{"id":75996,"date":"2025-02-08T15:02:26","date_gmt":"2025-02-08T15:02:26","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/fake-analytics-3-i-do-all-my-reports-in-excel\/"},"modified":"2025-02-08T15:02:26","modified_gmt":"2025-02-08T15:02:26","slug":"fake-analytics-3-i-do-all-my-reports-in-excel","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=75996","title":{"rendered":"Fake Analytics 3: &#8220;I do all my reports in Excel!&#8221;"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"wtr-content\" data-bg=\"#0cacf8\" data-fg=\"#0cacf8\" data-width=\"5\" data-mute=\"\" data-fgopacity=\"1.00\" data-mutedopacity=\"1.00\" data-placement=\"top\" data-placement-offset=\"48\" data-content-offset=\"0\" data-placement-touch=\"top\" data-placement-offset-touch=\"0\" data-transparent=\"1\" data-shadow=\"1\" data-touch=\"\" data-non-touch=\"1\" data-comments=\"0\" data-commentsbg=\"#0cacf8\" data-location=\"page\" data-mutedfg=\"#0cacf8\" data-endfg=\"#f44813\" data-rtl=\"\">\n<p>In a series of blogs accompanying the AT Internet\u2019s e-commerce <a href=\"https:\/\/www.atinternet.com\/en\/resources\/resources\/fake-analytics-dont-let-common-misconceptions-get-in-the-way-of-your-e-commerce\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"webinar (opens in a new tab)\">webinar<\/a> in partnership with industry expert Beno\u00eet Gaillat\u200b, we look at common pain points voiced by e-marketers in today\u2019s fast paced and competitive online arena. Part 3 looks at another common issue for anyone working in e-commerce \u2013 <strong>\u201cI do all my reports in Excel\u201d<\/strong><\/p>\n<p>To read the previous articles, please click below:<\/p>\n<p><a rel=\"noreferrer noopener\" aria-label=\"Fake Analytics: \u201cI don\u2019t have time for Analytics\u201d (opens in a new tab)\" href=\"https:\/\/blog.atinternet.com\/en\/fake-analytics-i-dont-have-time-for-analytics\/\" target=\"_blank\">Fake Analytics 1: \u201cI don\u2019t have time for Analytics\u201d<\/a><br \/><a rel=\"noreferrer noopener\" aria-label=\"Fake Analytics: \u201cI\u2019m investing everything in traffic acquisition\u201d (opens in a new tab)\" href=\"https:\/\/blog.atinternet.com\/en\/fake-analytics-3-im-investing-everything-in-traffic-acquisition\/\" target=\"_blank\">Fake Analytics 2: \u201cI\u2019m investing everything in traffic acquisition\u201d<\/a><\/p>\n<p>To ensure that<br \/>\nyour company is truly data-driven, it is important to break out of your silos<br \/>\nand democratise your digital analytics throughout your organisation. From the<br \/>\ne-commerce manager to the data analyst, it is vital for everyone to be able to share<br \/>\ninsights and improve their overall performance and decision making. A<br \/>\nsuccessful e-commerce strategy needs to encompass the entirety of your digital<br \/>\npresence.<\/p>\n<h2>Reporting in Excel: what are the risks?<\/h2>\n<p>Relying on excel<br \/>\nreports to display your performance can be fatal for various reasons:<\/p>\n<ul>\n<li><strong><em>\u201cThey are overly complex<br \/>\nand it\u2019s difficult to extract actionable insights\u2026\u201d<\/em><\/strong><\/li>\n<\/ul>\n<p>Large A3 reports<br \/>\ncan often be too complicated to decipher and can be out of context. Although<br \/>\nthey can represent sales activity, it\u2019s hard to compare the information to<br \/>\nprevious weeks or months.<\/p>\n<ul>\n<li><strong><em>\u201cThere is too much data!\u201d<\/em><\/strong><\/li>\n<\/ul>\n<p>Creating endless reports can become an end unto itself and can lead to<br \/>\nlittle or no marketing actions. Complicated spreadsheets are frequently<br \/>\ninaccessible to the board of Directors and company decision makers. The purpose<br \/>\nof reports is not to display data but to give you insights to help your<br \/>\nbusiness grow!<\/p>\n<ul>\n<li><strong><em>\u201cThe right people are not<br \/>\nreceiving the right data\u201d<\/em><\/strong><\/li>\n<\/ul>\n<p>When disseminating information within an organisation, it\u2019s important to<br \/>\nascertain exactly what is required:<br \/>Who needs what numbers? <br \/>When? <br \/>Why? <br \/>What is the most effective way to share the data? <\/p>\n<h2>Adapt your reports to the needs of their users<\/h2>\n<p>The content and format of data need to be adapted to each person receiving it \u2013 otherwise your information is reduced to useless vanity metrics\u2026<\/p>\n<p>An ideal place to start is to define your KPIs according to your degree of maturity, the time you need to spend on analysis and size of the respective teams. You can ask the following questions: <\/p>\n<ul>\n<li>What is my business<br \/>\nmodel?<\/li>\n<li>What are my growth<br \/>\ndrivers?<\/li>\n<li>What are my sources of<br \/>\nincome and expenses?\u00a0 <\/li>\n<\/ul>\n<p>Indicators should be adapted to each user with the right level of<br \/>\ninformation \u2013 this way you avoid wasting everyone\u2019s time unnecessarily. You can<br \/>\nsend the required information in the right tailored format to each user. <\/p>\n<p>Your reports also need to be targeted to specific profiles \u2013 C level,<br \/>\nmarketing, technology, operations, product managers, etc. Circulating the same<br \/>\nreport among all your teams is not only a waste of time and resources but will<br \/>\ntorpedo your e-commerce strategy. <\/p>\n<p>The main purpose of a report is to give you the keys to act \u2013 a report<br \/>\nshould answer a question. If you cannot make any decisions after reading the<br \/>\nreport, it is because the question may not be clear, or it has been asked incorrectly.<br \/>\nFor example, your \u201c<strong>top product<\/strong>\u201d report could in fact refer to \u201cproducts<br \/>\nto invest in\u201d or \u201cproducts to put on the homepage\u201d or<br \/>\n\u201cnewsletters to send with these products\u201d.<\/p>\n<p>Once you\u2019ve established your main indicators, you need to equip yourself<br \/>\nwith reliable and impartial tools to study the right numbers. The key takeaway<br \/>\nis that you need to use your data to TAKE ACTION!<\/p>\n<table style=\"height: 250px;\" border=\"1\" width=\"687\" cellspacing=\"1\" cellpadding=\"1\">\n<tbody>\n<tr>\n<td>\n<p>\u00a0<\/p>\n<div style=\"text-align: left; padding-left: 40px;\" align=\"center\"><strong><br \/>\nKeen to learn more about how you can optimise your e-commerce activity?<\/p>\n<p>AT Internet\u2019s E-Commerce guide is your essential handbook \u2013 it explains how the insights you gain from web analytics can help shape the ideal shopping experience:\n<\/p>\n<p><\/strong><\/div>\n<div style=\"text-align: left; padding-left: 40px;\" align=\"center\">\n<ul>\n<li>\nSignificantly improve your merchandising, shopping tunnels and customer loyalty\n<\/li>\n<li>\nFind out how to optimise the product catalogue by presenting an attractive and relevant offer for the visitor, engage visitors via the product sheet and encourage them to put your product in a shopping cart\n<\/li>\n<li>\nPropose an efficient purchasing tunnel and accompany the potential buyer until the conversion \u2013 and increase the re-purchase rate, monitoring interactions with your brand to build customer loyalty\n<\/li>\n<\/ul>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<div class=\"wpb_single_image wpb_content_element vc_align_center  wpb_animate_when_almost_visible wpb_fadeInUp fadeInUp\">\n<figure class=\"wpb_wrapper vc_figure\">\n\t\t\t<a href=\"https:\/\/content.atinternet.com\/ecommerce-guide-digital-analytics\/?xtor=PUB-[EN]-[inpost]-[Ecommerce_guide]\" target=\"_blank\" class=\"vc_single_image-wrapper   vc_box_border_grey\"><img decoding=\"async\" width=\"770\" height=\"244\" src=\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2018\/07\/In-post-banner-EN.jpg\" class=\"vc_single_image-img attachment-large\" alt=\"ecommerce-digital-analytics-banner\" loading=\"lazy\" srcset=\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2018\/07\/In-post-banner-EN.jpg 790w, https:\/\/blog.atinternet.com\/wp-content\/uploads\/2018\/07\/In-post-banner-EN-300x95.jpg 300w, https:\/\/blog.atinternet.com\/wp-content\/uploads\/2018\/07\/In-post-banner-EN-768x243.jpg 768w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\"\/><\/a><br \/>\n\t\t<\/figure>\n<\/p><\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>In a series of blogs accompanying the AT Internet\u2019s e-commerce webinar in partnership with industry expert Beno\u00eet Gaillat\u200b, we look at common pain points voiced by e-marketers in today\u2019s fast paced and competitive online arena. Part 3 looks at another common issue for anyone working in e-commerce \u2013 \u201cI do all my reports in Excel\u201d [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":75997,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[12765,38923,3536,14974],"dealstore":[],"offerexpiration":[],"class_list":["post-75996","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-analytics","tag-excel","tag-fake","tag-reports"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Fake Analytics 3: &quot;I do all my reports in Excel!&quot; - 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=75996\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fake Analytics 3: &quot;I do all my reports in Excel!&quot; - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"In a series of blogs accompanying the AT Internet\u2019s e-commerce webinar in partnership with industry expert Beno\u00eet Gaillat\u200b, we look at common pain points voiced by e-marketers in today\u2019s fast paced and competitive online arena. 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