People from e-commerce business love data. They enthusiastically assign requirements in order to measure everything. Many times, they don’t know exactly what they need, how it should be measured, and most importantly, how this data should be used after they get it. The road is long and enthusiasm often fades. This talk will help you overcome some of these hurdles. We’ll take an inside look at tracking an e-shop and show you some concrete practices for using this data to improve business.