5 Data Do's and Don'ts: How to Construct Actionable Insights From Ecommerce Data

Clark Kleinman

March 26, 2021

Constructing data-based, actionable insights is key to successfully develop and sell products on ecommerce. Data can tell you what your consumers are like, what they’re searching for on ecommerce platforms, the efficacy of your advertising campaigns, which words to use in product listings, and so much more.

Unfortunately, using data to drive ecommerce decisions is much easier said than done. Several factors complicate the process of gathering and interpreting data, and if you don’t know what you’re doing, data can complicate instead of simplifying your job. Here, we’ll discuss some of these complications and how you can overcome them to turn data into your most important ecommerce partner.

Why it’s so difficult for brands to effectively gather and interpret data

The first roadblock that keeps brands from using data effectively is the difficulty of accessing relevant data in the first place. Amazon, for example, gives very little by way of customer personal information (and this information would likely be insignificant anyway since so many Amazon customers share accounts.)

In the cases that Amazon does provide raw data, it can be overwhelming and difficult to interpret. Seeing raw data without any context or insight can ultimately raise more questions than answers, making it challenging for brands to know where to start or what to focus on. It takes an expert to know which data should be focused on and which data can be largely ignored, and many brands just don’t have enough resources to dedicate someone to the mammoth task of data interpretation.

So how can you remove these roadblocks to become more effective in your data analysis? Below are five tips:

1. Don’t focus on every piece of raw data; do focus on the most relevant data

Not all data is created equal. If you want to use data effectively, it’s essential to learn to sift through the noise and focus only on the reports that are most relevant to your brand’s goals.

There’s no one-size-fits-all approach to which data you should focus on and which you should ignore — that’s highly variable and depends on what your brand is trying to accomplish. But in general, your best bet is to focus on the data points that tie directly to sales. Some examples of these data points include overall retail sales, sales by product, Buy Box numbers, compliance numbers across the marketplace, advertising data, keyword performance, traffic, and SEO.

In addition to analyzing the data specific to your product, it’s also important to find insights into the marketplace as a whole. Don’t just ask how your brand is doing in a given category; ask how competing brands are performing in that same category. What are their most successful products? What about their strategy can you copy? And what holes in the market can you fill? We’ve seen our partners experience some of their biggest ecommerce wins when they look at the marketplace as a whole and act on that data.

2. Don’t let your product be sold by multiple sellers; do fight for the Buy Box

When you allow multiple Amazon sellers to distribute your product, you put your brand at risk for price erosion, brand erosion, and an overall decline in control and quality. Worse yet, sellers must compete to win the Buy Box, the prominent box on Amazon product listings that lets shoppers add a product to their cart or list.

The Buy Box winner is determined by several factors, including price, seller performance, return rate, and shipping standards. When other sellers—including those who are unauthorized or go below MAP—advertise the cheapest prices for your product, you could temporarily lose the Buy Box.

So, what does this mean for data? When you lose the Buy Box, Amazon won’t provide you with any traffic data because you didn’t win any sales over that period. That makes it near impossible to understand your product’s real-time standing in ecommerce.

3. Don’t rely on data from just one platform; do integrate data across several different platforms

Looking at Amazon, Walmart, or eBay data alone won’t give you a comprehensive understanding of how your brand is performing or which advertising messages are resonating with consumers. Take advantage of every platform’s data, including tools like social media, Google Analytics, and Google Search Console, to have a complete understanding of your audience, your product’s performance, and the marketplace as a whole.

It’s also helpful to compare ecommerce data with retail data from brick-and-mortar stores that carry your products. This comparison can give you a better understanding of overall marketplace trends, where to focus your advertising, and what features to include in future products.

4. Don’t just rely on data once your product is on the market; do focus all product development decisions on data

Data deserves a seat at the table in every step of the ecommerce process, including product development. If you’re not analyzing data until after your product has hit the market, you’re missing out on insights that could make the difference between a successful launch and a mediocre one.

By analyzing data during product development, you can have a more clear understanding of trending products, feedback on your design, and whether your product could be successful in a certain category.

5. Don’t work with multiple different agencies; do work with one reliable partner.

It’s hard to paint a clear picture with data when you’re working with multiple different agencies that all use different platforms and methods. Comparing insights from different platforms and trying to combine that data into a cohesive strategy complicates the already complicated task of effective data analysis.

Working with one qualified ecommerce partner across platforms simplifies your life, helps your brand be more consistent, and ensures that the data insights you receive tell your brand’s whole story.

How partnering with Pattern can help

At Pattern, we specialize in taking raw data and processing it to give your brand actionable, data-backed insights. Since we’re one of the top sellers on Amazon, we have access to far more data than brands can access alone. Additionally, our proprietary software, Predict, pulls data from over 4,000 ecommerce sites daily to give brands easy-to-read data on sales, traffic, advertising, Buy Box, and marketplace pricing.

Predict makes it easy for brands to see their best and worst performing products and why. It also features tools that track inventory, Buy Box ownership, and pricing compliance. It gives insights into which advertising campaigns are best received by consumers, making it easy for you to craft advertising campaigns that convert.

We use Predict in conjunction with our latest software, Destiny, which creates a digital shelf of competitors to show you exactly how you’re competing when it comes to keywords and SEO. Unlike other software of its kind, Destiny directly compares you with your competitors and gives you a realistic understanding of where you stand in ecommerce.

Our brand managers are another critical aspect of our highly personalized data analysis process. Quarterly, our highly-qualified brand managers meet with our partners to craft specific plans they can execute based on their goals and data trends in their marketplaces.

Working with Pattern eliminates the confusion of data analysis, grants you access to our game-changing software, and partners you with data experts, all at no cost to you. If you’re interested in learning more, request your demo today.

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Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)
Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)