What’s EDA? – Marsh Tracking

EDA stands for E-commerce Data Analytics

Understanding the DataPipeline

This is the process of moving data from its originating source to the destination where it is stored

Along the way, data is transformed, optimized and analyzed to develop business ideas as well as improving the strategic goals of the online business. The different phases and technologies involved in the process are also defined, defining the required skills to consolidate each phase

In online business the raw data originates from Digital Marketing tools, Advertising, CRM, CMS and, in short, anything connected to the Internet

Extract: From an automated load (API) or manually, the data are extracted from the digital tools that generate them
Load: The data generated by these digital tools are sent to the databases where they are stored for later usage
Transformation: By using customized queries in SQL or Phyton programming data subsections are accessed
Visualize: Graphics allow transforming the obtained data into informatio so as to make strategic decision

Specifically for E-commerce

The Sales Funnel defines the path that a visitor must take in the Online Store to achieve a specific goal: purchase

If you search on google Sales Funnel you’ll find funnels with different shapes and phases. This is because every online business is different.

Generally, funnels have three clearly differentiated phases:

Awareness: Traffic to the website leads users to get to know the brand
Consideration: Once inside the website, users want to know more about the products and services and how they can benefit from them
Decision: The moment when users decide whether the products meet their needs and end up buying

E-commerce Data Analytics’ goal is to understand user behavior in the Online Store to improve the shopping experience

A Data Analyst identifies at which stages of the funnel there are data drops and provides solutions to improve the web conversion rate

Want to Learn More?

Medium is the blogging platform that I use to create content about Data Analytics
I occasionally write to share knowledge and keep up-to-date with the latest news on topics of interest

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Transformation - SQL

SQL (Structured Query Language) is a computer language that allows accessing a database, performing calculations and executing functions that obtain relevant information

Visualization

Data visualization is the graphical representation of the information contained in the data. Visual elements such as line graphs, bar charts, surface charts, etc are used to understand trends, outliers and patterns in the data