data and the online retail landscape
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Missed James Murray's keynote at E-commerce Forum #ecommforum this week? then catch the slides hereTRANSCRIPT
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Data and the Online Retail Landscape
James Murray, Digital Insight Manager
Ecommerce Forum May 2013
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Who are you??
WHO?
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We often get this
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We know
500 thingsAbout
49 million people
Across
24 million households
Why trust Experian?
Source: Experian Marketing Services 2012
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Experian Hitwise methodologyThe leader in helping companies understand online consumer behaviour
million internet users25
million online businesses1+
CUSTOMERHITWISE
ACCOUNT MANAGER
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If UK Internet usage was just 1 hour...
Source: Experian Hitwise
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Christmas 2012 – the big numbers
2012 - Biggest Online Christmas Ever30% bigger than last year
2.85 billion visits in December 2012600 million more visits than December 2011
372 million hours shopping online29 million more hours than 2011
Source: Experian Hitwise data December 2012
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So how do I benefit from this trend?
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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
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This creates two problems for businesses
12
13
14Image source: http://trueslant.com/michaelshermer/2010/06/09/everybody-lies-why/
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Cognitive dissonance – we lie to make ourselves look good
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The search bar doesn’t judge you
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How to searches
Source: Experian Hitwise data 12 weeks ending 12 January2013. Wordcloud created in Tagxedo.
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If you can’t trust people, you can trust data
“In God we Trust...
...All others bring data”Dr. W. Edwards Deming
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Question
What was the most searched for gift this
Christmas?
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Onesies!
Image Source: http://www.independent.co.uk/voices/iv-drip/onesies-voted-worst-fashion-trend-of-2012-8381694.html
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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.
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Question
Which month of the year do people search for
contact lenses the most?
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Why would people search for contact lenses in October?
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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 - ClaimantCultures
N - Terraced Melting Pot
E - Active Retirement
D - Small Town Diversity
K - Upper Floor Living
Experian MosaicA very brief overview
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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 fashionUK Hot Spots
Time Spent Online
Number of Sessions
Pages Per Week
Facebook Usage
YouTube Usage
Twitter Usage
Mobile Usage
Comparison / Aggregator Sites
Credit Cards
Loans
Online Banking
Savings / Investments
Short Term Loans
Insurance
Grocery
Premium Foods
Fashion
Premium Fashion
Skype 0000
-030
0
0300
-060
0
0600
-090
0
0900
-120
0
1200
-150
0
1500
-180
0
1800
-210
0
2100
-240
0
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
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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.
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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.
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Life is the channel and customers expect a seamless experience of your brand no matter the touch point
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Integrate, Optimise, Interact
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Key Takeaways
Online retail is growing. You can take advantage of this if you
Know, Get, Keep your customers
The future is all about
understanding the customer. Armed with this
knowledge you can start to be a lot smarter about how you
target and interact with them
Data is pointless
Insight is everything
Everybody Lies…just get used to that
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Meet Lucy to find out more about how Experian brings together big data
www.experian.co.uk/lucy
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