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At the SKU Level, Analytics Matter

Posted on 9.24.2014

To be successful, online retailers and brands must ensure that the most relevant products are shown at the moment of discovery, and consumers are provided with rich content about the products they're evaluating. But large e-commerce sites are overwhelmed with volume -- with millions of items to constantly mange; while brands must contend with tracking how their brands are being displayed across a myriad of sites. As you might imagine, there's as much interest among retailers as venture capitalists in solutions that can effectively bridge the gap.

E-commerce analytics solution provider Content Analytics for example recently announced that Almaz Capital has led a $4 million Series A funding, with participation from dunnhumby Ventures, the venture capital arm of UK-based dunnhumby, a customer science company with many large B2C clients currently building out their e-commerce strategies.

Content Analytics provides an analytics solution for each that quickly pinpoint SKUs that have weak rankings or content that can be optimized. Once users are on the site, Content Analytics provides insight on the combinations of products that are frequently purchased together, the optimum content descriptor density, and how well the site is performing in relation to competitive sites.

"E-commerce sites typically have millions of SKUs they must manage, supplied by hundreds of vendors. Optimizing content is usually confined to a small subset of listings," David Feinleib, CEO of Content Analytics, explained. "Similarly, brands often have multiple SKUs listed on dozens -- if not hundreds -- of eCommerce sites with little insight into how they're displayed across each. We put the power back in brand managers' hands and ensure that retailers who currently don't provide an easy, robust shopping experience online won't be left behind."

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