Ecommerce Forum: James Murray Hitwise

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  • Put into context – set up what we are going to cover. We are going to share the insight – what does this mean for next year Application of insight
  • Groups are made up of individuals. As one of the group grows up, she allows people and brands in her network to see increasing quantities of information about her, and her history. We also know that she is an ‘Urban Cool’ , living in a shared house in East London. And she’s single…
  • So the 2 big problems marketers face with all this data are...
  • How to link data sets, finding the connections between data to link it back to a single consumer view
  • And trust – how reliable is the data you have on your customers? This is a particularly big problem with consumer data because of this...
  • Massive spike every year caused by Halloween searches for vampire contact lenses, zombie contact lenses, scary contact lenses.
  • What does that mean for me?
  • Take files of email bounces and using Channelview to see if we can provide alternative email addresses so the client can re-establish contact with their customersWe can create single customer views in a number of different ways – the Emirates example uses a combination of email address and passport number – but this can be flexible depending on client data supplied. For companies with many brands e.g. ELC this could be worthwhile
  • One system that “Integrates, Optimizes and Interacts.” That is Experian Marketing Services’ cross-channel campaign management platform Competitive cross-channel platforms were not initially built to perform integrated campaign management and channel execution tasks. Many campaign management platforms looking to enlarge their footprint added channel execution features and traditional email marketing execution platforms eventually expanded into other channels, such as social and mobile. These expansions resulted in piece-meal systems that were organized around channels instead of the customer, resulting in an inability for marketers to obtain a true and complete customer view or respond to customer behaviors quickly and appropriately.Unlike other cross-channel campaign management offerings, Experian Marketing Services’ interactive marketing platform was built from the ground up with the scale and flexibility to handle the growing complexities and speed required to effectively engage in modern cross-channel customer interactions. 

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  • 1. ©2013 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited.Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may bereproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited.Experian Public.Data and the Online RetailLandscapeJames Murray, Digital Insight ManagerEcommerce Forum May 2013
  • 2. 2©2013 Experian Limited. All rights reserved.Experian Public.Who are you??WHO?
  • 3. 3©2013 Experian Limited. All rights reserved.Experian Public.We often get this
  • 4. 4©2013 Experian Limited. All rights reserved.Experian Public.We know500 thingsAbout49 millionpeopleAcross24 millionhouseholdsWhy trust Experian?Source: Experian Marketing Services 2012
  • 5. 5©2013 Experian Limited. All rights reserved.Experian Public.Experian Hitwise methodologyThe leader in helping companies understand online consumer behaviourmillion internet users25 million online businesses1+CUSTOMERHITWISEACCOUNTMANAGER
  • 6. 6©2013 Experian Limited. All rights reserved.Experian Public.If UK Internet usage was just 1 hour...Source: Experian Hitwise
  • 7. 7©2013 Experian Limited. All rights reserved.Experian Public.Christmas 2012 – the big numbers2012 - Biggest Online Christmas Ever30% bigger than last year2.85 billion visits in December 2012600 million more visits than December 2011372 million hours shopping online29 million more hours than 2011Source: Experian Hitwise data December 2012
  • 8. 8©2013 Experian Limited. All rights reserved.Experian Public.So how do I benefit from this trend?
  • 9. 9©2013 Experian Limited. All rights reserved.Experian Public.You need to know, get and keep your customersBestcustomerEngage them in theirpreferred channelsIdentify and profileyour best customerFind more of themKNOW GET KEEP
  • 10. 10©2013 Experian Limited. All rights reserved.Experian Public.
  • 11. 11©2013 Experian Limited. All rights reserved.Experian Public.This creates two problems for businesses
  • 12. 12
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  • 14. 14Image source: http://trueslant.com/michaelshermer/2010/06/09/everybody-lies-why/
  • 15. 15©2013 Experian Limited. All rights reserved.Experian Public.Cognitive dissonance – we lie to make ourselveslook good
  • 16. 16©2013 Experian Limited. All rights reserved.Experian Public.The search bar doesn’t judge you
  • 17. 17©2013 Experian Limited. All rights reserved.Experian Public.How to searchesSource: Experian Hitwise data 12 weeks ending 12 January2013. Wordcloud created in Tagxedo.
  • 18. 18©2013 Experian Limited. All rights reserved.Experian Public.If you can’t trust people, you can trust data“In God we Trust......All others bring data”Dr. W. Edwards Deming
  • 19. 19©2013 Experian Limited. All rights reserved.Experian Public.QuestionWhat was the mostsearched for gift thisChristmas?
  • 20. 20©2013 Experian Limited. All rights reserved.Experian Public.Onesies!Image Source: http://www.independent.co.uk/voices/iv-drip/onesies-voted-worst-fashion-trend-of-2012-8381694.html
  • 21. 21©2013 Experian Limited. All rights reserved.Experian Public.How do people search for Onesies online?Most popular animal onesies5% 12%12% of Onesie searchesincluded the word ‘men’ or‘mens’ more than twice asmany searches whichincluded the word ‘womens’or ‘ladies’Source: Experian Hitwise data 12 weeks ending 8 December 2012. Wordcloud created in Tagxedo.
  • 22. 22©2013 Experian Limited. All rights reserved.Experian Public.QuestionWhich month of the yeardo people search forcontact lenses the most?
  • 23. 23©2013 Experian Limited. All rights reserved.Experian Public.Why would people search for contact lenses inOctober?
  • 24. 24©2013 Experian Limited. All rights reserved.Experian Public.O- Liberal OpinionsH- New HomemakersC - Rural SolitudeL - Elderly NeedsB - Professional RewardsA - Alpha TerritoryG - Careers and KidsF - Suburban MindsetsM - Industrial HeritageI - Ex-CouncilCommunityJ - ClaimantCulturesN - Terraced Melting PotE - Active RetirementD - Small Town DiversityK - Upper Floor LivingExperian MosaicA very brief overview
  • 25. 25©2013 Experian Limited. All rights reserved.Experian Public.Type 2: Daytime Shoppers 2.6% SubscribersPeople who are online during the day using the internet for shopping and managing family finances. This includes Mums with pre-school and primaryschool age children or older people with fewer local shopping options. They have an eye for an online bargain and will use discount vouchers to getthe best deals. They dont want to waste time surfing so clear offers on an easy to use website are essential.Key FeaturesLow usage (1 hour a day)DaytimeGrocery shoppingOnline bankingSearching for discounts and fashionUK Hot SpotsTime Spent OnlineNumber of SessionsPages Per WeekFacebook UsageYouTube UsageTwitter UsageMobile Usageomparison / Aggregator SitesCredit CardsLoansOnline BankingSavings / InvestmentsShort Term LoansInsuranceGroceryPremium FoodsFashionPremium FashionSkype0000-03000300-06000600-09000900-12001200-15001500-18001800-21002100-2400B07 Distinctive SuccessB10 Parish GuardiansC11 Squires Among LocalsG32 Childcare YearsB08 Dormitory VillagersBringing together data into a single customer viewSource: Experian Data & Analytics December 2012
  • 26. 26©2013 Experian Limited. All rights reserved.Experian Public.Where do Daytime Shoppers shop online?32%more likely thanaverage consumer to visitJohn LewisDaytime shoppers favour theDepartment Stores as they areconvenient one-stop shops –perfect for the casual onlineshopperSource: Experian Hitwise and MOSAIC UK data December 2012.
  • 27. 27©2013 Experian Limited. All rights reserved.Experian Public. Dr Who Big Brother Emmerdale Biggest Loser Pointless The Only Way is Essex Coronation Street Deal or No Deal Primeval Hollyoaks This MorningMoreLikelyLessLikelyTV Shows searched forWhat do daytime shoppers watch on TV?Data source: Experian Hitwise for 12 weeks ending 28 July 2012. TV shows are ranked by Index how likely family travellersare to search for the show compared to the UK population average.
  • 28. 28
  • 29. 29©2013 Experian Limited. All rights reserved.Experian Public.Life is the channel and customers expect aseamless experience of your brand no matter thetouch point
  • 30. 30©2013 Experian Limited. All rights reserved.Experian Public.Integrate, Optimise, Interact
  • 31. 31©2013 Experian Limited. All rights reserved.Experian Public.Key TakeawaysOnline retail is growing. Youcan take advantage of this if youKnow, Get, Keepyour customersThe future is all aboutunderstandingthecustomer. Armed with thisknowledge you can start to be alot smarter about how youtargetand interactwith themData is pointlessInsight is everythingEverybody Lies…just get used to that
  • 32. 32©2013 Experian Limited. All rights reserved.Experian Public.Meet Lucy to find out more about how Experianbrings together big datawww.experian.co.uk/lucy
  • 33. 33©2013 Experian Limited. All rights reserved.Experian Public. 33©2012 Experian Limited. All rights reserved.Experian Public.Check out our websiteshttp://www.hitwise.com/ukhttp://www.cheetahmail.co.ukAnd Twitter:@Hitwise_UK@ExperianMtgOr email me directly:james.murray@experian.com