This document summarizes a presentation given by Lior Barak on engagement KPIs and promotions at Zalando. It discusses how Zalando has grown to operate in 15 countries with over 19 million active customers and 3 billion euros in net sales in 2015. It also discusses how marketing, finance, and product teams can better align by focusing not just on orders but also user engagement through metrics like WAUs, sessions, and quality indexes. The presentation provides recommendations for setting KPIs including defining clear goals and understanding how data sources are structured.

1. ENGAGEMENT
KPIS
A P P P R O M O T I O N S U M M I T
B E R L I N 2 0 1 6
L I O R B A R A K
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2. 2
LIOR BARAK –
MARKETI NG
INTELLIGENCE
Marketing analyst
From: Israel
MA in Decision Making and BA in
Business
Favorite app: Vivino
@liorb | lior.barak@zalando.de

3. 3
Intro
About Zalando
Creating the Story
Our Do’s and Don’t’s
AGENDA

4. FACTS & FIGURES

5. 5
ZAL AND O AT A GLANCE
~3billion EURO
net sales 2015
>50%orders coming from
mobile devices
~160
million
visits
per
month
~19
millionactive customers
>200,000
product choices
11,000+
employees in
Europe
15
countries
~65%
mobile visits

6. 6
2008-2009
2010
2011
2012-2013
WE BRING FASHION TO PEOPLE IN 15 COUNTRIES

7. 7
HOW CAN WE
MEASURE THE
QUALITY OF OUR
ENGAGEMENT
EFFORTS?

8. CREATING THE STORY

9. 9
WAUs
Orders
Quality Indexes
Sessions
PCII
IT’S NOT ALL ABOUT
ORDERS?

10. 10
• We all know there is a difference
between Product(developers),
Finance and Marketing
1. Marketing/Channel managers –
Have I achieved my goal?
2. Finance people – How much have
we spent?
3. Product managers and developers
– How does the user behave?
HOW CAN WE ALIGN?

11. 11
INCREASI NG
SPENDING DOES
NOT ALWAYS BRING
INCREASE IN PROFIT
Profit
Spending

12. 12
A USER IS NOT
COMING ONCE A
QUARTER.

13. 13
WE MADE
ENGAGEMENT
MEASUREM ENT SO
SIMPLE EVEN OUR
DEVELOPERS CAN
STEER WITH IT.

15. 15
MANY PERSONS
TAKE NO CARE OF
THEIR MONEY TILL
THEY COME NEARLY
TO THE END OF IT,
AND OTHERS DO
JUST THE SAME
WITH THEIR TIME.
J O H A N N W O L F G A N G V O N G O E T H E

16. 16
WE FOUND THAT A
REAL IMPACT OVER
OUR ENGAGEM ENT
STARTS WITH
SIMPLE DATA SETS.

17. 17
WHAT ARE OUR
QUALITY INDEXES?

18. DO`S AND DON`TS, WORKING WITH KPIS

19. 19
SETTING KPIS
• Do
Before setting the KPIs, define
the team goals.
• Don’t
Force the team to use KPIs that
make no sense for them.

20. 20
• Do
Ask one main question, define what
affects this question.
• Don’t
Define your question as a purpose.
QUESTIONS

21. 21
DAT A STRUCTURE
• Do
Understand the difference
between your data sources.
• Don’t
Take the date structure as
granted, know how to align the
different sources.

22. 22
USERS
• Do
Understand who are your users,
they are not the same but they
needs to be aligned.
• Don’t
Create too many data sources
and reports to answer your users
needs.

23. 23
ALIGN THE KPIS
• Do
Always make sure you align with
other departments about how the
KPIs are calculated.
• Don’t
Create a data war zone.

24. 24
CHECK YOUR DAT A RELEVANCE
• Do
Every quarter ask for the
relevance of the reported KPIs
and adopt them according to the
changes.
• Don’t
Let people forget why you
constructed the dashboards to
begin with.

25. 25
CREATE ONE TRUE SOURCE
• Don’t let excel files control your data.
• Connect as many APIs as you can.
• Go as low as you can with the data
and only then aggregate it.
• Keep control over the data.

26. L I O R B AR A K
L i o r . b a r a k @ z a l a n d o . d e
@ l i o r b
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M A R K E T I N G I N T E L L I G E N C E