E-commerce: The move beyond page-based to product-based analytics
The limitations of page-based analysis
Perhaps the most striking development in the growing sophistication of e-commerce sites and shoppers has been the dramatic increase in the importance of product aisle and product search pages.
These pages now do most of the heavy lifting when it comes to merchandising and often contain a rich mix of products, merchandising drives, and customer offers.
Remarkably, almost nothing interesting from a merchandising perspective is captured in the view of the page itself. The effectiveness of...