Smarter e-commerce reporting: Avoiding data overload | The Marketing Intelligence Show

Do your e-commerce dashboards reflect the full customer journey—or just part of it?
In this episode of The Marketing Intelligence Show, host Anna Shutko chats with Tea Korpi, Senior Product Marketing Manager at Supermetrics, about how to build smarter, more actionable marketing reports. You'll hear how leading brands structure their dashboards, reduce data noise, and connect performance metrics across funnel stages.

You’ll learn:
Why more data isn’t always better
The four funnel stages and the right metrics for each
How to structure your dashboards for action
How to connect marketing and inventory data
Real-life success stories from Manscaped and Benefit Cosmetics

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📝 Episode takeaways: https://supermetrics.com/podcasts/eco...
🎧 Listen on Apple Podcasts:https://podcasts.apple.com/us/podcast...
🎧 Listen on Spotify: https://open.spotify.com/episode/1fbj...

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Related resources:
Custom data import with Supermetrics: https://supermetrics.com/blog/custom-...
E-commerce marketing metrics guide: https://supermetrics.com/blog/ecommer...

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Navigate this episode:
00:00 Introduction to E-commerce Marketing Analytics
01:22 Understanding E-commerce Reporting Challenges
02:53 Key Metrics in the Marketing Funnel
05:45 Common Pitfalls in Data Reporting
08:41 Structuring Effective Dashboards
11:12 The Importance of Context in Metrics
13:31 Identifying Blind Spots in Data
16:42 Leveraging Custom Data Import for Comprehensive Reporting

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