This article is a little tactical and at the surface, tailored for analytics folks. However, it is important for all marketers to understand how data is passed from your ecommerce site to 3rd party analytics and marketing vendors.
Reflective Data does a nice job of explaining the difference between back-end and front-end data elements as well as the role of tag management tools in your marketing stack.
Cohort analysis has been a mainstay in the customer analytics world for decades. However, many digital marketers are still focusing on single-purchase data to measure marketing channel and customer profitability. Considering LTV calculations have been cumbersome in most web analytics tools, it’s hard to blame them.
Google Analytics has advanced their out-of-the-box cohort analysis capabilities immensely over the last 12 months. Bhola Prasad at Life With Data is here to show the way.