EPIC25 – Lucia Dello – Making Sales and Marketing Data Work Harder
Making Sales and Marketing Data Work Harder for Your E-Commerce Business
In her comprehensive presentation, “Making Sales and Marketing Data Work Harder for Your E-Commerce Business”, Lucia Dello (Founder of Dello Insights) shared the complete journey of building a revolutionary eccommerce analytics platform from concept to launch.
The session began by addressing the fundamental data challenges facing ecommerce businesses: limited platform reporting, inconsistent marketing platform results, complex dashboard setups, and expensive specialised solutions. Lucia outlined the essential keys to ecommerce data success, emphasising the need for comprehensive data strategies, integrated business reviews, and obsessive focus on KPIs.
The presentation detailed the evolution from proof of concept to beta version to the upcoming Armadello launch, showcasing the technical journey from WooCommerce through Shopify API integration. A significant focus was placed on the complexities of sales calculation methodologies, revealing how Shopify’s approach differs from traditional accounting principles and why the team reverted to WooCommerce logic for accuracy.
Attendees gained insights into advanced features including AI-powered insights, customer segmentation, cohort analysis, and integrated marketing data from Google Analytics 4, Search Console, and advertising platforms. Beta tester feedback highlighted the platform’s value for inventory planning, regional analysis, and performance tracking.
The session concluded with the roadmap for Anicca Insights (formerly Dello Insights), including launch packages, waitlist details, and future expansions to include marketplace integrations and AI agents for automated stock ordering and segmentation.