Magento Business Intelligence

Helping brands get the most from their commerce data.

Agenda

1 Transforming Commerce Data into Value

2 The Value of Best Practices

How Magento Business Intelligence (MBI)

3 Supports the Mission

4 Customer Success with MBI

5 Key Takeaways

6 Next Steps
Transform Your Commerce Data into an Evergreen Story

Data is a result of doing

business

It needs to be transformed
into something useful

Rich stories are the result

of the transformation

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Story Telling Maturity Model
Rich
“Based upon the 30-day LTV of the customer’s we
acquired from the Summer Shirts campaign – to
date, it has an ROI of 35% – after factoring in
returns and cancelled orders.

Next month we’ll have an even clear picture if those

acquired came back for 3rd and 4th purchases.
Compelling
“Based upon WoW trends of revenue and category
sales, it appears that our Summer Shirts campaign
has driven solid activity.”

Reflective
“Online revenue
Is up 15% from last month and shirts are selling well.”

Uninspired
“It looks like sales are growing.”

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The Commerce Reporting Framework Maturity Model

Rich
Digital Commerce Teams Insightful
are Empowered
• Cloud-based
• Customized
• Augmented data
• Democratized
Compelling
Digital Commerce Teams
are Self-sufficient Proactive
• Direct access to data
• Automated
• Weekly / Daily access
Reflective • Flexible
Digital Commerce Teams
are Dependent Repetitive
• Limited access to data
• Manual processes
• Templated
Uninspired • Monthly cadence
Digital Commerce Teams
are In The Dark Informal
• Restricted data access
• Pre-defined reports
• Static
• Nonrecurring
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Rich & Insightful Use of Commerce Data is Challenging

Money

Resources

Time

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The Value of Best Practices
The Payoff

Better Decisions

Empowered Digital
Commerce Team

Accessible Data

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Build a Strong Customized Foundation with your Commerce Data
Universally define your KPIs to meet your needs and use them to monitor performance, products and
customers.

Analyze Performance Scrutinize Products Understand Customers

Revenue Based Analysis Merchandise Based Analysis Buying Based Analysis

• How do you calculate revenue? Do
you filter out test orders? Cancelled
orders? Partial returns?
• How do you calculate Average
Order Value? Does it change by
order number?
• Is your growth coming from new or
repeat revenue?
• Which products are leading to repeat
orders?
• What is the rolling average of units
sold for our most popular
categories?
• Which products are returned the
most?
• What is your customer lifetime
value? If a customer makes a return,
does it impact LTV?
• What percentage of first-time buyers
use coupons? How does this impact
AOV?
• What is the average time between a
first and second order? Second and
third?

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Build On Top of the Commerce Foundation For Deeper Insights
Layer additional data sources on top of your commerce data to provide new perspectives

Analyze Performance Scrutinize Products Understand Customers

Layer on ad spend data Layer on acquisition channel data Layer on support data

Is our CAC to LTV ratio healthy? Which channels drive the sales of If a shopper engages with customer
which products? service, does it impact retention?

If not, why? Ad spends ineffective? Amplify certain products on certain In a positive way -> Investigate ROI of
AOV is down? Repeat orders dropping? channels? increasing CTA’s to engage with support?

In a negative way -> Why? Increase

support training?
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Drag and Drop
Magento Business Intelligence
Into Your Commerce Toolkit
Empowering digital commerce teams to customize reporting and tell rich
stories.
Get the Most From Your Commerce Data

Capabilities built for Magento Commerce

Replace manual work with automation

MBI is another big piece.
They have some great
dashboards they export that Andrew Potkewitz
Pre-constructed analysis provides answers on day MediaSpa on
one data and offer personalized Marc Fisher Project
experiences without having to
spend a lot of money.”
Unmatched ability to customize entire account

Modern cloud-based, SaaS platform

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An Out of the Box Commerce Reporting Framework
To create self-sufficient digital commerce teams.

Start Fast
Prebuilt metrics, 47 reports organized
across 4 dashboards

Make it Yours
Customize everything within the
account

Straight from the Source

Directly integrated & synced with
commerce database

Stay in Control
Set how frequent data gets auto- It’s absolutely amazing... It’s easy to find different
updated reports, without having to make 50 different Excel
spreadsheets with pivot tables.” 
Always Accessible
Browser based user interface Jeff Foster
Rebel Athletic

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The Capabilities to Accelerate Towards Insights
To empower digital commerce teams..

Augment Your Reporting

Layer on data from other key sources
using integrations, an API, or uploads

Take the Framework Further

Unlimited capacity to create new
metrics, reports & dashboards

Make it Visual
Powerful report building tools with a
library of visualization options

Democratize the Data

Dedicated user logins with various
permission levels
Share the Love
Schedule reports to be sent &
leverage additional collaboration
options.
We have all our different platforms feeding data
into Magento BI, then we leverage all the
dashboards and customize the data as a single
source of truth.”
Jesse Montano
VP of Marketing and eCommerce, Coyuchi
©2020 Adobe. All Rights Reserved. Adobe Confidential.
The Commerce Reporting Framework Maturity Model

Digital Commerce Teams Insightful

are Empowered

Digital Commerce Teams

are Self-sufficient Proactive

Digital Commerce Teams

are Dependent Repetitive

Digital Commerce Teams

are In The Dark Informal

Advanced Reporting MBI PRO

MBI & Analytics
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Pro Capabilities Empower Deeper Analysis
Advanced Reporting MBI PRO
(Included) (Add on)
Campaign Analysis
Analyzing coupon impact on acquiring and retaining customers Included

Coupon code analysis Limited Included

Free Shipping Threshold Empowered

Increasing ROI on your advertising campaigns Empowered

Marketing ROI Empowered

Business Performance Analysis

Tracking goals against actual metrics Included Included

Analyzing holiday season performance Limited Included

Analyzing repeated probability decay and churn Included

Analyzing returned orders Empowered

Year-over-year, month-over-month, week-over-week Empowered

Understanding and building basic analytics Empowered

Identifying your most valuable marketing sources and channels Empowered

Analyzing inventory levels Empowered

Reporting on a retail calendar Empowered

16 ©2020 Adobe. All Rights Reserved. Adobe Confidential.
Pro Capabilities Empower Deeper Analysis

Advanced Reporting MBI PRO

(Included) (Add on)

Analyzing customer repurchasing behavior Included Included

Calculating customer churn rate Empowered

Defining customer concentration Empowered

Affinity analysis Empowered

Defining customer churn Empowered

Track user acquisition source data overview Empowered

Track user device and browser data in your database Empowered

Analyzing website activity and customer conversion rates Empowered

Recency, frequency, monetary (RFM) analysis Empowered

Forecasting
Expected Lifetime Value Analysis (LTV) Included

17 ©2020 Adobe. All Rights Reserved. Adobe Confidential.

A Complete Reporting Stack for Your Commerce Data

Adobe
Commerce
Business Intelligence
Storefront Web-based Reporting Interface Adobe Analytics

3rd Party Data Sources

Data Management Tools
Control replication service, connect
data sources, etc. Web Analytics

Transactional
data captured Facebook Ads

MBI
Managed MBI Data AdWords
Production Database data replication Pre-built
Commerce data is stored service Warehouse integrations
Centralized data for analysis Database
Auto checks for: connections Etc.
New, changed, or Import API
deleted records &
replicates into data
warehouse

©2020 Adobe. All Rights Reserved. Adobe Confidential.

MBI & Analytics

Digital Commerce Teams Insightful

are Empowered

Digital Commerce Teams

are Self-sufficient Proactive

Digital Commerce Teams

are Dependent Repetitive

Digital Commerce Teams

are In The Dark Informal

Advanced Reporting MBI PRO MBI & Analytics

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Understanding Shopping Data At Different Levels

Commerce Intelligence Customer Intelligence

MBI Adobe Analytics

Revenue Understanding
Show me exactly how I’m doing
across sales channels and Help me use AI to better understand
incorporate returns, exchanges and what is and is not working for each
more customer
REVENUE INTELLEGENCE

Merchandise Targeting
Show me how my Help me create better
merchandise is performing targeting to target a customer
across product lines, SKUs across channels
ADVERTISE
and more MERCHANDISE

Promotions Segmentation
Show me how well my campaigns Help me know how to better
are running across the customer segment my customers based
journey PROMOTIONS SEGMENTATION of key data inputs

©2020 Adobe. All Rights Reserved. Adobe Confidential.

What if we bring Analytics data into MBI?

Commerce Intelligence Customer Intelligence

MBI Analytics

REVENUE INTELLEGENCE

ADVERTISE
MERCHANDISE

PROMOTIONS SEGMENTATION

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Adobe Commerce Data In MBI

Combine
What are the benefits? the power
of Adobe
Ecommerce Sales Accuracy Analytics
Using ecommerce data can increase sales accuracy vs tag collected & MBI
order events that can be off 10%-30% with return rates

Increased Flexibility vs Google

Adobe Analytics data has deeper ways to integrate with MBI where
Google has limitations & EOL of Universal Analytics

Enhanced Metrics & Dimensions

Specific dimensions and metrics from Analytics can easily be leveraged across
different reports

Reduced Commerce Integration

Drastically cut down integration time to integrate basic report suites from
Analytics to MBI

Better Merchandising Insights

Giving wider sales and behavioral data can help merchants better select future
product lines to sell

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Combine Adobe Analytics Data In MBI

• Seamlessly bring together

analytical behavioral data with
commerce sales

• Uncover shopper trends and

Adobe
MB Adobe dive deeper into customer
Analytics Analytics behavior previously
I
unavailable

• Further enhance existing

reports with update metrics or
dimensions
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Additional MBI Resources
The Resources to Get You Started

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A Streamlined Launch Process

Hand Off Call

Implementation

Kick Off Call

Integrations
Made
Account
Provisioned
Agreement
Finalized

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Next Steps
Key Takeaways

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Next Steps

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Present Questions for a Positive Reporting Future

Could we be getting What does our current What is our

more out of our reporting process look confidence level in the
commerce data? like? Is it optimized? accuracy of our data?

What does our ideal Do we have the

reporting world look answers we need when
like? need them?

Why haven’t we What negative impact Is it worth investing in

gotten there yet? is it creating? addressing that
negative impact?

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