There is A LOT of data out there – and it doesn’t all fit in the same category. In can be downright overwhelming and make us want to pull our hair out, but it’s so beneficial when properly executed, you just can’t ignore it. So your next step is to address the challenges that come with complex data and develop a plan to break it down and simplify it.
Here are three of the biggest challenges we face when working with complex data. We’ll take a closer look at the hurdles they create and what we can do to make the job easier on ourselves. It’s time to work smarter – not harder, so let’s get going!
#1: Collecting Data
With all of the information at our fingertips, it can be hard to tell what sources are legit and trustworthy, and which ones give wrong information. On top of collecting data from reliable sources, you have to know what kind of data you need.
So what makes collecting auto data so difficult?
Well, for starters you have to understand the type of data you’re looking for. When it comes to product data you’ll need to gather information like:
And this is for (almost) every product you have. Some will require you to gather more info while others you can collect a little less for. Either way you look at it, though, you'll be spending a good deal of quality time with each item in your e-commerce inventory.
Here’s an example of what your data in the eCommerce web store should look like once you’ve collected and applied it. As you can see Amazon has the technical details easy to scan on the left, and then even more info on the right to scan. As you scroll down the page they have a detailed product description and more images.
You can find complex auto data from a few different sources:
Now when it comes to collecting data for marketing, you'll be looking at a whole new set of places, and there isn’t really a clear definition of what will be most effective for you. It depends on the brand you’re developing and the direction you’re hoping to go in.
However, we can tell you that one of the most important pieces of marketing data you should collect, in the beginning, is how customers have reacted to the products you're currently trying to promote. Find out why customers purchased the items, how they searched for them, and you'll have a better understanding of how to target your ideal customers and what keywords to use.
#2: Analyzing Data
Now that you’ve collected your data, you might be thinking – what the heck do I do now?
For starters, you can invest in an analytical tool that takes data from a bunch of sources and compiles it for you, so it makes sense together. When you try to apply your social media engagement in relation to your conversion rate, it gets confusing about how they work together when you're looking at two separate bits of info.
With an analytical tool, you'll have a better understanding of how often people log into your store, bounce rates, responses to sales, purchasing patterns, and you'll get this data in an organized way that allows you to see how each element helps (or hurts) each other.
You can also categorize your data so that you can look at each aspect of the shoppers experience in detail. If you want to have a better understanding of your check-out experience, then start analyzing data from only that end of your e-commerce store. Over time, you'll see how each aspect of the sale works together, and you'll know what direction to take when updating and improving your site.
Here’s an example of the information you’ll get when using Google Analytics to gain a better understanding of each session your customers have.
Just because you’ve collected data, organized and analyzed it, and even applied it, doesn’t mean you can break out the champagne and celebrate just yet. Now you’ve got to manage it. Here are a few tips for managing data, so you stay a current and reliable source for your customers.
When you put in the energy to simplify your complex data and make the most of the information you collect, then you'll have fewer returns, more conversions, and a marketing strategy for your product selection as a whole, as well as individually.
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