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Data TriangulationDriving Profit from Data in Ecommerce
Welcome to Ometria’s Breakfast Seminar
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The Ometria Team
Ivan MazourCEO
James Dunford WoodCOO
Dr. Alastair JamesCTO
Djalal LougouevCFO
Edward GothamHead of Ecommerce
Victoria ElizabethContent Marketing Manager
Alexander GashBusiness Development Executive
Tomislav BucicBusiness Development Executive
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How Ometria Sees Ecommerce
2000 2005 2010 2015 2020
Goal Funnels
Attribution Models
Integrated Ecommerce Analytics
Customer Models
Product Models
Profit Models
The
valu
e of
dat
a
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Data TriangulationDriving Profit from Data in Ecommerce
Mike Baxter
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££
Profit
What is Ecommerce
EcommerceProducts Customers
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The Principle of Data Triangulation
CustomersProducts
Profit
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1848 – 1923 Born in Paris, Italian national, worked mostly at University of Lausanne in Switzerland
80% of land is owned by 20% of people80% of peas come from 20% of pods
The Pareto Principle / The Law of the Vital Few / The 80:20 rule
Vilfredo Pareto
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The Pareto Curve – Long Tail
Products
Sales
20% of products generate 80% of sales
Customers
Sales
20% of customers account for 80% of sales
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Tim Ferriss
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The Principle of Data Triangulation
Best customersBest products
Most profit
Where is the sweet-spot in your business where selling your best products to your best customers
generates the most profits?
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A Note on Examples & Data
Based on Ecommerce consultancy work over the past 13 years with businesses ranging from High Street brands to 2-person niche pure-plays
Using examples from JohnLewis.com – NEVER worked with them so no confidentiality issues – SO hypothetical data
But all data, trends and insights based on real examples presented to actual clients
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The Principle of Data Triangulation
Best customersBest products
Most profit
Your best products:1. Clicked most often2. Bought most often3. Highest order revenue4. Encourage most return visits
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The AIDA Model of Customer Journeys
Awareness Interest Decision Action
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The AIDA Model of Customer Journeys
Awareness Interest Decision Action
for customers at this stage of their journey …
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Which Products to Promote?
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16Click-Propensity Products Clicked Most FrequentlyClicks as % of Impressions
26% 23% 21% 20% 18%
18% 16% 15% 14% 13%
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17Click-Propensity Products Clicked Most FrequentlyClicks as % of Impressions
26% 23% 21% 20% 18%
18% 16% 15% 14% 13%
Action / InsightAttract new visitors to your site using high
click-propensity products
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The AIDA Model of Customer Journeys
Awareness Interest Decision Action
For customers at this stage of their journey …
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Purchase Propensity
• 30 products in category (top 12 shown opposite)
• Null hypothesis – random-click, random purchase
• Within-category, each product = 3.3% CTR, 3.3% purchase
• Actual CTR & purchase shown as difference from null-expected
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Purchase Propensityover-viewedunder-sold
under-viewedover-sold
under-viewedover-sold
Number of times product was viewed as % of null-expected
Number of times product was bought as % of null-expected
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Purchase Propensityover-viewedunder-sold
under-viewedover-sold
under-viewedover-sold
Number of times product was viewed as % of null-expected
Number of times product was bought as % of null-expected
Action / InsightAdjust traffic flows through your site to
match product-views with product-purchase-propensity
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The Principle of Data Triangulation
Best customersBest products
Most profit
Where is the sweet-spot in your business where selling your best products to your best customers
generates the most profits?
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Highest Revenue Products
1st 2nd 3rd 4th 5th
6th 7th 8th 9th 10th
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Highest Margin Products
1st 2nd 3rd 4th 5th
6th 7th 8th 9th 10th
low margin high returns heavy discount
highest margin products
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The Principle of Data Triangulation
Best customersBest products
Most profit
Your best customers:1. Have bought recently2. Buy most frequently3. Spend most money4. Recommend you to their friends5. Leave distinctive data trails on their
way to becoming hero customers
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Recency, Frequency & Monetary Value
The “father of customer analytics”
Worked in direct sales (mail-order and ecommerce) for over 30 years
Now facilitates the buying and selling of businesses, guided by their
customer performance
Donald LibeyAvailable free online at http://www.e-rfm.com/Libey/Libeybook2.html
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Recency, Frequency & Monetary Value
Recency: The freshness of the relationship between your brand and your customer; indicates when customers slip from active to inactive; the primary measure of business vitality
Frequency: The measure of demand; measured in # orders per period of time
Monetary Value: A measure of customer worth; measured as average order value
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RFM Matrix
6 +
2 to 5
1st order
0 to 6 months 6 to 12 months 12 months +
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
Recency of last order
Freq
uenc
y(o
rder
s/ye
ar)
Monetary value(average order value)
Low = up to £50
Med = £50 to £100
High = over £100
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RFM Matrix
6 +
2 to 5
1st order
0 to 6 months 6 to 12 months 12 months +
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
Recency of last order
Freq
uenc
y(o
rder
s/ye
ar)
Action / InsightRFM analysis can often be distorted by the categories used for recency, frequency and
monetary value
CHAID can be used to statistically optimise how customers are categorised
http://en.wikipedia.org/wiki/CHAID
Monetary value(average order value)
Low = up to £50
Med = £50 to £100
High = over £100
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RFM Matrix
6 +
2 to 5
1st order
0 to 6 months 6 to 12 months 12 months +
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
Recency of last order
Freq
uenc
y(o
rder
s/ye
ar)
Hero customers – make them feel loved & cherished – turn them into brand ambassadors
Heroes-in-waiting – test them with hero-treatment
Lapsing heroes – invest to get them back
Lapsing – regular attempts to re-activate
Lapsed heroes – last-ditch big effort to re-activate
Lost cause – try … but don’t hold your breath
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RFM Matrix
6 +
2 to 5
1st order
0 to 6 months 6 to 12 months 12 months +
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
low med
high
Recency of last order
Freq
uenc
y(o
rder
s/ye
ar)
Hero customers – make them feel loved & cherished – turn them into brand ambassadors
Heroes-in-waiting – test them with hero-treatment
Lapsing heroes – invest to get them back
Lapsing – regular attempts to re-activate
Lapsed heroes – last-ditch big effort to re-activate
Lost cause – try … but don’t hold your breath
Action / InsightInvest different amounts of time and money in the customers that have different value to your
business
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The Principle of Data Triangulation
Best customersBest products
Most profit
Where is the sweet-spot in your business where selling your best products to your best customers
generates the most profits?
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Different Types of Hero
Profile Margin Action
Recency: 26 daysFrequency: 6.5/yrAOV: £124
Revenue=£806# discount items=1Gross margin=£187.5
Regular contact – highlight brand messaging, new products & repeat purchases – added value offers (e.g. gift-wrap) instead of discounts
Recency: 33 daysFrequency: 8.3/yrAOV: £114
Revenue=£946# discount items=14Gross margin=£49.7
Regular contact – highlight bundled offers and cumulative refer-a-friend discounts
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Profit
What is Ecommerce
EcommerceProducts Customers
herocustomers
heroproducts
Right product to the right customer
at the right time
££
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Any Questions?
Address: 38 Park Street, W1K 2JF Website: http://www.ometria.com
Email: [email protected]: +44 20 7016 8383
Twitter: @OmetriaData