e-Trgovina 2012 presentation "The role of data analysis in SME e-commerce"

The role of data analysis in SME e-commerce

The 12th Conference on electronic commerce and electronic business E-trgovina 201227.4.2012.

Damir Trninic, dooConsult doo Beograd, Founder and Owner

_we help businesses, organizations and governments to work better and deliver more

Good news!

THE WEB ELIMINATES GUESSWORK.

EACH AND EVERY ONE OF US LEAVES A DIGITAL FINGERPRINT WITH EVERY CLICK, STATUS/POST/LIKE, PAGE IMPRESSION AND PURCHASE.


© 2012 dooConsult doo Beograd, All rights reserved.

Put a face on each transaction



Put a face on each transaction



Even more good news!

NOW ,WE HAVE EFFECTIVE WAYS HOW TO USE THIS INSIGHT TO OPTIMIZE OUR ECOMMERCE, INFLUENCE PEOPLE’S BEHAVIOR, AND ULTIMATELY DRIVE ACTIONS THAT WE CARE ABOUT – CLICKS, PAGE VIEWS, PURCHASES, POSITIVE FEEDBACK…



And never ever forget the bottom line!

NOW ,WE HAVE TOOLS THAT GETTING US FASTER TO THE TOP, KEEPING US THERE AND RELEVANT AND IN BLACK.



Yet, the challenges remain!

HOW TO UNCOVER PATTERNS OF BEHAVIOR IN INTERACTION DATA, UNCOVERING CLUSTERS OF PEOPLE THAT DEMONSTRATE A PROPENSITY TO GO THROUGH SIMILAR SEQUENCES OF ACTIONS, SUCH AS CLICKS ON WEB PAGES AND SOCIAL MEDIA, ONLINE ORDERS, RESPONSES TO MARKETING OFFERS.



It isn’t only about Web and Social Media



State of Web Analytics and SM Analytics



Define the problem!

Doing data analysis without explicitly defining your problem or goal is like heading out on a road trip without having decided on a destination.

You might come across some interesting sights, but without a guarantee that you will find anything.



Make the recommendation!

Combine your ideas and judgements, along with your crystal clear recommendations, in a package that is useful and insightful for the decision makers.

The recommendations must be supported by data, and not by your preliminary hypothesis. There is nothing wrong if you were wrong before the data analysis.



Data analysis applications in ecommerce

Customer profiling

Recommendation systems

Web personalization

MAKE THESE WORK AS A WHOLE AND SEAMLESSLY!



Social Media Analytics

An example of the prevailing perception of Social Media analytics and metrics:

“Za razliku od tradicionalnog PR-a, digitalni PR može se precizno mjeriti. Klikom miša analizirate uspješnost onoga što ste poslali prema publici. U drugim medijima više-manje viješću gađate u prazno pa koga pogodite. Na internetu gađate precizno, bez većih promašaja. Osim toga, ne postoji ograničenje u dosegu publike. Ono se ne mjeri kupnjom broja prodanih primjeraka novinama i ne množi s potencijalnim čitateljima koji su prodani primjerak konzumirali u kafićima i kozmetičkim salonima. Na internetu vrlo dobro znate tko, gdje i kada je pogledao sadržaj koji ste ponudili.”



Social Media Analytics

However, the truth is:

Marketers can’t answer the question, “What is the business impact of social media?” They have difficulty measuring both the results of their social media efforts, and the impact of conversations happening on social networks and in online communities.

Marketers are managing social media programs in isolation and without the business context that makes social media data actionable.



And never forget…

People have “tools” to analyze your ecommerce business too. And they quickly learn and compare. Then, they can stay with you or simple walk away.

Use the data analysis to gain a responsive and cost effective visibility into who is wrongdoing what, where, on your online store and elsewhere.

It is not about your ecommerce and your clients only, it’s about 3rd parties as well. Gain the access to their data and their analytics. Respond only if you have all the information.



And it’s coming to SME ecommerce

BIG DATA.



Thanks!

Email:[email protected]

Web:dooConsult.comdooInteractive.com

The 12th Conference on electronic commerce and electronic business E-trgovina 201227.4.2012.


Business

e-Trgovina 2012 presentation "The role of data analysis in SME e-commerce"