Analytics and Dashboard Development for a leading online e-commerce retailer



About the Client

The customer is a leading online e-commerce retailer.

Business need

The customer envisaged to develop product level insights and metrics to improve profitability,baseline and revenues.

Some of the challenges were:

  • Online metrics were not being mapped to product profitability
  • Incomplete reporting
  • Limited visibility into performance of SEM traffic sources
  • No A/B Testing Support

Solution delivered

ALTEN Calsoft Labs’ solution included the following activities viz,

  • Developed a measurement strategy linked to business needs
  • Captured all Web metrics like visits, clicks, time spent on page, number of products visited etc,
  • The web metrics were then combined with product margin, availability, and promotional offers for comprehensive reporting

Business benefits

  • The product level insights were useful for category managers to take off non-performing products and focus on relevant ones
  • Provided a more intuitive user interface.
  • Ease of access to information for multiple departments
  • Easy to setup separate data views for those with limited access levels
  • Formulated A/B testing approach

Technology stack

  • Web Analytics: Omniture
  • BI/Analytics Tools:Teradata
  • Database: SQL

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