The use of customer data can help you make smarter decisions that can improve your store, enhance the shopper experience, and increase conversions. When used incorrectly, however, data can waste resources and alienate your visitors.
Below are four ways that ecommerce merchants commonly misuse data.
Big Data analytics and reporting tools can put a lot of information in your hands, but that doesn’t mean you should collect and track every single metric. Hoarding data is time consuming and expensive. Don’t waste space and bandwidth collecting information that isn’t essential in your business.
Unnecessary data can create noise that slows down the analytics process. Gathering and analyzing information you don’t need can distract you from the metrics that matter.
Additionally, collecting too much data can create security headaches. Remember, the best defense against breaches is to not have data to steal in the first place. If you don’t need it, don’t collect it.