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    Big Data in E-Commerce. How To Use The Power of Data in E-Commerce?

    Uploaded by

    Miles Timothy
    The document discusses how e-commerce companies can use big data analytics. It outlines various data sources for e-commerce like orders, products, visits, campaigns, and social media. The data can be used to answer questions about best sellers, customer return rates, and more. However, the real value is in taking action based on the insights, like personalized recommendations and targeted promotions. Examples are given of companies like T-Mobile, Starbucks, and Nordstrom that have improved customer retention and increased revenue through big data-driven initiatives. The future will see more advanced machine learning and personalized experiences powered by conversational assistants.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Big Data in E-Commerce. How To Use The Power of Data in E-Commerce?

    Uploaded by

    Miles Timothy
    33 views20 pages
    The document discusses how e-commerce companies can use big data analytics. It outlines various data sources for e-commerce like orders, products, visits, campaigns, and social media. The data can be used to answer questions about best sellers, customer return rates, and more. However, the real value is in taking action based on the insights, like personalized recommendations and targeted promotions. Examples are given of companies like T-Mobile, Starbucks, and Nordstrom that have improved customer retention and increased revenue through big data-driven initiatives. The future will see more advanced machine learning and personalized experiences powered by conversational assistants.

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    data big

    Original Title

    Bigdataine Commerce 150427012611 Conversion Gate02

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    The document discusses how e-commerce companies can use big data analytics. It outlines various data sources for e-commerce like orders, products, visits, campaigns, and social media. The data can be used to answer questions about best sellers, customer return rates, and more. However, the real value is in taking action based on the insights, like personalized recommendations and targeted promotions. Examples are given of companies like T-Mobile, Starbucks, and Nordstrom that have improved customer retention and increased revenue through big data-driven initiatives. The future will see more advanced machine learning and personalized experiences powered by conversational assistants.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    33 views20 pages

    Big Data in E-Commerce. How To Use The Power of Data in E-Commerce?

    Uploaded by

    Miles Timothy
    The document discusses how e-commerce companies can use big data analytics. It outlines various data sources for e-commerce like orders, products, visits, campaigns, and social media. The data can be used to answer questions about best sellers, customer return rates, and more. However, the real value is in taking action based on the insights, like personalized recommendations and targeted promotions. Examples are given of companies like T-Mobile, Starbucks, and Nordstrom that have improved customer retention and increased revenue through big data-driven initiatives. The future will see more advanced machine learning and personalized experiences powered by conversational assistants.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 20

    Big Data in e-Commerce.

    How to Use the Power


    of Data in E-Commerce?

    Tom Karwatka
    Monitoring E-Commerce Today
    Today, the majority of the e-commerce world monitors the following
    indexes:
    NC (new customer);
    RC (retained customer);
    ROI (return on investment);
    CLV (customer lifetime value);
    ROI CLV;
    RR (return rate);
    CR (conversion rate);
    CPO (cost per order);
    CPNC (cost per new customer);
    CPRC (cost per retained
    customer);
    Sources of Data in E-Commerce

    E-commerce Social data


    Orders FB
    Products Twitter
    Baskets Google
    Visits Cookies /
    Users reMarketing / MA
    Marketing campaigns Google Analytics
    Referring links
    and many others
    Keywords
    Catalogues browsing
    The Choice of Data Source in Traditional Retail Is Even Greater

    Already in 2012 the Walmart transaction database was estimated to have 2.5
    petabyte of customer data.

    Source: http://www.slideshare.net/MarketResearchReports/big-data-1
    Questions the Analytics Can Answer

    What are the best sellers in a category?


    Is the most watched product at the same time the best selling one?
    Which products sell best among the users who have already bought an item in
    the product category?
    How often does a given user group (eg., new users) return to your shop?

    The problem is, however, that answering these questions does not lead directly
    to a bigger profit.
    Companies often get discouraged as the answers are difficult to apply in real
    life.
    The Actionable Data
    Applying the Big Data solutions makes it possible to analyse data in real time. This
    allows us to use the data not for reports only, but to translate them into action
    usually personalized and in real time.

    Collaborative filtering Regression


    Indicating trends or the lack of
    Using the information on users' trends
    actions to automatically find Predicting stocks
    the correlations between: Anticipating a product's future
    Elements on a website popularity
    A keyword and the link chosen Anticipating the future popularity
    of promotions
    Recommendations Assessing the effect of marketing
    Products activities on sales or the number
    Offers of users

    Classification Categorization and


    Users who continue shopping
    segmentation
    Customers
    Products
    Example: Actionable Data

    If, thanks to Big Data, we can find the correlation between the social
    media and our system data, then taking into account that:
    40% users purchased a product after liking or sharing it on social media
    71% users of social media buy mainly based on recommendations

    We can prepare shopping recommendations for specific customers,


    based on their social media behavior.
    Example: T-Mobile

    Billings, social media data

    Selecting clients for migration to


    premium models

    Detecting clients with high Lifetime


    Customer Value

    Source: http://www.slideshare.net/Dell/big-data-use-cases-36019892?related=1
    Example: CREDEM Banca

    Predicting what products and


    services will a customer like

    Increasing an average revenue on a


    customer by 22%

    Marketing costs reducted by 9%

    Source: http://www.slideshare.net/Dell/big-data-use-cases-36019892?related=1
    Example: STARBUCKS

    Collecting the data about the


    customers' orders

    Personalizing adverts

    Personalizing vouchers

    Selecting the customers losing their


    interest in the offer

    Recovering lost customers

    Source: http://www.slideshare.net/Dell/big-data-use-cases-36019892?related=1
    Example: NORDSTROM

    Aggregating data from www pages,


    social media, transactions, loyalty
    program.

    Choosing a message based on the


    customer's preferred
    communication channel.

    Source: http://www.slideshare.net/Dell/big-data-use-cases-36019892?related=1
    Example: EasySize
    Analyzing orders and returns using the findings to decide which
    sizes in different brands would fit a given person.

    Source: http://easysize.me
    Example: EasySize
    Results: decrease in returns by 35-40%

    easysize.me

    Source: http://easysize.me
    Example: Promotional Activity of Brands

    Using a consumer mobile app,


    we collected the information on
    the special offers in shopping
    malls that customers find
    attractive.
    The data let us answer the
    questions:

    The Kizzu app is available on


    Which brands have the highest iPhone and Android. Over
    promotional activity? 10.000 users enjoy the app. It
    gives the information on
    current promotions in the
    Which special offers are the most users shopping malls.

    effective?
    Example: Promotional Activity of Brands
    Among the most popular special offers,
    we found also some less popular, niche
    brands.
    Internet / Mobile gives them opportunity to compete
    against strong brands for the customers' attention.
    They attract customers, offering big discounts.

    Among the most popular special offers


    there are frequently content based
    promotion activities (a promotional
    newsletter or a magazine).

    Activities targeting the most loyal


    customers are also popular.

    The number of promotional activities


    The free-of charge magazine for the
    does not depend on the status of a brand. customers of Deichmann is published
    Our TOP 50 includes also some of the brands twice a year - in spring and fall. It
    positioned as premium ones. Their customers shows the latest fashion trends - very
    apparently expect a frequent interaction with the popular online
    brand.
    Future: Big Data & Design

    Continuing to use Big Data


    together with the automation
    of the layout creation
    - Responsive-web design
    - Font-end frameworks
    Creating user-customized
    layouts
    Case study:
    https://www.behance.net/gallery/22
    089487/Tchibo-Content-Automation-
    Platform

    Source: https://www.behance.net/gallery/22089487/Tchibo-
    Content-Automation-Platform
    Future: Big Data & Machine Learning

    IBM Watson - Developer Cloud Enterprise


    Medical diagnostics support
    Legal consultations
    Google
    Google Now the first apps for eBay
    DeepMind
    Siri, Cortana, Amazon Echo
    Amazon Echo already makes it possible to create
    shopping lists, among others

    Three days in and were already acting like its been here forever. () Alexa can maintain two lists for
    you: To-do and Shopping List. Adding things is as simple as Add butter to shopping list and addng
    gutters to to-do list. () Once youve added things to your list, you access them through the app.

    One great thing is that everyone in your household who installs the app shares everything. So when I
    was at the store, my wife texted me that shed put some things on the Echo shopping list. Sure
    enough, I opened my app and there it was. I could check off the things I got and they disappeared.

    http://www.engadget.com/products/amazon/echo/reviews/14cw/
    http://www.ibm.com/smarterplanet/us/en/ibmwatson/developer-cloud-enterprise.html
    Future: Big Data & Machine Learning

    The assistant will deduct the products we are


    about to need from a number of data, and will
    order them autonomously.
    As far as the mass products go, the competition
    will become more and more difficult.
    The promotion of FMCG as we know it will stop
    being recognizable by the customers.
    The companies controlling e-assistants will
    become the biggest shopping portals.
    Basic competitive advantage will grow in
    importance the product's availability,
    competitive price, and swift logistics.
    Internet will become just another layer of
    technology little interesting for an average
    user.

    Source: https://itunes.apple.com/us/app/fetch-personal-buying-assistant/id867636554
    Future: Big Data & Machine Learning

    Right now, it is worth to develop new mechanisms for data


    exchange and offer creation automation.

    It is also worth to expand your own client databases, so as to


    keep in direct touch with your customers as long as possible.

    Owned Media!

    Source: https://itunes.apple.com/us/app/fetch-personal-buying-assistant/id867636554
    Thank You for the Attention

    Are you interested in Big


    Data?

    Let's talk!

    Tom Karwatka
    http://divante.co
    [email protected]

    20

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