Diapositivas presentadas por el 23 de Abril se realizo la 2°Jornada Inensiva de Comercio Electrónico para el Sector Retail, en el Auditorio de la Cámara Argentina de Comercio. Un evento organizado por el Instituto Latinoamericano de Comercio Electrónico (eInstituto) y la Cámara Argentina de Comercio (CAC)

1. © comScore, Inc. Proprietary.
Tendencias del E-commerce
Global, Latam y Argentina
Marcos Christensen
Country Manager Argentina & Uruguay
mchristensen@comscore.com
@mechar - @comscorelatam

2. © comScore, Inc. Proprietary. 2
1. Cenário atual
1. A ascenção dos dispositivos móveis
2. O que mais é digital?
3. Comportamentos multi-plataforma
4. Tendências de consumo de mídia
2. Cases de atuação em multi-platform
1. Case Virgin Media
3. Como criar uma estratégia de web intelligence
1. Desafios de mensuração
2. Como o DAX supera esses desafios
3. Quais tipos de respostas ele pode prover
Agenda
• Estado del Retail Online
• Global
• Latam
• Argentina
• Consumidor Multi-plataforma.
• Showrooming
. Desafios en la medición Multi-plataforma
Agenda

3. © comScore, Inc. Proprietary. 3
comScore, standard global en medición digital.
2 Million Person Panel
360°View of Person Behavior
CENSUS
Unified Digital Measurement™ (UDM)
Patent-Pending Methodology
1 Million Domains Participating
PANEL
PERSON-Centric Panel with
WEBSITE-Census Measurement
Web Visiting
& Search
Behavior Online
Advertising
Exposure
Advertising
Effectiveness
Demographics,
Lifestyles
& Attitudes
Media & Video
Consumption
Transactions
Online
& Offline
Buying
Mobile Internet
Usage & Behavior
PANEL
V0411Plus 5 Million TV Set Top Boxes for 3-Screen Measurement

4. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Estado del Retail Online

5. © comScore, Inc. Proprietary. 5
Desktop e-Commerce (retail + travel) has reached $235 B through Q3
2013, up +12% Y/Y and setting up for a $300 billion year overall
$42 $53 $67 $82
$102
$123 $130 $130 $142
$162
$186
$148
$30
$40
$51
$61
$69
$77
$84 $80
$85
$94
$103
$87
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
(Q1-Q3)
Retail Travel
Desktop e-Commerce Dollar Sales ($ Billions)
Source: comScore e-Commerce Measurement
$72
$93
$117
$143
$171
$200
$214 $209
$228
$289
$256
$235
Billions($)
+29%
+26%
+22%
+19%
+17%
+7%
-2%
+9%
+12%
+13%
+26%
+33%
+26%
+28%
+20%
+24% +24%
+13%
+20%
+12%
+6%
+9%
0%
-5%
+10%
+6%
+15%
+9%
+14%
+11%
+12%
+14%
+9%

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The state of Retail: Worldwide, Latin America and the selected markets
Source: comScore Media Metrix, Global 15+
78.50%
74.20% 75%
77.20%
72.70%
60.30% 61.50% 63.40%
Reach%
14.40
8.20
6.70
10.70
5.50
4.60
5.10 4.80
Visitspervisitor

7. © comScore, Inc. Proprietary. 7February 2013 – Feb 2013
Trends in the retail Category from Feb/2013 to Feb/2013
10%
4%
2%
8%
7%
-2%
0%
-3%
Reach%

8. © comScore, Inc. Proprietary. 8Source: comScore Media Metrix,Feb 2013, Global 15+
Top 20 Worldwide Retail Properties
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
TotalUniqueVisitors(000)
Alibaba.com Corporation is the largest Retail
property in terms of Total Pages Viewed.

9. © comScore, Inc. Proprietary. 9
Source: comScore Media Metrix, Argentina, PC/Laptop, Home and Work, 15+, November 2012 -
November 2013
Argentina’s Retail category trends
10,408
13,491
701 916
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
31%
30%
Total Pages viewed (MM)
Total Unique Visitors (000)

10. © comScore, Inc. Proprietary. 10
MITOS….
La gente tienen miedo de usar la
tarjeta de crédito.
Los usuarios necesitan tocar le
producto para comprarlo.
Showrooming perjudica mis
ventas fisicas.
Logística de la tienda online es
un problema.

11. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Tendencias globales y avance de Multiplatform.

12. © comScore, Inc. Proprietary. 12Source: KPCB
Habemus...
1990s

13. © comScore, Inc. Proprietary. 13
2000s, , El consumo digital solía ser sencillo…
PC/Mac
La actual medición analítica asume:
Navegadores sólo usan un dispositivo.

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…ya no
Hoy, las nuevas plataformas tienen altas tasas de crecimiento
Tablet PC/Mac TV Smartphone
Realidad: Mismos Navegadores & usan múltiples dispositivos

15. © comScore, Inc. Proprietary. 15Source: KPCB
En Dic 2014 30% del tráfico global será mobile.
Growing 1.5x per Year

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Uso de Internet a través de dispositivos múltiples se triplicó
en los últimos 3 años.
43
Feb-2010 Feb-2013
890
451
+20%
+97%
+389%
388
63
467
308
115 N/A
Minutos consumidos en Internet (miles de millones)
según plataforma.
USA

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USA: Desde April 2013, ya son mayoría los
‘Usuarios Multi-platform’
46% 45% 42% 42% 40% 40% 40% 39%
6% 6% 6% 6% 6% 6% 6% 7%
48% 49% 52% 52% 54% 54% 54% 54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013 Jul-2013 Aug-2013 Sep-2013
Desktop Only Mobile Only Multi-Platform
Share of Total Digital Population by Platform Usage
Source: comScore Media Metrix Multi-Platform, U.S., Feb-2013 – Sep 2013

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¿Y en Latam?
Fuente: comScore Device Essentials: Julio 2012
1.8 2
4.5 4.1
7.9 7.9
15.1
13.0
2012
2013
% de PV generadas de dispositivos
Non-PC

19. © comScore, Inc. Proprietary. 19
USA : Desde Agosto 2013, tiempo en la categoria Retail desde los
celulares superó al de desktop.
0
5,000
10,000
15,000
20,000
TotalMinutes(MM)
Desktop Smartphone Tablet
Total Minutes (MM) Spent in Retail Category by Platform
Source: comScore Media Metrix and Mobile Metrix, U.S., Feb-2013 – Sep 2013
49%
41%
37%
44%
14% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Feb-2013 Sep-2013
Desktop
Smartphone
Tablet

20. © comScore, Inc. Proprietary. 20
0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000
Amazon Sites
eBay
Apple.com Sites
Wal-Mart
Target Corp.
Best Buy Sites
The Home Depot
Etsy.com
Sears.com
Macy's
PC Only PC + Mobile Mobile Only
1/3 del tráfico los líderes de Retail Online es exclusivamente mobile.
Pocos tienen mayoria de tráfico vía app.
Selected Leading Retailers: Total U.S. Digital Population
Unique Visitors (000) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., September 2013
163M
94M
69M
58M
42M
28M
22M
20M
19M
19M 2%
2%
29%
6%
16%
21%
20%
99%
65%
77%
Browser App
% of Time Spent –
Browser vs. App
Source: comScore Mobile
Metrix, U.S., Sep-2013
Mobile = Smartphone + Tablet
Mobile app usage for Apple.com Sites includes all Apple property apps (e.g. iTunes, Apple
Maps, etc.)

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ShareofDevicePageTraffic
onaTypicalWorkday
Source: comScore Device Essentials, U.S., Monday, 21st January 2013
Consumidores son Multiplataforma
Tablets popular at
night
PCs dominate
working hours
Mobile phones are
constant companion

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ü Audience
ü Device
ü Content
+ Computadoras por persona… A esto lo llamamos MultiPlatform.

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Showrooming

24. © comScore, Inc. Proprietary. 24
Para la mayoría de los consumidores, esta es una táctica
ocasional, no habitual.
More than 1 in 3 online
consumers have
showroomed…
However, among these
consumers, most only
showroom ‘sometimes’
or ‘occasionally’
Among smartphone
owners, usage of phones to
showroom has increased
significantly
11%
76%
11%
Only for major
purchases
Sometimes /
Occasionally
Often
34%
% who have ever showroomed
Q. Based on this definition, have you ever done this activity? (seen
an item in-store but instead purchased online)
Q. When thinking of your online shopping and the previous
questions, which statement best describes when you use
showrooming?
% among showroomers
Source: comScore Survey – July 2013
Q. Have you ever used your mobile device (smartphone / tablet) to
assist in showrooming?
41%
49%
% smartphone owners who have used their
phone to showroom
Q2 2013 Q3 2013

25. © comScore, Inc. Proprietary. 25
73%
44%
25%
16%
15%
5%
Price was better online
Planned to buy online but wanted to see item(s)
in person before ordering
Item was out of stock at store
Would rather have item(s) shipped to home than
take home with me
Was not convenient to buy in-person at the time
Other
% among those who engaged in 'showrooming'
La Razon principal es la diferencia de precio.
44% de los ‘showroomers’ no planeaban la compra en persona.
Why Consumers Are ‘Showrooming’
Q. Which of the following describe why you utilized
showrooming? (Please select all that apply)
Source: comScore Survey – October 2013

26. © comScore, Inc. Proprietary. 26
El problema de medir como en los 90s…
overcounting
undercounting
miscounting
Mi sitio tiene millones de
clientes!
Mi sitio sólo convierte
10% de los browsers.
Mis usuarios navegan menos
de 1 minuto por día.

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1 Navegador Mobile:
Navega 10 minutos
Lee 2 artículos
1 Navegador Tablet:
Navega 20 minutos
Lee 4 artículos
90s:
2 navegadores
Avg. 15 minutos
Avg. 3 artículos
Multi-Platform:
1 navegador
Avg. 30 minutos
Avg. 6 artículos

28. © comScore, Inc. Proprietary. 28
E-commerce Multi-Platform
Como afecta al negocio una medición de engament incompleta:
- Menor tasa de conversiones
- Análisis incompletos del funnel
- Desconocimiento de las preferencias
de los usuarios.
- Incapacidad de entender como
compran sus clientes, desde la
búsqueda del producto hasta la
compra vía distintos dispositivos.

29. © comScore, Inc. Proprietary. 29
E-commerce Multi-Platform
Conversión más Inteligente
Un usuario accede a su email desde su trabajo
El mismo usuario en su casa
compra su producto.
Medición Estándar
50% conversión
Medición Multi-Platform
100% conversión

30. © comScore, Inc. Proprietary. 30
¿Por qué Multi-Platform?
Respuestas más Inteligentes a Nuevas Preguntas
NEW: ¿Cuántos de mis usuarios consumen contenido a
través de múltiples dispositivos?
OLD: ¿Cuántos usuarios ven al contenido de mi sitio?
NEW: ¿Los usuarios multi-platform son más valiosos
que los usuarios estándar?
OLD: ¿Cuánto dinero hago con mi sitio?
OLD: Cuál es el engagement de mi sitio?
NEW: ¿Se incrementa la lealtad en el uso de contenidos
a través de multi-dispositivos?

31. © comScore, Inc. Proprietary. 31
Una tendencia que vemos en comScore:
Muchas empresas se acostumbraron a vivir (mejor dicho sobrevivir) con
plataformas de web analytics que no permiten administrar datos multi-
plataforma
Análisis Rígidos Reportes diferentes para
cada plataforma.
Existen pocas
soluciones para
administrar “big data”
¿Cómo superar las barreras?
?

32. © comScore, Inc. Proprietary. 32
¿Cómo sobrevivir a esta inmensa cantidad de datos?
Plataformas que
capturen datos en
bruto…
…a través de todos los
medios digitales…
…construidas para
manejar miles de
millones de datos
Usted no puede pasar años conectando todos
los datos digitales a mano
010110
110011
101000
000101

33. © comScore, Inc. Proprietary. 33
Digital Analytix®
The big data platform that maximizes the value of all your digital investments

34. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
¿Quién trajo a este ciente?

35. © comScore, Inc. Proprietary.
© comScore, Inc. Proprietary.
Traditional analytics offer limited attribution choices
First Click
Last Click
Modelos tradicionales usan principalmente dos
variables para analizar la atribución de conversiones.

36. © comScore, Inc. Proprietary.
© comScore, Inc. Proprietary.
Digital Analytix Campaign Attribution Models
Basic Campaign Attribution Models
First Click: first campaign attributed with full order value.
Last Click: last campaign attributed with full order value.
First Click 50%: first campaign gets 50% of the order value. The remaining
50% gets attributed equally to the other campaigns.
Last Click 50%: last campaign gets 50% of the order value. The remaining
50% gets attributed equally to the other campaigns.
Equal Share: All campaigns get an equal share of the order value.
Digital Analytix offers 10 attribution models right out
of the box to match to your business processes.
Nuevas Plataformas ofrecen nuevos modelos
dependiendo el tipo de negocio y campaña.

37. © comScore, Inc. Proprietary.

38. © comScore, Inc. Proprietary. 38
Conclusiones
1. Estamos en un mercado online sumamente
fragmentado, el funnel de Marketing ebe considerar
la Multiplataformaspara ser más efectivo.
2. e-commerce deben considerar como los usuarios
multiplataforma convierten, para no sacar
conclusiones erroneas y perder más oportunidades
de generar más negocio.
Digital Analytix® Multi-Platform
Faster Answers to Harder Questions™

39. © comScore, Inc. Proprietary.
www.comscore.com
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Muchas Gracias!
Marcos Christensen
Country Manager Argentina & Uruguay
mchristensen@comscore.com
@mechar - @comscorelatam