Andrey Sverdlov, "How analytics can boost ecommerce"
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Andrey Sverdlov, regional manager at international analytics solution provider AT Internet, will tell us how best analytics may be used to improve e-commerce performance.
![Trends in analytics
for ecommerce
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE
M O S C O W , J U N E 4 - 5 , 2 0 1 5
[Company
logotype]](https://image.slidesharecdn.com/tldpalswqmiu5kpivebf-signature-03361295a359b796e726aeef02aa7f95d1137a37f33c3206669cfb0c4599aba8-poli-150604200210-lva1-app6892/85/Andrey-Sverdlov-How-analytics-can-boost-ecommerce-1-320.jpg)
![About AT Internet[Company
logotype]
E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 2](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Andrey Sverdlov, "How analytics can boost ecommerce"
- 1. Trends in analytics for ecommerce EDAYS INTERNATIONAL E-COMMERCE CONFERENCE M O S C O W , J U N E 4 - 5 , 2 0 1 5 [Company logotype]
- 2. About AT Internet[Company logotype] E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 2
- 3. About AT Internet E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 3 Years experience in digital analytics Customers from all sectors Sites and apps measured Server calls processed monthly Customer support satisfaction rate 1 of 4 global leaders 19 3,800+ 400,000+ 100B+ 96%
- 4. What goes on now E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 4
- 5. What goes on now Everybody does • multichannel • recommendations • emailing • funnel optimisation • catalogue dev E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 5
- 6. What goes on now Yes, but it leads to local suboptimisation E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 6
- 7. What comes next E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 7
- 8. What comes next E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 8 Early majority stage Customer journey
- 9. What comes next E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 9 Early adopters stage Online-offline customer tracking
- 10. What comes next E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 10 Innovators stage TV/radio ads tracking
- 11. Outcome E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 1. Value of the data is what really matters not the data storage size and not isolated silos 2. Measure to know your customer but not to collect the data 3. Adapt your business to customer expectations which you might get from the data 11
- 12. Staying at your disposal E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 12 LET’S TALK DATA! Andrey Sverdlov Regional manager Russia
Editor's Notes
- Hello, I’d like to share with you several trends in analytics that we see worldwide and in Russia.
- Couple of words of our company to give you a reason to trust me
- We have almost 20 years of experience in digital analytics field. We’re focusing on behavioral analysis and product analytics in web and mobile. And we have our own solution developed over these years. Originating from France we’re active worldwide from Brazil to Singapore guiding and supporting our customers all around the world. And we’re proud to be 1 of global leaders in our field. Forrester says so.
- Ok, back to the topic. What trends do we see now?
- Those are multichannel, recommendations, emailing, funnel optimization and catalogue development. I’m pretty sure you know it better than I do, so I’m not going to spend too much time on these.
- The only thing I’d like to warn you about is that focusing on these may lead to local suboptimisation which in turn hurts your business.
- Instead I’d like to focus on what comes in next 2-3 years to Russia.
- First thing is the customer journey across devices. Almost every company that we talk to talks about it, but very few really do. The main obstacle here is of course identifying single customer on several devices, but there are several ways to fight it and raise identified rate several times. We do it for our customers. From my perception adopting this trend is crucial for success of every online business in next 2-3 years.
- The second trend which is in early adopters stage is what we call online=offline tracking. One thing is to track a visitor on several devices and another is link his online activities with offline steps. Here I want to highlight 2 measureable and actionable things: Call-center tracking: whenever your company has a phone communication to your client your goal is to identify him. As soon as do it you’re able to use all online data to make a personal proposition and then enrich this online profile with the outcome of the call. In-store offline interactions: whenever customer enters your store and your consultant is able to identify him you are enabling the same scenarios. It leads to many upsell opportunities, but it also enables offline abandoned cart tracking and further online remarketing based on these carts. The key here is to identify a visitor either via consultant or a self-service terminal.
- The third trend it TV tracking. Let me show you a short video describing the thing and the way to measure it.
- To recap my short speech the global trends are about collecting data from everywhere, but the key here is to think first of the value you can extract from it. The most precious thing in our perception is the knowledge of your audience intentions and motivation that you use to adapt your offer. We believe that analytics with these things in mind will make the world a bit better. At least for companies that use it. Thank you.