Information Technology Reference
In-Depth Information
scenarios are not exclusive. two or more scenarios may share pages, entry
points, or exit points, which means that some visitor transactions may be recorded
in more than one scenario. and they should be!
Merchandising Reports
You should be on a constant quest to move your reporting from a focus on URLs to a
focus on documents and then to a focus on products or services. this is what Yahoo!
Web analytics Merchandising allows you to do. You access this functionality and its
standard reports by choosing Marketing
>
Merchandising. only two standard reports
are provided out of the box:
M
•
erchandising summary
•
c
ross-sell analysis
Merchandise reporting, as you learned in chapter 4, “Merchandising tracking
and Reporting,” allows you to track specific information about your products, such
as how many times individual products are viewed, added to a shopping cart, and
purchased. this includes the sKU information, number of units sold, and revenue per
product. You can also associate any applicable discount and tax with each purchase,
and receive reports including this information.
this section focuses on how you can use the collected information beyond the
two standard reports, but first, let's review what you get from those two reports.
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Merchandising Summary Report
the Merchandising summary report identifies how well your individual products are
converting and how much revenue you are making on a category basis, all the way
down to an individual product basis. the report is displayed and broken down by the
custom categories you created and the product information you uploaded (as described
in chapter 4).
all reports show 10 rows by default (unless you've changed the global settings to
show more). i strongly recommend that you always show all available categories on one
screen. if you don't, then the report loses considerable value. if your categories cannot
be shown on one screen, you can use suboptimal product categorization. Figure 10.16
shows an example of all top-level categories on one page.
to view product-specific information, you simply drill down into your merchan-
dising categories and expand the tree as needed, as shown in Figure 10.17.
