I want to share a use­ful tip about Auto-Ranking since an increas­ing num­ber of Omni­ture Mer­chan­dis­ing cus­tomers are tak­ing advan­tage of this fea­ture. For those of you who are new to Omni­ture Mer­chan­dis­ing, Auto-Ranking is a means to use prod­uct data cap­tured by ana­lyt­ics to adjust the rank­ing of site search results or to drive mer­chan­dis­ing actions trig­gered by spec­i­fied data conditions.

We’ve found that one of the most crit­i­cal deter­mi­nants of Auto-Ranking suc­cess is ensur­ing retail­ers prop­erly set the “Best” and “Worse” val­ues in the attribute files dri­ving their rank­ing formulae.

What do the “Best” and ”Worse” val­ues mean to me and my data?

The Best and Worse val­ues are, sim­ply put, your top and bot­tom of the range for that the par­tic­u­lar met­ric or data point. So, in the case of con­ver­sion, per­haps the range is from 0.00% to 10.5%. In the case of inven­tory the range could pos­si­bly go from 0 to 100,000 units.

Why are these val­ues so important?

These val­ues are very impor­tant because they will then deter­mine where a par­tic­u­lar product’s met­rics will fall within the estab­lished range for that metric.

In the case of con­ver­sion you would want your Best and Worse Val­ues to only range from 0.00% to 19.99%, for exam­ple (you’d want to use the high­est num­ber you’re likely to expe­ri­ence). This will give you a true rank­ing of the Con­ver­sion metric.

On the other hand (and not best prac­tice), if the con­ver­sion range was set at 0.00% to 100.00% then all the actual con­ver­sion data will appear to be ranked quite close. The deltas between a 4.5% con­ver­sion and a 6.5% con­ver­sion will appear to be less than a 2% dif­fer­ence when it really is a much big­ger dif­fer­ence from a con­ver­sion per­spec­tive. The con­ver­sion scores of 2.5%, 4.5%, and 9.9% are just too close together to range them from 0–100. They must be ranged must closer to pro­duce good Auto-Ranking results.

Remem­ber – it’s all rel­a­tive. Your mer­chan­dis­ing strat­egy depends in large part on the num­bers, but the key to really tak­ing advan­tage of them is to under­stand what they really mean rel­a­tive to busi­ness goals. Take the time to check on the Best and Worse val­ues that you are set­ting in your data feeds – it will really pay off.

1 comments
Jerry
Jerry

It would seem to me that the paramaters for best and worst would likely change over time as your business grows and you refine your marketing and merchandising strategy. When I adjust these numbers will Ominuture alter previous reports to reflect the changes? It would be nice if I could parse the data based on both my neew and old parameters so I can judge where I went wrong (or right) in the past.