Information Technology Reference
In-Depth Information
By applying the search engine dimension, you can spot an issue with our third
most popular product, whose revenue appears to be derived only from Yahoo! visits. it
is obviously an error and something to look into. assuming google is driving double
the revenue as in our most sold product, this could be a Usd $20,000 opportunity to
work on. The task given to your web or marketing team would be, in part, to see if
your web property is indexed correctly or if the specific page that drives traffic from
Yahoo! is the one indexed by google as well. in any case, you can take action on new
insights such as this.
You can collect and maintain accurate information on your products and ser-
vices, all the way down to updating your reports to reflect cancelled orders or changes
to order amounts, by sending api requests to the system. You can also upload your
individual product costs and calculate how each campaign contributes to your profits.
activating this type of reporting involves customizing the tracking script. There
are a number of different variables, but not to worry—they are easy to understand and
implement. setting up merchandise reporting requires you to perform three distinct
activities:
s
85
•
et up merchandising tracking variables.
•
s
et up merchandising categories within the application.
U
•
pload your product information.
The merchandising variables are myriad, but you can start simple and build on
them later. if you do not want to go all-out to begin with, you can even skip uploading
the product information and just report on a skU level. This is a common approach,
and you can get Yahoo! Web analytics technical support without uploading the prod-
uct information as part of the interface.
Stock Keeping Unit (SKU)
A SKU is a unique identifier for each distinct product and service that can be ordered from a
merchant. Use of the SKU system is rooted in data management, enabling a merchant to be in
detailed control of inventory.
Tracking by skU is fine because categorization and enhanced enabling of prod-
uct information is a retrospective activity. You can track the skU code for months and
then at a later stage upload the product names and categorization, which will then
affect your reporting back in time. should a product change name or be recategorized,
this can easily be done after the fact.
