Category : Data Strategy
Black Friday discounting increases next season’s purchasing
Black Friday Cyber Monday appears to be big business for ecommerce merchants. But what happens after the promotions? I knew Black Friday had reached ‘late adopter’ stage when a company I’d bought fencing panels from – fencing panels – emailed me their holiday season promotions. But the real question is this: will all these promotions actually drive customer loyalty, or only attract bargain hunters? Looking at the data At Littledata, we looked at aggregate data from 143 retailers who participated most in 2016 Black Friday, versus 143 retailers who did not. For the first 23 days of November 2017 – before Black Friday – the median year-on-year increase in sales was 13% for those pushing discounts the previous year, versus only 1% growth for those avoiding Black Friday discounting *. Our conclusion is that retailers who discounted most heavily on Black Friday 2016 saw a lasting benefit in extra sales a year after the sales period. However, we don’t know whether these extra sales were profitable enough to pay for the seasonal promotions. Another possible explanation is that higher-growth retailers are more active in marketing Black Friday, but in either event the discount season has done them no harm over the following year. Looking at 2016, it seems Black Friday was bigger than the year before for our cohort of 270 UK retailers – but at the expense of sales later in the season. Yet in the UK, we are not close to US levels of hysteria yet, where a much greater proportion of the last quarter’s sales are done on that weekend. What sectors does Black Friday affect? The other interesting question is what sectors does Black Friday affect? It may be a surprise that the biggest boost of over 100% average increase in sales comes for Health & Beauty stores, whereas technology and computer stores saw an average boost of 40% for the week. The graph below shows the difference with the average sales volumes in November & December 2016, by sector, for 3 selected weeks: Perhaps I shouldn’t have been surprised by those fencing panels: business and industrial sites saw a big boost too! Interested in tracking online sales activity for your own site this holiday shopping season? Littledata's ecommerce analytics software provides accurate data and automated reporting to help you track promotions and drive conversions and customer loyalty. [subscribe] *The statistical detail I took a group of 573 retailers we have tracked for at least 2 years, and looked at the ratio of Black Friday weekend sales (Friday, Saturday, Sunday, Monday) to the 2 month average for November and December. Those in the top quartile (trading 2.6 times above average during the Black Friday season) were deemed to have participated; those in the bottom quartile, showing a dip in trading over that weekend were deemed not to have participated. I then looked at the year-on-year growth in revenue between November 2016 (first 23 days) and the same period in November 2017, for the discount versus non-discount group. A t-test between the groups found an 18% probability that the two groups had the same mean, not allowing us to dismiss the null hypothesis. [note]This Black Friday ecommerce strategy post was originally published in November 2017 but has since been updated.[/note]
How much does customer engagement affect conversion rate?
Whether you're using Shopify, BigCommerce, Magento, Salesforce Commerce Cloud or another ecommerce platform, it's crucial to drive high traffic volume to your site. But important as it may be, it's not the deciding factor between a sale and a cart abandonment. If your traffic doesn't convert, the volume of traffic doesn't matter. Customer attraction is only half the battle — customer engagement, however, is what leads to higher conversion rates, which means more product sales for your store. Conversions are the lifeblood of product marketing. So your main goal is not attraction, but persuasion — collecting an email for lead generation or retargeting, completing customer transactions, getting signups up for your newsletter or anything else of measurable value for your store. As a merchant, you know conversions are the name of the game. You'd think every merchant would have it down to a science. In fact, the data suggests otherwise. What's a healthy conversion rate? While your average ecommerce conversion rate will vary by product type, price point, location of sale and other factors, here are some reliable industry benchmarks we've nailed down: Just recently, our team surveyed 1,127 stores and found the average conversion rate for stores was just 1.4%. This means a conversion rate above 3.1% would put your store in the 80th percentile, with a rate higher than 4.8% in the 90th percentile. Our test also found an ecommerce conversion rate (all devices) of less than 0.5% would put your store in the 20th percentile, with a rate of below 0.2% ranking your store among the worst-performing: Converting sales isn't getting easier, either — reaching the 1.4% industry benchmark can be a challenge for online stores, especially those that: don't price competitively (with the help of historical data) don't use conversion rate optimisation best practices don't optimise their store to increase customer engagement Speaking of customer engagement, we'll dive into how to boost your ecommerce conversion rates (here are some bonus tips on improving CRO). But first, let's overview what customer engagement really is. [subscribe] What is customer engagement, really? Customer engagement is the strongest indicator of how a customer feels about your brand, your products and your online shopping experience. There are many conduits for measuring customer engagement (e.g. email open rates, page views, landing page clicks, average time spent on page, bounce rates, etc.). With a 500-person sample of marketers, a Marketo survey found the following: 22% of people thought customer engagement was a brand awareness tool 63% considered it customer retention, repeated purchases and renewal rates 78% thought it was something that occurred in the final stages of the marketing funnel In other words, modern merchants don't exactly have a solid definition of what customer engagement really is. Even as data analytics experts (a.k.a. data geeks), we consider customer engagement to be more than a measurable set of customer data or online actions — it's also an emotional connection to a brand as well as a tool for brand awareness, chiefly driven by data, measured by data and optimised by data. See the pattern? Customer engagement isn't just short-term set of actions. It's a strategic, long-term play that informs product sales performance, marketing attribution and customer delight. Without accurate, reliable data to support decision-making, it's difficult to move the needle for your store — and especially hard to optimise your conversion rate. Luckily, our commerce connections for top platforms like Shopify, Shopify Plus, Magento and BigCommerce are available for merchants of all sizes. And of course, you're free to try our smart analytics app free for 14 days, including our top-rated Google Analytics connection (free) and highly-rated Shopify app.
How to fix marketing attribution for Safari ITP 2.3
The latest version of Safari limits the ability for Google Analytics (and any other marketing tags) to track users across domains, and between visits more than a day apart. Here’s how to get this fixed for your site. This article was updated 3rd October to clarify changes for ITP 2.3. How does this affect my analytics? Safari's Intelligent Tracking Prevention (ITP) dramatically changes how you can attribute marketing on one of the web's most popular browsers, and ITP 2.1 makes this even more difficult. How will the changes affect your analytics? Currently your marketing attribution in Google Analytics (GA) relies on tracking users across different visits on the same browser with a first-party user cookie - set on your domain by the GA tracking code. GA assigns every visitor an anonymous ‘client ID’ so that the user browsing your website on Saturday can be linked to the same browser that comes back on Monday to purchase. In theory this user-tracking cookie can last up to 2 years from the date of the first visit (in practice, many users clear their cookies more frequently than that), but anything more than one month is good enough for most marketing attribution. ITP breaks that user tracking in two major ways: Any cookie set by the browser, will be deleted after 7 days (ITP 2.1)Any cookie set by the browser, after the user has come from a cross-domain link, will be deleted after one day (ITP 2.2)Any local storage set when the user comes from a cross domain link is wiped after 7 days of inactivity (ITP 2.3) This will disrupt your marketing attribution. Let’s take two examples. Visitor A comes from an affiliate on Saturday, and then comes back the next Saturday to purchase: Before ITP: sale is attributed to AffiliateAfter ITP: sale is attributed to ‘Direct’Why: 2nd visit is more than one day after the 1st Visitor B comes from a Facebook Ad to your latest blog post on myblog.com, and goes on to purchase: Before ITP: sale is attribute to FacebookAfter ITP: sale is attributed to ‘Direct’Why: the visit to the blog is not linked to the visit on another domain The overall effect will be an apparent increase in users and sessions from Safari, as the same number of user journeys are broken in down into more, shorter journeys. How big is the problem? This is a big problem! Depending on your traffic sources it is likely to affect between a quarter and a half of all your visits. The update (ITP 2.1) is included in Safari version 12.1 onwards for Mac OS and Safari Mobile. It does not affect Safari in-app browsing. Apple released iOS 12.2 and Mac OS 10.14.4 on 25th March 2019, and at the time of writing around 30% of all web visits came from these two browser versions on a sample of larger sites. The volume for your site may vary; you can apply this Google Analytics segment to see exactly how. The affected traffic will be greater if you have high mobile use or more usage in the US (where iPhones are more popular). Why is Apple making these changes? Apple has made a strong point of user privacy over the last few years. Their billboard ad at the CES conference in Las Vegas earlier this year makes that point clearly! Although Google Chrome has overtaken Safari, Internet Explorer and Firefox in popularity on the desktop, Safari maintains a very dominant position in mobile browsing due to the ubiquitous iPhone. Apple develops Safari to provide a secure web interface for their users, and with Intelligent Tracking Prevention (ITP) they intended to reduce creepy retargeting ads following you around the web. Genuine web analytics has just been caught in the cross-fire. Unfortunately this is likely not to be the last attack on web analytics, and a permanent solution may not be around for some time. Our belief is that users expect companies to track them across their own branded websites and so the workarounds below are ethical and not violating the user privacy that Apple is trying to protect. How to fix this There are three outline fixes I would recommend. I’m grateful to Simo Ahava for his research on all the possible solutions. The right solution for your site depends on your server setup and the development resources you have available. If you’re lucky enough to use our Shopify app the next version of our script will include solution 1 below. Contact our support team if you'd like to test the private beta version. For each solution, I’ve rated them out of three in these areas: Quick setup: how much development time it will take to solveCompatibility: how likely this is to work with different domain setupsLongevity: how likely this is to work for future updates to Safari ITP Update: Solutions 1 and 2, using local storage will no longer work with ITP 2.3 Solution 3: Server-side cookie service Quick setup * Compatibility *** Longevity *** In the long term, ITP may target the local storage API itself (which is already blocked in Private browsing mode). In ITP 2.3, the local storage is wiped after 7 days, along with cookies. So solution 3 securely sets the HTTPS cookie from your web server itself, rather than via a browser script. This also has the advantage of making sure any cross-domain links tracked using GA's linker plugin can last more than one day after the click-through with ITP 2.3. The downside is this requires either adapting your servers, proxy servers or CDN to serve a cookie for GA and adapt the GA client-side libraries to work on a web server. If your company uses Node.js servers or a CDN like Amazon CloudFront or Cloudflare this may be significantly easier to achieve. If you don’t have direct control of your server infrastructure it’s a non-starter. Also, a caveat is that Apple recommends settings cookies as HttpOnly to be fully future proof - but those would then be inaccessible by the GA client tracking. Full technical details. What about other marketing tags working on Safari? All other marketing tags which track users across more than one session or one subdomain are going to experience the same problem. With Google Ads the best solution is to link your Ad account to Google Analytics, since this enables Google to use the GA cookie to better attribute conversion in Google Ads reporting. Facebook will no doubt provide a solution of their own, but in the meantime you can also attribute Facebook spend in GA using Littledata’s connection for Facebook Ads. Are there any downsides of making these changes? As with any technical solution, there are upsides and downsides. The main downside here is again with user privacy. Legally, you might start over-tracking users. By resetting cookies from the local storage that the user previously requested to be deleted, this could be violating a user’s right to be forgotten under GDPR. The problem with ITP is it is actually overriding the user’s preference to keep the cookie in usual circumstances, so there is no way of knowing the cookie was deleted by the user … or by Safari supposed looking out for the user! Unfortunately as with any customisation to the tracking code it brings more complexity to maintain, but I feel this is well worth the effort to maintain marketing attribution on one of the world's most popular browsers.
Are you looking at the wrong Black Friday metrics?
Paying attention to the right ecommerce metrics can help you establish the best customer base and shopping experience for long-term growth. But many retailers still focus only on the most popular metrics -- especially during the online shopping craze of Black Friday and Cyber Monday (#BFCM). Over the next few weeks ecommerce managers will be obsessing over data, but which stats are the most important? Two popular metrics -- ecommerce conversion rate and average time on site -- may be misleading, so I recommend looking instead at longer-term benchmarks. Here's how it all breaks down. Littledata's ecommerce benchmark data now contains indicators from over 12,000 sites, making it an ideal place to get a realistic view of Black Friday stats. Last year we found that the impact on Black Friday and Cyber Monday was larger in 2017 than in 2016. Using that same data set of 440 high-traffic sites, I dove into the numbers to see how this affected other metrics. Metrics to avoid I think that overall ecommerce conversion rate is a bad metric to track. From the leading ecommerce websites we surveyed, the median increase was 30% during the BFCM event last year...but nearly a third of the stores saw their conversion rate dip as the extra traffic didn’t purchase, with this group seeing a median 26% drop. Some stores do extremely well with deals: four sites from our survey had more than a 15-fold increase in ecommerce conversion rate during BFCM, and nearly a quarter saw more than double the conversion rate over the period. But the real question is: will tracking conversion rate hour-by-hour help you improve it? What could you possibly change within in day? Another misleading metric is average time on site. You may be looking for signs that the the extra traffic on the holiday weekend is engaging, but this is not the one to watch. The time on site for visitors who only see one page will be zero, which will mask any real increase from engaged visitors. Where to focus instead Now, do you know what good performance on funnel conversion metrics would look like for your sector? If not, have a look at Littledata’s industry benchmarks which now cover over 500 global sectors. Littledata’s benchmarks also include historic charts to show you how metrics such as add-to-cart rate vary for the average retailer in your sector month by month. Next try the ‘speed’ performance page to see how fast a user would expect a site in your sector to be. If you see site speed (as measured in Google Analytics) drop below average during Black Friday trading it’s time to pick up the phone to your web host or web operations team. Then, are you tracking return on adverting spend for extra Facebook Ads you're running during the quarter? Ad costs will spike during the peak trading period, and you make not be getting the same volume of traffic conversion into sales. Here are some quick pointers. Facebook Ads. Littledata’s Facebook Ads connection will ensure accurate data, with a dedicated Facebook report pack for automated insights. Shopify. If you're running your site on the Shopify platform, read up on which metrics are most important for Shopify stores and check out Shopify's BFCM Toolbox for seasonal online marketing. Missions. Use Missions in the Littledata app to make permanent improvements to your user experience. BFCM may be over before you can make the changes, but customers will keep buying the rest of the year. For example, can you increase add-to-cart rate with tips such as highlighting faster selling items or recommending an alternative to out-of-stock products? So focus on some clearer metrics and I hope Black Friday brings you every success! [subscribe]
Should you outsource your ecommerce operations?
After you've created an ecommerce startup, the initial goals are all about recovering costs and expenses. As soon as the profit margins rise and you've broken even, you face some big decisions that will decide the growth of your online business. First of all, should you start outsourcing? Because many first-time entrepreneurs think it's more cost-effective to do everything on their own, it is a common mistake to pass on hiring freelancers. In this post I’ll highlight the core benefits of outsourcing your ecommerce operations. Focus & growth There are many aspects to promoting your product, and ecommerce operations is an integral component of your company's growth. By outsourcing your ecommerce operations, you have the time to focus on the goals and growth of your company. When hiring a freelancer from a reputable marketplace such as FreeeUp.com, your contract will protect both parties. The roles are clearly defined and you get expert advice in key areas. Your time is valuable, and when you free up your days to re-focus on growing sales, the sky is the limit. Short-term & long-term options First of all, this isn't an all-or-nothing decision. Hiring freelancers can be short-term or long-term depending on the needs of your business. By delegating specific tasks to various experts, your business has the opportunity to grow and flourish as you originally intended. You also have the unique opportunity to scale as needed without the commitments that traditional employment requires. And experts are exactly that - experts! Why reinvent the wheel? The need for a skillset As your company grows, your knowledge grows. Creating an ecommerce startup has a steep learning curve, however, and outsourcing for expert advice makes a lot of sense. Coaching a freelancer is not required as they are already specialized in their skillset. By hiring freelancers, your business can grow outside of your core expertise. For instance, why spend time learning about optimizing landing pages for conversions when you can just hire an Optimizely expert? Furthermore, professionalism is a must when running a business. Your company will gain a professional profile with experts at your side. Until you've gained the expertise, winging it is just bad business. If you've spent countless hours (or possibly weeks) researching ecommerce operating skills, it is time to consider hiring outside of your skillset. Freelancers are highly knowledgeable in their specific niches, and outsourcing your ecommerce operations (and other important roles such as social media and marketing), will benefit your business. Working at full capacity Being more efficient with your time is a smart business decision. When you're stretched too thin or feeling overwhelmed with all the tasks of the company, hiring a freelancer is a no-brainer. Avoiding business burnout is key. As the owner/founder/boss (and probably CMO/CEO to boot), your business needs you to be working at full capacity. Making a list of the tasks that need to be completed is a smart business move. The next step is to start outsourcing as needed. You can learn from these experts and expand your business while optimising your time in the areas you already know -- while maintaining a clear overview of your ecommerce site. [subscribe] Excellent customer service (doesn't necessarily start with you) There's no question that customer service is a key component for the success of your business. Platforms like Shopify have emphasized this to their merchants to help them grow. Today's consumers are demanding, and catering to your customers’ needs can quickly take all your time and energy. Remaining professional requires focus and support, which is why hiring freelancers to maintain exceptional customer service is a key component to the growth of your company. Upgrades & maintenance Ultimately, the goal is to keep everything running smoothly. When you regularly hit profit margins and your goals are being met, upgrades and maintenance will be an ongoing issue. You might want to expand your server capacity due to increased traffic, for instance, or revamp your blog. It's no surprise that the top benchmarks for growing a Shopify store include page load speeds and server response time. Even though upgrades and maintenance to support growth are positive issues, it can be time-consuming to keep everything afloat. Moreover, once you meet your goals, you’ll want to expand. Hiring freelancers allows you to make sure that everything runs smoothly as you venture out into new areas or even new businesses. The bottom line is that one person cannot do it all. Outsourcing for various skillsets will make a world of difference for your company -- and your peace of mind. Start outsourcing your ecommerce operations The benefits of outsourcing your ecommerce operations to freelancers are countless. By outsourcing your ecommerce operations, you free up valuable time to remain focused and goal-oriented. Your business started from passion -- it is important to maintain that vision and hire freelancers to help meet your targets and objectives. This is a guest post by Connor Gillivan, CMO and co-owner of FreeeUp, a rapidly growing freelance marketplace making hiring online simpler (check out their info on hiring for ecommerce). He has sold over $30 million online and hired hundreds of freelancers himself to build his companies.
How Littledata helps Shopify stores comply with GDPR
When the GDPR regulation comes into effect later this month, it will impact all websites trading with EU citizens. That means any ecommerce site with customers in Europe! Is your Shopify store ready to comply? We recently updated our Shopify app (since release 7.8) to help Shopify stores which use Google Analytics comply with GDPR. In addition to automatic fixes to help your store comply, we include recommendations for how to update your site content (such as Terms and Conditions), and how to deal with the new 'two year rule'. If you're running a Shopify store, the time to act is now. Automatic fixes with our Shopify app The first two steps are done automatically when you install our GDPR-ready Shopify app. If you're already using Littledata's Shopify app, these two fixes can be applied when you upgrade to our latest tracking script (version 3.2). Here's what they address. 1. Anonymise customer IP addresses The IP address of your website visitor is considered personal information under GDPR, and to remove any risk that this is sent to Google’s servers in the USA, our script scrambles the last few digits of the IP address. Google already promises not to store the IP address, so this step is an extra level of safety. This slightly reduces the accuracy of tracking which city your visitor came from -- but we believe that this is a small price to pay for ensuring anonymity. 2. Filter personal emails and ZIP/postcodes from pageviews Many sites accidentally send personal data in the page URLs or titles tracked by Google Analytics. For example, apps with their own checkout often send the user email as a URL parameter like ‘/email@example.com’. Our script now filters that personal data out at source, so the page path you’ll see in Google Analytics is ‘/url?email=REMOVED’. Additional manual steps There are two additional manual steps to ensure that Google Analytics for your Shopify store is GDPR-compliant. 3. Update your terms and conditions You need to update your website T&Cs to ensure users are aware of the Google Analytics Advertising Features that our Shopify app activates and Google uses to identify user demographics, such as gender and interests. We are not lawyers, but we suggest using something similar to these sentences to describe what data is collected, how you (and we) use the data, and how how users can opt out: Our site uses Google Analytics Advertising Features to deduce your gender, age group and interests based on other types of websites you have visited. We use this in aggregate to understand which demographics engage with areas of our website. You can opt out with Google's browser add-on. 4. Remove user-specific information after 2 years You should also change the data retention period for your Google Analytics web property, so that Google removes all user-specific information from their database after 2 years. To make this change, logging to your GA account and go to the Settings cog, and then Property > Tracking info > Data Retention. Use the 'data retention' drop-down menu to select to keep user data for 26 months, and mark 'reset on new activity' to ON. This means that after 26 months, if the user has not come back to your website, any user cookie will be deleted. We think this sensible to comply with the Right to Erasure without making any practical limits to your analysis. [subscribe] Right to Erasure feature coming soon! We're also working on a feature to help websites comply with the Right to Erasure or Right to be Forgotten. Here's a summary of that aspect of the regulation, from the summary of key changes at EUGDPR.org. Right to be Forgotten Also known as Data Erasure, the right to be forgotten entitles the data subject to have the data controller erase his/her personal data, cease further dissemination of the data, and potentially have third parties halt processing of the data. The conditions for erasure, as outlined in article 17, include the data no longer being relevant to original purposes for processing, or a data subject's withdrawing consent. It should also be noted that this right requires controllers to compare the subjects' rights to "the public interest in the availability of the data" when considering such requests. Littledata's Right to Erasure feature will ensure that when you delete a customer from your Shopify admin interface, any references to that customer are deleted from Google Analytics. This won’t affect aggregate reporting, such as number of web sessions or transactions. When do GDPR regulations take effect? The official enforcement date for General Data Protection Regulation (GDPR) is 25 May 2018. At that time any organisations in non-compliance may face heavy fines. In short, we recommend implementing the fixes above ASAP for your Shopify store. All you need is Google Analytics account and our Shopify app. And do check our blog regularly for updates. This is the best place to hear about new Littledata features relating to GDPR, as well as news and analysis about how the regulations affect different types of online businesses, including ecommerce websites, subscription businesses, and membership-based sites such as large charities and nonprofits. Looking for additional support? Contact us about GDPR consulting for analytics setup.
Tracking the online customer journey for luxury ecommerce
Today I'm excited to be participating in the Innovation Meets Fashion event in Lugano, Switzerland. As an increasing amount of luxury and fashion retail moves online, high-end brands are finding it complicated to track the complete customer journey. In many cases, difficulties in tracking customers through to eventual purchase are holding back investment in the digital experience and online marketing. But it doesn't have to be this way. We've found a straightforward correlation in ecommerce between the average ticket price of the item being purchased and the number of web pages or sessions before that purchase is made. Simply put, customers spend longer considering big ticket items than they do with smaller ticket items and impulse purchases. [subscribe] Luxury retail involves many touch points with the brand across your websites, social sites and physical stores. The problem is that the longer than online customer journey, the harder it is to get consistent data on which top-of-funnel experiences are leading to purchasing. So first the bad news: since many potential customers browse anonymously, perfect ecommerce tracking across a long online and offline journey is not possible. Tracking browsers based on first-party cookies (such as Google Analytics) will fail when customers use multiple devices, clear their cookies or browse in-app (such as from Facebook). Yet there are three ways we have seen retailers selling high value items increase the reliability of their online behavioural data. 1. Track online shopping behaviour in detail Understanding whether customers browse certain products, view the detail of product variants and even add-to-cart is a good proxy for seeing which campaigns eventually convert. Does your brand have a good understanding of how each marketing channel influences browsing behaviour, after the landing page but before the checkout? 2. Offer a good reason to get customers to login before buying VIP offers, registering for events and discounts all offer a good way of getting customers to login from different devices. With the correct analytics setup, this login information can be used (without infringing the users’ privacy) to link together different interactions they make across multiple devices 3. Make the most of your email list Even without having a login before purchase, customers clicking through links in a marketing email can allow the same stitching together of sessions. This means that if a customer visits a link from their mobile device, and on another week from their home laptop, these two devices can be linked as belonging to the same email – and therefore the same person. Luxury online retail involves a complex journey. Littledata is here to make your tracking and reporting both easy and accurate. Sign up today to get started with our complete analytics suite, and feel free to reach out to our Google Analytics consultants with questions about best practices for luxury ecommerce. Your success is our success!
GDPR compliance for ecommerce businesses
Ecommerce companies typically store lots of personally identifiable information (PII), so how can you make compliance easier without compromising analysis? With the deadline for GDPR compliance looming, I wanted to expand on my previous article on GDPR and Google Analytics to focus on ecommerce. Firstly, who does this apply to? GDPR is European Union legislation that applies to any company trading in Europe: so if you sell online and deliver to European Union member countries, the regulations apply to you. It's essential that you understand how your online business is collecting and storing PII. Splitting PII from anonymous data points Your goal should be to maintain two separate data stores: one that contains customer details, from where you can look up what a specific customer bought, and one that contains anonymous data points, from where you can see performance and trends. The data store for the customer details will typically be your ecommerce back-end and/or CRM (see below). This will include name, email, address, purchase history, etc. It will link those with a customer number and orders numbers. If a customer wants the right of access all the relevant details should be in this store. We use Google Analytics as the anonymous data store (although you may have a different ecommerce analytics platform). There you can store data which only refers to the customer record. These are called pseudo-anonymous data points under GDPR: they are only identifiable to a customer if you can link the customer number or order number back to your ecommerce back-end. Pseudo-anonymous data points you can safely send to Google Analytics include: Order number / transaction ID Order value / transaction amount Tax & shipping Product names and quantities Customer number Hashed email address (possibly a more flexible to link back to the customer record) If a customer exercises their right to removal, removing them from the ecommerce back-end will be sufficient. You do not also have to remove them from your Google Analytics, since the order number and customer number now have nothing to refer to. You do still need due process to ensure access to Google Analytics is limited, as in extreme circumstances a combination of dimensions such as products, country / city and browser, could identify the customer. [subscribe] Isn’t it simpler to just have one store? Every extra data store you maintain increases the risk of data breaches and complexity of compliance – so why not just analyse a single customer data store? I can think of three reasons not to do so: Marketing agencies (and other third parties) need access to the ecommerce conversion data, but not the underlying customer data Removing a customer’s order history on request would impact your historic revenue and purchase volumes – not desirable Your CRM / ecommerce platform is not built for large scale analysis: it may lack the tools, speed and integrations needed to get meaningful insights Beware of accidental transfers There are a few danger areas where you may inadvertently be sending PII data to Google Analytics: Customer emails captured in a signup event A customised product name – e.g. ‘engraving for Edward Upton’ Address or name captured in a custom dimension Our PII audit check is a quick, free way to make sure that’s not happening. Multiple stores of customer details GDPR compliance becomes difficult when your customer record is fragmented across multiple data stores. For example, you may have product and order information in your ecommerce database, with further customer contact details in a CRM. The simplest advice is to set up automatic two-way integrations between the data stores, so updating the CRM updates the ecommerce platform and visa-versa. Removing customer records from one system should remove them from the other. If that’s not possible, then you need clear processes to update both systems when customer details change, so you can comply with the right to rectification. Conclusion GDPR compliance need not require changing analytics tools or databases, just a clear process for separating out personally identifiable information – and training for the staff involved in handing that data. I hope this brief overview has been helpful. For further advice on how your ecommerce systems comply, please contact us for a free consultation. Littledata has experience with every major analytics platform and a wide range of custom setups. However, as a number of global companies are concurrently prepping for compliance, we highly recommend that you get in touch sooner rather than later!
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