Presentación: Marcos Christensen - 2ºJorada Intensiva de Comercio Electrónico para el Sector Retail

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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)

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Presentación: Marcos Christensen - 2ºJorada Intensiva de Comercio Electrónico para el Sector Retail

  1. 1. © comScore, Inc. Proprietary. Tendencias del E-commerce Global, Latam y Argentina Marcos Christensen Country Manager Argentina & Uruguay mchristensen@comscore.com @mechar - @comscorelatam
  2. 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. 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. 4. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Estado del Retail Online
  5. 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%
  6. 6. © comScore, Inc. Proprietary. 6 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. 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. 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. 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. 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. 11. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Tendencias globales y avance de Multiplatform.
  12. 12. © comScore, Inc. Proprietary. 12Source: KPCB Habemus... 1990s
  13. 13. © comScore, Inc. Proprietary. 13 2000s, , El consumo digital solía ser sencillo… PC/Mac La actual medición analítica asume: Navegadores sólo usan un dispositivo.
  14. 14. © comScore, Inc. Proprietary. 14 …ya no Hoy, las nuevas plataformas tienen altas tasas de crecimiento Tablet PC/Mac TV Smartphone Realidad: Mismos Navegadores & usan múltiples dispositivos
  15. 15. © comScore, Inc. Proprietary. 15Source: KPCB En Dic 2014 30% del tráfico global será mobile. Growing 1.5x per Year
  16. 16. © comScore, Inc. Proprietary. 16 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
  17. 17. © comScore, Inc. Proprietary. 17 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
  18. 18. © comScore, Inc. Proprietary. 18 ¿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. 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. 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.)
  21. 21. © comScore, Inc. Proprietary. 21 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
  22. 22. © comScore, Inc. Proprietary. 22 ü  Audience ü  Device ü  Content + Computadoras por persona… A esto lo llamamos MultiPlatform.
  23. 23. © comScore, Inc. Proprietary. 23 Showrooming
  24. 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. 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. 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.
  27. 27. © comScore, Inc. Proprietary. 27 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. 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. 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. 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. 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. 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. 33. © comScore, Inc. Proprietary. 33 Digital Analytix® The big data platform that maximizes the value of all your digital investments
  34. 34. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. ¿Quién trajo a este ciente?
  35. 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. 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. 37. © comScore, Inc. Proprietary.
  38. 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. 39. © comScore, Inc. Proprietary. www.comscore.com www.facebook.com/comscoreinc @comScore Muchas Gracias! Marcos Christensen Country Manager Argentina & Uruguay mchristensen@comscore.com @mechar - @comscorelatam

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