Last month, Amazon acquired Whole Foods for $13.7 billion, signaling the company’s intention to dominate yet another segment of the retail industry.
Though few people could have predicted Amazon’s meteoric rise from discount bookseller to e-commerce goliath, experts agree it occurred because of data analysis.
“Amazon tracks how people shop and targets where the most activity is,” said Art Conforti, PFCI, president of Bloomerang Solutions, a technology and marketing consulting company in Sarasota, Florida, and a speaker at SAF Palm Beach 2017, the Society of American Florists 133rd Annual Convention, Sept. 6-9 at The Breakers in Florida. “That’s the secret behind every successful company: knowing the behavior of its customers.”
You don’t need Amazon’s deep pockets to understand how people interact with your website, thanks to Google Analytics, a service that crunches the data—for free.
“It’s like an MRI for your business,” Conforti said. “It identifies what’s working and what’s not.” Knowing when people abandon your site helps you make tweaks to retain them, “giving you an edge over the competition.”
“Unfortunately,” Conforti continued, “a lot of florists avoid Google Analytics because it tracks so much information that they get overwhelmed.”
During “Analyze This: Google Analytics” at SAF Palm Beach 2017, Conforti will break down the service’s basic metrics (with plenty of screen shot examples), removing the intimidation factor. He’ll also explain how to build your company’s goals and determine the appropriate tests to reach them.
“What’s important will vary from florist to florist,” Conforti said. “You absolutely don’t need to know everything Google Analytics can tell you—but a little bit of info will give you tremendous power.”
“Analyze This: Google Analytics” is just one of more than three dozen educational sessions and events happening at SAF Palm Beach 2017. Register for SAF Palm Beach 2017 by Aug. 9, and save $205. Get details and register at safnow.org/annual-convention.