Information Technology Reference
In-Depth Information
Merchandising Basics
Yahoo! Web analytics provides the opportunity for you to track the individual prod-
ucts or services that your visitors view, add to their basket, and purchase. When a
visitor becomes a customer by purchasing one or more of your products and services,
you track this information using the guidelines for conversion tracking, as explained in
chapter 2.
Merchandising tracking is much more than just collecting the name of the prod-
uct sold. Yahoo! allows you to define your product categories and replicate them as
merchandising categories. By doing this, you have the opportunity to create custom
reports with product names and product categories as merchandising dimensions,
which means you can analyze cost and revenue according to these dimensions.
The report in Figure 4.1 represents our most popular products sorted by the
amount of revenue each generates.
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Figure 4.1
Top products sorted by revenue
as a quick note, notice that the report is not a Most popular page report, but
a report showing unique products sold, products that could be presented over mul-
tiple pages, on- and off-site and in multiple ways. We know they are unique products
because they have been defined with a skU code and later named by uploading your
merchandising categories. The beautiful part of this is that we can apply something as
simple as a search engine dimension, where we instantly see which search engines drive
traffic and sales to our top products. chapter 10, “distinctive reports and Usage,”
delves into detail on merchandising reports.
