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Improve your Online Sales by Using Data Driven e-Commerce

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Improve your Online Sales by Using Data Driven e-Commerce

  1. 1. Improve your Online Sales withdata driven e-Commerce10th webinar of the retail ecommerce seriesan embitel initiative30th August 2012 Better eCommerce 2012 Embitel
  2. 2. Speaker Founder dmc digital media center GmbH, Germany www.dmc.de Chairman Embitel, India www.embitel.comDaniel Rebhorndr@dmc.de• Studied Computer Science at University of Stuttgart• Entrepreneur since 1992• Investor, manager and/or business angel for 10+ IT companies• Working in retail e-Commerce for last 17 years• Responsible for development of large e-commerce sites, e.g. Kodak, Bosch, … Better eCommerce 2012 Embitel
  3. 3. „In most companies, web data analysis is done by junior people or even students.“ Successful online players are taking this far more serious …„We‘ve placed our most experienced people to look into and analyse our data!“ Better eCommerce 2012 Embitel
  4. 4. Agenda• Current challenges in increasing online sales• Idea of data driven e-commerce• Insights for a better view on data driven e-commerce• Examples, how you use analytics data to boost your online sales• What is next in data driven e-commerce Better eCommerce 2012 Embitel
  5. 5. Current challenges in increasing online sales Better eCommerce 2012 Embitel
  6. 6. Maturity of e-commerceNo of customers eCRM online marketing cross-channel marketing share of wallet Better eCommerce 2012 Embitel
  7. 7. e-commerce sales customer retention customer acquisition time Better eCommerce 2012 Embitel
  8. 8. Chain of effect in e-commerceMarketing Cost per budget click product + portfolio conversion + Visits rate shop + usability Orders Price per + order line shopping + Sales cart value No of order lines Better eCommerce 2012 Embitel
  9. 9. Idea of data driven e-commerce Better eCommerce 2012 Embitel
  10. 10. Evolution in approachesfeature driven e-commerce• based on expert intuition and decision data driven e-commerce• „state-of-the-art“ thinking• create impression at • based on analysis of consumer data• also irrational decision • efficency is king • success oriented approach • rational decisions • validation possible Better eCommerce 2012 Embitel
  11. 11. e-Commerce components and data pods SEO/SEM Newsletter Affiliate Web analytics Web shop platform A/B testing Reco engine Basic SW Order management componentsMarketing SW ERPstatistical data Better eCommerce 2012 Embitel
  12. 12. Aggregation of data SEO/SEM Newsletter Affiliate Web analytics Web shop plattform A/B testing Reco engine Basic SW external Order management componentsMarketing SW ERPstatistical data Better eCommerce 2012 Embitel
  13. 13. Process cycle define conclude measure & act report analyse Better eCommerce 2012 Embitel
  14. 14. Personalization vs. data for business decision• personalization – isolated and limited data – based on consumer behavior – system-reaction possible (e.g. product recommendation) – increase sales• data driven e-commerce – used for business decisions – focus on business goals – no automated system reaction, maybe automated informations – improve sales (ROI) Better eCommerce 2012 Embitel
  15. 15. Challenges• data security acts / privacy protection• merge of multiple sources• amout and complexity of data• different „units“ to measure (PI vs. visits vs. user)• different definition of time• realtime vs. near-realtime vs. batch processing Better eCommerce 2012 Embitel
  16. 16. Insights for a better view on datadriven e-commerce Better eCommerce 2012 Embitel
  17. 17. Limitations• All components have their own reporting interface, dashboards and user management• Components have a limited view on „real world“ – Web-analytics has no or little knowledge on products, margins, … – Webshop has little view on channels, campaigns – ERP has little view on client source, …• Overlap of data and reports – they might also deliver different report for same question Better eCommerce 2012 Embitel
  18. 18. Reporting samples: web analytics Better eCommerce 2012 Embitel
  19. 19. Reporting samples: webshop platform Better eCommerce 2012 Embitel
  20. 20. Reporting samples: additional tools Better eCommerce 2012 Embitel
  21. 21. Sample of very different sourceSource: eResult Better eCommerce 2012 Embitel
  22. 22. Sample of very different source product detail page large image display brand overview page product overview pageSource: eResult Better eCommerce 2012 Embitel
  23. 23. Sample of very different source homepage landing page product overview page shopping cartSource: eResult Better eCommerce 2012 Embitel
  24. 24. Examples, how you use analytics datato boost your online sales Better eCommerce 2012 Embitel
  25. 25. Example 1: Merge for better A/B testing A/B test Web analytics ERP Users Orders Conv rateHomepage 43,202 1,175 2.72 %defaultHomepage 22,136 631 2.85 %Version 1Homepage 22,116 588 2.66 %Version 2 Users Orders Conv rate Return rate MarginHomepage 43,202 1,175 2.72 % 20.22 % 12.02 %defaultHomepage 22,136 631 2.85 % 28.67 % 11.75 %Version 1Homepage 22,116 588 2.66 % 18.93 % 14.04 %Version 2 Better eCommerce 2012 Embitel
  26. 26. Example 2: Merge for better campaign tracking Web analytics Google Adword Webshop ERP Users Orders Conv rateDirect user 321,742 6,853 2.13 %Keyword set 1 78,293 947 1.21 %Keyword set 2 21,954 143 0.65 % Users Orders Conv rateDirect user - Cat: „Shoes“ 89,471 2120 2.37 %Direct user - Cat: „Watches“ 45,916 1106 2.41 %Direct user - Cat: „Apparels“ 186,355 3627 1.95 % Users Orders Conv rate Return rate MarginDirect user - Cat: „Shoes“ 89,471 2120 2.37 % 20.22 % 12.02 %Direct user - Cat: „Watches“ 45,916 1106 2.41 % 28.67 % 11.75 %Direct user - Cat: „Apparels“ 186,355 3627 1.95 % 18.93 % 14.04 % Better eCommerce 2012 Embitel
  27. 27. Example 3: Merge for better channel analysis Webshop order external: POS System ERP management demographic Orders Order value # orderline (avg)Web user 10,341 $ 1,070,431 3.12Mobile user 965 $ 856,428 2.67POS user 23,562 $3,567,927 5.96 Orders Order value # orderline (avg) Own brandsWeb user 10,341 $ 1,070,431 3.12 78 %Mobile user 965 $ 856,428 2.67 82 %POS user 23,562 $ 3,567,927 5.96 67 % Orders Order value # orderline Own brands % rural areas % urban areas (avg) Web user 10,341 $ 1,070,431 3.12 78 % 25% 75% Mobile user 965 $ 856,428 2.67 82 % 47% 53% POS user 23,562 $ 3,567,927 5.96 67 % 21% 79% Better eCommerce 2012 Embitel
  28. 28. What is next in data driven e-commerce Better eCommerce 2012 Embitel
  29. 29. • eCRM and campaign management – single-user-campaigns – after-sales-campaigns• Real time alerting – Set thresholds for existing reports• Mobile access to reportings• Reuse data by transfering back to ERP etc.• Include external data sources from partners etc. Better eCommerce 2012 Embitel
  30. 30. Summary & EssentialsDaten driven e-commerceis best if merging data fromdifferent sources. Though it is complex, ROI can be seen fast.Replace intuition based decision byfact driven decisions. Let your smartest people analyse data and call actions based on this. Better eCommerce 2012 Embitel
  31. 31. Our Company• E-Commerce service company • 300+ employees in since 1995 Stuttgart (HQ) and Berlin, Germany• e-commerce projects in • 150+ employees in Bangalore 30+ countries (incl. Europe, US, • Offering Online Commerce services Australia, India, Japan) in India and overseas• Responsible for … – consulting – 100+ Webshops – design – 1.000.000.000+ USD – technology E-Commerce Order Volume/year – hosting – 5.000.000+ – shop management E-Commerce Transactions/year – online marketing (SEO, SEM, SMM) platinum partner Better eCommerce 2012 Embitel
  32. 32. List of our webinars• # 1: E-Retailing - A perfect storm in India• # 2: Essence of Retail e-Commerce and its optimization• # 3: SEO - More Visibility, More Traffic & More Sales for free?• # 4: Social Media Marketing• # 5: Customer Acquisition & Retention• # 6: Mobile Commerce for Retailers• # 7: Online Retailing using facebook• # 8: Multi-Channel Retailing• # 9: Webshop personalization Better eCommerce 2012 Embitel
  33. 33. Thank you for your interest! Any questions?Daniel Rebhorndr@dmc.dewww.xing.to/drwww.linkedin.com/in/danielrebhornembitel Technologies (India) Pvt Ltd.www.embitel.comwww.smarte-commerce.comwww.linkedin.com/companies/embitelwww.facebook.com/embitel Better eCommerce 2012 Embitel

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