Big Data in EcommerceTeguh Nugraha

Big DataIt describes how much data is part of our lives, precipitated by accelerated advances in technology

http://www.internetlivestats.com/

4 V’s ofBig Data

Value Chains of Big Data● Infrastructure

(Data Origins to Data Integration)

● Analytics(Data Science world)

● Applications(Implementation)

Data Origins/SourcesInternal● Transactional data● Click/event Streams● Campaigns data● Etc

External● Publisher Data● Google Analytics● Mobile Analytics● SEO Analytics● Social Media Data● etc

AnalyticsMarketing activities measurements:

Campaign effectiveness:● Traffics

● Conversion Rate (CVR or CR)

● Gross Merchandise Value (GMV)

● Return on Ad Spend (ROAS)

● Cost: CPC, CPI, CPM, ...

Key Metrics:

● Customer Acquisition Cost (CAC)

● Customer Lifetime Value (CLTV or LTV)

Customer Segmentation● Demographics● Product Preferences● Recency● Frequency● Monetary

Product Association

Personalization● Personalised Content/Messaging● Recommender System

Dynamic PricingDynamic Pricing is the multiple price changes in a product at different times of the day.

These price changes can be based on the consumer behavior on the website, the browsing patterns, etc.

Delivering different content to customized audiences

Custom Audiences

Thank YouTeguh Nugraha

Sources● S. Fan et al. 2015. Demystifying Big Data Analytics for Business Intelligence Through the Lens of Marketing Mix.● http://www.ibmbigdatahub.com/infographic/extracting-business-value-4-vs-big-data ● http://www.business2community.com/big-data/big-data-and-analytics-value-chain-cross-section-0589031 ● https://www.linkedin.com/pulse/20140814193544-49814607-dynamic-pricing-the-future-of-ecommerce-in-indi

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