Using Alteryx to connect to raw Google Analytics data – instead of using the standard Google Analytics API to connect to aggregated GA data – allowed us to perform more detailed analytics across the eCommerce customer journey.
This analysis provides benefits such as:
- The ability to profile and segment customers based on their behaviour – leading to a greater understanding of typical customer journeys (e.g. typical customer journey length, number of different sessions, session timings, order of channels used etc.)
- Visibility of every touchpoint across a customer’s eCommerce journey, providing a more complete measure of the true contribution of different channels, campaigns, keywords etc.
- This is in contrast to many standard eCommerce dashboards which often only credit the last touchpoint in the customer journey (last touch attribution)
- Whilst this analysis assigns equal-weighted attribution to each touch, it also opens the possibility to apply more customised Multi-Touch Attribution models.
CONTACT THE ANALYTICS AND DATA INSIGHTS TEAM