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EBay makes analytics data available to Magento customers

Kevin Paolino
VP, Revenue
Friday, March 01, 2013

Many website owners are investing more heavily in analytics to improve the effectiveness of their content. Businesses can benefit significantly from collecting data on their target audience, identifying trends and shopping habits that ultimately lead to better targeted campaigns. Particularly as shoppers place greater value on personalization, the advantages of robust data analysis solutions are becoming a critical component of consumer engagement. Companies utilizing Magento hosting may soon have an advantage when it comes to collecting consumer information. As Internet Retailer technology editor Paul Demery noted, eBay plans to make its insights available to Magento customers. 

The initiative is currently a pilot project among several retailers and analyzes transaction data from eBay and PayPal. The goal is to allow Magento users to better design new product and deal offers, craft improved marketing campaigns and compare pricing. Demery reported that 150,000 retailers currently use Magento and that number is growing, with 1,000 companies opting for the platform's Enterprise Edition in the past 12 months. The technology benefits from open source contributions as well as continued support from eBay's partnerships. 

"The company offers more than 5,000 technology extensions developed by independent software developers, "Demery wrote. "Extensions take many forms - they can include blog tools, wish list applications and connections to comparison shopping engines, for example." 

Optimizing Magento investment
As Demery's exploration suggests, Magento offers robust functionality and can bring a significant amount of value to the table. Companies can further enhance their investment by leveraging the portfolio of third-party extensions available through Magento Connect, ensuring that the technology can meet their unique needs. Writing for Fourth Source, Steve Shaw, head of digital at an SEO advertising agency, outlined several other steps for making the most of a Magento implementation. 

One of the critical steps to optimization is evaluating current solutions. Asking which features are most valuable to the business helps companies cut down on waste and invest in other functionality. Shaw suggested many companies would see little negative effect and significant performance increases by disabling RSS feeds and virtual product modules. However, each business should carefully evaluate implemented solutions to determine which ones are essential. It is also important to make sure that the company is using the latest release to protect its online properties.

"It may seem obvious, but when you first start developing the platform you may find there is a new release, patch or minor update as with many open source platforms these tend to be essential security fixes rather than functional releases therefore its always best to keep up to date," Shaw wrote. "Even if it means a full upgrade and test routine prior to go-live."