eRetail 2011 - Guido Fambach - comScore
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Transcript of eRetail 2011 - Guido Fambach - comScore
Unlock Your Data. Deliver Results.
March 2011
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Customer value strategies
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Who is in the analyses?
Challenge 1
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The multiscreen customer
CAMPAIGNS
SALES
Awareness…. Consideration…. Preference….. Purchase…. Retention
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Do we know whom this cookie represents?
1 customer
Valuable customers Considering prospect
4 customers
?
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Do we really know whom this cookie represents?
:: 48 years old :: Male
:: 26 years old :: Female
:: 23 years old :: Male
:: 38 years old :: Female
?
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Integration of Audience
Know your Audience, know your business!
What is the demographic profile of those converting on my site?
Is my new search campaign attracting my target audience?
Is my advertising inventory aligned with the audiences
visiting my site?
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Make your users known
Digital Analytix lets you see and understand the breadth of your audience.
:: 48 years old :: Male:: First time browser to your site:: Search referral
:: 26 years old :: Female:: Frequent browser
:: 23 years old :: Male:: Return browser from your latest Ad Campaign
:: 38 years old :: Female:: Return browser from her first visit on a targeted page
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Data Collection
Challenge 2
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What data to collect?
Campaigns effectiveness
Prospect and customer behavior
Basket mutations
Browser engagement
Product placement
Sales drivers
And much more
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Tags, Tags, Tags … Too Many Tags!
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ONE Tag … TWO Purposes for Turnkey Implementations
Web Analytics Audience Measurement
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Flexibility in custom attributes
Measurement metadata that make sense to you
Measurement metadata aligned with existing intelligence data
Easy re-writing of attributes to align with your business
Your own product names, id’s
Product placement codes
Server side enrichment
Resulting in faster website
No browser constraints
No limitations in metadata
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Example questions about shopping baskets
V0910
Are my browsers going to the basket?
If they are, what products do they store there?
And finally do they purchase?
What average value does a basket have?
Total value of abandoned baskets?
Top products in baskets in comparison to order?
Most deleted products in baskets?
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General Assumptions
V0910
In comparison to order measurement the basket measurement is a highly dynamic task
There is no clearly defined time to measure a basket in its final configuration
There are products added over a session or other mutations do happen like deletion of a product
To cover this, one needs to create a set of labels is sent, any time a basket mutation or view happens
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Labels for Basket View
V0910
Set of labels to accommodate every basket view
Dimension Label Example Value Basket-Tag prefix_bid AcCEdF87654 Basket Event prefix_bev view Article ID prefix_bart 86085574,88071234,86074321 Colour prefix_bartc blue,no,grey Quantity prefix_bartq 1,2,1 Price in Euro prefix_bartp 45.00,9.95,12.00 Orderline prefix_bartl 1,2,3
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Labels for Basket Mutation
V0910
Set of labels to accommodate every basket mutation
Dimension Label Example Value Basket-Tag prefix_bid AcCEdF87654 Mutation ID prefix_bmid 12 Basket Event prefix_bev add, del, mut Article ID prefix_bart 88071234 Colour prefix_bartc no Quantity prefix_bartq 1 Price in Euro prefix_bartp 9.95 Orderline prefix_bartl 2
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Determine Abandoned Baskets
V0910
Make sure that the basket tag will be available on the confirmation page as well
Allows to determine information about the status of baskets: abandoned baskets
Note: The solution works as long as a basket does not exist longer than the session.
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Data quality
Challenge 3
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Sampling or not
Sampling is cost saving at first sight
Volume of site traffic
Trends in behavior
Good is in the details
Analyze actual numbers
Long tail analytics
Explain differences between web data and order intake
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Example
1.000.000 browsers are visiting your website
Sample 1:10 trend analytics in behavior of browsers (f.k.a. visitors)
Sample 1:10 risk of inaccurate re-presentation of long tail products and order value
You’re selling 500 swatches and 1 expensive Rolex. Based on sampling
you risk to report the wrong numbers there
goes your commission…
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Simpsons paradox: What would Homer do?
Which campaign is performing best?
Off course that’s campaign B
Mail campaign Converted Non-converted Total Success rate
A 21100 900 22000 95,90%
B 20310 690 21000 96,70%
Total 41410 1590 43000
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Simpsons paradox
Which campaign is performing best?
Low ticket conversions High ticket conversions
Uhh so campaign A is outperforming B? Yes if you care about value!
Converted Non-converted0
5000
10000
15000
20000
25000
30000
A
B
Converted Non-converted0
2000
4000
6000
8000
10000
12000
14000
16000
18000
A
B
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Aggregated vs. unaggregated
• Reactive
• Faster standard reports
• Reporting focused
• Suits high level overview
• Proactive
• Standard and custom reporting at same speed
• Easy custom report building
• Fast and flexible segmentation
• Immediate access to granular data for analyses
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Out of 1.000.000 products online, I want to know IMMIDIATELY:How many red skirts have we sold?
The aggregated approach : We sold a 1.000 red skirts
But what you really want to know is: What is beneath the red skirt…
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Out of 1.000.000 products online, I want to know IMMIDIATELY:How many red skirts have we sold?
Unaggregated: We sold
Type 1: 100
Type 2: 300
Type 3: 50
Type 4: 0
Type 5: 150
Type 6: 400
Now that we’re at it, Do you want to know the size, value and segmented to male and female as well?
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Evaluating a campaigns traffic volume on the fly
How many unique browsers did the campaign generate between February 3 2010 and February 27 2010 and can you compare that to the campaign that was running from January 18 to February 11, 2011?
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Atomix Technology: Access to ALL of your data
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Data integration
Challenge 4
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Multi-channel customer
What channels with what demographics drive your most valuable customers in terms of CLV
Where do I need to tweak and tune?
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Connecting through linking pin
Login
E-mail address
Client number
Phone number
Purchase code
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Combining multichannel data: retention in Telco subscriptions
People that visit general terms and conditions page
People that are 3 months before end of contract
People that complain at the customer service center
People that visit general terms and conditions page and are 90 days from end of contract and complained at customer service twice this month
Same visitor but now you woke up, right?!
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Conversion attribution
Challenge 5
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Multichannel data: attribute online responses
General
– Sent out catalogue Spike in traffic
Targeted
– Specific product snail mailing Spike in specific product views and online sales
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Multichannel data: attribute offline responses
General
– Traffic volume online (orientation) leads to sales offline in the proceeding period.
Targeted
– Online mailing on specific visitors (geo location) leads to sales offline in the proceeding period.
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Attribution ModelDetailed measurement of each user action and flexible, insightful attribution model links action to conversion.
Campaign and Site EngagementMeasure your campaign and engagement across many metrics.
Advanced attribution models to measure campaign objectives
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Attribution: last cookie counts
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Attribution: based on visitor engagement
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Campaign ,conversion en attribution
Advantages engagement based attribution
– Objective basis(engagement score)– Fair distribution– Including online direct channel (brand performance)– Improve budget allocation– Pricing model
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I want it all and I want it now
Challenge 6
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Mobile, Video and Site Measurement integrated into one view
Discover and optimize your site against the content that drives your users on mobile devices, PCs, Video, or rich media
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Live Segmentation on the fly
How many unique browsers visit my website
Are these male or female?
Is the product video on the website driving sales or not?
I want to see 50 year old men, that bought a book last month and that visited my website twice in the last week using their iphone
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Translate into effectiveness
Challenge 7
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Digital Analytix™
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Digital Analytix
Atomix™
FULLY Integrated Demographics
SINGLE Tag
Immediate Access to ALL of Your Data
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Digital Analytix
Atomix™
Audience Page Stream Metadata Mobile Data Lookup Data Merge Ecom
PowerPoint GUI Your Partners Report Builder API Excel
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Enable your customer value strategies
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Make your users known
Know your audience.
Know your business.
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Thank You
More information:
Guido Fambach
VP Professional Services comScore