Are ecommerce marketers taking full advantage of metrics?

According to one report, the answer to that question is a resounding no. A recent report from Marketing Sherpa indicates that ecommerce marketers are not taking full advantage of tools that would give them a clearer picture of their target consumers. By not taking advantage of that information marketers are doing their business a disservice.

by Kristina Knight

The report states that only about 30% of ecommerce marketers use tools to determine preferences of consumers and only about 27% of marketers are using persona based design tools. Comparatively speaking nearly 80% of these marketers are not making the connections between analytics and search and 81% are not segmenting the information on their websites.

Why are these analytical areas important? Because how consumers respond to site content and what consumers prefer in online hubs is crucial to creating a loyal customer base.

By offering preference centers to consumers, they can choose what kind of content they want to see from a website and can even determine how often they want to receive marketing emails. Marketers can also get a perspective on the consumers' likes and dislikes so that the content remains relevant with every site visit.

Similarly, noting the similarities and differences between analytics and how search campaigns are faring can be a great benefit to a marketer.