Marketing techniques for eCommerce (III). Personalized analytics and dashboards

We continue with our series of posts about marketing techniques for eCommerce. Today we will be looking at dashboards. A suitable dashboard should bring together the information that enables the people to whom it is aimed to quickly reach conclusions about trends in the company data. To do so, analysts must have a precise idea of which data are required and how to obtain them. Use of suitable metrics and a user-friendly interface that meets the basic usability criteria are basic ingredients for a good dashboard. But we will discuss usability as a marketing technique for eCommerce in another post. Personalized dashboards can be classified into 3 types:

  • Strategic: strategic dashboards are used to supervise a company’s progress meeting predefined or stipulated targets.
  • Tactical: tactical dashboards enable management to control the market’s impact on the company shares.
  •  Operational: operational dashboards can be used at the department level, enabling detailed analysis and specific processes


Ducksboard is a dashboard created by a Spanish company, which allows you to monitor your company and social media (Facebook, Twitter, Foursquare) data online. This tool is flexible and very aesthetically pleasant: it has large fonts, well-spaced elements, and a range of colors. It has a simple Api that enables you to create your own dashboard widgets, providing a high degree of personalization. Tracking your own data, real-time updates, and ready-to-use widgets if you don’t feel like creating your own to customize your dashboard are some of Ducksboard’s features. It’s particularly useful to measure customer satisfaction with technicalsupport. We use it to evaluate results with ZenDesk.


As a Google Analytics lover I cannot be objective, but I will try. Google Analytics is a free web analytics tool for companies that provides information about website traffic, generating statistics about website users. It provides such data as: number of visits, pages viewed, average time onsite, etc. It displays graphically an overview of users, visits by geographic location, traffic sources, and content indicators. Google Analytics groups information according to the interests of three kinds of people involved in website operation: executives, marketing technicians, and webmasters.


Gooddata enables users to use a large number of predefined metrics, in order to control website conversion rates, the online community’s engagement, commercialization campaigns, etc. It also makes it possible to create customized metrics that fit your business needs better than predefined ones. As regards visualization, Gooddata offers a range of dynamic graphs to personalize your dashboard and create customized reports.


If Google Analytics is so good you could cry, KissMetrics enables you to integrate it easily and its analysis is more granular. Say goodbye to vanity metrics. Also, its technical support gets a 10 out of 10 score from me.


I couldn’t miss the opportunity to talk about our personalized eCommerce dashboard. An online store faces many challenges which are radically different from those for other websites. So you should have an all-encompassing eCommerce analytics tools which helps you to understand the evolution of your online business. Our analytics tool also serves as a management and configuration panel for all personalization solutions, so that you can measure the results of your strategy and adjust them to obtain the best performance.

Discover a personalized dashboard for your online store, focusing on the sales funnel.

Discover a personalized dashboard for your online store, focusing on the sales funnel.

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