Amazon's Web Analytics Capabilities
Amazon. They’ve conquered e-commerce, changed the way we buy groceries, and may now potentially change healthcare. With all of the data Amazon has access to, how do they make sense of it? How do they take the raw data of people’s past purchases, how often people visit the website and so much more? Let’s dive into Amazon’s web analytics as well as their on-page SEO to gain a better understanding. At their core, Amazon’s mission has been to simplify the way customers buy things. (Wills, 2016) The brand starts by using a comprehensive collaborative filtering engine (CFE) to analyze which items a visitor previously purchased as well as items that are searched for and in their shopping cart, and uses an algorithm to recommend additional products that are similar. (Wills, 2016) These product recommendations - and the outreach of additional products users should purchase - have been able to increase Amazon’s revenue by around 30% annually. Big data is another component Amazon uses to...
