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Decisions

1Solutions

3Cases

4Challenges

2

Our Agenda

2 Minutes 8 Minutes 7 Minutes 3 Minutes


Programmed DecisionsRoutine and Repetitive Decisions

Non-programmed

DecisionsFirst Time Decisions

Tactical Decisions

Medium term goals

Strategic Decisions

Long term goals and strategy

Operational DecisionsShort Term,

Administrative decisions

Decisionsa determination arrived at after consideration for reaching certain objectives


‘Digital’ Hierarchy of Needs

Establishing Digital Platform

Collecting visitor data

Drawing visitors to the platform

Acting on visitors real-time

Optimization ofContent

E-Commerce Challenges

97%of visits walk away from your site and

never purchase

80-85% of the times people don’t convert their basket

80-90% of people don’t see

promotions on your home or landing pages

99% of visitors provide no contact

details before leaving your website



• CPC’s increased by 288% from 2010 to 2015

• $4 trillion worth abandoned basket has been abandoned in 2015, and about 63% of that is potentially recoverable (BI Intelligence 2015)

Do you see thechallenge?


• In 2015, acquiring new customers is more expensive than ever.

When visitors come to your website

You have only 1 landing page to give the first impression

You have only 1 content to deliver relevant experience

You have only 1 chance to capture your customers

without action is a daydream.Action without is a nightmare.”

Japanese Proverb

“Vision “DATAvisionDATA



Benefits of Predictive Analytics

• Technology that learns from experience (data) to predict the future behavior of individuals in order to drive better decisions.

If you torture the data long enough, it will confess.

Ronald Coase, Professor of Economics, University of Chicago

“ “

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Benefits of Predictive AnalyticsGood

Results

BestResults


How It Works


Insider Infrastructure


Offices in London, Moscow, Istanbul, Dubai and Warsaw with more than 80 employees

ABOUT INSIDERGLOBAL WEB | MOBILE

PERSONALIZATION EXPERT

Know-how thanks to our trademarked, world-class technology.

Experience powered by multinational brands.


ABOUT INSIDER

https://www.datanyze.com/market-share/personalization/

Insider has the 7th biggest personalization market share in the

Alexa top 1M.


Insider Predictive Products Family

Predictive Segments

• Age Prediction• Gender Prediction• Income Prediction• Likelihood to

Purchase interest segments,

• Life-Time Value • Customer Life-

Cycle• Churn

Auto Segmentation:

Selection of Audience

Segmentation of audience delivered automatically for certain actions

Auto Optimization:Selection of

ActionSuggested action among possible

alternatives and apply to selected audience

automatically


Predictive SegmentsLikelihood to Purchase

Hypothesis

Action

ProblemThere is limited coupon budget for boosting sales so it couldn’t be effective enough.



Hypothesis

Action

Problem

Wise selection of users that need incentive for completing transaction, would increase conversion rate uplift



Hypothesis

Action

Problem Two Methods of Customer Selection Tested• Rule based targeting• Machine Learning Algorithm that assigns

certain score to visitors based on their likelihood to purchase



Hypothesis

Action

Problem

6,82%

7,57%

Rule based Conversion Rate

Likelihood to Purchase Based

Conversion Rate

11,05% Conversion Rate Uplift with %95 Significance

%23 of the total coupon cost have been decreased.Thanks to likelihood to purchase segmentation, Coupon codes have only been used for the users that are eligible to buy but haven’t decided yet.


@useinsiderfacebook.com/useinsider

[email protected]

Metrics are for doing,not for staring.Never measure just because you can.Measure to learn.Measure to fix.

Stijn Debrouwere

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