8. Opportunities?
High
Seasonality
€€€
Low
Seasonality
€
Time Revenue
1. Maximize & get prepared for high seasonality periods
2. Increase revenue by understanding micro-seasonalities
8
10. 4 main sources to understand seasonality
A. Sector trends
B. Searches, visits and time lag
C. Sales and goals
D. Crossing online interactions with offline sales
10
11. A. Sector trends
Industry seasonality?
What about your own seasonality?
Key events?
Events’ dynamics (start/end)?
...
11
12. A. Sector trends higher conversion rate
Case: Gift during high seasonality
120000 6000
100000 5000
80000
Visits Sales 4000
60000 3000
40000 2000
20000 1000
0 0
28/02/2011 31/03/2011 30/04/2011 31/05/2011 30/06/2011 31/07/2011 31/08/2011 30/09/2011 31/10/2011 30/11/2011 31/12/2011 31/01/2012
Case: Retail
25,000 Visits remain higher 3 weeks post- 1000
event but goals start decreasing right
900
20,000 800
Visits & goals increase 2 to 3 weeks after the event
700
before influent event in the sector
15,000 Key 600
500
10,000
event 400
300
5,000 200
100
0 0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
12
13. B. Searches, Visits and Time Lag
Key peaks/downs in visits/searches?
Duration of peaks?
Evolution of branded traffic?
Gap between visits and sales?
...
13
15. C. Sales and Goals
Share of revenue during high seasonality?
Key vs. long-tail products?
Key periods per product?
Increase of conversion rate?
...
15
16. C. Sales and Goals
KPI example: Weekly share of revenue from Product / revenue of all products
Product A
w1
w51 w52
6.0%
w2 w3
w50 w4
w49 w5
w48 5.0% w6
w47 w7
Week 46: w46 4.0% w8
w45 w9
Product A sells well w44 3.0% w10
compared to all w43
2.0%
w11
other products w42 w12
1.0%
w41 w13
w40 0.0% w14
w39 w15
w38 w16
w37 w17
w36 w18 Week 19:
w35 w19
w34 w20 Low seasonality for
w33
w32
w21
w22
product A
w31 w23
w30 w24
w29 w28 w26 w25
w27
Good seasonality of product A: all around green circle 16
Low seasonality of product A: all around red circle
17. D. Crossing online interactions with offline sales
Similar trends online/offline?
Visits Online, Purchase Offline (VOPO)?
Time between Online and Offline visits?
Product placement?
...
17
18. D. Crossing online interactions with offline sales
january february march april may june july august september october november december
pageviews on site
Hats
revenue in stores
pageviews on site
Shirts
revenue in stores
pageviews on site
Shoes
revenue in stores
pageviews on site
Socks
revenue in stores
pageviews on site
T-Shirts
revenue in stores
pageviews on site
Bags
revenue in stores
Investigate? Up-sell? Promote? Placement in store?
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20. A few concrete applications
MARKETING Considerations
Adapt online & offline media planning
Influence communication strategy
Product placement (online+offline)
Better allocate marketing budgets
20
21. A few concrete applications
BUSINESS Considerations
Optimize logistics and stock management
Avoid bottle-necks
Plan technical maintenance and new launch
Push specific products or up-sells
21
22. The financial impact of leveraging seasonality
A Semetis Client Success Story
Set of products for which Set of products for which
seasonality was leveraged seasonality was not leveraged
1400 1400
1200 1200
1000 1000
800
600
+35% 800
600
+10%
400 400
200 200
0 0
revenue Y Revenue Y+1 revenue Y Revenue Y+1
22
24. Bring a little tech in the process
Rising trends per product (visits + sales)
Automate alerts & dashboards
Integrate external BI data
Comparison/BI – links between patterns
24
28. To conclude
1. Leverage web analytics data
2. Prepare for high seasonality periods
3. Leverage API’s to identify micro-seasonalities
4. Build dashboards to take action at all business levels
28