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eBay’s credentials• One of the world’s biggest repositories of data
• One of the UK’s biggest media publishers:
19 millionunique users per
month.
6 billionad impressions
per month.
41%reach of UK adult
population.
Source: eBay internal data 2015.
20 minutes on ebay.co.ukBy the time I finish, the following will have been bought on eBay:
12 pushchairs
100 pairs of jeans
10 TVs
28 iPads/tablets
20 cars
Source: eBay internal data 2015.
Data drives insights on eBayOur data isn’t limited only to purchases.
Shopper insights
This forms an enviable list of observed not inferred shopping behaviours few if any can match.
Buy Bid
Search View
Understand the impact of data decay Example: Length of shopping windows
50,000,000 transactions on eBay UK every month
Days Months versus
Source: eBay internal data 2015.
Consideration window varies markedly between products and categories
eBay Advertising Christmas Tracker is based on search data from ebay.co.uk in 2014.Peak windows of influence correspond to protracted peaks for searches within each category.
Home Furniture & DIY
Peak window of influence: 2nd November - 6th December
CAT
EGO
RIE
S
THE COUNTDOWN TO CHRISTMAS
September October November December
September October November December
Christmas Day
Cameras & Photography
Peak window of influence: 2nd November - 13th December
Clothes, Shoes & Accessories
Peak window of influence: 12th October- 6th December
Computers,Tablets & Networking
Peak window of influence: 2nd November - 6th December
DVDs, Films & TV
Peak window of influence: 16th November - 24th December
Mobile Phones & Communication
Peak window of influence: 21st September - 15th November
Sound & Vision
Peak window of influence: 9th November - 6th December
Toys & Games
Peak window of influence: 5th October - 6th December
Video Games & Consoles
Peak window of influence: 16th November - 13th December
Use quality data to explore ‘hypothesis’ driven trends Example: SanDisk
SanDisk wanted to sell more memory products but avoid wastage. eBay specifically targeted only those shoppers who:
• Were currently in-market for memory products
• Had recently bought a host device
Results • Sales tripled • Net promoter scores increased across all metrics studied • Broadcast level of audience reached (2.2m unique individuals) but all qualified leads
Insight driven advertising solutions Example: The Co-operative Electrical
Shoppers of bakeware are incredibly diverse. The Co-operative Electrical wanted to target them with a campaign for kitchen appliances.
Bespoke home bakers segment targeted to coincide with the final of cult TV show The Great British Bake Off.
Predictive targeting case study: New Mums
High Street branch of chemistsCampaign
performance (CTR)
Baby category targeting: 0.05%Baby keyword targeting: 0.07%New Mums targeting: 0.11%
Summary1.Validateefficacyofdata (Inferred vs observed)
2. Understand the impact of data decay
3. Use quality data to explore ‘hypothesis’ driven trends
4. Dig deep into the data to reveal ‘serendipitous’ trends
5. Productise your predictions
Let’s hope predictive analytics can help us all make the right choice in the future
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