agile merchandising - episerver.se · products purchase history promotional activity physical...
TRANSCRIPT
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Agile Merchandising Michael Mokhberi, 2012-11-08
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The Must-Win-Battles of merchandisers
?
2000-2005: How can I get my site up & running with
good availability and speed?
2005-2010: What should I show here to optimize
the conversion rate of this zone?
2011-2015: How can I use this zone to
optimize the life time value
of this visitor?
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Attract
$$ Convert Repeat
Relevance Relevance Relevance
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Trying to approach Context through Segmentation
Segmentation
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But today’s customer is more demanding
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The many dimensions of Context
Sold: 125 Over: 6 months
Sold: 90 Over: 1 week Displays: 240 Session history: 6 views
Sold: 25 Sold: 110 Over: 3 weeks Displays: 200 Session history: 1 purchase
Sales numbers
Time frame
Conversion
Session history
Stock level
Price
Trends
..
Sold: 100 Over: 1,5 week Displays: 600
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Universe of actions Universe of non-actions
Ʃ Non-actions = 31 Ʃ Actions = 3
Our latest findings in research conducted with Vinnova
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Managing multi dimensional context
Products
Purchase
history Promotional
activity
Physical
location
Touch point
Browsing activity
Search criteria
Ratings and
reviews
Stock
availability
Content for You
Navig
ati
on
fo
r Y
ou
Banner for
You
My Content
SALE
Behavioral
Merchandising
Behavioural data
Sophisticated mathematics
Unified
Relevant
Self-learning
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Commerce Intelligence - scratching the surface
Real-time answers to questions such as:
• What products/ads/campaigns/content am I not showing enough – right now?
• What products/ads/campaigns/content am I exposing too much – right now?
• What is the persona/profile of this user – based on observed history/behavior?
• Which micro-segments are boosting/lowering my conversion rate – right now?
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Tyson Gay
Second fastest human in the history
of 100 meters
Being #2 is not as cool as being #1!
Do YOU want to run...
... or do you wanna win?