world brand congress 2013 in india, mumbai - digital intelligence
DESCRIPTION
At the World Brand Congress 2013 in Mumbai I was invited to give a Presentation about eCommerce Case Studies within the Web Analytics Space. eCommerce Cases included from a German Portal and from an International Fashion Brand. eCommerce, Analytics, Business Intelligence, Web Analytics, Case Study, Webtrekk, World Brand Congress, India, MumbaiTRANSCRIPT
![Page 1: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/1.jpg)
Digital Intelligence for Business Optimization
![Page 2: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/2.jpg)
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI)
BusinessOptimization
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI)
Data CollectionReportingAnalysis
WebsiteOptimization
DataIntegration
Input (Time, Effort)
![Page 3: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/3.jpg)
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI) Statistics Web Analytics
DigitalIntelligence
BusinessOptimization
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI)
Data CollectionReportingAnalysis
WebsiteOptimization
DataIntegration
Input (Time, Effort)
![Page 4: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/4.jpg)
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI) Statistics Web Analytics
DigitalIntelligence
RealTime Segmen-
tation
CustomerJourney
BusinessOptimization
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI)
Segmen-tation
TaggingRealOnline-OfflineCombi-nation
Data CollectionReportingAnalysis
DataIntegration
WebsiteOptimization
Input (Time, Effort)
![Page 5: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/5.jpg)
Statistics Web AnalyticsDigital
Intelligence
Gartner Hype CycleO
utpu
t(C
ompa
ny V
alue
, Mar
ketin
g Kn
owle
dge,
RO
I)
RealTime
CustomerJourney
Segmen-tation
BusinessOptimization
Digital Intelligence Model©by Ralf HaberichData CollectionReporting
Analysis
WebsiteOptimization
DataIntegration
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI)
Tagging
Segmen-tation
Input (Time, Effort)
RealOnline-OfflineCombi-nation
![Page 6: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/6.jpg)
![Page 7: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/7.jpg)
![Page 8: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/8.jpg)
Never trust feelings or unprovedstatements - Dive deep in thedata and get to the Big Data-Analytics-Treasure.
Never trust feelings or unprovedstatements - Dive deep in thedata and get to the Big Data-Analytics-Treasure.
Be a Manager andstrengthen your Soft Skills
![Page 9: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/9.jpg)
C A S E S T U D Y„Driving eCommerce with TV Commercials“Company WIRKAUFENSLocation Germany
![Page 10: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/10.jpg)
About wirkaufens.de
Founded 2008 100+ Employees in Frankfurt & Berlin Second Hand Shopping of
Mobile MP3 Navigation
200.000 Products added yearly Turnover €30 Million
Founded 2008 100+ Employees in Frankfurt & Berlin Second Hand Shopping of
Mobile MP3 Navigation
200.000 Products added yearly Turnover €30 Million
![Page 11: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/11.jpg)
User watches TV Spot
User visits WebsiteUser visits Website
Analysis / Traffic Attribution
![Page 12: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/12.jpg)
Traffic
Brand Search
Direct Entry
Newsletter
CampaignTraffic
tt0 t0 + 5 minutest0 - 5 minutes
TV SpotTV Spot
Brand Search
Direct Entry
Newsletter
CampaignTraffic
![Page 13: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/13.jpg)
![Page 14: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/14.jpg)
Number of TV Visitors - per Minute
![Page 15: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/15.jpg)
Number of Orders - Total vs TV
![Page 16: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/16.jpg)
Order Influence - per Commercial
![Page 17: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/17.jpg)
Second Hand-Portal improved the Marketing Budget andsaved € in TV Spendings in first 6 months. TV is now theirpreferred channel.
![Page 18: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/18.jpg)
C A S E S T U D Y„Model Selection via eCommerce“Company AnonymousLocation Hongkong
C A S E S T U D Y„Model Selection via eCommerce“Company AnonymousLocation Hongkong
![Page 19: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/19.jpg)
About the Company
Founded 1970s 15.000 Employees Worldwide Fashion Shopping for
Women Men Kids
10,000 Stores/Wholesales Turnover $4.5 Billion
Founded 1970s 15.000 Employees Worldwide Fashion Shopping for
Women Men Kids
10,000 Stores/Wholesales Turnover $4.5 Billion
![Page 20: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/20.jpg)
Is a blonde haired modelideal
to sell bikini online?
Is a blonde haired modelideal
to sell bikini online?
![Page 21: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/21.jpg)
Fashion Brand re-structured photo shootsby analysing the model impact on sales and
increased orders by 38% to achieve a seasonalturnover increase of $960,000.
![Page 22: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/22.jpg)
Google YES because
![Page 23: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/23.jpg)
BIG DATA
![Page 24: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/24.jpg)
No professional Service offering
Only via Partners
No guaranteed feedback by Google
Google NO because
No professional Service offering
Only via Partners
No guaranteed feedback by Google
![Page 25: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/25.jpg)
![Page 26: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/26.jpg)
Beginner
Expert
Rare User
CEO
![Page 27: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/27.jpg)
![Page 28: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/28.jpg)
![Page 29: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/29.jpg)
![Page 30: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/30.jpg)
Global References
# 1 Fashion Brand Europe # 2 Electronics Worldwide # 1 eCommerce Turkey # 1 TV Italy # 1 Facebook Brand Worldwide # 3 eCommerce Russia # 1 Strongest Brands Austria # 2 Private TV Germany # 1 Media Europe # 3 Finance Worldwide
# 1 Fashion Brand Europe # 2 Electronics Worldwide # 1 eCommerce Turkey # 1 TV Italy # 1 Facebook Brand Worldwide # 3 eCommerce Russia # 1 Strongest Brands Austria # 2 Private TV Germany # 1 Media Europe # 3 Finance Worldwide
![Page 31: World Brand Congress 2013 in India, Mumbai - Digital Intelligence](https://reader038.vdocuments.us/reader038/viewer/2022103109/5457687bb1af9fc0638b51f8/html5/thumbnails/31.jpg)
Global Offices