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Big Data in Ecommerce
Teguh Nugraha
Big Data
It describes how much data is part of
our lives, precipitated by accelerated
advances in technology
http://www.internetlivestats.com/
4 V’s of
Big Data
Value Chains of Big Data
● Infrastructure
(Data Origins to Data Integration)
● Analytics
(Data Science world)
● Applications
(Implementation)
Data Origins/Sources
Internal
● Transactional data
● Click/event Streams
● Campaigns data
● Etc
External
● Publisher Data
● Google Analytics
● Mobile Analytics
● SEO Analytics
● Social Media Data
● etc
Analytics
Marketing activities measurements:
Campaign effectiveness:
● Traffics
● Conversion Rate (CVR or CR)
● Gross Merchandise Value (GMV)
● Return on Ad Spend (ROAS)
● Cost: CPC, CPI, CPM, ...
Key Metrics:
● Customer Acquisition Cost (CAC)
● Customer Lifetime Value (CLTV or LTV)
Customer Segmentation
● Demographics
● Product Preferences
● Recency
● Frequency
● Monetary
Product Association
Personalization
● Personalised Content/Messaging
● Recommender System
Dynamic Pricing
Dynamic Pricing is the multiple
price changes in a product at
different times of the day.
These price changes can be based
on the consumer behavior on the
website, the browsing patterns,
etc.
Delivering different content to
customized audiences
Custom Audiences
Thank You
Teguh Nugraha
Sources
● S. Fan et al. 2015. Demystifying Big Data Analytics for Business Intelligence Through the Lens of Marketing Mix.
● http://www.ibmbigdatahub.com/infographic/extracting-business-value-4-vs-big-data
● http://www.business2community.com/big-data/big-data-and-analytics-value-chain-cross-section-0589031
● https://www.linkedin.com/pulse/20140814193544-49814607-dynamic-pricing-the-future-of-ecommerce-in-indi
a

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