{"id":74726,"date":"2025-02-08T00:49:44","date_gmt":"2025-02-08T00:49:44","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/an-interview-of-benoit-gaillat\/"},"modified":"2025-02-08T00:49:44","modified_gmt":"2025-02-08T00:49:44","slug":"an-interview-of-benoit-gaillat","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=74726","title":{"rendered":"an interview of Benoit Gaillat"},"content":{"rendered":"


\n<\/p>\n

\n

To wrap up our \u201cFake Analytics\u201d series on e-commerce, we
\ninterviewed Beno\u00eet Gaillat, an e-commerce expert who shares his experience and
\ngives us his vision of the use of Web analytics in an e-commerce context.<\/p>\n

Find all the articles in the series: <\/p>\n

Fake analytics: \u201cI don\u2019t have time for analytics\u201d<\/a>
Fake analytics: \u201cI\u2019m investing everything in traffic acquisition\u201d<\/a>
Fake analytics: \u201cI do all my reports in Excel\u201d<\/a><\/p>\n

Hi Benoit, can you introduce yourself in a few words? <\/strong><\/p>\n

I am Beno\u00eet Gaillat, an e-commerce expert for more than 15 years, independent
\ne-commerce consultant<\/a> and author of the info-ecommerce<\/a> blog.<\/p>\n

I mainly work as a freelance e-commerce director for companies and
\ne-commerce sites that need support in their e-commerce strategy.<\/p>\n

The aim is to increase e-commerce revenue by developing sales, streamlining
\nmarketing, automating processes and making them more reliable, etc.<\/p>\n

In this context, data and analytics are two essential points I rely on to
\nimprove my customers\u2019 e-commerce sites. <\/p>\n

What are the main data and analytics challenges for your e-commerce customers?<\/strong><\/h2>\n

An e-commerce purchase generally consists of 4 phases: acquisition,
\nconversion, loyalty and logistics. Today more than ever, e-commerce is highly competitive,
\nand this leads to a surge in customer acquisition costs. <\/p>\n

It is therefore quite logical as a merchant to turn to conversion and
\nloyalty to develop your business. <\/p>\n

And so far, using data as a basis is the best way to do this. The real
\nchallenge for my customers is to make the data more reliable, then to store it and
\nto use it as efficiently as possible. <\/p>\n

Ensuring reliability is key because when the amount of data explodes, you
\nhave to be sure that it will be collected.\u00a0\n<\/p>\n

Storing it in the right way has also become even more important with the GDPR.<\/p>\n

And its exploitation is vital because collecting data is of little use if
\nit is not transformed into action. <\/p>\n

Today, at most of the merchants where I work, these axes are in place, but
\nit is generally necessary to continue to automate, ensure reliability and
\nincrease in power.<\/p>\n

Many companies use free tools, including GA. What do you think about that?<\/strong><\/h2>\n

Google Analytics is obviously a source of data, but what bothers me most is
\nthat it is often \u201ca default choice\u201d or used \u201cjust because it\u2019s
\nfree\u201d. I rarely have clients who have carried out an analysis of the tools
\non the market to check which one was the most suitable. <\/p>\n

This can result in a lack of data or simply problems of adaptation between
\nthe company and its analytics tool.<\/p>\n

There is a lack of information about the limits of GA and its role in the
\nGoogle world. Without painting too dark a picture, GA is a measurement tool
\ndeveloped by Google engineers, to whom the merchant often spends a large amount
\non Google Ads. I can\u2019t see Google engineers making choices to default their main
\nsource of income. The day Facebook Ads, Bing Ads, Criteo or others are
\nintegrated natively into GA, I may change my point of view.<\/p>\n

Are we sure we can get quality data with this kind of tool? <\/strong><\/h3>\n

Overall, it is possible to work with any tool but again, if you do not
\nclearly define your needs and do the actions \u201cby default\u201d there is
\nlittle chance that the data will be reliable. <\/p>\n

A well-configured and reliable analytical tool requires work, especially in
\ne-commerce. Placing the tag is only part of the job. To limit server costs, it
\nis also necessary to see that some analyses can be partial. Sampling can be
\nuseful for displaying data quickly but can represent a discrepancy with actual
\ndata. Since some merchants confuse web analytics with their CRM, sampling is
\nnot always easy to explain. Generally, the biggest problem I see is that with
\nGA, merchants don\u2019t spend enough time on their tagging plans, and they are
\noften false or very partial. <\/p>\n

We are sometimes convinced about the ideal purchasing path. How can I be on
\nthe safe side?<\/strong><\/h2>\n

Being sure is \u201cdifficult\u201d in web analytics. My philosophy is
\nrather to make assumptions, measure them, test and start over again. <\/p>\n

To answer the question more precisely, the ideal purchasing experience for
\nme is when 100% of visitors convert!\u00a0 <\/p>\n

In all honesty, today, between the different modes of consultation, mainly
\nmobile, desktop, and the splitting of purchasing paths, it is difficult to talk
\nabout an ideal purchasing path. <\/p>\n

This makes data analysis even more necessary. It\u2019s important to get out of
\nthe \u201cI think so\u201d and analyse factually where visitors are going. We should
\nalso be interested in paths that do not convert. <\/p>\n

Answering the question \u201cWhy people don\u2019t go further by visiting this
\npage\u201d can bring you as much money as answering the question \u201chow to
\noptimise my purchasing experience\u201d.<\/p>\n

Do you think that the GDPR is a brake or an opportunity for digital
\nmarketing actors?<\/strong><\/h2>\n

Even if the GDPR is a step forward in terms of content, in terms of form,
\nfor the moment it is more of a nuisance for customers, on the use of the sites.\n<\/p>\n

What we are seeing is a massive circus: popups everywhere on the sites,
\ndark patterns to mislead the Internet user about whether or not to activate
\ndata collection, access to the site denied if cookies are refused\u2026 <\/p>\n

In short, there is still a lot of cleaning up and best practices to adopt.
\nBasically, this is obviously a good thing and will encourage a little more
\nrespect for users\u2019 privacy. This at least has the advantage of having made the
\nuse of data a central subject in all digital media. I hope that more and more
\nsolutions and sites will really be \u201cprivacy by design\u201d. In my
\nopinion, this is the real meaning of the GDPR.<\/p>\n

Anything to add?<\/strong><\/p>\n

Data has taken the lead in many e-commerce fields (fortunately!) but not
\neveryone is trained as a statistician. This sometimes leads to misunderstandings,
\nbut it is quite difficult to explain this to a customer or e-commerce manager.
\nRecently, I heard an expression that I really liked: <\/p>\n

\u201cOn average, if you put one hand in the freezer and one hand in the oven, everything is fine.\u201d\u00a0 <\/p>\n

This illustrates the fact that we must not rely solely on one data, but that we must put it in context \u2013 and that statistics, web or other, require a real approach to be actionable. <\/p>\n

\n
\n\t\t\t\"ecommerce-digital-analytics-banner\"<\/a>
\n\t\t<\/figure>\n<\/p><\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

To wrap up our \u201cFake Analytics\u201d series on e-commerce, we interviewed Beno\u00eet Gaillat, an e-commerce expert who shares his experience and gives us his vision of the use of Web analytics in an e-commerce context. Find all the articles in the series: Fake analytics: \u201cI don\u2019t have time for analytics\u201dFake analytics: \u201cI\u2019m investing everything in […]<\/p>\n","protected":false},"author":1,"featured_media":74727,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[31407,38524,5727],"dealstore":[],"offerexpiration":[],"class_list":["post-74726","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-benoit","tag-gaillat","tag-interview"],"yoast_head":"\nan interview of Benoit Gaillat - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=74726\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"an interview of Benoit Gaillat - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"To wrap up our \u201cFake Analytics\u201d series on e-commerce, we interviewed Beno\u00eet Gaillat, an e-commerce expert who shares his experience and gives us his vision of the use of Web analytics in an e-commerce context. 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