Weyco Group: Ecommerce analytics, bot traffic & system unification

[00:00:00] Ryan Wittmann: Some of the things that Noibu already has data for, because you're capturing it for errors, there's no reason why you can't apply that to general reporting and have a more accurate picture.

[00:00:29] Kailin Noivo: Today’s episode with Ryan Wittmann talks about how teams evolve from error monitoring into business intelligence and conversion optimization.

[00:00:52] Kailin Noivo: Welcome to another episode of The Ecommerce Toolbox Expert's Perspective. We have Ryan Wittmann from Weyco Group. Welcome, Ryan.

[00:01:04] Ryan Wittmann: Thank you, Kailin. It's a pleasure to be here.

[00:01:16] Ryan Wittmann: I'm the manager of analytics and growth marketing at Weyco Group. My background is in statistics, and we've been working with Noibu since around 2022.

[00:02:37] Ryan Wittmann: We initially brought in Noibu to solve a major challenge—errors that couldn't be replicated. Customer service would report issues, developers couldn’t reproduce them, and it created tension across teams.

[00:03:30] Ryan Wittmann: Noibu helped objectify those problems by quantifying revenue loss and giving us a clear way to prioritize fixes.

[00:05:12] Kailin Noivo: How has your use of Noibu evolved over time?

[00:06:22] Ryan Wittmann: Initially, it was focused on error monitoring. Now, it's expanded into performance monitoring and analytics. We're thinking more about customer journeys and optimization.

[00:07:30] Ryan Wittmann: Understanding what users click, what they browse, and how they behave is essential to growth.

[00:08:00] Ryan Wittmann: AI and bot traffic are also changing how we think about analytics. We need to understand what traffic is real versus automated.

[00:09:47] Ryan Wittmann: Time is the biggest constraint. If you can consolidate data and get answers faster, you can act faster and win.

[00:11:00] Ryan Wittmann: We’re looking at personalization, customer segments, and how to better optimize the traffic we already have.

[00:12:01] Kailin Noivo: Have you had to reposition Noibu internally?

[00:12:01] Ryan Wittmann: Not really—everyone has seen the value. The focus now is on what's next, especially around analytics and bots.

[00:13:24] Ryan Wittmann: The bot problem is huge. We don’t know what percentage of traffic is bots, and it’s becoming harder to detect as bots mimic human behavior.

[00:14:30] Ryan Wittmann: This impacts conversion rates, marketing decisions, and overall data accuracy.

[00:15:06] Kailin Noivo: If you don’t have a baseline, it’s hard to make decisions.

[00:16:11] Ryan Wittmann: Trust is key. Noibu has proven that with error monitoring, and we’re confident in where it’s heading with analytics.

[00:16:48] Ryan Wittmann: We’re excited for what the future holds.