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Big Data in Ecommerce

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Leveraging big data for marketing mix in ecommerce

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Big Data in Ecommerce

  1. 1. Big Data in Ecommerce Teguh Nugraha
  2. 2. Big Data It describes how much data is part of our lives, precipitated by accelerated advances in technology http://www.internetlivestats.com/
  3. 3. 4 V’s of Big Data
  4. 4. Value Chains of Big Data ● Infrastructure (Data Origins to Data Integration) ● Analytics (Data Science world) ● Applications (Implementation)
  5. 5. Data Origins/Sources Internal ● Transactional data ● Click/event Streams ● Campaigns data ● Etc External ● Publisher Data ● Google Analytics ● Mobile Analytics ● SEO Analytics ● Social Media Data ● etc
  6. 6. Analytics Marketing activities measurements: Campaign effectiveness: ● Traffics ● Conversion Rate (CVR or CR) ● Gross Merchandise Value (GMV) ● Return on Ad Spend (ROAS) ● Cost: CPC, CPI, CPM, ... Key Metrics: ● Customer Acquisition Cost (CAC) ● Customer Lifetime Value (CLTV or LTV)
  7. 7. Customer Segmentation ● Demographics ● Product Preferences ● Recency ● Frequency ● Monetary
  8. 8. Product Association
  9. 9. Personalization ● Personalised Content/Messaging ● Recommender System
  10. 10. Dynamic Pricing Dynamic Pricing is the multiple price changes in a product at different times of the day. These price changes can be based on the consumer behavior on the website, the browsing patterns, etc.
  11. 11. Delivering different content to customized audiences Custom Audiences
  12. 12. Thank You Teguh Nugraha
  13. 13. Sources ● S. Fan et al. 2015. Demystifying Big Data Analytics for Business Intelligence Through the Lens of Marketing Mix. ● http://www.ibmbigdatahub.com/infographic/extracting-business-value-4-vs-big-data ● http://www.business2community.com/big-data/big-data-and-analytics-value-chain-cross-section-0589031 ● https://www.linkedin.com/pulse/20140814193544-49814607-dynamic-pricing-the-future-of-ecommerce-in-indi a

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