Online Retailer Use Case | Vantage Analyst - 1.1 - Use Case: Online Retailer - Vantage Analyst

Vantage Analyst User Guide

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Path can be used to uncover patterns in customer clicks on a retail website. This is done by tracking web pages and high-level events, such as:
  • Home Page
  • Browse Items
  • View Product Details
  • View Product Availability
  • Search
  • Search Not Found
  • Add to Cart
  • Checkout
  • Sales Conversion

Using SQL techniques, you can also add fields such as Abandon Cart to capture when an event does not happen.

Assuming you create a table similar to the one in this example, you'll be able to answer:
  • What are the most common paths customers take on the website?
  • What is the most common path leading to sales?
  • Which paths lead customers to abandon their carts?