Making Metrics From Anecdotes E-commerce companies have an abundance of data. Site logs track where visitors go, which pages are most popular and how many customers return. E-commerce engine logs track repeat customers and the average price per order. But translating that data into action items isn't so simple. Fulfillment is a crucial e-commerce variable, and it's not something that necessarily shows up on a site log.
Shoppers can also opt to take part in a follow-up survey.
When the customer is expected to receive his shipment, BizRate sends an e-mail with a link to an online survey, where the customer can rate delivery time, product representation, customer support, privacy policies and shipping and handling. In both surveys, customers can offer additional anecdotal feedback. The actual raw data scores are great, but . . . One member of the Staples usability team collects all customer comments and turns the anecdotal data into metrics. Those metrics are then categorized into function areas and forwarded with the anecdotes every Monday morning to a cross-functional team with members from information technology, marketing, usability and corporate areas.