Post on 22-Jan-2017
PREDICTIVE BY GÜNTHER HASLBECK
OVENGA MEDIA
ECOMMERCE
ECOMMERCE WITH DATA
CREATE THE MODEL ✓ WHAT PRODUCTS DID 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?
THINK BUSINESS ✓ THOROUGHLY UNDERSTAND THE 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.
STEP BY STEP ✓ EXTRACT THE FACTS 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
LETS START
CATEGORIES
IP CLICKS IN > HEILPRAKTIKER > HOMÖOPATHIE INTO 1 BOOK
IP
HEILPRAKTIKER
CATEGORIES
IP CLICKS IN > HEILPRAKTIKER > NATURHEILVERFAHREN INTO 2 DIFFERENT BOOKS
IP
HEILPRAKTIKER
HOMÖOPATHIE NATUR
HEIL
1 BOOK 2 BOOKS
BASKET TO CRM
IP PLACES BOOK FROM > HEILPRAKTIKER > HOMÖOPATHIE INTO BASKET AND BUYS
USER
HEILPRAKTIKER
NATURHEIL
CRM
WE KNOW CUSTOMER NOW
HOW ABOUT OFFLINE CUSTOMER
EAN IDENTIFIES UNIQ PRODUCT
CUSTOMER REGISTERS AT WEBPORTAL FOR BONUS MATERIAL
USER
HEILPRAKTIKER
EAN in Product catalog
ADD USER TO CRM
DATA IS ENOUGH TO IDENTIFY INTEREST OF CUSTOMER.. WHY SHOULD HE BUY STUFF AND REGISTER WHICH IS NOT FROM INTEREST?
USER HEILPRAKTIKER
CRM
ADD MORE DATA
USER
HEILPRAKTIKER
Sell Score: 2 Order Amount: 2
Akupunktur
Sell Score: 1,8 Order Amount: 2
Most soled Books are for
Group: Private Use | Students | Professionals Score: 1 | 2 | 3
CUSTOMERS USE OF PRODUCT IS IMPORTANT
SEGMENT BY CUSTOMERS
USER USER
USER
USER
USER
USER
USER
USER
USER
USER
SIMPLE SQL OR SEGMENT BY BAYES ALGORITHM OR OTHER HELPFULL TOOLS
MAIL BY GROUPS
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
WE ACHIEVED
SALES INCREASED
BY 300 % ! (X MIO € / YEAR)
U COULD DO MORE -
WE STOPED HERE
U KNOW IT FROM EVERYWHERE
2,5 YEARS AFTER TEAM LEAVE‘S COMPANY
PROOF....
SALES DECREASED
BY -50% ! COMPARED TO LAST YEAR
2011
2013
2012
2014
2015 2010
NEW TEAM TEAM LEFT NEW SHOP
WHAT HAPPENED
NEW TEC LEAD: #- OTHER COUNTRY1: NO DIRECT COMPETITOR NEW DEPARTMENT LEAD - OTHER COUNTRY2: NO AMAZON
UNKN
OWN M
ARKE
T
NO KNOWLEDGE
OTHER COUNTRY1: - WEBSHOP - MARKETING BY
LETTER
NO KNOWLEDGE
OTHER COUNTRY2: - WEBSITE, ORDER BY
LETTER - MARKETING BY
LETTER
NEW EUROPE WEBSHOP
„MODERN ECOMMERCE PLATFORM“ REPLACES LOCAL ATG INSTANCE WHICH REMOVES ALL „PLUGINS/EXTENSIONS“..
BUT
THEY DO NOT UNDERSTAND* THE FOLLOWING...
* NOT BAD WORDS, THEY ARE VERY GOOD IN WHAT THEY ARE DOING, ITS JUST NOT HELPFULL FOR GERMANY
IT‘S NOT THE (BASIC) WEBSHOP,
STUPID
IT IS NOT THE SHELF OR THE COLOR OF THE SHELF IN YOUR STORE...
YOU DO NOT NEED A NEW SHELF
CUSTOMER KNOWLEDGE, PRODUCT KNOWLEDGE AND HOW TO SPEAK WITH THE CUSTOMER
ITS ALL ABOUT THE
THINK SIMPLE
DO YOU REMEBER HER?
YOU NEED HELP
CHECK OUR WEBSITE
OVENGA MEDIA#CAN HELP
WWW.OVENGA-MEDIA.DE