Marketing does not work in silos.

When the work in the team begins, it evolves with the product, customer support, sales, and operations team and becomes the core of the business.

The reason marketing is still vital because impact in any stage of the funnel increasing sales, attracting new customers, generating potential customers, increasing brand awareness and overall customer satisfaction.

Marketing campaigns always start from a business goal: increase brand awareness, raise new leads, more downloads for an app or reach out to more audience in order to boost your e-commerce sales.

How do you currently achieve these goals?

In the following steps, I’m going to…

In this article, I will show you how to merge data from different sources, using information provided by Google Analytics and merging them in Google Data Studio.

Let’s start with the first Google product! Open the e-commerce analytics and click on administration link, at the bottom left of the side menu. Then, in the central column, looking for the link “Custom definitions / Custom sizes”.

We are going to create custom dimensions that will allow us to merge data in Data Studio through a conjunction key.

By clicking on “+ New Custom Size”, we create a new dimension, as shown…

User experience is more important than ever to success for a profitable online business. Customer Experience determines how customers speak or write about your company. What can be done to make sure it is positive? How can you create repeatable and personalized experiences?

This guide focuses on the main aspects to improve and automate the user experience and above all on how and where to show the recommendations during user navigation.

Status Quo

In my personal experience, I noticed in most of the times, even in enterprise level e-commerce, an almost surreal way of managing products placement as if it were a…

Acquire New Customers and Generate x5 sales through Data Analysis

The Problem

I worked on in 2014 (it seems so much time has passed since then) on Primo Taglio, a spinoff of Amodio Group SpA. Unfortunately, some of the materials and automation schemes were lost over time, but I remember well, the activities carried out at that time: the Client was worked, for many years with large companies specialized in e-commerce and marketing agencies.

The attention on me and the activities to carry out was high!

Their Customer Base was partially saturated, due to wrong mange of the cyclical newsletters, on a…

After defining what the RFM analysis is standing for, and how you can apply it to your Customer Base, I want to show you how to apply it on Shopify orders data.

A brief introduction to anticipate some doubts, such as:

• Why should we use RFM analysis?
• What kind of information can be obtained by using it?
• How do I increase the Conversion Rate or AOV (Average Order Value) using customer segmentation and RFM analysis?

I answered to some other questions, in an article that you can find it out by clicking on this link.

Let’s export orders from Shopify

The data collected by Shopify are a pretty good starting point, but they need a little normalization to make them available for Recency, Frequency and Monetary analysis on excel.

In order to extract all the orders, we…

Using Google Analytics, we can analyze our customer behaviors based on their interests, commonly features through clicks, time on page, bounce rate, custom events, etc. and their behaviors as shoppers, such as add to basket, average product quantity basket, LTV, AOV, etc.

All this information, if your Google Analytics is well configured, are a gold mine to explore and analyze, in order to extract much more information about your customer segmentations.

Why we should analyze customers’ data? Is it not only about a product selling to somebody?

Yes, it is… but it’s a little bit different to “just sell”. …

Think about a percentage of your existing customers is actually being inactive and another part was lost. Do you know how much big is this part into your database?

Sending a message tailored to the customer group will generate much higher conversions.

Isn’t that right? Isn’t that should be?

All marketing campaigns should pick up a target segment first and then create promotional materials that will resonate with that audience.

RFM analysis is a handy method to find your best customers, understand their behavior, and then run targeted email/marketing campaigns to increase sales, satisfaction, and customer lifetime value.

Customers /…

This article is focussed on explaining of:

• Decide how “sensitive” an experiment should be
• Estimate how long an experiment will take
• Prioritize the experiments

Decide how “sensitive” an experiment shoud be

Once you decide on a hypothesis, you’ll design an experiment. How many variations to test? They are based on your expertise to generate enough data to determine the best choice. The minimum detectable effect (MDE) represents the relative minimum improvement over the original variant.

Minimum detectable effect (MDE or is also known as Minimum Detectable Lift) is a number that estimates the smallest improvement you’re willing to be able to detect over control. …