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Predictive ecommerce
The document discusses using predictive analytics and machine learning models to gain insights from customer data to improve ecommerce sales and marketing. It describes how analyzing things like customer browsing behavior, purchases, and demographics can be used to create customer segments and target personalized marketing messages. It provides an example of how one company achieved a 300% sales increase by applying these techniques but then saw sales decrease by 50% after the team left and the new team did not have the same understanding of predictive modeling and customer data.
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Predictive ecommerce
- 1. PREDICTIVE BY GÜNTHER HASLBECK OVENGAMEDIA ECOMMERCE
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- 3. CREATETHEMODEL ✓ WHAT PRODUCTSDID THEY LOOK AT BEFORE THEY MADE A PURCHASE? ✓ WHAT PAGES DID THEY VIEW BEFORE MAKING THAT PURCHASE? ✓ DID THEY LOOK AT THE PRODUCTS’ DESCRIPTIONS? ✓ DID THEY READ USERS’ REVIEWS? ✓ HOW MANY REVIEWS DID THEY READ? ✓ DID THEY READ BOTH POSITIVE AND NEGATIVE REVIEWS? ✓ DID THEY PURCHASE SOMETHING ELSE IN ADDITION TO THE PRODUCT THEY CAME LOOKING FOR?
- 4. THINKBUSINESS ✓ THOROUGHLY UNDERSTANDTHE BUSINESS PROBLEM WE’RE TRYING TO SOLVE. ✓ OBTAIN AND PREPARE THE DATA WE WANT OUR MODEL TO WORK WITH. ✓ RUN STATISTICAL ANALYSIS, DATA-MINING, AND MACHINE- LEARNING ALGORITHMS ON THE DATA.
- 5. STEPBYSTEP ✓ EXTRACT THEFACTS THAT ARE CURRENTLY HAPPENING. ✓ DISTINGUISH PRESENT FACTS FROM THOSE THAT JUST HAPPENED. ✓ DERIVE POSSIBLE SCENARIOS THAT COULD HAPPEN. ✓ RANK THE SCENARIOS ACCORDING TO HOW LIKELY THEY ARE TO HAPPEN. ✓ USE EXISTING DATA FROM YOUR CATALOG, CRM … ✓ USE BUSINESS KNOWLEDGE
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- 7. CATEGORIES IP CLICKS IN> HEILPRAKTIKER > HOMÖOPATHIE INTO 1 BOOK IP HEILPRA KTIKER
- 8. CATEGORIES IP CLICKS IN> HEILPRAKTIKER > NATURHEILVERFAHREN INTO 2 DIFFERENT BOOKS IP HEILPRA KTIKER HOMÖO PATHIE NATUR HEIL 1 BOOK 2 BOOKS
- 9. BASKETTOCRM IP PLACES BOOKFROM > HEILPRAKTIKER > HOMÖOPATHIE INTO BASKET AND BUYS USER HEILPRA KTIKER NATUR HEIL CRM
- 10. WE KNOW CUSTOMER NOW HOWABOUTOFFLINE CUSTOMER
- 11. EANIDENTIFIESUNIQPRODUCT CUSTOMER REGISTERS AT WEBPORTALFOR BONUS MATERIAL USER HEILPRA KTIKER EAN in Product catalog
- 12. ADDUSERTOCRM DATA IS ENOUGHTO IDENTIFY INTEREST OF CUSTOMER.. WHY SHOULD HE BUY STUFF AND REGISTER WHICH IS NOT FROM INTEREST? USER HEILPRA KTIKER CRM
- 13. ADDMOREDATA USER HEILPRA KTIKER Sell Score: 2 Order Amount: 2 Akupun ktur Sell Score: 1,8 Order Amount: 2 Most soled Books are for Group: Private Use | Students | Professionals Score: 1 | 2 | 3
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- 15. SEGMENTBYCUSTOMERS USER USER USER USER USER USER USER USER USER USER SIMPLE SQL OR SEGMENT BY BAYES ALGORITHM OR OTHER HELPFULL TOOLS
- 16. MAILBYGROUPS USER USER USER USER - SEND MAIL BY GROUPS TO A/B TEST YOUR MAILINGS - DONT SEND TO ALL AT ONCE, OR YOU HAVE ONLY ONE SHOT! Mail Vers A ClickRate 1 Mail Vers B ClickRate 2 Mail Vers B ClickRate 2
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- 18. SALESINCREASED BY 300 %! (XMIO€/YEAR)
- 19. U COULD DOMORE - WE STOPED HERE
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- 22. SALESDECREASED BY -50% ! COMPAREDTOLASTYEAR 2011 2013 2012 2014 2015 2010 NEWTEAM TEAMLEFT NEWSHOP
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- 27. BUT THEYDONOT UNDERSTAND*THE FOLLOWING... * NOT BADWORDS,THEYAREVERYGOOD INWHATTHEYARE DOING,ITS JUST NOT HELPFULL FOR GERMANY
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- 34. CHECK OUR WEBSITE OVENGA MEDIA# CANHELP WWW.OVENGA-MEDIA.DE