Data source

  • Updated

The Optimizely B2B Analytics product is targeted at the ecommerce manager of a B2B manufacturer or distributor. The product provides a holistic view of your commerce business with offline order data, online order data, and user behavior tracking accessible in one place. B2B Analytics is designed specifically for the B2B context, making it unique from other data competitors that are typically focused on B2C use cases. It allows you to analyze the underlying order or customer data.

To support the unique needs of B2B clients, B2B Analytics integrates data from your ERP (for offline order data), Google Analytics (for user behavior tracking), and the ecommerce instance (for ecommerce order data), providing a single source for commerce data across your organization.

How does B2B Analytics work?

Frontend

The frontend visualization of B2B Analytics is driven by Google’s Looker product. Nearly every number, bar, or dot displayed in B2B Analytics can be drilled into to get to the underlying order or customer data. Drilldown data is organized at the order line level, rather than the order-header level, allowing for product-specific analysis. Shipping, tax, and other order lines that are tied to the order header rather than the order line are not included in aggregate totals.

Backend

B2B Analytics pulls all order history and online order data from the data tables in the Configured Commerce Admin Console.

The primary tables that are referenced are OrderHistory, OrderHistoryLine, OrderLine, and Customer Order. Secondary tables that are referenced are Customer, Product, Category, CategoryProduct, Website, Salesperson, and CustomProperties

Order Channel Dashboard

The primary data source of the Order Channel Dashboard is your ERP, which is pulled into the Admin Console order tables via a standard integration job setup by your implementation partner. The order data received by the ERP is then enhanced by customer information available in other tables.

Key Data Tables

The primary tables that are used for the Order Channel Dashboard are OrderHistory and OrderHistoryLine. These tables are also referenced in the following dashboards: Abandoned Cart, Year Over Year Comparison, Customer Digital Engagement, Customer Statistics, eCommerce Campaigns, and Product Engagement.

The secondary tables that are referenced are:

  • Customer
  • Product
  • Category
  • CategoryProduct
  • OrderStatusMapping
  • Salesperson

Additional tables may be referenced in support of specific filters, such as the CustomProperties table for the customer and product group filters.

Troubleshooting considerations

When troubleshooting data inconsistencies between the Order Channel Dashboard, Admin Console, and ERP, the issues may develop from the translation of data between the ERP and the order tables of the Admin Console or between the Admin Console and the Order Channel Dashboard.

The most common differences between the Admin Console and the Order Channel Dashboard are:

  • Shipping & tax – The dashboard does not include shipping, tax, or any other cost that is applied at the order level instead of the order line level.

  • Definition of Order Date – The dashboard includes a date filter, which references the date field that is linked in the OrderHistoryLine data table. When comparing data sets from two sources, ensure that the definition of Order Date is consistent across the two sources.

  • Order status – The dashboard includes a filter for Order Status. Ensure that the statuses included in that filter should be included in the definition of a completed sales, or “Total sales.”

Other dashboards similar to the Order Channel Dashboard

All dashboards in the Orders and Marketing section of B2B Analytics pull data in the same way as Order Channel, except the Online Orders Dashboard.

  • Order Channel – Pulls data from the ecommerce site and the ERP.
  • Abandoned Cart – Pulls data from the ecommerce site and the ERP.
  • Year Over Year Comparison – Pulls data from the ecommerce site and the ERP.
  • Online Orders – Pulls data from the ecommerce site only.
  • Customer Digital Engagement – Pulls data from the ecommerce site and the ERP.
  • Customer Statistics – Pulls data from the ecommerce site and the ERP.
  • Ecommerce Campaigns – Pulls data from the ecommerce site only.
  • Product Engagement – Pulls data from the ecommerce site and the ERP.

If the data in the Order Channel Dashboard appears correct, you should expect that the data in the Abandoned Cart, Year Over Year Comparison, Customer Digital Engagement, Customer Statistics, eCommerce Campaigns, and Product Engagement charts will also be correct.

Online Orders Dashboard

The primary data sources of the Online Orders Dashboard are the OrderLine and CustomerOrder data tables of your Configured Commerce instance. The data in these tables is collected directly by the ecommerce platform.

Once a new order has been registered in the data tables of the Admin Console, a standard integration job will send those orders to your ERP for further processing. The Online Orders Dashboard will not reflect changes made to orders in the ERP, as the ERP does not typically send these changes back to the OrderLine and CustomerOrder tables.

Key Data Tables

The primary tables that are used for the Online Orders Dashboard are OrderLine and CustomerOrder. The Online Orders Dashboard is the only dashboard in the B2B Analytics product that pulls from these two tables.

The secondary tables that are referenced to enrich the online order data are:

  • Customer
  • Product
  • Category
  • CategoryProduct
  • Website
  • Salesperson

Additional tables may be referenced in support of specific filters, such as the CustomProperties table for the customer and product group filters.

Troubleshooting Steps

When troubleshooting data inconsistencies between the Online Orders Dashboard, Admin Console and ERP, the issues may develop from the translation of data between the ERP and the order tables of the Admin Console or between the Admin Console and the Online Orders Dashboard.

The most common differences between the Admin Console and the Online Orders Dashboard are:

  • Shipping & tax – The dashboard does not include shipping, tax, or any other cost that is applied at the order level instead of the order line level.

  • Canceled order lines or orders – The dashboard presents the original order information captured when the customer placed their order. Changes made to the order in the ERP do not reflect in the Online Orders Dashboard.

  • Definition of Order Date – The dashboard includes a date filter, referencing the date field that is linked in the OrderHistoryLine data table. When comparing data sets from two sources, ensure that the definition of Order Date is consistent across the two sources.

  • Order status – The dashboard includes a filter for Order Status. Ensure that the statuses included in that filter should be included in the definition of a completed sales, or “Total sales.”

 Digital Analytics Dashboards

The dashboards in this section link user behavior information from Google Analytics with customer and user data in the ecommerce site to give you an understanding of what users are doing on your website.

  • Acquisition – Pulls data Google Analytics primarily and the ecommerce site for customer and user data.
  • Audience – Pulls data Google Analytics primarily and the ecommerce site for customer and user data.
  • Behavior – Pulls data Google Analytics primarily and the ecommerce site for customer and user data.
  • Search Events – Pulls data Google Analytics primarily and the ecommerce site for customer and user data.
  • Self-Service Events – Pulls data Google Analytics primarily and the ecommerce site for customer and user data.
  • Mobile App Analytics – Pulls data from the Optimizely Mobile App for Configured Commerce only. This dashboard will not populate if the Optimizely mobile app is not being used.