CONVERSION RATE OPTIMIZATION USING

BIG DATA AND DATA SCIENCE

David Stephenson, Ph.D.

david@dsiAnalytics.comHilversum, The Netherlands

David Stephenson, Ph.D.Founder DSI Analytics

Professor: Applied Analytics

Head of Global Business Analytics

Department Head A.I.

Analytics Consulting & Program Development

Department Foundation

@Leisure Group (Belvilla)

Introduction

Opportunities to Optimize Conversion Rates

1. User Path Analysis

2. A/B Testing with Big Data

3. Data Science

The Solution Framework

Conclusion and Questions

Age

nda

CONVERSION RATE OPTIMIZATION BIG DATA AND DATA SCIENCE

Just Conversion DataWhen you care enough to do absolutely nothing

Marketing CampaignsOnline Searches

Returning Customers

Conversion

??

Landing Page

Web Analytics Data”I care a little bit more”

Landing PageItem ViewsMicro

Conversions

Conversion

Full Session Level (Big) Data”I really want to understand my customer”

10 sec

45 sec

90 sec

200 sec

….

Marketing Campaign

Conversion

Introduction

Opportunities to Optimize Conversion Rates

1. User Path Analysis

2. A/B Testing with Big Data

3. Data Science

The Solution Framework

Conclusion and Questions

Age

nda

CONVERSION RATE OPTIMIZATION BIG DATA AND DATA SCIENCE

A/B TestingInsight Through Experimentation

Responding IntelligentlyThe CRO Challenge

Introduction

Opportunities to Optimize Conversion Rates

1. User Path Analysis

2. A/B Testing with Big Data

3. Data Science

The Solution Framework

Conclusion and Questions

Age

nda

CONVERSION RATE OPTIMIZATION BIG DATA AND DATA SCIENCE

Quantifying Appeal of InventoryClick Through Rates

200x

Quantifying Sell-ability of Inventory Conversion Rates

36x

Maximizing Expected Revenue Quantifying Content Value

Search Result Click Thru Rate

Item View Book Rate

Booking Value

Expected Value Search Result Item

11% 0.80% 650 € 0.57 €

8% 0.43% 700 € 0.24 €

9% 1.02% 900 € 0.83 €Note: numbers above are for illustration only

Introduction

Opportunities to Optimize Conversion Rates

1. User Path Analysis

2. A/B Testing with Big Data

3. Data Science

The Solution Framework

Conclusion and Questions

Age

nda

CONVERSION RATE OPTIMIZATION BIG DATA AND DATA SCIENCE

Data ArchitectureThe Solution Framework

BrowserWeb Server Web Logs

JSTags

Big Data Framework

Message Queue

Web Analytics

Data ArchitectureThe Solution Framework

Two Week DeploymentThe Solution Framework

BrowserWeb Server Web Logs

GA Tags

Big Query

Message Queue

GA Server

Properties Users

SessionsClicks

Login Identity

Real-Time, Customized Recommendations

Introduction

Opportunities to Optimize Conversion Rates

1. User Path Analysis

2. A/B Testing with Big Data

3. Data Science

The Solution Framework

Conclusion and Questions

Age

nda

CONVERSION RATE OPTIMIZATION BIG DATA AND DATA SCIENCE

Contact

david@dsiAnalytics.comHilversum, The Netherlands