Start Using Yahoo Web Analytics

Posted on August 17th, 2011 by Brent Carey

Very often upon completion of a new store design our clients will ask us to install Google Analytics (GA). While GA is likely the most popular analytics tool available – and it can certainly assist store owners with detailed reporting, many Yahoo store owners don’t realize or utilize one of the more functional tools available through their Store Manager.
Yahoo Web Analytics is a powerful data collection tool that all Yahoo store owners with a Standard or Professional store automatically have at their disposal. A few years ago Yahoo made an incredibly astute move by acquiring an advanced analytic tool from a company called Index Tools. Yahoo then integrated that tool into their store platform and made the tool available to virtually the entire Yahoo store community. What we find interesting is that even now, a few years after the tool was launched, many of our clients don’t take advantage of a built-in tool that exceeds or at least rivals GA in features and functionality. 
A very important component to successful online marketing and sales is knowing how you customer base thinks and what tactics they respond to. Without detailed knowledge of your customers buying habits, selling products without analytical justification is like shooting in the dark. That’s where Yahoo Web Analytics comes in. With literally hundreds of reporting options, visitor segmentation and advanced tracking features, Yahoo store owners can be assured of a gaining a better understanding of their customers and how they can better relate to them.
Yahoo Web Analytics is somewhat unique in that it provides real-time reporting. Many analytic tools rely on historical data, which is certainly better than nothing. However Yahoo Web Analytics takes data collection one step further and delivers reports instantly giving store owners real-time information. This is extremely beneficial in that owners can see if a particular coupon just implemented is having the desired effect or if that new item is really generating the buzz they were hoping for. If not, changes can be made right then – rather then after a critical buying cycle has ended. 
Owners will also have the ability to filter and segment customer data via a uniquely customizable dashboard. Based on an owners specific business needs – that store owner can create dashboards that show only what they need or want to see. Metrics can be displayed which show specific visitor patterns, precise geographical locations, important referrers or results of that latest marketing effort.
While we would be the first to admit that the feature set available within Yahoo Web Analytics is so vast that it will take some time to become comfortable with its usage – the tremendous benefit gained from using this tool far outweigh the somewhat extensive learning curve. We highly recommend that every Yahoo store owner takes advantage of this powerful feature, in the end you’ll be thankful for taking the time getting to know this great analytic tool.