Retailers shift their ad spending from TV, radio and print ads to digital ads.
Sports Unlimited’s Michael Neff, director of e-commerce, will speak at the Internet Retailer Conference about how the sports gear retailer goes beyond conventional use of web analytics to monitor overall e-commerce strategies.
Online retailers have used web analytics mostly to find out how their web sites are performing. But some have expanded the use of web analytics into other areas of operation, including management. Online retailer Sports Unlimited Inc. is one retailer that applies web analytics in several ways to monitor how well it engages and serves customers, says Michael Neff, director of e-commerce. Neff will dive into analytics strategies at the Internet Retailer Conference & Exhibition 2010, in a session entitled Analytics: A new tool for budget insights.
“I’ll show how web analytics can be a business management tool rather than a one-off analytics package,” Neff says. “Moving beyond marketing, we must think of web analytics from a financial and merchandising perspective.”
Neff adds that he will discuss how analytics can be used to hold vendors accountable for the performance of technology applications, such as site search, which Sports Unlimited is currently reviewing in an A/B test. “I’ll also discuss how we analyzed changes in shipping strategies and rates to increase conversion rates and average order value,” he says.
Why the editors asked Michael Neff to speak:
Michael Neff believes web analytics is central to Sports Unlimited`s growth and success and has built a management structure around the data. He manages web design, marketing, SEO and web analytics. Michael Neff knows numbers: Before joining Sports Unlimited, he was an auditor with Deloitte & Touche.