Web Analytics for Retail
DRTL 4070: A study of key concepts, diagnostic approaches, techniques, and practices of web analytics used to create measurable value for the digital retailing channel.
The project for this course was a case study on a fictitious online merchant, MyStore.com. The goal of this project was to forecast 2013 sales based on previous 3-years of data from a fictitious web analytics provider by month. MyStore.com reduced marketing spending and cut inventory buys to save money which caused for a negative growth rate in traffic and conversion. My team’s goal was to increase sales back to a positive growth rate to reach $666M in sales by 2013 using profit educing sales metrics.