Analytics
Most commercial decisions in mid-sized B2B are still made on a spreadsheet somebody built once and now maintains by hand. The numbers are stale, they disagree between departments, and nobody entirely trusts them. So decisions get made on instinct instead, and the shop project that was supposed to fix that quietly does not.
This area is about fixing it, and it starts somewhere unexpected: with which numbers are worth having at all. B2B analytics is about accounts, not traffic. Conversion rate, sessions and bounce rate are close to meaningless when the same twelve buyers place every order and they convert at 80 percent. What matters is revenue per account and where it is heading, how much of your business has moved online, and which customer has gone quiet. In B2B nobody cancels. They go quiet.
Understand
Which numbers are worth watching, and why the B2C defaults are not.
- The metrics that matter in B2B — revenue per account, digitalisation share, silence as a churn signal, and cohorts when you have 400 customers rather than 400,000.
Set up
The definitions to agree before anyone builds a report. There is no screen for this, and it is the part that decides whether your numbers survive contact with the ERP.
- Agree what counts as an order — status, cancellations, gross or net, and test orders.
- Currency, time zones and periods — the three quiet ways a correct query produces a wrong number.
Work with it
How reporting is meant to work once Analytics Studio ships: the prepared views first, your own only where they do not reach.
- Dashboards and KPIs — the planned standard views and what each number means.
- Reports and exports — reports over your own datasets, segments, and CSV.
- Build a custom dashboard — widgets, layout, and freezing a result as a snapshot.
Keep it healthy
- Trusting your numbers — freshness, truncation, definition drift, and reconciling once against the ERP.
Related
- Deciding your system of record — reporting is only as good as whether orders and customers live in one place.
- Data quality in practice — the catalog equivalent of this page.