BRANDS LACK VISIBILITY INTO THEIR OWN DATA
According to the Shopify eCommerce market credibility study, 41% of brands surveyed plan to increase investment in their paid and organic search in 2022. Aside from rising costs, brands also lack visibility into consumer behaviors, internal performance, and return on marketing spend.
As a result, there is an opportunity for software solutions providing a unified analytics platform to increase efficiency for e-commerce companies by enabling them to aggregate their data onto a single dashboard and allow further visibility into high-value customer segments, monthly performance tracking, as well as marketing metric tracking for KPIs such as ROAS, CPA, and CPO.
This unified view of company data is an emerging trend that is replacing previously manual processes such as google sheet tracking, which can become increasingly complex as brands balance a number of software vendors across their tech stack including Shopify, Klaviyo, and Gorgias amongst other well-known players.