One such tracking metric that can be used to determine if marketing is effective would be knowing user segments. When you know who you're selling to, you can target your ad or social media post towards that person. Otherwise it becomes a shot in the dark. With this metric you can track who buys what. This allows Pier One to focus on selling their products to those particular people. (Alhlou, 2013) This would be considered more of a conclusive tracking metric because it offers a broader overview of what is happening within e-commerce. Another tracking metric that could be used and is considered an intermediate tracking metric would be Google Analytics or another form of analytics. This metric provides insight into the who, what, where, when, why, and how for most of your questions. If you're wondering why someone bought a lamp at 5pm on Sunday, this metric will give you results on why and who else might want to do the same. So why is it important to use analytics? Because “they measure and monitor your results over time, they help you understand your visitors, leads, potential customers, they help you understand, monitor and improve the mechanisms used to convert your first visitor into a valuable customer”. (D'Urbano,