26-28 September 2018

Churchill College, Cambridge

Session type:
Case Study

Session duration:
45 minutes

Presented by:

Edward Upton


About this Case Study

Littledata's product helps retailers get a complete picture of their online business, integrating marketing costs, on-site behaviour and revenue into a consistent funnel. The on-boarding process is fully online, but also complex, so our team needed to understand where to prioritise improvements.

Taking our own medicine, we set up a conversion funnel, which could be segmented by channel (Shopify app store/partners/other). This helped focus design and development on some simple issues to fix, allowed self-service of key metrics to the whole team and reduced confusion on stats used to justify decisions.

This session will use real examples - including mistakes, blockers and product history screenshots - to describe how Littledata has iterated and improved this data-driven approach over 2 years.

About the Speaker

Edward is the founder of Littledata, providing powerful marketing insights for ecommerce companies. He has broad experience helping companies with business strategy, and also with product development and technology management. His background was working as a senior product manager at Macmillan Education and the Government Digital Service, and as an advisor to other tech companies on sales, product development, acquisitions (commercial due diligence) and technology. He’s also a training director at Imparture, where he runs Google Analytics Masterclasses.


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