1. BEHAVIORAL TRACKING
A BIG DATA CAPTURE CHANGE FOR DIGITAL EVENTS
Dave Nickens
Senior Product Manager,
Head of Behavioral Tracking Platforms
PayPal Global Product Operations
@DaveNickens
linkedin.com/in/dnickens
2. PayPal is the faster, safer way to pay and get paid online, via mobile devices and in
store. The service allows people to send money without sharing financial information, with
the flexibility to pay using their account balances, bank accounts, credit cards or
promotional financing. PayPal is an eBay (NASDAQ:EBAY) company. PayPal is
headquartered in San Jose, Calif. and its international headquarters is located in
Singapore. More information about the company can be found at www.paypal.com.
2
3. LETTING THE NUMBERS
TELL OUR STORY
3 Confidential and Proprietary
$14 billion…
the value of payments that our customers made on mobile devices.
• This was 250% more mobile payments than the $4 billion we facilitated in
2011
• $20 billion – expected mobile payment volume in 2013
2012
4. LETTING THE NUMBERS
TELL OUR STORY
4 Confidential and Proprietary
692 million
the number of payments we processed from October through December.
• 5,223 – Payments per minute
2012
5. LETTING THE NUMBERS
TELL OUR STORY
5 Confidential and Proprietary
123 million
active accounts, adding more accounts in Q4 (2 million per month) than
any other quarter in the last 8 years!
• 190 markets and 25 currencies around the world
• Half of our total revenue in 2012 came from international business
2012
6. LETTING THE NUMBERS
TELL OUR STORY
6 Confidential and Proprietary
23
major US retailers adopted PayPal's offline payment solutions in 18,000
locations.
2012
SOURCE: http://www.linkedin.com/today/post/article/20130117012041-356899-letting-the-numbers-tell-our-story?trk=eml-mktg-condig-0108-p1
8. UNDERSTANDING CUSTOMER EXPERIENCE
8
SYSTEM EMAIL MARKETING EMAIL
PAYPAL HERESOCIAL
PAYPAL POS
MOBILE APP INTERNAL WEB
CONSOLE WEB
EXTERNAL WEB CALL CENTER
WEB IS ONLY 1 CHANNEL (THINK BIGGER!). ARE YOUR
CHANNELS TRACKED IN SILO’S?
MOBILE WEB
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9. SHIFT: MULTI-CHANNEL TRACKING INGEST
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MOBILE WEB GUID POS ID
DEVICE ID
CONSOLE ID
MOBILE APP IDWEB GUID
EMAIL ID
CS ID
Client /
Browser
Server / API
Both
Client and
Server
10. • Consistency
Consistent identifier for tracking all visitors across all channels - Internet
Marketing, Web, Mobile, Email…etc.
• Accuracy
Increase Digital Analytics and Marketing accuracy by reducing 3rd party
blocking solutions which are lossy.
• Efficiency
Facilitating the holistic measurement of user behavior, site usage,
conversion ROI, marketing campaigns and Experimentation.
• Effectiveness
Augment capabilities for Experimentation, Segmentation, Personalization,
Optimization by using a Visitor as opposed to a User (Account)
• Compliance
Regulations (FTC, Consumer Bill of Rights) & Privacy(P3P)
10
GOALS – TRACKING PLATFORMS CONSOLIDATION
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11. 11
KEY CONCEPTS
eMailWeb Page Mobile Rich Clients
HTTPJS Service / API
Big Data Platform
Interaction
Points
Interfaces
Destination
ClickImpression Click-Through …
Tracking
Events
13. ATTRIBUTION MODEL
Channel Impression
Client Server
Click Open
Direct ✓ ✓
Organic Search ✓
Paid Search ✓
Display Offers ✓ ✓
Onsite Offers ✓ ✓
Transactional Emails ✓ ✓
Marketing Emails ✓ ✓
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14. TRACKING PLATFORM ECOSYSTEM
The scope of Digital Analytics goes beyond the web:
Legal &
Compliance
Instrumentation
Infrastructure
& Tools
People
Consumption
Digital Analytics
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Device & System ID’s
Cookies & Beacons
Tracking Tools
Site Databases, Logs
Mobile
PayPal Web
Point Of Sale
Device/Console
Customer Data Protection
Privacy Legislation Enforcement
Governmental Policy Adherence
Industry Direction, ‘Do Not Track’
Reporting
Analytics
Experimentation
Relevance Engines
Governance
Standards
Engagement
Training
Documentation
Process
15. Function / BU
People
Tools &
TechnologiesAnalytics
Process
Tools
&
Technologies
TRACKING PLATFORM CAPABILITIES
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• Marketing Attribution Models
• Risk Models
• Decision Science
• Experimentation
• Data Driven Culture
• Org Structure
• Business
• Product
• Technology
• Governance
• Standards
• Engagement
• Training
• Documentation
• Digital Metrics
• Acquisition
• Activation
• Reporting
• Predictive Modelling
• Big Data
• Hadoop/PDBMS
• Cookies
• Client side (JS)
• Server Side (API)
• Fingerprinting
• Packet sniffing
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16. KEY LEARNING'S & TAKEAWAYS
1. Big Data Platforms allow you to ingest everything into one spot given a
consistent metadata model
2. Do not discriminate between types or sources of data, just make sure you
are acting consistently to ingest across all channels
3. It is very difficult to find one tool or tracking platform that can identify the
same customer in all channels, move away from post fact stitching to
reduce time to insights
4. Be ready for mobile centric commerce: Understand the nuances and
influences of offline and online commerce
5. Make sure the mobile evolution does not outpace your ability to understand
your customers and changing market trends
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17. BEHAVIORAL TRACKING
A BIG DATA CAPTURE CHANGE FOR DIGITAL EVENTS
Dave Nickens
Senior Product Manager,
Head of Behavioral Tracking Platforms
PayPal Global Product Operations
@DaveNickens
linkedin.com/in/dnickens
19. PARADIGM SHIFTS
19
OLD PARADIGM NEW PARADIGM
Page hits on the web for 1 visit with NVP.
Capture Sessions in Time Across devices or
interactions.
Need to know tool specific implementation
details!
Tracking is Tool Agnostic! First Party
Tracking & Web Beacon Consolidation.
Depend on the Web Channel & Browser
Can we look at location via IP Address or
GPS Data
May tools dumping user interaction data by
channel with many post analysis SQL joins
Ingest data alignment will reduce need for
post ingest data alignment jig-saw puzzles
Understand visits by channel to Optimize
your Product Experience and Ad Spend
Think of the customers full journey! Describe
touch points as EVENTS in each channel.
20. • Experienced
Benchmarking
• Segmentation
• Propensity
Modelling
• A/B Testing
• Multivariate Testing
• Quality Scans
• Maximize ROI /
Customer
• Lifetime Value
Analysis
• Conversion
analysis
• Campaign tracking
• ROI tracking
• Integrated auditing
• Behavioural
tracking
• Average basket
size
• Path Analysis/Click
Stream
• Recency,
Frequency and
Monetary Value
EVOLUTION AND VALUE OF DIGITAL
ANALYTICS
• Visitor volumes
• Site visitor flows
• Sessions
• Pages
• Time on site
• CPM/CPC
• Visit to
Purchase
Basic
Analytics
Increase Traffic
Enhanced Engagement
Improved Conversions
Reduced Cost
Value
Enhanced
Analytics
Advanced
Analytics
Evolution of Web Analytics
Crawl Walk Run
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