Building trust in ecommerce analytics, with Littledata’s Edward Upton

Episode notes

For all the analytics tools in the modern ecommerce stack, retailers often still experience discrepancies between the analytics data, and actual revenue figures in the ecommerce platform. Ultimately, this restricts marketing, since a lack of confidence in the data translates into greater caution when allocating budgets. Solving this problem is Edward Upton, whose company, Littledata, helps retailers harness the first-party data at their disposal, and to ensure greater accuracy across the whole marketing arsenal. Intergrating with marketing channels such as Klaviyo, Google Analytics and Meta, as well as with commerce platforms including Shopify. Edward joined us on the latest episode of Martalks, where we discussed how Littledata’s Klaviyo integration can help brands not only with abandoned carts, but even abandoned browsing sessions. We also touched on how lost confidence in the data trickles down to the agencies that brands collaborate with, and dipped into Edward’s prior experience as a startup founder, including the importance of starting a new business with the right team .