Unlock The Hidden Power Behind Your Graphs & Dashboards

Dashboards are an extremely useful tool to monitor your business’s performance, but they don’t help you make smart decisions.

 min. read
July 16, 2021

Dashboards are an extremely useful tool to monitor your business’s performance, but they don’t help you make smart optimization decisions.

A typical week managing your online store’s performance probably looks similar to most e-commerce professionals we’ve met along our journey. If sales are up, you celebrate. If sales are down, you start making assumptions as to why that is happening. You have to do something about it, so you end up sending a 10% promo code to your email database. The next morning you wake up to your inbox full of new followers. Score! One of the influencers you reached out to loved your product and made a great post about it. You go to your dashboard and you’re disappointed because you don’t see the sales spike you were expecting. So you spend some time looking at your ads. After all, they always contribute to your weekly sales. You decide to make a few changes to your Instagram ads and then immediately you rush off to a meeting with a potential partner.

This is definitely a valid way to manage and even grow your business, but it’s definitely not the most effective one. Here’s why:

  1. Data aggregation only looks at the past: Dashboards show you how much you’ve sold, your visitors, your email and ad performance, and other metrics in a snapshot in time. Sometimes that’s extremely useful to project trends and forecasts, but they don’t tell you if you could have spent less, sold more, or even converted a larger pool of new users into repeat customers. 
  1. Every graph considers 1 or 2 data points: To visualize data in a digestible way, you’re choosing to display a single or few variables. That confines your brain to think about your metrics in isolation as well, so while it helps you understand the behavior of a KPI over time, it doesn’t reveal the relationship across all the data points available to your business. For example, the channel through which you acquired a user and their subsequent purchases can help you predict exactly when to target them again in order to increase their probability to buy again.
  1. You would need to be a data science expert: Your brand, product selection and excellent customer service has positioned you for success in the market, and that’s already a full-time job. So you have little bandwidth left for digging deep into your data and, probably, analytics isn’t your strongest suit. Moreover, hiring a data science team to organize the data and run sophisticated queries and algorithms is an expensive and time consuming endeavor.

That’s one of the reasons why we built the “Opportunities” feature for Pulley. After spending months developing our own algorithms, our AI system is designed to operate as your own data analytics team. In short, after running a comprehensive analysis of your store’s historical data, in combination with your email and ads performance, Pulley will have a list of daily suggestions ready for you to review. The actions you would expect to take vary from reallocating budgets on your ads platform, retargeting a specific set of customers via email with the products they’re more likely to buy, or filtering out a group of leads from your campaigns because they’re not likely to convert.