World Brand Congress 2013 in India, Mumbai - Digital Intelligence

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At the World Brand Congress 2013 in Mumbai I was invited to give a Presentation about eCommerce Case Studies within the Web Analytics Space. eCommerce Cases included from a German Portal and from an International Fashion Brand. eCommerce, Analytics, Business Intelligence, Web Analytics, Case Study, Webtrekk, World Brand Congress, India, Mumbai

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World Brand Congress 2013 in India, Mumbai - Digital Intelligence

  1. 1. Digital Intelligence for Business Optimization
  2. 2. (Company Value, Marketing Knowledge, ROI) Output Business Optimization Data Integration Analysis Data CollectionReporting Website Optimization Input (Time, Effort)
  3. 3. Web Analytics Business Optimization Output (Company Value, Marketing Knowledge, ROI) Statistics Digital Intelligence Data Integration Analysis Data CollectionReporting Website Optimization Input (Time, Effort)
  4. 4. (Company Value, Marketing Knowledge, ROI) Output Statistics Digital Intelligence Web Analytics Customer Journey Real Time Business Optimization Segmentation Tagging Data Integration Analysis Data CollectionReporting Website Optimization Input (Time, Effort) Real OnlineOffline Combination
  5. 5. Output (Company Value, Marketing Knowledge, ROI) Gartner Hype Cycle Statistics Digital Intelligence Web Analytics Customer Journey Real Time Business Optimization Segmentation Tagging Data Integration Analysis Data CollectionReporting Website Optimization Input (Time, Effort) Real OnlineOffline Combination Digital Intelligence Model ©by Ralf Haberich
  6. 6. Never trust feelings or unproved statements - Dive deep in the data and get to the Big DataAnalytics-Treasure. Be a Manager and strengthen your Soft Skills
  7. 7. CASE STUDY „Driving eCommerce with TV Commercials“ Company WIRKAUFENS Location Germany
  8. 8. About wirkaufens.de  Founded 2008  100+ Employees in Frankfurt & Berlin  Second Hand Shopping of  Mobile  MP3  Navigation  200.000 Products added yearly  Turnover €30 Million
  9. 9. User watches TV Spot User visits Website Analysis / Traffic Attribution
  10. 10. Traffic Brand Search Direct Entry Newsletter Campaign Traffic TV Spot t0 - 5 minutes t0 t0 + 5 minutes t
  11. 11. Number of TV Visitors - per Minute
  12. 12. Number of Orders - Total vs TV
  13. 13. Order Influence - per Commercial
  14. 14. Second Hand-Portal improved the Marketing Budget and saved € in TV Spendings in first 6 months. TV is now their preferred channel.
  15. 15. CASE STUDY „Model Selection via eCommerce“ Company Anonymous Location Hongkong
  16. 16. About the Company  Founded 1970s  15.000 Employees Worldwide  Fashion Shopping for  Women  Men  Kids  10,000 Stores/Wholesales  Turnover $4.5 Billion
  17. 17. Is a blonde haired model ideal to sell bikini online?
  18. 18. Fashion Brand re-structured photo shoots by analysing the model impact on sales and increased orders by 38% to achieve a seasonal turnover increase of $960,000.
  19. 19. Google YES because
  20. 20. BIG DATA
  21. 21. Google NO because  No professional Service offering  Only via Partners  No guaranteed feedback by Google
  22. 22. Rare User CEO Beginner Expert
  23. 23. Global References           # 1 Fashion Brand # 2 Electronics # 1 eCommerce # 1 TV # 1 Facebook Brand # 3 eCommerce # 1 Strongest Brands # 2 Private TV # 1 Media # 3 Finance Europe Worldwide Turkey Italy Worldwide Russia Austria Germany Europe Worldwide
  24. 24. Global Offices
  25. 25. World Brand Congress Thank you. Ralf Haberich, CCO | ralf.haberich@webtrekk.com | webtrekk.com

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