Start with the “Business Question”
How does my brand win online?
What is the closure rate for my brand/category online?
Who are my online brand/category shoppers?
What are the top products that are being bought online?
Which e-tailers are important for my category?
What brands over-index online vs offline?
Understand which channels online brand shoppers are shifting from?
How do I convert more shoppers online and what is the size of prize?