SIRXECM001
Monitor and interpret online data analytics


Application

This unit describes the performance outcomes, skills and knowledge required to monitor and interpret online data related to the performance of an ecommerce site. It requires the ability to access and review data, determine effectiveness of ecommerce activity and make recommendations for future improvements.

It applies to individuals working in operational roles in a diverse range of businesses that operate online to sell products and services. They operate with some independence, under limited supervision and guidance from others, and within established organisational policies and procedures.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.


Elements and Performance Criteria

ELEMENTS

PERFORMANCECRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Access data.

1.1. Identify organisational data collection needs.

1.2. Select methods for data collection and analysis.

1.3. Use selected methods to collect required data according to organisational data collection policies and procedures.

1.4. Store collected data according to organisational data collection policies and procedures and legal and ethical data storage requirements.

2. Analyse data.

2.1. Assess quality and relevance of data based on organisational data collection needs.

2.2. Cleanse and filter data to ensure captured data is relevant to organisational data collection needs.

2.3. Identify trends in performance through data mining and statistical analysis.

2.4. Analyse data to identify and determine impact of internal and external activity.

2.5. Determine return on investment of paid data collection and analysis.

3. Report on findings.

3.1. Use data analysis to identify and report on strengths, weaknesses, threats and opportunities.

3.2. Make recommendations for improvements based on findings.

3.3. Present findings and recommendations in appropriate format.

3.4. Communicate findings and recommendations to relevant personnel.

Evidence of Performance

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

identify organisational data collection needs and follow organisational policies and procedures to collect performance data across one sales period

undertake an analysis of data captured during the above sales period to determine:

impact of internal activity

impact of external activity

customer insights

ecommerce performance

data trends

use data analysis findings to document:

strengths

weaknesses

opportunities

threats

recommendations for improved performance.


Evidence of Knowledge

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

key legal and ethical considerations as related to data collection and storage

role of data collection and analysis in ecommerce

current ecommerce data collection methods:

benefits

limitations

role of data collection in identifying:

site visits

origin of customer traffic

paths to purchase

shopping cart abandonment

impact of internal and external activities

product viewings

customer behaviours online

future behaviours

social media impacts

customer relationship management and loyalty

click-throughs

net promoter score

search engine marketing and search engine optimisation

data quality measures:

validity

consistency

timeliness

accuracy

integrity

common analytical terminology used in an online sales environment

techniques to analyse and draw conclusions from data

formats for reporting data analysis.


Assessment Conditions

Skills must be demonstrated in a service industries environment. This can be:

an industry workplace

a simulated industry environment.

Assessment must ensure access to:

relevant documentation:

organisational policies and procedures for:

data collection

data storage

organisational data collection needs

ecommerce performance data

data reporting template.

Assessors must satisfy the Standards for Registered Training Organisations' requirements for assessors.


Foundation Skills

FOUNDATION SKILLS

Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement.

SKILLS

DESCRIPTION

Numeracy skills to:

extract and evaluate numerical information and use mathematical calculations to interpret data

interpret and analyse statistical information to draw conclusions.

Technology skills to:

use digital technologies and systems to collect, extract, organise and analyse data.


Sectors

Cross-Sector


Competency Field

Ecommerce