Brands want instant business narratives, not dashboards
For years, ecommerce teams have relied on reports and dashboards to gather the information they need. It was up to them to then analyze that data, build a business narrative, and inform strategy. The problem is rarely not having enough data, but, rather, the capacity to turn data into decisions. When customer retention drops, marketers need more than charts. They need to connect the dots to understand the root cause, as well as the solution.
But as ecommerce becomes more crowded and consumers more discerning, brands need to move quickly, and this process can be slow, silo’d, and costly. Additionally, many smaller ecommerce brands may not have an in-house analytics or BI team. These marketers are left to piece together the right metrics and analyze the data. Brands are drowning in reporting, but starving for the interpretation.
Dashboard Fatigue
Until recently, teams were left with few choices:
- Leaning on BI and analytics teams, sacrificing speed for in-depth insights
- Dedicating days/weeks/months to stitching together data from multiple locations, rendering much of the data stale before it’s even used
- Abandoning analysis altogether, leaving teams making strategic decisions based on assumptions
Brands are experiencing dashboard fatigue. A “one size fits” all dashboard doesn’t exist, and the data story is still missing. With the proliferation of AI, brands can seamlessly move from “analytics as reporting” to “analytics as decision support,” accessing full performance narratives instantly. AI tools, like Luma by Decile, act similarly to going to your analytics team and asking for a better understanding of why your retention rate dropped. Analysts don’t just grab a list of KPIs, they perform the diagnostics to tell you the cause and what they think should be done next to course correct. With Luma or similar tools, pulling together insights across multiple domains – like revenue, customer mix, discounts, and refunds – is no longer a week-long endeavour, but a simple AI prompt that can give you accurate insights in minutes. It does more than just pull in metrics – it answers the questions of what changed, why, and what to test next, all with transparent thinking steps so you understand how it got to the answer. Within Decile, you can then turn that data in action with direct syncs to marketing and advertising platforms, so activating audiences and driving business outcomes becomes seamless.
Ready to learn more about how Decile can take you from static dashboards to a full, in-depth data story?