As an ecommerce site with more than 800,000 different sellers, Etsy is particularly interested in understanding how shoppers find the items they seek. Part of this understanding involves attributing successful purchases to specific features on the site. This attribution model allows us to compare and refine Etsy’s features, but also provides valuable signals for A/B testing, search quality, and recommenders. However, the path to a successful handmade purchase often involves multiple features over the course of several visits.
This talk will discuss the challenges of funnel analysis at Etsy and the corresponding deficiencies of several widely used web analytics tools. We’ll then dive into our event sequence matching tool, which we’ve successfully applied to hundreds of millions of visits in a single Hadoop job and is widely used across our big data stack. Finally, we’ll take a look at some of our applications of the tool and compare it to related work.