Ecommerce Analytics

For instructors
Learning time
60 mins - 90 mins
Authored by:

Aligning business strategies with customer performance

What you'll teach

  • Tuning ecommerce business models that align with business financial goals

  • Leveraging multiple types of business data to implement a winning strategy

  • Understanding the short-term and long-term performance of unit economics

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About Ecommerce Analytics

In this interactive case, students play the role of advisor to the CEO, where they will analyze sales data, and help to make a critical decision. This ecommerce company has recently completed A/B tests to see if offering free returns is attractive to customers.

But there's a problem.

Having examined the same data, the CEO's senior team disagrees about whether this strategy will benefit the longterm growth of the company.

Students are challenged to use financial data to run their own analysis and examine:

  • The financial implications of ecommerce business models
  • Short-term and long-term unit economics analysis
  • How to account for hidden costs
  • Stakeholder perspectives

This interactive case provides students with a decision-making toolbox to assess key data such as revenue, costs, and customer loyalty tradeoffs. Instructor Reports and Dashboards provide insight into student participation and understanding and provide a springboard for a deeper, more meaningful discussion

About Interactive Cases

Interactive Cases add game-inspired storytelling & pedagogical innovations to traditional business school cases to make them easier, more impactful, and far more immersive classroom experiences.

Students are introduced to key case facts via interactive interviews in-game characters and messages ensuring they are prepared for a rich discussion. Analytics and carefully crafted pre-class exercises ensure that instructors understand where students stand, and help them create meaningful discussions. Detailed instructor guides, train the trainer curricula, and interactive videos make introducing and tailoring classes easy.

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Course authors

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Ron Berman Assistant Professor of Marketing

What you'll teach

  • Gain experience in analysis and decision-making
  • Understand how to apply and optimize A/B tests for decision-making
  • Gain an understanding of unit economics and the tradeoffs involved in emphasizing revenue or profit
  • Work with multiple types of data to make a business decision holistically
  • Experience the push and pull between customer centricity and revenue and profitability
  • Persuade stakeholders of their analysis and strategy
  • Analytical thinking: the ability to analyze and frame problems
  • Perspective-taking: the ability to analyze a problem through a variety of different lenses
  • Gain experience in analysis and decision-making
  • Understand how to apply and optimize A/B tests for decision-making
  • Gain an understanding of unit economics and the tradeoffs involved in emphasizing revenue or profit
  • Work with multiple types of data to make a business decision holistically
  • Experience the push and pull between customer centricity and revenue and profitability
  • Persuade stakeholders of their analysis and strategy
  • Analytical thinking: the ability to analyze and frame problems
  • Perspective-taking: the ability to analyze a problem through a variety of different lenses

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