This week I stumbled upon an interesting article, that touches upon how analytics is improving for brands in the e-commerce space. Previously it was easy for brands to track their sales, representation, distribution parameters and many other metrics in stores, all thanks to Nielsen and other huge data collection and aggregation firms.
In online, however, where information is seemingly much easier to obtain, the analytics firms like HookLogic only began to emerge a couple of years ago and are only now becoming much more common. They collect data across multiple e-commerce platforms to make brands capable of comparing their performance vs competitors - an extremely useful tool, since the % of sales done online becomes larger every year.
I think such transparency and availability of data signifies the increasing maturity of the e-commerce industry as a whole. We have already seen a lot of M&A in the past years and my guess is that it's only going to intensify and we're going to see more price competition and consolidation in the industry.
http://adage.com/article/datadriven-marketing/data-innovations-brands-monitor-competition/301244/
In online, however, where information is seemingly much easier to obtain, the analytics firms like HookLogic only began to emerge a couple of years ago and are only now becoming much more common. They collect data across multiple e-commerce platforms to make brands capable of comparing their performance vs competitors - an extremely useful tool, since the % of sales done online becomes larger every year.
I think such transparency and availability of data signifies the increasing maturity of the e-commerce industry as a whole. We have already seen a lot of M&A in the past years and my guess is that it's only going to intensify and we're going to see more price competition and consolidation in the industry.
http://adage.com/article/datadriven-marketing/data-innovations-brands-monitor-competition/301244/
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