Wine, DTC, Ecommerce and Data

•

1 like•162 views

Andrew Kamphuis

The talk by Andrew Kamphuis at the Emetry Data Summit on using data to improve the customer experience.

Marketing

2000
to
2008
Ecommerce Big DataMobile
2008
to
2016
2016
to
???

Google searches
Source: https://dataconomy.com/2017/07/6-ways-use-big-data-ecommerce/
55K
In 1 Sec

YouTube video views
125K
In 1 Sec
Source: https://dataconomy.com/2017/07/6-ways-use-big-data-ecommerce/

Tweets
Source: https://dataconomy.com/2017/07/6-ways-use-big-data-ecommerce/
6K
In 1 Sec

Facebook messages
Source: https://dataconomy.com/2017/07/6-ways-use-big-data-ecommerce/
521K
In 1 Sec

Snapchat messages
Source: https://dataconomy.com/2017/07/6-ways-use-big-data-ecommerce/
9K
In 1 Sec

Emails sent
Source: https://dataconomy.com/2017/07/6-ways-use-big-data-ecommerce/
2.5M
In 1 Sec

Have minimal
amounts of data
Source: http://www.noahdatatech.com/big-data-in-ecommerce
Retailer issues:
29%

Rarely collect data
Retailer issues:
39%
Source: http://www.noahdatatech.com/big-data-in-ecommerce

Don’t have the tech
or resources
Retailer issues:
42%
Source: http://www.noahdatatech.com/big-data-in-ecommerce

Don’t use data effectively
Retailer issues:
45%
Source: http://www.noahdatatech.com/big-data-in-ecommerce

Unable to access data
Retailer issues:
51%
Source: http://www.noahdatatech.com/big-data-in-ecommerce

You and ecommerce
AOV
Lifetime value
Retention rate
Conversion rate
Recency
Open rate

Club data
o Decline rates
o Signup rates
o Cancel rates

The need for reports
Staffing
Production
Planning
Predictions
P & L

Takeaway
Use data to
improve the
customer
experience

Improving the customer experience
1. Use data to create more personalized experience
2. Use data to optimize customer service
3. Use data to create a better club experience
4. Use data to increase conversion
5. Use data to dynamically price products

Personalization increases sales
43%29%35%
Clothing Non-clothing Multi category

Can we do the same
process with our
inhouse customer
service agents?
Admin panel

Subscription economy
60-80k Members?? 125k Members??

POS • Ecommerce • Wine Club • CRM
Andrew Kamphuis
andrew@commerce7.com

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As we advance further into the digital age, artificial intelligence (AI) continues to evolve, shaping various industries and aspects of our daily lives. The advancements in AI for 2024 promise significant transformations across multiple sectors. From agentic AI and open-source AI to AI-powered cybersecurity and sustainability, these trends highlight the growing influence of AI on our world. By staying informed and embracing these trends, businesses and individuals can harness the power of AI to innovate and thrive. This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend. Top 10 AI Trends to Watch in 2024 Trend 1: Agentic AI Overview of Agentic AI Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances. Impact of Agentic AI Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements. Examples and Use Cases of Agentic AI Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety. Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security. Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary. Trend 2: Open Source AI Overview of Open Source AI Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education. Impact of Open Source AI The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences. Examples and Use Cases of Open Source AI TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.

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28.

29.

30. Our data activities are inward

31.

32. Takeaway Use data to improve the customer experience

33. Improving the customer experience

34. Improving the customer experience 1. Use data to create more personalized experience 2. Use data to optimize customer service 3. Use data to create a better club experience 4. Use data to increase conversion 5. Use data to dynamically price products

35. Improving the customer experience 1. Use data to create more personalized experience 2. Use data to optimize customer service 3. Use data to create a better club experience 4. Use data to increase conversion 5. Use data to dynamically price products

36. We know everything + +

37. Personalization increases sales 43%29%35% Clothing Non-clothing Multi category

38. What can wineries do?

39.

40.

41.

42. Personalized email

43. Improving the customer experience 1. Use data to create more personalized experience 2. Use data to optimize customer service 3. Use data to create a better club experience 4. Use data to increase conversion 5. Use data to dynamically price products

44. 83%Customers who have issues online

45.

46. What can we do better?

47.

48. Can’t we serve up something more likely to meet their needs? Customer profile

49. A miss delivery of wine causes a 50% decrease in lifetime value. Customer profile -50%

50. If an order hasn’t been delivered – can we show them that immediately? Customer profile

51. If a club email has just gone out can we show them their club immediately? Customer profile

52. If a club was just edited or put on hold can we show them that immediately? Customer profile

53. If a payment declines can or there is another issue can we show them that immediately? Customer profile

54. Can we notify them of an issue no matter what page they are on on our site? Customer profile

55. Can we do the same process with our inhouse customer service agents? Admin panel

56. Improving the customer experience 1. Use data to create more personalized experience 2. Use data to optimize customer service 3. Use data to create a better club experience 4. Use data to increase conversion 5. Use data to dynamically price products

57. Traditional club is dying

58. Subscription economy 60-80k Members?? 125k Members??

59. The modern club

60. 11%User choice lift

61. User choice lift $150

62. Can we be more customer centric?

63. Visual user choice

64. One click club emails

65. Cancel club online

66.

67. Improving the customer experience 1. Use data to create more personalized experience 2. Use data to optimize customer service 3. Use data to create a better club experience 4. Use data to increase conversion 5. Use data to dynamically price products

68. Identify trouble pages

69. Prevent abandoned carts

70. Prevent abandoned carts

71. Improving the customer experience 1. Use data to create more personalized experience 2. Use data to optimize customer service 3. Use data to create a better club experience 4. Use data to increase conversion 5. Use data to dynamically price products

72. Upfront pricing

73. Closing challenge

74. Takeaway Use data to improve the customer experience

75. A few tools

76. A few firms

77. Takeaway Use data to improve the customer experience

78. POS • Ecommerce • Wine Club • CRM Andrew Kamphuis andrew@commerce7.com