e bay
TRANSCRIPT
DATA-CENTRIC DECISION MAKING: THE EBAY APPROACH
Davide CervellinHead of EU Analytics eBay
SETTING THE CONTEXT: The Omnichannel world
The BIG DATA opportunity
AGENDA
CONSUMER BEHAVIOUR HAS CHANGED
Lines between online and offline have blurred in an omnichannel world
Mobile commerce Loyalty
In-store ResearchShoppingLists
Barcode Scanning& Self-Checkout
CONSUMERS ARE NOW IN CHARGETheir marketplace is global
Social Commerce
Locating Stores
Promotions& Coupons
She tweetsabout them asking
friends for helpto get a pair
Browsing onher iPad, Chloe
is targeted with abanner offering10% discount
She uses theeBay Fashion
app on her iPadto 'virtually' try onsimilar glasses
Chloe joins herfriends for lunch
and shows them thesunglasses on her
smartphone
Chloe decides toget her first choice– she now wants
the best deal
She comparesonline reviews anduses the RedLaser
app to find localstockists and
deals
Chloe finds a great deal on eBay
offering Click &Collect
Chloe orders herglasses selecting
a store location for collection, andpays through
PayPal
Chloe gets adelivery confirmation,
and collects herorder at her
selected store.
A friendtweets that
they're made byBench
On her laptop,Chloe browses
stores that stockBench
Online
Offline
"OMG! Loving the shades on Estelle on X Factor.
Where can I get a pair?!"
She popsto a sunglassesretail store to try
on the Benchsunglasses
Chloe spotssome must-havesunglasses whilst
watchingX Factor
START
She tweets aselfie in her new
glasses and sharesher experienceon Facebook
FINISH
"Loving my new Bench glasses!"
Search
Purchase
Decision
Order &
Payment
Post
Purchase
SHOPPING HAS CHANGED
SHOPPABLE WINDOWS:Kate Spade Saturday
INTERACTIVE WALL VIDEOS:Toys R Us
CLICK & COLLECT: Argos Collection Points
A FEW EXAMPLES OF JOINT INNOVATION + TECHNOLOGY
More Complexity Measurability More
Opportunities+ =@ingdave
SETTING THE CONTEXT: The Omnichannel world
The BIG DATA opportunity
AGENDA
Big data is a very recent trend…
This is when marketers and people outside of IT started caring about this opportunity@ingdave
…But with another name it is a trend that started way before
Tech companies have been exploiting data for a long time now
@ingdave
With Big Data needs have changed and there are more opportunities now than ever before
Value
@ingdave
Marketing, Brand & Adv.
Sales
HR, Legal
Finance
Logistics, Supply Chain
IT
Data is now around every business function
Governance over data is
paramount to empower
business units and guarantee a
fair and cost efficient
approach
@ingdave
THE FOUR STAGES OF BIG DATA ADOPTION
Record Data IT HardwareProcesses
Phase Governance Need
Reporting Data IT/3rd party SoftwareVendor
Data-based decision making
MarketingOperations
SoftwareTools
PEOPLE
Predictive Analytics Finance CULTURE
@ingdave
INVOLVEMENT EMPOWERMENT
ANALYTICS THEN BUILDS A FORECAST BASED ON ALL WE KNOW ABOUT SALES IN THAT CATEGORY, GOING DOWN TO DAY-LEVEL.
PROMOTIONS IMPACT
MARKETING CAMPAIGNS
ADVERTISING DEALS SEASONALITY* IMPORT VS. EXPORT
PRICE CHANGES
AND THEN WE CREATE REPORTS TO TRACK PROGRESS…
OWNERSHIP
ACCOUNTABILITY
*(of the vertical, of the specific inventory)
… AND HELP THE BUSINESS INVESTIGATE ANY DEVIATION FROM THE TARGET.
AT EBAY ANALYTICS REPORTS TO THE CFO
@ingdave
The prize for this adaptation is high: more power and influence over the business instead of an enabler role
Thanks to a full visibility and ownership over data the CFO can:
- Understand the P&L (top and bottom line)
- Understand where and how the company makes profit
- Understand the product/service of the company
- Not high level but a deep understanding of the business drivers
- Understand the customer- Who he is, how he behaves, what he wants
Immediate benefits
More CEO air timeMore Board visibility
Long Term benefits
Eligibility to CEOEligibility to Board
@ingdave
THANK YOUDavide CervellinHead of EU MD Analytics [email protected]
“I am a dinosaur and I could become CFO without being a data expert… but my successor won’t have that luxury.”
Scott Schenkel –CFO eBay(Aug 2013 @ eBay Analytics summit)