Data and the online retail landscape
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Data and the online retail landscape
- 1. ©2013 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited. Experian Public. Data and the Online Retail Landscape James Murray, Digital Insight Manager Ecommerce Forum May 2013
- 2. 2©2013 Experian Limited. All rights reserved. Experian Public. Who are you?? WHO?
- 3. 3©2013 Experian Limited. All rights reserved. Experian Public. We often get this
- 4. 4©2013 Experian Limited. All rights reserved. Experian Public. We know 500 things About 49 million people Across 24 million households Why trust Experian? Source: Experian Marketing Services 2012
- 5. 5©2013 Experian Limited. All rights reserved. Experian Public. Experian Hitwise methodology The leader in helping companies understand online consumer behaviour million internet users 25 million online businesses 1+CUSTOMER HITWISE ACCOUNT MANAGER
- 6. 6©2013 Experian Limited. All rights reserved. Experian Public. If UK Internet usage was just 1 hour... Source: Experian Hitwise
- 7. 7©2013 Experian Limited. All rights reserved. Experian Public. Christmas 2012 – the big numbers 2012 - Biggest Online Christmas Ever 30% bigger than last year 2.85 billion visits in December 2012 600 million more visits than December 2011 372 million hours shopping online 29 million more hours than 2011 Source: Experian Hitwise data December 2012
- 8. 8©2013 Experian Limited. All rights reserved. Experian Public. So how do I benefit from this trend?
- 9. 9©2013 Experian Limited. All rights reserved. Experian Public. You need to know, get and keep your customers Best customer Engage them in their preferred channels Identify and profile your best customer Find more of them KNOW GET KEEP
- 10. 10©2013 Experian Limited. All rights reserved. Experian Public.
- 11. 11©2013 Experian Limited. All rights reserved. Experian Public. This creates two problems for businesses
- 12. 12
- 13. 13
- 15. 15©2013 Experian Limited. All rights reserved. Experian Public. Cognitive dissonance – we lie to make ourselves look good
- 16. 16©2013 Experian Limited. All rights reserved. Experian Public. The search bar doesn’t judge you
- 17. 17©2013 Experian Limited. All rights reserved. Experian Public. How to searches Source: Experian Hitwise data 12 weeks ending 12 January2013. Wordcloud created in Tagxedo.
- 18. 18©2013 Experian Limited. All rights reserved. Experian Public. If you can’t trust people, you can trust data “In God we Trust... ...All others bring data” Dr. W. Edwards Deming
- 19. 19©2013 Experian Limited. All rights reserved. Experian Public. Question What was the most searched for gift this Christmas?
- 20. 20©2013 Experian Limited. All rights reserved. Experian Public. Onesies! Image Source: http://www.independent.co.uk/voices/iv-drip/onesies-voted-worst-fashion-trend-of-2012-8381694.html
- 21. 21©2013 Experian Limited. All rights reserved. Experian Public. How do people search for Onesies online? Most popular animal onesies 5% 12% 12% of Onesie searches included the word ‘men’ or ‘mens’ more than twice as many searches which included the word ‘womens’ or ‘ladies’ Source: Experian Hitwise data 12 weeks ending 8 December 2012. Wordcloud created in Tagxedo.
- 22. 22©2013 Experian Limited. All rights reserved. Experian Public. Question Which month of the year do people search for contact lenses the most?
- 23. 23©2013 Experian Limited. All rights reserved. Experian Public. Why would people search for contact lenses in October?
- 24. 24©2013 Experian Limited. All rights reserved. Experian Public. O- Liberal Opinions H- New Homemakers C - Rural Solitude L - Elderly Needs B - Professional Rewards A - Alpha Territory G - Careers and Kids F - Suburban Mindsets M - Industrial Heritage I - Ex-Council Community J - Claimant Cultures N - Terraced Melting Pot E - Active Retirement D - Small Town Diversity K - Upper Floor Living Experian Mosaic A very brief overview
- 25. 25©2013 Experian Limited. All rights reserved. Experian Public. Type 2: Daytime Shoppers 2.6% Subscribers People who are online during the day using the internet for shopping and managing family finances. This includes Mums with pre-school and primary school age children or older people with fewer local shopping options. They have an eye for an online bargain and will use discount vouchers to get the best deals. They don't want to waste time surfing so clear offers on an easy to use website are essential. Key Features Low usage (1 hour a day) Daytime Grocery shopping Online banking Searching for discounts and fashion UK Hot Spots Time Spent Online Number of Sessions Pages Per Week Facebook Usage YouTube Usage Twitter Usage Mobile Usage omparison / Aggregator Sites Credit Cards Loans Online Banking Savings / Investments Short Term Loans Insurance Grocery Premium Foods Fashion Premium Fashion Skype 0000-0300 0300-0600 0600-0900 0900-1200 1200-1500 1500-1800 1800-2100 2100-2400 B07 Distinctive Success B10 Parish Guardians C11 Squires Among Locals G32 Childcare Years B08 Dormitory Villagers Bringing together data into a single customer view Source: Experian Data & Analytics December 2012
- 26. 26©2013 Experian Limited. All rights reserved. Experian Public. Where do Daytime Shoppers shop online? 32%more likely than average consumer to visit John Lewis Daytime shoppers favour the Department Stores as they are convenient one-stop shops – perfect for the casual online shopper Source: Experian Hitwise and MOSAIC UK data December 2012.
- 27. 27©2013 Experian Limited. All rights reserved. Experian Public. Dr Who Big Brother Emmerdale Biggest Loser Pointless The Only Way is Essex Coronation Street Deal or No Deal Primeval Hollyoaks This Morning More Likely Less Likely TV Shows searched for What do daytime shoppers watch on TV? Data source: Experian Hitwise for 12 weeks ending 28 July 2012. TV shows are ranked by Index how likely family travellers are to search for the show compared to the UK population average.
- 28. 28
- 29. 29©2013 Experian Limited. All rights reserved. Experian Public. Life is the channel and customers expect a seamless experience of your brand no matter the touch point
- 30. 30©2013 Experian Limited. All rights reserved. Experian Public. Integrate, Optimise, Interact
- 31. 31©2013 Experian Limited. All rights reserved. Experian Public. Key Takeaways Online retail is growing. You can take advantage of this if you Know, Get, Keep your customers The future is all about understandingthe customer. Armed with this knowledge you can start to be a lot smarter about how you targetand interact with them Data is pointless Insight is everything Everybody Lies …just get used to that
- 32. 32©2013 Experian Limited. All rights reserved. Experian Public. Meet Lucy to find out more about how Experian brings together big data www.experian.co.uk/lucy
- 33. 33©2013 Experian Limited. All rights reserved. Experian Public. 33©2012 Experian Limited. All rights reserved. Experian Public. Check out our websites http://www.hitwise.com/uk http://www.cheetahmail.co.uk And Twitter: @Hitwise_UK @ExperianMtg Or email me directly: james.murray@experian.com
Editor's Notes
- Put into context – set up what we are going to cover. We are going to share the insight – what does this mean for next year Application of insight
- Groups are made up of individuals. As one of the group grows up, she allows people and brands in her network to see increasing quantities of information about her, and her history. We also know that she is an ‘Urban Cool’ , living in a shared house in East London. And she’s single…
- So the 2 big problems marketers face with all this data are...
- How to link data sets, finding the connections between data to link it back to a single consumer view
- And trust – how reliable is the data you have on your customers? This is a particularly big problem with consumer data because of this...
- Massive spike every year caused by Halloween searches for vampire contact lenses, zombie contact lenses, scary contact lenses.
- What does that mean for me?
- Take files of email bounces and using Channelview to see if we can provide alternative email addresses so the client can re-establish contact with their customersWe can create single customer views in a number of different ways – the Emirates example uses a combination of email address and passport number – but this can be flexible depending on client data supplied. For companies with many brands e.g. ELC this could be worthwhile
- One system that “Integrates, Optimizes and Interacts.” That is Experian Marketing Services’ cross-channel campaign management platform Competitive cross-channel platforms were not initially built to perform integrated campaign management and channel execution tasks. Many campaign management platforms looking to enlarge their footprint added channel execution features and traditional email marketing execution platforms eventually expanded into other channels, such as social and mobile. These expansions resulted in piece-meal systems that were organized around channels instead of the customer, resulting in an inability for marketers to obtain a true and complete customer view or respond to customer behaviors quickly and appropriately.Unlike other cross-channel campaign management offerings, Experian Marketing Services’ interactive marketing platform was built from the ground up with the scale and flexibility to handle the growing complexities and speed required to effectively engage in modern cross-channel customer interactions.