1.
• We provide the IRP Multichannel Ecommerce Platform to a range of UK &
Irish clients
• The IRP Platform has transacted
of ecommerce sales for companies here in IRELAND
• Very focused on R&D in ecommerce technology
About IRP COMMERCE
> £ 1,000,000,000 GBP

2.
How AI and statistics can be used to radically increase ecommerce
sales
PART 1
1) Measuring Ecommerce Success
2) Traffic and Sales strategy using Comparison & Statistics which lets us
know if sales are good or bad
PART 2
3) Conversion Strategy with our AI technology “DeepAgent”
4) DeepAgent AI Demo
WHAT DOES THE PRESENTATION COVER

3.
PART 1
i. How to measure ecommerce success
ii. Traffic & sales strategy using comparison and
statistics

4.
• What is ecommerce actually all about?
• It is not about “Likes” “Tweets” “SEO” “Responsive Design” “Follows” etc etc
• It is actually all about SALES
• If you are not 100% focused on SALES as the key measurement – then
you are measuring the wrong thing!
• You need to take a QUANTITATIVE approach to ecommerce this helps to
systemize success in a complex environment!
About UsHow to measure ecommerce success

5.
How to measure ecommerce success
Ecommerce is based on fundamental maths

6.
How to measure ecommerce success
Traffic Conversion Retention Lifecycle…..

7.
Ecommerce – are your website sales are good or bad… How do you
know? How do you remove all the guesswork?
• The best way is to COMPARE your results with the market results
• The metrics must be measured in identical method so it is like for like
comparison
• IRP Platform does this automatically in the IRP World Cloud -
this is where we aggregate and anonymize statistics for use in
ecommerce
• By COMPARISON against BENCHMARKS you can see how you are
doing OBJECTIVELY
Traffic & Sales strategy using Comparison & Statistics

8.
Ecommerce – what is the core data to compare
• TRAFFIC SOURCE eg Google PPC
• WHO IS OPERATING THE TRAFFIC SOURCE eg Digital Agency A
• CURRENT SALES FROM THE TRAFFIC SOURCE eg 100K
• CPA% OF THE TRAFFIC SOURCE eg 5K ad spend / 100k Sales = 5%
What the IRP can find out by comparing your results is
• POSSIBLE SALES FROM THE TRAFFIC SOURCE
• And therefore the LOST SALES FROM THE TRAFFIC SOURCE
Traffic & Sales strategy using Comparison & Statistics

9.
CLIENT ‘A’ SPORTS COMPANY – SALES LOST FROM TRAFFIC
Official IRP Insights Stats February 2016
TRAFFIC ANALYSIS
Source Current Possible Efficiency
Lost Sales (By
Comparison)
Google PPC Agency ‘A’ £63,714 £117,039 54.44% £53,325
Bing & Yahoo PPC Agency ‘A’ £9,909 £27,165 36.48% £17,256
Email Marketing In House £1,545 £9,532 16.21% £7,987
Affiliate Window £0 £16,991 0% £16,991
Facebook Paid £0 £68,644 0% £68,644
LOST SALES FROM TRAFFIC
£164,203
* Basic Model
Traffic & Sales strategy using Comparison & Statistics

10.
CLIENT A SPORTS COMPANY – TOTAL LOST SALES
Official IRP Insights Stats February 2016
ACTUAL MONTHLY SALES £ 103,588
POSSIBLE SALES £ 267,791
LOST SALES £ 164,203
* The figures from IRP World statistical analysis
Traffic & Sales strategy using Comparison & Statistics

11.
The Benefits of using a Statistical Comparison Approach
• Take the guesswork out of the traffic channel (e.g Google PPC)
• You can turn you traffic channels into a commodity
• You can find out what sales are missing and act on the data.
• This allows you to assess your current Service Provider (eg PPC Agency,
Social Media Marketer) objectively.
• You can deskill the ecommerce process and assemble the correct team
• You cannot argue with stats..
It is QUANTITIATIVE and removes subjectivity
Traffic & Sales strategy using Comparison & Statistics

12.
PART 2
Conversion strategy with DeepAgent AI Technology

13.
Website
Technology
Multichannel
Technology
Multichannel
International
Technology
Multichannel International
Technology With Intelligence
Conversion Strategy with DeepAgent AI technology
TECHNOLOGY IS KEY!

14.
• Once you have a solid statistical and quantitative based ecommerce
strategy in place you need to maximise your sales
• The most effective approach is to adapt sessions on an individual basis –
identify every customer’s needs and adapt their experience accordingly
while they are on your site…
• IRP does this through our DeepAgent Artificial Intelligence module
• Radically Increase Conversion Rates
• Visualise, Predict, Intervene in Real Time while the user is on the site
Conversion Strategy with DeepAgent AI technology

15.
How does the DeepAgent AI technology work
1. Every visitor has a different probability of buying
2. DeepAgent AI can learn the probability of buying based off machine
learning and any changes in probability based on the customers behavior
3. The AI can intervene on the clients session based on criteria that
maximise the chances of a successful outcome (sale) e.g., by
automatically presenting an offer or a voucher….
4. This one-to-one micro conversion strategy will increase SALES
dramatically by increasing conversion rates….
Conversion Strategy with DeepAgent AI technology

16.
Using Camping World as an example for DeepAgent AI
Conversion Strategy with DeepAgent AI technology
Use AI to increase Conversion
Intervene with Vouchers, Live chat
Different interventions based on
country, spend, probability of
purchase….
Deep segmented interventions…

17.
Conversion Strategy with DeepAgent AI technology

18.
Conclusion
• Ecommerce is all about SALES
• You should take a quantitative comparison approach to traffic sources – we
do this in an automated way via the IRP World Cloud
• We believe Multichannel, Multinational, Intelligent Software is the future
• Technologies like DeepAgent can give a real advantage over the
competition

19.
Thanks for listening
Daniel Loughlin
@IRPCommerce
Daniel@irpcommerce.com
#DeepAgent
FOYER: TABLE 2