Chapter 5. Ecommerce Analytics Data Model and Technology
Ecommerce analysis required having the appropriate data to analyze in order to answer business questions. The type of data generated by an ecommerce platform, discussed in Chapter 4, may not be wholly sufficient for deep analysis of the ecommerce experience. In many instances, today’s ecommerce platforms provide a very limited data model for capturing for ecommerce analysis. The data captured by platform often includes information about the products, orders, promotions, and transactions, but it may have a very limited amount of data available about customers, marketing campaigns, conversion, and other concepts and behavior related to ecommerce.
Ecommerce analysts may choose to purchase ...
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