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e-Trgovina 2012 presentation "The role of data analysis in SME e-commerce"

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  • 1. The role of data analysis inSME e-commerceThe 12th Conference on electronic commerce and electronic business E-trgovina 201227.4.2012.Damir Trninic, dooConsult doo Beograd, Founder and Owner _we help businesses, organizations and governments to work better and deliver more
  • 2. _we help businesses, organizations and governments to work better and deliver moreGood news!THE WEB ELIMINATES GUESSWORK.EACH AND EVERY ONE OF US LEAVES ADIGITAL FINGERPRINT WITH EVERY CLICK,STATUS/POST/LIKE, PAGE IMPRESSION ANDPURCHASE. © 2012 dooConsult doo Beograd, All rights reserved.
  • 3. _we help businesses, organizations and governments to work better and deliver morePut a face on each transaction © 2012 dooConsult doo Beograd, All rights reserved.
  • 4. _we help businesses, organizations and governments to work better and deliver morePut a face on each transaction © 2012 dooConsult doo Beograd, All rights reserved.
  • 5. _we help businesses, organizations and governments to work better and deliver moreEven more good news!NOW ,WE HAVE EFFECTIVE WAYS HOW TO USE THISINSIGHT TO OPTIMIZE OUR ECOMMERCE,INFLUENCE PEOPLE’S BEHAVIOR, AND ULTIMATELYDRIVE ACTIONS THAT WE CARE ABOUT – CLICKS,PAGE VIEWS, PURCHASES, POSITIVE FEEDBACK… © 2012 dooConsult doo Beograd, All rights reserved.
  • 6. _we help businesses, organizations and governments to work better and deliver moreAnd never ever forget the bottom line!NOW ,WE HAVE TOOLS THATGETTING US FASTER TO THETOP, KEEPING US THERE ANDRELEVANT AND IN BLACK. © 2012 dooConsult doo Beograd, All rights reserved.
  • 7. _we help businesses, organizations and governments to work better and deliver moreYet, the challenges remain!HOW TO UNCOVER PATTERNS OF BEHAVIOR ININTERACTION DATA, UNCOVERING CLUSTERS OFPEOPLE THAT DEMONSTRATE A PROPENSITY TO GOTHROUGH SIMILAR SEQUENCES OF ACTIONS, SUCHAS CLICKS ON WEB PAGES AND SOCIAL MEDIA,ONLINE ORDERS, RESPONSES TO MARKETINGOFFERS. © 2012 dooConsult doo Beograd, All rights reserved.
  • 8. _we help businesses, organizations and governments to work better and deliver moreIt isn’t only about Web and Social Media © 2012 dooConsult doo Beograd, All rights reserved.
  • 9. _we help businesses, organizations and governments to work better and deliver moreState of Web Analytics and SM Analytics © 2012 dooConsult doo Beograd, All rights reserved.
  • 10. _we help businesses, organizations and governments to work better and deliver moreDefine the problem!Doing data analysis without explicitly defining yourproblem or goal is like heading out on a road trip withouthaving decided on a destination.You might come across some interesting sights, butwithout a guarantee that you will find anything. © 2012 dooConsult doo Beograd, All rights reserved.
  • 11. _we help businesses, organizations and governments to work better and deliver moreMake the recommendation!Combine your ideas and judgements, along with yourcrystal clear recommendations, in a package that is usefuland insightful for the decision makers.The recommendations must be supported by data, and notby your preliminary hypothesis. There is nothing wrong ifyou were wrong before the data analysis. © 2012 dooConsult doo Beograd, All rights reserved.
  • 12. _we help businesses, organizations and governments to work better and deliver moreData analysis applications in ecommerceCustomer profilingRecommendation systemsWeb personalizationMAKE THESE WORK AS A WHOLE ANDSEAMLESSLY! © 2012 dooConsult doo Beograd, All rights reserved.
  • 13. _we help businesses, organizations and governments to work better and deliver moreSocial Media AnalyticsAn example of the prevailing perception of Social Mediaanalytics and metrics:“Za razliku od tradicionalnog PR-a, digitalni PR može se precizno mjeriti. Klikommiša analizirate uspješnost onoga što ste poslali prema publici. U drugimmedijima više-manje viješću gađate u prazno pa koga pogodite. Na internetugađate precizno, bez većih promašaja. Osim toga, ne postoji ograničenje udosegu publike. Ono se ne mjeri kupnjom broja prodanih primjeraka novinama ine množi s potencijalnim čitateljima koji su prodani primjerak konzumirali ukafićima i kozmetičkim salonima. Na internetu vrlo dobro znate tko, gdje i kadaje pogledao sadržaj koji ste ponudili.” © 2012 dooConsult doo Beograd, All rights reserved.
  • 14. _we help businesses, organizations and governments to work better and deliver moreSocial Media AnalyticsHowever, the truth is:Marketers can’t answer the question, “What is thebusiness impact of social media?” They have difficultymeasuring both the results of their social media efforts,and the impact of conversations happening on socialnetworks and in online communities.Marketers are managing social media programs in isolationand without the business context that makes social mediadata actionable. © 2012 dooConsult doo Beograd, All rights reserved.
  • 15. _we help businesses, organizations and governments to work better and deliver moreAnd never forget…People have “tools” to analyze your ecommerce businesstoo. And they quickly learn and compare. Then, they canstay with you or simple walk away.Use the data analysis to gain a responsive and costeffective visibility into who is wrongdoing what, where, onyour online store and elsewhere.It is not about your ecommerce and your clients only, it’sabout 3rd parties as well. Gain the access to their data andtheir analytics. Respond only if you have all theinformation. © 2012 dooConsult doo Beograd, All rights reserved.
  • 16. _we help businesses, organizations and governments to work better and deliver moreAnd it’s coming to SME ecommerceBIG DATA. © 2012 dooConsult doo Beograd, All rights reserved.
  • 17. Thanks!Email:office@dooconsult.comWeb:dooConsult.comdooInteractive.comThe 12th Conference on electronic commerce and electronic business E-trgovina 201227.4.2012. _we help businesses, organizations and governments to work better and deliver more