PREDICTIVE BY GÜNTHER HASLBECK

OVENGA MEDIA

ECOMMERCE

ECOMMERCE WITH DATA

CREATE THE MODEL ✓ WHAT PRODUCTS DID THEY LOOK AT BEFORE THEY MADE A PURCHASE? ✓ WHAT PAGES DID THEY VIEW BEFORE MAKING THAT PURCHASE? ✓ DID THEY LOOK AT THE PRODUCTS’ DESCRIPTIONS? ✓ DID THEY READ USERS’ REVIEWS? ✓ HOW MANY REVIEWS DID THEY READ? ✓ DID THEY READ BOTH POSITIVE AND NEGATIVE REVIEWS? ✓ DID THEY PURCHASE SOMETHING ELSE IN ADDITION TO THE PRODUCT THEY CAME LOOKING FOR?

THINK BUSINESS ✓ THOROUGHLY UNDERSTAND THE BUSINESS PROBLEM WE’RE TRYING TO SOLVE. ✓ OBTAIN AND PREPARE THE DATA WE WANT OUR MODEL TO WORK WITH. ✓ RUN STATISTICAL ANALYSIS, DATA-MINING, AND MACHINE-LEARNING ALGORITHMS ON THE DATA.

STEP BY STEP ✓ EXTRACT THE FACTS THAT ARE CURRENTLY HAPPENING. ✓ DISTINGUISH PRESENT FACTS FROM THOSE THAT JUST HAPPENED. ✓ DERIVE POSSIBLE SCENARIOS THAT COULD HAPPEN. ✓ RANK THE SCENARIOS ACCORDING TO HOW LIKELY THEY ARE TO HAPPEN. ✓ USE EXISTING DATA FROM YOUR CATALOG, CRM … ✓ USE BUSINESS KNOWLEDGE

LETS START

CATEGORIES

IP CLICKS IN > HEILPRAKTIKER > HOMÖOPATHIE INTO 1 BOOK

IP  

HEILPRAKTIKER  

CATEGORIES

IP CLICKS IN > HEILPRAKTIKER > NATURHEILVERFAHREN INTO 2 DIFFERENT BOOKS

IP  

HEILPRAKTIKER  

HOMÖOPATHIE    NATUR

HEIL  

1  BOOK  2  BOOKS  

BASKET TO CRM

IP PLACES BOOK FROM > HEILPRAKTIKER > HOMÖOPATHIE INTO BASKET AND BUYS

USER  

HEILPRAKTIKER  

NATURHEIL  

CRM  

WE KNOW CUSTOMER NOW

HOW ABOUT OFFLINE CUSTOMER

EAN IDENTIFIES UNIQ PRODUCT

CUSTOMER REGISTERS AT WEBPORTAL FOR BONUS MATERIAL

USER  

HEILPRAKTIKER  

EAN  in  Product  catalog  

ADD USER TO CRM

DATA IS ENOUGH TO IDENTIFY INTEREST OF CUSTOMER.. WHY SHOULD HE BUY STUFF AND REGISTER WHICH IS NOT FROM INTEREST?

USER   HEILPRAKTIKER  

CRM  

ADD MORE DATA

USER  

HEILPRAKTIKER  

Sell  Score:  2  Order  Amount:  2  

Akupunktur  

Sell  Score:  1,8  Order  Amount:  2  

Most  soled  Books  are  for  

Group:  Private  Use  |  Students  |  Professionals  Score:    1                                        |                  2            |                  3  

CUSTOMERS USE OF PRODUCT IS IMPORTANT

SEGMENT BY CUSTOMERS

USER  USER  

USER  

USER  

USER  

USER  

USER  

USER  

USER  

USER  

SIMPLE SQL OR SEGMENT BY BAYES ALGORITHM OR OTHER HELPFULL TOOLS

MAIL BY GROUPS

USER  USER  

USER  

USER  

- SEND MAIL BY GROUPS TO A/B TEST YOUR MAILINGS - DONT SEND TO ALL AT ONCE, OR YOU HAVE ONLY ONE SHOT!

Mail    Vers  A  

ClickRate  1  

Mail    Vers  B  

ClickRate  2  

Mail    Vers  B  

ClickRate  2  

WE ACHIEVED

SALES INCREASED

BY 300 % ! (X MIO € / YEAR)

U COULD DO MORE -

WE STOPED HERE

U KNOW IT FROM EVERYWHERE

2,5 YEARS AFTER TEAM LEAVE‘S COMPANY

PROOF....

SALES DECREASED

BY -50% ! COMPARED TO LAST YEAR

2011  

2013  

2012  

2014  

2015  2010  

NEW TEAM TEAM LEFT NEW SHOP

WHAT HAPPENED

NEW TEC LEAD: #- OTHER COUNTRY1: NO DIRECT COMPETITOR NEW DEPARTMENT LEAD - OTHER COUNTRY2: NO AMAZON

UNKN

OWN M

ARKE

T

NO KNOWLEDGE

OTHER COUNTRY1: -  WEBSHOP -  MARKETING BY

LETTER

NO KNOWLEDGE

OTHER COUNTRY2: -  WEBSITE, ORDER BY

LETTER -  MARKETING BY

LETTER

NEW EUROPE WEBSHOP

„MODERN ECOMMERCE PLATFORM“ REPLACES LOCAL ATG INSTANCE WHICH REMOVES ALL „PLUGINS/EXTENSIONS“..

BUT

THEY DO NOT UNDERSTAND* THE FOLLOWING...

* NOT BAD WORDS, THEY ARE VERY GOOD IN WHAT THEY ARE DOING, ITS JUST NOT HELPFULL FOR GERMANY

IT‘S NOT THE (BASIC) WEBSHOP,

STUPID

IT IS NOT THE SHELF OR THE COLOR OF THE SHELF IN YOUR STORE...

YOU DO NOT NEED A NEW SHELF

CUSTOMER KNOWLEDGE, PRODUCT KNOWLEDGE AND HOW TO SPEAK WITH THE CUSTOMER

ITS ALL ABOUT THE

THINK SIMPLE

DO YOU REMEBER HER?

YOU NEED HELP

CHECK OUR WEBSITE

OVENGA MEDIA#CAN HELP

WWW.OVENGA-MEDIA.DE