The growing number of influential Weibo commentators are increasingly opening their own online shops or promoting products.
Even with sophisticated analytical tools, retailers are struggling to understand the data they collect, says a report out this month from Forrester Research focusing on metrics retailers should use to determine web and cross-channel selling progress.
Even with sophisticated analytical tools, retailers are struggling to understand the data they collect , says a report out this month from Forrester Research Inc. focusing on metrics retailers should use to determine web and cross-channel selling progress. When asked what the biggest measurement challenges are, retailers cited several obstacles even with the use of software analytics and data-mining tools.
In a survey of 30 retailers, 40% cited customizing reports as a major obstacle; 37% cited integrating data from multiple sources; 37% cited understanding user behavior and 27% cited speed and scalability of data mining tools. Knowing what to measure and usability of data mining tools drew 20% of the respondents, while data accuracy and citing too much data to analyze drew 17%. Respondents could choose more than one answer.
The result of such obstacles, Forrester says, is lackluster sales, especially because e-commerce departments cannot quantify their impact on offline sales. Forrester cites companies like Amazon.com as a retailer that is able to interpret the data it collects successfully and then make improvements based on what it learns. In particular, Amazon continually fine-tunes its checkout process based on the data, Forrester says.