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
0 9 - 0 8 - 2 0 1 6

2. 2
Facts & Figures
Do`s and Don`ts
Engagement KPIs
What should I look at?
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. 1 5 G R A H A M C R A C K E R S ,
C R U S H E D
2 T A B L E S P O O N S B U T T E R ,
M E L T E D
4 ( 8 O U N C E ) P A C K A G E S
C R E A M C H E E S E
1 1 / 2 C U P S W H I T E S U G A R
3 / 4 C U P M I L K
4 E G G S
1 C U P S O U R C R E A M
1 T A B L E S P O O N V A N I L L A
E X T R A C T
1 / 4 C U P A L L - P U R P O S E
F L O U R

12. 12
UNDERST AND THE
SOURCE OF THE
DATA

13. 13
DEFINE YOUR GOAL
AS A TEAM

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

15. 15
DON’T OVER
POPULATE YOUR
DAY WITH NUMBERS

17. 17
Products viewed
Add to basked or wish list activity
# of Categories
# of Brands
# of sessions
ENGAGEMENT

18. 18
Abandoned cart %
Key products
Session time
Time to first login
Key pages
ENGAGEMENT

19. 19
0%
10%
20%
30%
40%
50%
60%
70%
D3 D7 D14 D21 D28 D56
User retention
ARPU
ARPS
CLV
PERFORM ANCE

20. 20
• Channel
• Creative
• Type of ad
• OS
• OS version
• Gender
• Payment type
• Address
• IP country VS. Target country
WHAT ELSE SHOULD YOU LOOK AT?

21. 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