This document summarizes a presentation on marketing intelligence and key performance indicators (KPIs) for an online fashion retailer called Zalando. It provides an overview of Zalando's business facts and figures, including annual net sales, customer base, product selection, and geographic reach. It then discusses best practices for working with KPIs, including defining clear goals, asking the right questions, understanding different data sources, and looking beyond obvious metrics to more nuanced engagement and performance indicators. The presentation emphasizes quantifying business questions and not overfocusing on numbers.

1. LETHAL KPIS
M A R K E T I N G I N T E L L I G E N C E
M O B I L E R O U N D T A B L E
L I O R B A R A K
2 7 - 0 6 - 2 0 1 6

2. 2
Facts & Figures
Do`s and Don`ts
Creating the story
WHAT WILL WE SPEAK
ABOUT?

3. FACTS & FIGURES

4. 4
ZAL AND O AT A GLANCE
~3billion EURO
net sales 2015
50%return rate across
all categories
~160
million
visits
per
month
~18
millionactive customers
>150,000
product choices
10,000+
employees in
Europe
15
countries
>1,500
brands

5. 5
WE OFFER A SUCCESSFUL AND CURATED ASSORTM ENT
HIGHLY
EXPERIENCED
category management
>19M
app downloads
>250
designers
& stylists
150,000
articles from
>1,500
international brands
private
labels16
LOCALIZATION
of the assortment

6. 6
DEVELOPM ENT TOWARDS A SUSTAIN ABLE GROWTH
2010 2011 2014
1768.0*
2013
1158.7*
2012
509.9*
154.0*
2214.0*
2014 - 2015
• concluded 2014 successfully
• DACH clearly profitable
• approximated 3 billion mark
• focus on development of platform
strategy
2010 - 2012
• start of geographic and
assortment expansion
• break-even in DACH
2012 - 2013
• 1 billion net sales in DACH
• break-even DACH
• more net sales international than in
Germany
• apparel largest category
t
2015
2958.2**Net sales in million €

7. 7
2008-2009
2010
2011
2012-2013
WE BRING FASHION TO PEOPLE IN 15 COUNTRIES

8. 8
WHAT STARTED AS
A SIMPLE ONLINE
SHOP…

9. 9
… HAS BECOME THE
EUROPEAN ONLINE
PLATFORM
FOR FASHION

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

11. 11
UNDERST AND THE
DIFFERENCE
BETWEEN YOUR
DATA SOURCES

12. 12
DEFINE YOUR GOAL
AS A TEAM

13. 13
CREATE:
• MAIN QUESTION
• 3 SUB QUESTIONS

14. 14
YOUR USERS ARE
NOT THE SAME,
LEARN ABOUT THEM

15. 15
DON’T CREATE A
WAR ZONE FROM
YOUR DATA

16. 16
DON’T OVER
POPULATE YOUR
DAY WITH NUMBERS

17. 17
NEVER STOP
QUESTIONI NG YOUR
QUESTIONS

18. 18
CAN YOU QUANTIFY
IT?

19. CREATING THE STORY

20. 20
DON’T FOCUS ON
THE OBVIOUS

21. 21
• Impressions and clicks
• Installs
• Logins or registrations
• Costs
• CPI
• CPO
• CPA
• Orders
• Revenues
THE OBVIOUS KPIS

22. 22
Products viewed
Add to basked or wish list activity
# of Categories
# of Brands
# of sessions
ENGAGEMENT

23. 23
Abandoned cart %
Key products
Session time
Time to first login
Key pages
ENGAGEMENT

24. 24
0%
10%
20%
30%
40%
50%
60%
70%
D3 D7 D14 D21 D28 D56
User retention
ARPU
ARPS
CLV
PERFORM ANCE

25. 25
• Channel
• Creative
• Type of ad
• OS
• OS version
• Gender
• Payment type
• Address
• IP country VS. Target country
WHAT ELSE SHOULD YOU LOOK AT?

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
2 7 - 0 6 - 2 0 1 6
M A R K E T I N G I N T E L L I G E N C E
M A R K E T I N G A N A L Y S T M A N A G E R