Andrew Fogg from Import.io discusses how retailers can use real-time web data. He provides 5 examples: 1) Using price and product data from websites to inform pricing strategy. 2) Monitoring comments on marketing videos to analyze sentiment and improve campaigns. 3) Analyzing category posting rates on classifieds sites to prioritize focus areas. 4) Monitoring channel partner websites for unauthorized discounting below minimum retail price. 5) Automatically identifying resellers violating sales territory rules by searching ebay and amazon.

1. Andrew Fogg
Import.io
How real time web data helps retail.

2. heard the phrase “big data” before?

3. make you feel like this?

4. you don’t need me to tell you about
the importance of data in the retail industry

5. you are using data
throughout your business already

6. sales data

7. for stock level management

8. customer data

9. for loyalty programmes

10. product data

11. for special product promotions

12. i am not here to tell you
what you already know

13. i am here to talk about a new kind of data
that is only just becoming available to retailers

14. web data

15. import.io allows anyone to turn a website
into data without writing any code

16. you can treat the web like a database

17. recruiters are using web data

18. to know as soon as jobs get posted online

19. maps providers are using web data

20. to keep up to date with store locations
and opening times

21. and retailers…?

22. i am going to show you 5 different ways that
retailers are using web data

23. all 5 examples are using web data
from import.io

24. 1. pricing strategy

26. sell hard disk drives

27. and they need to know how to price them

28. so they pull web data on all the hard disk drives

29. from all the brands

30. in all of the markets that they operate

31. price data

32. and product properties
500GB
SSD

33. analysis of this data

34. allows them to determine overall trends
and make decisions about…

35. price per gigabyte
$/GB

36. premiums for certain features
$/GB

37. when to discount
$/GB

38. it gives them an overall picture
of the pricing and competitive landscape

39. 2. campaign monitoring

40. all of these sports brands

41. make significant investment in video campaigns

42. that they distribute via youtube

43. youtube provides some statistics on views etc

44. but nothing on comments

45. one of these sports brands

46. uses import.io

47. to extract comments from youtube videos

48. that they then run
through sentiment analysis

49. they perform the same analysis on their
competitors

50. they use this as a feedback metric to help develop
future campaigns

51. 3. demand analysis

53. not the dominant classifieds site in all markets

54. in order to compete, they monitor advert posting
rates in specific categories on competitor sites

55. the data allows them to prioritise
the categories and regions that they focus on

56. simple

57. 4. channel partner management

59. sell laptops

60. via channel partners

61. the channel partners are meant to observe MRP
(Minimum Retail Price)

62. which means no further discounting allowed

63. but sometimes channel partners are a bit naughty
and discount below MRP

64. this is a problem for hp
and the other channel partners

65. so they started pulling web data
from partner websites

66. hp can now include live price data
in their existing reporting process

67. 5. grey market policing

69. sell cosmetics through
their website and via resellers

70. resellers are not permitted
to sell through amazon or ebay

71. searching ebay and amazon listings for infringing
resellers is time consuming and ineffective

72. web data allows the arbonne legal department to
identify infringing resellers automatically

73. it is even possible for them to issue enforcement
notices automatically

74. helps them relax

75. So how do we feel now?

76. a little less like that…

77. a little more like this

78. Questions?
learn more about web data
www.import.io