Pranešimas, Andrejaus skaitytas el. komercijos konferencijoje "E-komercija '18" 2018 kovo 15 d. - http://e-komercija.eu/
Pranešimo tikslas – pabrėžti ir išryškinti modernius internetinės rinkodaros įrankius įmonėms, kurios aktyviai dirba su internetine veikla ir yra suinteresuotos optimizuoti savo didelius biudžetus.
Pranešime Andrey aptarė kelių skirtingų sričių atvejus ir juos panagrinėjo.
Beyond Cross-Device: Latest innovations in cross-device, micro-segmentatio...Jonatan Zinger
- How can you track and target your customers across devices through identity based technologies?
- Micro-Segment analysis and targeting: How to analyse your website's audience, mobile app users,
offline store customers, etc.
- Online-Offline tracking and targeting: Getting insights on how online advertising is influencing offline
in-store purchases and vice-versa.
Copernica's Walter van der Scheer presented 'Dialogue Marketing that improves conversion. Instantly!' at TFM&A 2011. Based on several cases the presentation covers 5 tips on how to improve conversion using dialogue marketing.
Pranešimas, Andrejaus skaitytas el. komercijos konferencijoje "E-komercija '18" 2018 kovo 15 d. - http://e-komercija.eu/
Pranešimo tikslas – pabrėžti ir išryškinti modernius internetinės rinkodaros įrankius įmonėms, kurios aktyviai dirba su internetine veikla ir yra suinteresuotos optimizuoti savo didelius biudžetus.
Pranešime Andrey aptarė kelių skirtingų sričių atvejus ir juos panagrinėjo.
Beyond Cross-Device: Latest innovations in cross-device, micro-segmentatio...Jonatan Zinger
- How can you track and target your customers across devices through identity based technologies?
- Micro-Segment analysis and targeting: How to analyse your website's audience, mobile app users,
offline store customers, etc.
- Online-Offline tracking and targeting: Getting insights on how online advertising is influencing offline
in-store purchases and vice-versa.
Copernica's Walter van der Scheer presented 'Dialogue Marketing that improves conversion. Instantly!' at TFM&A 2011. Based on several cases the presentation covers 5 tips on how to improve conversion using dialogue marketing.
Experience Driven eCommerce - Rise To The OccasionWP Engine
Stephan Millies, Principal Product Manager of eCommerce, WP Engine will discuss recent market shifts, which segments are thriving, and how WP Engine eCommerce clients are successfully navigating these uncharted times by adopting a data-driven strategy to activate new channels, promotions and products. What’s worked, what hasn’t and how to apply the insights.
With limited budget and a lean staff, trying to get 3,000 people to attend an annual conference can seem overwhelming since traditional marketing plans don’t typically account for variability. Learn how some associations have thrown out the traditional DIY model in favor of an omni-channel strategy (automated marketing) that leverages marketing platforms. Learn how even a marketing staff as small as three can still deliver results and exceed expectations. Create a framework for your own omni-channel conference marketing plan that creatively combines a social media strategy supplemented by digital advertising.
Multi-Channel Analytics & E-Commerce Success: A Case StudyMark F Simmons
Multi channel analytics are essential in today's multi touch world. Understanding where your conversions are coming from and how other channels contribute to that "last click" is crucial in proper optimization and budget allocation. Learn more about what I do at http://markfsimmons.com.
This case study goes through the steps taken to analyze a successful e-commerce company. It will show how taking a deeper look and using some of the more advanced features of Google Analytics was able to uncover incremental revenue and improve the customer experience.
American Marketing Assocation 2021 Marketing Week - Clark Boyd KeynoteClark Boyd
The digital marketing world is changing so quickly that it can be difficult to keep up. But if we focus on the macro-level forces that are shaping the industry, we are much better prepared for the technological and economic disruptions that come our way.
In this keynote speech, Clark Boyd starts with the broader forces at play, then sets three key digital marketing trends against this backdrop.
In Case you have missed our workshop on Marketing Attribution with Russell McAthy here is the presentation.
Russell has been working in digital for over a decade with data analytics at the heart of his career. Working with businesses from startup to FTSE100 he has guided teams to improve their marketing performance through data led insight.
Following positions in-house, agency and consultancy side he now leads a team as CEO in building a marketing attribution platform. CUBED Attribution is supporting a new view of digital data to enable brands understand how consumers truly interact with their marketing activity both on and offline.
Sales and Marketing 3.0: The High Velocity ModelGGV Capital
This deck looks at the evolution of the next model in enterprise sales and marketing: the high velocity organization. See how high velocity teams use technology, data and automation to align sales and marketing and drive faster leads and conversions.
Strategic Search Marketing: Impression and Enabling InnovationLaura Hampton
Laura Hampton of award winning digital agency Impression explores the topic of strategic digital marketing, and goes into detail on how businesses can improve their SEO to drive traffic and sales. Part of Nottingham Trent University's Enabling Innovation programme.
Social media analytics is... not terribly inspiring, unless you love analytics. Here's the analytics walkthru for people who are NOT inspired by analytics.
this presentation is going to explain the difference between Conventions sales strategy and Digital sales strategy. This is technology era and the old school of selling is not more effective so know more about the difference between Conventional sales and Digital sales strategy.
Forrester Webinar - Individualization Versus PersonalizationZAPinfo.io
See the differences between these to marketing methods and how major shopping sites are utilizing more individualized marketing solutions to drive customer engagement
Online Marketing 101: How to Grow Your Audience in a Digital AgeJonathan Berthold
Online Marketing 101: How to Reach Your Audience in a Digital Age. This is a presentation prepared to explain some of the major channel of online marketing and how marketers and businesses alike can leverage some of the growing trends in the industry. This presentation provides some basic facts and figures on eight channels in particular: search engine optimization, search engine marketing (SEM / PPC), display advertising, social media marketing, influencer marketing, content marketing, email marketing, and mobile advertising.
SimilarWeb eCommerce experts reveal the marketing strategies behind e-commerce industry leaders in the U.S.
Learn how to:
* Reveal key industry influencers and partners
* Poach traffic from your competitors
* Discover consumer trends
* Understand user behavior in the mobile and app world
How to use the power of data in e-Commerce? Applying the Big Data solutions makes it possible to analyse data in real time. This allows us to use the data not for reports only, but to translate them into action.
Experience Driven eCommerce - Rise To The OccasionWP Engine
Stephan Millies, Principal Product Manager of eCommerce, WP Engine will discuss recent market shifts, which segments are thriving, and how WP Engine eCommerce clients are successfully navigating these uncharted times by adopting a data-driven strategy to activate new channels, promotions and products. What’s worked, what hasn’t and how to apply the insights.
With limited budget and a lean staff, trying to get 3,000 people to attend an annual conference can seem overwhelming since traditional marketing plans don’t typically account for variability. Learn how some associations have thrown out the traditional DIY model in favor of an omni-channel strategy (automated marketing) that leverages marketing platforms. Learn how even a marketing staff as small as three can still deliver results and exceed expectations. Create a framework for your own omni-channel conference marketing plan that creatively combines a social media strategy supplemented by digital advertising.
Multi-Channel Analytics & E-Commerce Success: A Case StudyMark F Simmons
Multi channel analytics are essential in today's multi touch world. Understanding where your conversions are coming from and how other channels contribute to that "last click" is crucial in proper optimization and budget allocation. Learn more about what I do at http://markfsimmons.com.
This case study goes through the steps taken to analyze a successful e-commerce company. It will show how taking a deeper look and using some of the more advanced features of Google Analytics was able to uncover incremental revenue and improve the customer experience.
American Marketing Assocation 2021 Marketing Week - Clark Boyd KeynoteClark Boyd
The digital marketing world is changing so quickly that it can be difficult to keep up. But if we focus on the macro-level forces that are shaping the industry, we are much better prepared for the technological and economic disruptions that come our way.
In this keynote speech, Clark Boyd starts with the broader forces at play, then sets three key digital marketing trends against this backdrop.
In Case you have missed our workshop on Marketing Attribution with Russell McAthy here is the presentation.
Russell has been working in digital for over a decade with data analytics at the heart of his career. Working with businesses from startup to FTSE100 he has guided teams to improve their marketing performance through data led insight.
Following positions in-house, agency and consultancy side he now leads a team as CEO in building a marketing attribution platform. CUBED Attribution is supporting a new view of digital data to enable brands understand how consumers truly interact with their marketing activity both on and offline.
Sales and Marketing 3.0: The High Velocity ModelGGV Capital
This deck looks at the evolution of the next model in enterprise sales and marketing: the high velocity organization. See how high velocity teams use technology, data and automation to align sales and marketing and drive faster leads and conversions.
Strategic Search Marketing: Impression and Enabling InnovationLaura Hampton
Laura Hampton of award winning digital agency Impression explores the topic of strategic digital marketing, and goes into detail on how businesses can improve their SEO to drive traffic and sales. Part of Nottingham Trent University's Enabling Innovation programme.
Social media analytics is... not terribly inspiring, unless you love analytics. Here's the analytics walkthru for people who are NOT inspired by analytics.
this presentation is going to explain the difference between Conventions sales strategy and Digital sales strategy. This is technology era and the old school of selling is not more effective so know more about the difference between Conventional sales and Digital sales strategy.
Forrester Webinar - Individualization Versus PersonalizationZAPinfo.io
See the differences between these to marketing methods and how major shopping sites are utilizing more individualized marketing solutions to drive customer engagement
Online Marketing 101: How to Grow Your Audience in a Digital AgeJonathan Berthold
Online Marketing 101: How to Reach Your Audience in a Digital Age. This is a presentation prepared to explain some of the major channel of online marketing and how marketers and businesses alike can leverage some of the growing trends in the industry. This presentation provides some basic facts and figures on eight channels in particular: search engine optimization, search engine marketing (SEM / PPC), display advertising, social media marketing, influencer marketing, content marketing, email marketing, and mobile advertising.
SimilarWeb eCommerce experts reveal the marketing strategies behind e-commerce industry leaders in the U.S.
Learn how to:
* Reveal key industry influencers and partners
* Poach traffic from your competitors
* Discover consumer trends
* Understand user behavior in the mobile and app world
How to use the power of data in e-Commerce? Applying the Big Data solutions makes it possible to analyse data in real time. This allows us to use the data not for reports only, but to translate them into action.
Tell the story of your customer thanks to your data and take accurate Marketing decisions.
Discover now how weBlend experts can guide you in the Data Jungle!
Webinar Deck: Building Customer Relationships in an Omni-Channel WorldEnsighten
“Building Customer Relationships in an Omni-Channel World”
Connecting the dots in an omni-channel world is a challenge that makes it difficult for brands to form meaningful relationships with their customers. A lack of visibility across channels results in broken customer journeys which undermine efforts to cultivate exceptional brand loyalty. In this webinar we will discuss how to connect the dots so you can focus on optimizing for people, rather than channels.
This webinar will cover:
-Creating robust customer profiles through first party data
-Managing the balance between demographic and real-time data
-Acting on customer insights
-Measuring the impact of a personalized customer journey
SPEAKERS: Rick Weithas, Director of Product Marketing, Ensighten & Jared Polidoro, VP of Client Services, Maxymiser
Bernard Chung, SAP Hybris share his marketing prowess - delivered to a SAP Hybris Global Summit Audience. Customer engagement is constantly evolving. Now it’s not just about providing customers with relevant content. You need to reach them when they want to be reached. By understanding the full context of your customers, you can know exactly when to engage them for better results. Learn three key competencies that can help you go beyond personalized marketing to marketing in the moment.
For more visit us at: http://www.hybris.com/marketing
Teradata Integrated Web Intelligence captures detailed data from online behavior and integrates it with other interactive channels and enterprise data to turn your Enterprise Data Warehouse from Teradata into a powerful marketing tool. Now you can combine online data with traditional offline data in a single location to gain insights into customer behavior that increase the effectiveness and efficiency of your marketing spend across all channels.
For more information, visit www.teradata.com
Changing audience expectations means your marketing message needs to be consistent, in context, personal and relevant, irrespective of what channel your listener uses. Without it, your customer sales, retention, spend and lifetime value all suffer. So, you market, yet which marketing channel is most effective? To understand and anticipate your audience’ needs, you need a real-time 360-degree customer view. Creating it requires torrents of new, structured as well as unstructured data in addition to the means to derive insight from it. That’s where most organisations falter.
Building with Drupal: Personalized Digital Experiences for Higher EducationRachel Wandishin
Due to its flexibility, scalability, and ease of implementation, Drupal has long been the preferred CMS platform for higher education. With personalization becoming an increasingly desirable feature in the marketing toolkit, more and more institutions are looking for ways to incorporate it into their existing Drupal sites — or to put it front and center for new Drupal projects.
By leveraging Acquia Lift’s centralized personalization management platform, integrated with the resilient Drupal experience, we’ll show you how you can deliver relevant content and calls-to-action to your visitors based on their unique consumer journeys — even before you have identified who they are.
In this webinar, we’ll walk you through
- Effective, sustainable, and unobtrusive personalization campaigns for higher education, implemented using Acquia Lift,
- Best practices for colleges and universities to apply personalization to their marketing strategies
- How to implement personalization
Whether you are looking to capture stealth applicants, increase conversions, or reengage prospects, implementing personalization brings relevance to your audiences and helps you achieve your business goals.
3 Ways to Drive Growth Using Your Big DataJim Nichols
Most marketers believe that programs powered by big data have the potential to radically improve business and drive
growth. But understanding the potential value of big data – and actually realizing it – are two very different things.
While many brands have invested millions to collect this
valuable marketing intelligence, few CMOs claim to be
maximizing their results with it. While leveraging your
big data to drive sales isn’t necessarily an easy thing, it is
possible – and it doesn’t require years to develop big data
strategies and tactics you can count on to deliver higher
return. In fact, many can reap the benefits in weeks.
Big data has been hyped so heavily that CMO’s are expecting it to be ‘the’ miracle solution in today’s complex marketing environment. However, what we’re actually seeing, is that most companies are already struggling with the small amount of data they already have accumulated. The trouble is most obvious on these three levels: companies don’t know how to manage the data, companies don’t know how to analyze the data so as to yield insights, companies don’t know how to act upon the new insights. Of course technology is needed. But even more so, a cultural shift in how CMO’s run their daily marketing operations is definitely required. The good news is that, once CMO’s have accomplished this cultural change, they usually don’t go back. Because they realize they now have a huge competitive advantage. Now, those forward-thinking CMO’s are able to use customer data to their advantage by delivering more targeted and relevant messages to people. During this session, you will discover how to embrace the power of data and turn it into gold for your company.
Lessons learned by making data science products at Tokopedia. This includes a recommendation engine, marketing automation and challenges with data science and AI products.
In a world where data-driven decisions shape success, this session is your guide to navigating the complexities of Q4.
Tinuiti’s Retail Media partnership expert will be joined by media buying platform, The Trade Desk, and unified customer data platform, Amperity, to solve the challenges brands face in identifying first-party data sources and building impactful audiences from them. Be prepared to revolutionize your strategy, unlock the latent potential of Customer Data Platforms (CDPs) and Retail Media synergy, and seamlessly activate your campaigns through cutting-edge platforms. Transform your Q4 into a success story that leaves a lasting impact.
This on-demand webinar presents real-world customer examples that illustrate the 4 key steps to close the gap between raw data, meaningful insights and real-time action, including:
Collect and reconcile customer data about identities, profiles, purchase history, preferences, and transactions
Transform and augment this data into a 360° view of the customer with context, intentions, relationships, and interactions
Turn data into insights, with segments, scores, forecasts and recommendations
Connect in real time to the customer touch-points and turn those insights into increased conversion rates and customer loyalty
Seminar on Marketing for Technology Companies, presented for Technology Transfer Office at National University of Ireland Galway on 12 Decemer 2012. Describes how to use web marketing and content to sell high-value, complex technology products online
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Pristatyta el. komercijos konferencijoje "E-komercija '19" 2019-03-19 Vilniuje (https://e-komercija.eu)
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Kodėl elektroninio pašto rinkodara nebėra tai, apie ką turi galvoti rinkodaros profesionalai? Kaip bendravimą su klientais keičia daugiakanalė rinkodara? Kodėl atskirų rinkodaros kanalų naudojimas atsietai nėra efektyvu ir kaip tą pakeisti?
Pristatyta el. komercijos konferencijoje "E-komercija '19" 2019-03-19 Vilniuje (https://e-komercija.eu)
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Pristatyta el. komercijos konferencijoje "E-komercija '19" 2019-03-19 Vilniuje (https://e-komercija.eu)
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Pristatyta el. komercijos konferencijoje "E-komercija '19" 2019-03-19 Vilniuje (https://e-komercija.eu)
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Pristatyta el. komercijos konferencijoje "E-komercija '19" 2019-03-19 Vilniuje (https://e-komercija.eu)
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Įsivaizduokite – esate naujas vadovas, kuris turi max 6-12 mėnesių per kuriuos turite padidinti krentantį pelną, supurtyti esamą stagnaciją ar išgelbėti verslo įmonę nuo bankroto. Didelis emocinis presingas, 20 krentančių puodelių, iš kurių gali pagauti tik 2-3, chaosas, pasipriešinimas pokyčiams. Tam, kad suvaldyti skęstantį verslo laivą reikia visai kitų vadovavimo įgūdžių nei plaukiant ramia jūra.
Prezentacijos metu sužinosite kelias technikas, verslo įrankius, kurių pagalba galėtumėte atlikti reikalingus pokyčius elektroninės komercijos veikloje. Kadangi visos verslo organizacijos anksčiau ar vėliau susiduria su sunkumais ir kardinalių pokyčių reikalingumu, tikėtina, kad po šitos prezentacijos gausite bent 1 naują idėją ar pamoką, leisiančią išvengti brangiai kainuojančių klaidų, kai Jums reiks rekonstruoti savo verslo įmonę.
1.Wireless Communication System_Wireless communication is a broad term that i...JeyaPerumal1
Wireless communication involves the transmission of information over a distance without the help of wires, cables or any other forms of electrical conductors.
Wireless communication is a broad term that incorporates all procedures and forms of connecting and communicating between two or more devices using a wireless signal through wireless communication technologies and devices.
Features of Wireless Communication
The evolution of wireless technology has brought many advancements with its effective features.
The transmitted distance can be anywhere between a few meters (for example, a television's remote control) and thousands of kilometers (for example, radio communication).
Wireless communication can be used for cellular telephony, wireless access to the internet, wireless home networking, and so on.
# Internet Security: Safeguarding Your Digital World
In the contemporary digital age, the internet is a cornerstone of our daily lives. It connects us to vast amounts of information, provides platforms for communication, enables commerce, and offers endless entertainment. However, with these conveniences come significant security challenges. Internet security is essential to protect our digital identities, sensitive data, and overall online experience. This comprehensive guide explores the multifaceted world of internet security, providing insights into its importance, common threats, and effective strategies to safeguard your digital world.
## Understanding Internet Security
Internet security encompasses the measures and protocols used to protect information, devices, and networks from unauthorized access, attacks, and damage. It involves a wide range of practices designed to safeguard data confidentiality, integrity, and availability. Effective internet security is crucial for individuals, businesses, and governments alike, as cyber threats continue to evolve in complexity and scale.
### Key Components of Internet Security
1. **Confidentiality**: Ensuring that information is accessible only to those authorized to access it.
2. **Integrity**: Protecting information from being altered or tampered with by unauthorized parties.
3. **Availability**: Ensuring that authorized users have reliable access to information and resources when needed.
## Common Internet Security Threats
Cyber threats are numerous and constantly evolving. Understanding these threats is the first step in protecting against them. Some of the most common internet security threats include:
### Malware
Malware, or malicious software, is designed to harm, exploit, or otherwise compromise a device, network, or service. Common types of malware include:
- **Viruses**: Programs that attach themselves to legitimate software and replicate, spreading to other programs and files.
- **Worms**: Standalone malware that replicates itself to spread to other computers.
- **Trojan Horses**: Malicious software disguised as legitimate software.
- **Ransomware**: Malware that encrypts a user's files and demands a ransom for the decryption key.
- **Spyware**: Software that secretly monitors and collects user information.
### Phishing
Phishing is a social engineering attack that aims to steal sensitive information such as usernames, passwords, and credit card details. Attackers often masquerade as trusted entities in email or other communication channels, tricking victims into providing their information.
### Man-in-the-Middle (MitM) Attacks
MitM attacks occur when an attacker intercepts and potentially alters communication between two parties without their knowledge. This can lead to the unauthorized acquisition of sensitive information.
### Denial-of-Service (DoS) and Distributed Denial-of-Service (DDoS) Attacks
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC
Ellisha Heppner, Grant Management Lead, presented an update on APNIC Foundation to the PNG DNS Forum held from 6 to 10 May, 2024 in Port Moresby, Papua New Guinea.
This 7-second Brain Wave Ritual Attracts Money To You.!nirahealhty
Discover the power of a simple 7-second brain wave ritual that can attract wealth and abundance into your life. By tapping into specific brain frequencies, this technique helps you manifest financial success effortlessly. Ready to transform your financial future? Try this powerful ritual and start attracting money today!
Multi-cluster Kubernetes Networking- Patterns, Projects and GuidelinesSanjeev Rampal
Talk presented at Kubernetes Community Day, New York, May 2024.
Technical summary of Multi-Cluster Kubernetes Networking architectures with focus on 4 key topics.
1) Key patterns for Multi-cluster architectures
2) Architectural comparison of several OSS/ CNCF projects to address these patterns
3) Evolution trends for the APIs of these projects
4) Some design recommendations & guidelines for adopting/ deploying these solutions.
6. «It is a capital mistake to theorize before one has data. Insensibly one begins
to twist facts to suit theories, instead of theories to suit facts»
– Arthut Conan Doyle, Sherlock Holmes
«More data means more information, but it also Means more false information»
– Nassim Nicholas Taleb, Antifragile: Things That Gain from Disorder
«Information is the oil of the 21st century,
and analytics is the combustion engine»
– Peter Sondergaard, Gartner Research
8. DATA PREPARATION
Get as much as possible
Merge into a single database
DATA USE
Advertising
CRM marketing
Usability
DATA MEASUREMENT
Smart attribution
Omnichannel
Econometrics
We are here
9. WORKSHOP SCHEDULE
10.00 - 10.20 - Introduction. Significance of the topic.
10.20 - 11.30 - How to get the most from existing data? Data availability.
11.30 - 11.45 - Coffee break
11.45 - 13.30 - Down the purchase funnel . Marketing activities with unified database.
13.30 - 14.30 - Lunch
14.30 - 15.45 - How to be perfect in e-com marketing activities?
An ideal ad split, smart attribution and the power of econometrics
15.45 - 16.00 - Coffee break
16.00 - 16.45 - Wrapping up
16.45 - 17.15 - Group discussion
10. PART ONE: HOW TO GET THE
MOST FROM THE EXISTING DATA.
DATA AVAILABILITY
14. BASIC DATA FROM THE CLIENT
NAME /
SURNAME
EMAIL /
PHONE
NUMBER
BIRTHDAY SEX INTERESTS
15. z
Give a reward to a client:
Discounts for birthday data,
special occasional discounts for
specific categories, etc.
MORE DATA FROM
THE CLIENT >>
MORE PROFIT
21. GOOGLE BIGQUERY – A FULLY-MANAGED DATA
ANALYTICS SERVICE IN THE CLOUD
22. Google Analytics free account has
sampled reporting and sometimes
produces skewed data
GA STANDARD GA 360 (PREMIUM)
FREE
Sampled reporting from
500 000 sessions
$150 000+ / year
No sampling up to
100 000 000 sessions
23. USER ID TO GOOGLE ANALYTICS
USER/CUSTOMER ID
CRM SITE
GOOGLE
ANALYTICS
24. TYPES OF USERS WHO VISIT THE SITE
CLIENTS,
REGISTERED
CLIENTS,
NON-REGISTERED
NON-CLIENTS
Any info
available
No info
Can be obtained
it there is a
reason to sign in
No info
To create a
purpose for
signing up
25. HOW TO USE UNIFIED DATA
SINGLE DATABASE - ONE
SOURCE OF DATA
ADVERTISING
SITE
PERSONALIZATION
CRM MARKETING
26. TECHNICAL SOLUTION FOR CRM AND ONLINE
DATA UNIFICATION
an official distributor of Google
solutions and Google partner
for Cloud Console
LINA YARYSH
28. PART TWO: HOW TO THE DATA FOR
EXISTING AND PERSPECTIVE CLIENTS
29. DATA PREPARATION
Get as much as possible
Merge into a single database
DATA USE
Advertising
CRM marketing
Usability
DATA MEASUREMENT
Smart attribution
Omnichannel
Econometrics
We are here
30. SUMMARY OF THE FIRST SECTION
01Data from
clients (as
much as
possible)
02User-ID into
the site and
GA
03Online data
streaming
into Google
Big Query
04CRM data
regular
download
into Google
BigQuery
32. In Google and in social media
Existing
customers
Similar audiences
to existing
customers = look-
alike audiences
Video LAL audience
Email list LAL audience
Conversion-based LAL
audience
Page likes LAL audience
LOOK-ALIKE AUDIENCES IN FACEBOOK
43. EMAIL MARKETING AND CUSTOMER MATCH SYNERGY
Online shoe
shop
Email
marketing
Open
Not open
“Reminder: Get
shoes from new
collection! Use
Code XYZ For An
Extra 10% Off!”
“Introducing new
collection of
summer shoes for
your everyday
activities.”
46. PROGRAMMATIC ADVERTISING – HOW IT WORKS
STEP 1
Someone Clicks on
the webpage
STEP 2
The publisher of the
page puts up the ad
impression for auction
STEP 3
The publisher
holds the
auction among
the advertisers
competing for
the impression
STEP 5
The ad is delivered to
the prospective
customer
STEP 4
The advertiser willing to
bid the most for the
impression wins the right
to display their ad
STEP 6
Customer clicks on the
ad and the advertiser
converts them into
a sale and profits
51. CRM MARKETING – MAJOR STEPS IN THE DEVELOPMENT
ONE MESSAGE
TO ALL
1st
STEP
2st
STEP
“PEOPLE WHO BOUGHT
THIS, ALSO BOUGHT THAT”
PERSONALIZED
MESSAGE
3st
STEP
52. This is Ruta
Affluent young mom,
Homeowner
shops at a national clothing retailer online, in the store,
and occasionally via the app
CRM MARKETING – RUTA’S
EXAMPLE
53. RUTA’S TIMELINE
Online purchase
FIRST PURCHASE
• In search of kids’ toys
• Found a toy that was
offered by the site
based on her previous
buying experience
Three days after
MESSAGE ON
A NEW TOPIC
• The retailer sends Ruta
a health-themed email
• Ruta watches a video
about raising healthy
kids
One week later
PURCHASE OF A
NEW PRODUCT
• Ruta receives an iPhone
message with 15 percent
one-day discount on baby
food
• Ruta purchases a bag
with infant fruit smoothie
“People who bought this,
also bought that”
Personalized message
54. CRM MARKETING – RUTA’S NEW
EXPERIENCE
Before
Now
Increase in lifetime value
55. PERSONALIZATION ROADMAP
01 Unite all possible data on the customer
02 Create triggers for messages
03 Craft the offers
04 Deliver messages
56. TRIGGERS – STEP TWO
Buy of a particular item
Visit of a particular page
Particular geolocation
No buy for a particular
period of time but internet
activity (visits) to the site
Birthday
Buy in a particular category
No buy for a particular
period of time
Buy a several
days/weeks/months ago
A LOT OF
62. Site personalization
“If we have
4.5 million
customers,
we shouldn't
have one
store, we
should have
4.5 million
stores”
Jeff Bezos,
1998
63. SITE PERSONALIZATION
+19%
of revenue
+56%
of customers like their
names mentioned
DYNAMIC PERSONALIZATION
Site changes on
the fly
Generates individual
experiences at the site
Content that perfectly fits
user’s session
65. SITE PERSONALIZATION – MAJOR CUSTOMER’S
CHARACTERISTICS NEEDED
• Demography: Age, race, gender, language, etc.
• Context: Situation in which the visitor views your content
• Customer Journey: Previously bought products, product
categories, average transaction value
• Psychographic: Habits, likes, interests, preferences, etc.
• Geo-location: Where the visitor lives and engages with the
content
• Engagement: Past and current visitor’s interactions with your
content across all channels
• Device: Computer, mobile, or tablet
66. SITE PERSONALIZATION – MAJOR TWO APPROACHES
Personalization
based on the
visitor
Personalization
according to the
product/service
67. TECHNICAL SOLUTION FOR SITE
PERSONALIZATION
The world’s first personalization
technology stack
ANDREY TYSCHENKO
69. PART THREE: HOW TO ASSESS
PROFITABILITY OF WHAT WE HAVE
DONE WITH THE DATA
70. DATA PREPARATION
Get as much as possible
Merge into a single database
DATA USE
Advertising
CRM marketing
Usability
DATA MEASUREMENT
Smart attribution
Omnichannel
Econometrics
We are here
72. TYPICAL MARKETING CAMPAIGN
ALLOCATE
BUDGETS
Divide campaign
into two-three parts –
performance, brand-
oriented, engagement
Assess the results:
- leads in performance
- views, clicks, BR in the
others
73. Performance campaign analytics – typical approach
LTV
calculation
for average service user
P&L
analysis
For the profit from the
user’s revenue
LTV and
profit
calculations
for segments of the
audience
Profit for users from
any audience segments
75. Analytics of the segment – example of LTV calculation
Women 25-34, Kaunas
3 439
Meets criteria of Google and Facebook
Four years with
the service
320
Five years with
the service
31
LTV full
9 orders, revenue - 500 Euro, net profit – 175 Euro
Should we pay for a customer:
60 Euro
150 Euro
167 Euro
76. Fewer years – lower cost of lead
4 years • 175
Euro
3 years • 140
Euro
2 years • 110
Euro
1 year • 70
Euro
83. How can brands meet their marketing goals
across the purchase funnel?
What is the optimal allocation for your
campaign?
How can you make your mobile investment
work harder?
We know last click is lame, but what’s the
better alternative?
QUESTIONS FOR ECONOMETRIC MODELS
85. Econometrics – main formula
Базовый уровень
ttt XXDepVar ...2211
Показывают связь между каждым
фактором (т.к. цена) и зависимой
переменной. В качестве примера
“снижение цены на 1%, приведет к росту
продаж на 1.5%”
Всегда имеется ошибка, так как мы не
обладаем совершенной информацией и
поведение человека в определенной степени
непредсказуемо. Ключевым критерием
является отсутствие корреляции между
ошибкой и каждым из факторов Х
Зависимая переменная
(например, продажи или
трафик)
Каждый X является фактором, который имеет
систематическую, причинно-следственную связь с зависимой
переменной. Участвует столько X-ов, сколько требуется. Они
включают в сеюя такие вещи, как цена, ТВ, активность
конкурентов и т.д.
86. Econometrics – main formula
Period Sales Price Distribution Promotion Income Advt.
Constant/
Base
1
2
3
4
5
6
S1
S2
S3
S4
S5
S6
=
=
=
=
=
=
a x P1
a x P2
a x P3
a x P4
a x P5
a x P6
+
+
+
+
+
+
b x D1
b x D2
b x D3
b x D4
b x D5
b x D6
+
+
+
+
+
+
c x Pr1
c x Pr2
c x Pr3
c x Pr4
c x Pr5
c x Pr6
+
+
+
+
+
+
d x I1
d x I2
d x I3
d x I4
d x I5
d x I6
+
+
+
+
+
+
e x A1
e x A2
e x A3
e x A4
e x A5
e x A6
+
+
+
+
+
+
K
K
K
K
K
K
89. FMCG
Econometrics – modelling
graph – real vs forecasted by
model -100,000
0
100,000
200,000
300,000
400,000
500,000
Week Ending Saturday
UnitSales
Price Distribution & Base Promotions TV Advertising
Demonstrations Seasonality Outdoor Advertising
91. Econometrics – modelling
graph – real vs forecasted by
model
What we saw and
what we can take
from this journey
1. How to get customers’ info
How to assemble all info on
customers
How to use it in marketing and
communication with clients
how to analyze marketing
campaigns