Configured Commerce Analytics overview

  • Updated

Optimizely's Analytics for Configured Commerce Cloud is a powerful tool for measuring and monitoring the success of your Configured Commerce solution. It provides a set of dashboards allowing you to take a deeper look into the orders and usage of your site, and compiles data from three sources: your Configured Commerce site, Google Analytics and Google Tag Manager. 

Is this product right for me?

Targeted at the B2B e-commerce manager

The Optimizely Analytics for Configured Commerce Cloud product is targeted at the e-commerce 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. Finally, the drill-down capability of the product allows users to drill down to the underlying order or customer data, providing a level of detail that is rare in commerce analytics products.

Examples use cases solved with this product

With Analytics for Configured Commerce Cloud, you can easily see trends in customer engagement and disengagement, abandoned carts, and ordering shifts.

  • Customer Disengagement – Quickly identify customers whose buying behaviors have changed. (ie: a customer who traditionally purchases a product each month and then stops)
  • Abandoned Carts - Get a holistic view of online abandoned carts, including the view of customer completed transactions through other business channels. (i.e., customer starts placing order and seeks sales assistance to select the right item. The order is then completed through traditional channels)
  • Ordering Shifts from Traditional to Online Channels - See if customers or products that have been historically purchased through traditional channels have migrated to online channels. Gain a deeper understanding of cost-to-serve
  • Online Promotions - Track the success of marketing merchandising and promotions, including dollars generated and number of orders place

What makes the Analytics product unique?

B2B-specific design

The Optimizely Analytics for Configured Commerce product is designed specifically for the B2B context, making it unique from competitors that are often focused on B2C use cases. Some of the adjustments included in the product that support B2B clients are:

  • User data is aggregated at the customer level for a complete customer profile
  • Consideration of the multi-channel sales and product research process of the B2B industry is made in the design of the dashboards, with both online and offline data available
  • The calculation of some KPIs have been adjusted to reflect the B2B context
  • The product tracks the penetration of the commerce business from offline to online ordering to unlock digital potential

Multiple data sources

Additionally, the Analytics product 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 of truth for commerce data across your organization.

Easy start-up and no maintenance requirements

The product includes preconfigured dashboards that allow for easy start-up, requiring little analytics experience. The product is a fully managed SaaS application requiring no engineering support. As the product grows, existing clients will get instant access to new dashboards and features.

How does Configured Commerce Analytics work?

Frontend

The frontend visualization of Configured Commerce Analytics is driven by Google’s Looker product. Nearly every number, bar, or dot displayed in Configured Commerce 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

Configured Commerce Analytics pulls all order history and online order data from the data tables that power the Admin Console of the client’s Configured Commerce instance. 

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.

Accessing the Website

Once an account has been created, users receive an email to activate their account and create a password. After doing so, they can log into the Configured Commerce Analytics at https://analytics.insitecloud.net

Navigating Dashboards and Looks

Log in to the website to view the the Configured Commerce Analytics homepage.

  • In the center of the page, you will see the Dashboard of the Configured Commerce Analytics product presented in three groups: Orders, Marketing, and Digital Analytics.
  • On the right are links to the Configured Commerce Analytics support, documentation and training resources.
  • On the left, is the settings menu, which can be hidden by clicking the icon with three horizontal lines at the top left. 

homepage.png

To view a dashboard, click on the name of the dashboard. To learn more about the dashboard, hover over the information icon to view a fly-out with an overview of the dashboard.

Overview of available dashboards

Orders

  • Order Channel: Use this dashboard to take a look at combined online and offline sales, order counts and products counts. You can view by customer, date order channel, customer gropus, and products groups with drill-down capability
  • Abandoned Cart: A holistic view on the analysis of abandoned carts and items not purchased after abandoning (either online or offline). Ability to isolate customer or product groups with drill-down capability. 
  • Year Over Year Comparison: Multi-year sales history comparing months across years and looks at sales dollars, order counts and product counts. View by customer, date, order source, customer groups, and product groups.
  • Online Orders: View online order activity, order counts and product counts. Users can view by customer, date, website, customer groups and product groups with drill-down capability. Does not account for any subsequent updates after order submission.

Marketing

  • Customer Digital Engagement (Strategic Dashboard): Compares digitally engaged customers with offline-only customers. Digitally engaged customers are customers that have logged in to the website or placed an order online. Engagement is available for the previous 23 months, rolled up at the month level.
  • Customer Statistics: Shows all customers by aggregating sales data from the last 12 months plus the prior two calendar years, split by order source and the last date ordered by source. Identifies Year-To-Date (YTD) and Year-over-Year (YOY) sales by comparing up to the same month/day from prior two years along with how many days in the past was their most recent order (either offline or online).
  • eCommerce Campaigns: Shows all promotions set up in Configured Commerce and looks at the sales dollars and order counts attributed to the promotions.
  • Product Engagement: Looks at products purchased repeatedly and identifies the specific customer and product combinations that may have fallen off the normal purchase frequency.

Digital Analytics

  • Acquisition: Displays where web traffic originates from (direct, organic, and so on) and shows any referral websites.
  • Audience: Looks at when (day of week), from where (geo map) and how (desktop/mobile) people are reaching your website in a variety of visualizations.
  • Behavior: Looks at searches conducted on your website and top pages viewed in a variety of visualizations.
  • Search Events: Displays detailed searches conducted on your website, the most popular recently-used search terms and the number of times an item is searched and search result counts (including zero results). Also identifies autocorrected searches and lets you view the original keyed search along with the autocorrected search.
  • Self-Service Events: Looks at self-service activity on your website with aggregation on how often self-service is used and the number of customers utilizing self-service in a variety of visualizations with drill-down capability.
  • Mobile App Analytics: Looks at overall mobile app activity (search, self-service, transactions, views, and so on) in a variety of visualizations.

All dashboards are based on the current calendar year plus up to two prior calendar years, if applicable.