Διαχείριση Τεχνολογιών Ηλεκτρονικού Εμπορίου

Trends & Marketing in e-Commerce

Data Analytics

Μ. Γραμματικού mary@netmode.ntua.gr

B. Μάγκλαρης maglaris@netmode.ntua.gr

Περιεχόμενα (I)

• Εισαγωγή • Τεχνολογική Υποδομή ΗΕ/Πλατφόρμες

• Cloud based • In House (using e-commerce platforms like magento …)

• Είδη Ηλεκτρονικού Εμπορίου (B2B, B2C, B2G, B2E, …) • Mobile Commerce (Tablets, Smart Phones)

• Mobile transactions 42% annual growth (2011-2016)

• E-Commerce Trends • New Web design trends for E-Commerce • Digital content • Payments • 3D Printing • New Business Models • M2M collaborations, crowdsourcing

Περιεχόμενα (II) • Web Marketing

• Social Media for E-Commerce • Search Engine Optimization (SEO)

• Data Analytics in E-Commerce • 42% of small businesses which participated in a

ShopKeep POS survey, say they are using analytics to make smarter, immediate business decisions

• Ασφάλεια στο ΗΕ • Είδη Πληρωμών με ασφάλεια (tablets, smart phones,

web based solutions) • Ασφάλεια στην Πλατφόρμα • Ασφάλεια στην Υποδομή • Ασφάλεια στην Εφαρμογή

New Web design trends for E-Commerce e-Commerce Design Trends to Level up

Your Online Shop (1) http://www.noupe.com/design/six-ecommerce-design-trends-for-2015-to-level-up-your-online-shop-88102.html

(2) http://www.practicalecommerce.com/articles/77729-6-Ecommerce-Design-Trends-for-2015 (3) http://sherodesigns.com/whats-trending-2015-ecommerce-website-design/

• Full Page Background Images

• Flat and Material Design in Pleasant Colours

• Card Design

• Parallax Scrolling and Background Effects

• Minimalist Buttons (Ghost Buttons)

• Optimized for Mobile Devices

• Hidden Menus

• Video Content and Backgrounds

Full Page Background Images

• Full page background images

• Good product images can not only be incorporated into the slider, but work as well as full-page background in hero areas

• Life style imagery shows the customer the products in action and how the customer would be apart of that lifestyle if they buy the company’s products

Flat and Material Design in Pleasant Colours

• Flat design has an impressive, simple and clear style, omitting unnecessary gimmicks

• Material design goes one step further by creating the right – not too exaggerated – colourful accent

• A bold design with clear structures and bright colours can have beneficial effects, especially for young brands

Card Design

• User-friendliness is excellent as the visitor gets to see all relevant information at a glance

• These cards basically contain short texts, an image/or several share buttons, as well as the most relevant information about the product

Parallax Scrolling and Background Effects

• Parallax effects are only recommended if they highlight the actual content

Minimalist Buttons (Ghost Buttons)

Minimalist buttons fit perfectly in modern, fresh designs

Optimized for Mobile Devices

• Optimizing your website for mobile devices: • Website adjusts to any screen resolution automatically

• Offering an app as users prefer to get information and order via smartphone or tablet app

Do the one without abandoning the other

Hidden Navigation Menus

• Hidden navigation have been showing up on desktop layouts quite often

• Hidden navigation menus have a similar functionality to a mobile website too

Video Content and Backgrounds

• More e-commerce businesses use video on product

detail pages, in blogs, on YouTube, and even as background images for home pages

Material Design

• Material design is a “visual language” that Google developed to marry classic design principles with innovative technologies

• A visual language for users that synthesizes the classic principles of good design with the innovation and possibility of technology and science

M2M and e-Commerce http://www.m2mnow.biz/2012/05/20/5410-netsuites-new-commerce-as-a-service-designed-to-deliver-unified-platform-for-m2m-business-models/

NetSuite's new Commerce-as-a-Service designed to deliver unified platform for M2M business models

• Physical products also increasingly include commerce-embedded capabilities, which enable machine-to-machine (M2M) commerce without human involvement, based on defined business rules for predictable needs

• NetSuite’s integrated ERP/CRM system is transformed into a commerce engine that is exposed to customers in a device-independent way — supporting traditional browser-based commerce as well as any emerging touchpoint such as smartphones, tablets and Point of Sales (POS) systems

How 3D Printing Will Revolutionize

E-Commerce http://www.ecommercetimes.com/story/78298.html

A new form of e-tailing by enabling designers to sell customized 3D printed objects directly to consumers and enabling e-commerce websites to become real manufacturers 3D Marketplaces • Shapeways • Ponoko • Cubify • Sculpteo's 3D Cloud

SEO - Search Engine Optimization https://en.wikipedia.org/wiki/Search_engine_optimization

• Search Engine Optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results

• As an Internet marketing strategy, SEO considers: • how search engines work, • what people search for, • the actual search terms or keywords typed into search engines • which search engines are preferred by their targeted audience

• Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines

SEO - Search Engine Optimization- Methods https://en.wikipedia.org/wiki/Search_engine_optimization

• Getting indexed • The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their

algorithmic search results

• Search engine crawlers may look at a number of different factors when crawling a site

• Preventing crawling • To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl

certain files or directories through the standard robots.txt file in the root directory of the domain. A page can be explicitly excluded from a search engine's database by using a meta tag specific to robots

• Increasing prominence • Cross linking between pages of the same website

• Adding relevant keywords to a web page's meta data

• Writing content that includes frequently searched keyword

Search engines use complex

mathematical algorithms to

guess which websites a user seeks

White Hat versus Black Hat techniques

SEO techniques can be classified into two broad categories: • techniques that search engines recommend as part of good design • those techniques of which search engines do not approve

• White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing

• White Hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see

• Black Hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception • One black hat technique uses text that is hidden, either as text

coloured similar to the background, in an invisible div, or positioned off screen

• Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking

Your Website is Like a Cake http://searchenginewatch.com/tag/search-engine-spiders

Your links, paid search, and social media acts as the icing, but your content,

information architecture, content management system, and infrastructure act as

the sugar and makes the cake. Without it, your cake is tasteless, boring, and gets

thrown in the trash

What Search Engines Are Looking For Search engines want to do their jobs as best as possible by referring users to websites and content that is the most relevant to what the user is looking for. So how is relevancy determined?

• Content: Is determined by the theme that is being given, the text on the page, and the titles and descriptions that are given

• Performance: How fast is your site and does it work properly?

• Authority: Does your site have good enough content to link to or do other authoritative sites use your website as a reference or cite the information that's available?

• User Experience: How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate?

What Search Engines Are NOT Looking For

Search engine spiders only have a certain amount of data storage, so if you're performing shady tactics or trying to trick them, chances are you're going to hurt yourself in the long run. Items the search engines don't want are:

• Keyword Stuffing: Overuse of keywords on your pages

• Purchased Links: Buying links will get you nowhere when it comes to SEO, so be warned

• Poor User Experience: Make it easy for the user to get around. Too many ads and making it too difficult for people to find content they're looking for will only increase your bounce rate

SEO - Search Engine Optimization

according to Rand Fishkin https://moz.com/learn/seo/what-is-seo

SEO is "the practice of increasing the quantity and quality of the traffic that you earn through the organic results in search engines“

• Quality of traffic. You can attract all the visitors in the world, but if

they're coming to your site because Google tells them you're a resource for Apple computers when really you're a farmer selling apples, that is not quality traffic. Instead you want to attract visitors who are genuinely interested in products that you offer

• Quantity of traffic. Once you have the right people clicking

through from those Search Engine Results Pages (SERPs), more traffic is better

• Organic results. Ads make up a significant portion of many SERPs.

Organic traffic is any traffic that you don't have to pay for

What goes into SEO?

SEO as a Marketing Strategy

• SEO is not an appropriate strategy for every website

• Other Internet marketing strategies can be more effective like paid advertising through pay per click (PPC) campaigns, depending on the site operator's goals

• SEO may generate an adequate return on investment

• Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic

• According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day

Don't Forget to Optimize for Multi-Channels

• Keyword strategy is not only important to implement on-site, but should

extend to other off-site platforms, which is why you should also be thinking about multi-channel optimization. These multi-channel platforms include:

• Facebook

• Twitter

• LinkedIn

• Email

• Offline, such as radio and TV ads

Be Consistent With Domain Names

Some best practices with domain names are: • Consistent Domains: If you type in www.example.com,

but then your type in just example.com and the "www" does not redirect to www.example.com, that means the search engines are seeing two different sites. This isn't effective for your overall SEO efforts as it will dilute your inbound links, as external sites will be linking to www.example.com and example.com

• Keep it Old School: Old domains are better than new ones, but if you're buying an old domain, make sure that the previous owner didn't do anything shady to cause the domain to get penalized

• Keywords in URL: Having keywords you're trying to rank for in your domain will only help your overall efforts

Optimizing for Different Types of Results

• Make sure to focus on mobile and tablet optimization as well as other media

• Create rich media content like video, as it's easier to get a video to rank on the first page than it is to get a plain text page to rank

• Optimize your non-text content so search engines can see it • If your site uses Flash or PDFs, make sure you read up on

the latest best practices so search engines can crawl that content and give your site credit for it

Focus on Your Meta Data Too

• Your content on your site should have title tags and meta descriptions

• Meta keywords are pretty much ignored by search engines nowadays, but if you still use them, make sure it talks specifically to that page and that it is also formatted correctly

• Your meta description should be unique and also speak to that specific page. Duplicate meta descriptions from page to page will not get you anywhere

As an example: How Google Search Works https://support.google.com/webmasters/answer/182072

• Crawling • Crawling is the process by which Googlebot discovers new and updated

pages to be added to the Google index • As Googlebot visits each of these websites it detects links on each page

and adds them to its list of pages to crawl. New sites, changes to existing sites, and dead links are noted and used to update the Google index

• Indexing • Googlebot processes each of the pages it crawls in order to compile a

massive index of all the words it sees and their location on each page. It processes information included in key content tags and attributes, such as Title tags and ALT attributes but not rich media files or dynamic pages

• Serving results • When a user enters a query, Google’s machines search the index for

matching pages and return the results it believes are the most relevant to the user

• Relevancy is determined by over 200 factors, one of which is the PageRank for a given page

How a group of experts ranked the importance of factors that go into a search engine's algorithm

Know Your Business Model

While this is pretty obvious, so many people tend to not sit down and just focus on what their main goals are. Some questions you need to ask yourself are:

• What defines a conversion for you?

• Are you selling eyeballs (impressions) or what people click on?

• What are your goals?

• Do you know your assets and liabilities?

Social Media Marketing https://en.wikipedia.org/wiki/Social_media_marketing

• Social media marketing is the process of gaining website traffic or attention through social media sites

What is Social Media Marketing?

• Social Media Marketing, or SMM, is a form of

internet marketing that implements various social media networks in order to achieve marketing communication and branding goals • Start With a Plan

• Create a social media marketing plan and brainstorm about your goals: what are you hoping to achieve through social media marketing? Who is your target audience? Where would your target audience hang out and how would they use social media? What message do you want to send to your audience with social media marketing?

• Developing Your Goals

• Website traffic

• Conversions

• Brand awareness

• Creating a brand identity and positive brand association

• Communication and interaction with key audiences

How to Use Social Media for Marketing:

Know Your Platform

• Facebook: Facebook’s casual, friendly environment requires an active social media marketing strategy that begins with creating a Facebook Business Fan Page

• Google+ is the new Facebook competitor, and it promotes the same fun, casual atmosphere. On Google+ you can upload and share photos, videos, links, and view all your +1s

• Pinterest is the latest in social media marketing trends. Pinterest’s image-centered platform is ideal for retail, but anyone can benefit from using Pinterest for social media purposes

• Twitter is the social media marketing tool that lets you broadcast your updates across the web. Follow tweeters in your industry or related fields, and you should gain a steady stream of followers in return

How to Use Social Media for Marketing:

Know Your Platform

• LinkedIn is one of the more professional social media marketing sites. LinkedIn Groups is a great venue for entering into a professional dialog with people in similar industries and provides a place to share content with like-minded individuals

• YouTube is the number one place for creating video content, can be an incredibly powerful social media marketing tool. Many businesses try to create video content with the aim of having their video “go viral,” but in reality those chances are pretty slim

• Social media platforms like Yelp, FourSquare, and Level Up are great for brick and mortar businesses looking to implement marketing social media. Register on these sites to claim your location spot, and then consider extra incentives such as check-in rewards or special discounts

• Reddit, or similar social media platforms such as Stumble Upon or Digg, are ideal for sharing compelling content

Social Networking Websites

https://en.wikipedia.org/wiki/Social_media_marketing

To integrate Social Networks within their marketing strategies, companies have to develop a marketing model. In a marketing model (SNeM2S) based on Social Networks is provided

The model includes the following steps:

• Selection of potential Social Networks to use; • Definition of a financial plan; • Definition of organizational structures to manage the

Social Network in the market; • Selection of target; • Promotion of products and services; • Performance measures

Social Media Marketing At Marketing Land

Marketing Land is the sister site to Search Engine Land that covers all facets of internet marketing, including these popular topics within social media marketing:

• Facebook

• Instagram

• Twitter

• Pinterest

• Google+

• Linkedin

• YouTube

• Social Media Marketing How To Guides & more!

Google AdWords: An overview for advertisers

https://support.google.com/adwords/answer/1704410?hl=en

• Google AdWords is Google's online advertising program that lets you reach new customers and grow your business

• With AdWords, you choose where your ad appears, set a budget you're comfortable with, and measure the impact of your ad

• There's no minimum spending commitment. You can pause or stop anytime

• When you advertise with AdWords, your ads can appear on different places across the web depending on how you target your ads, to whom you choose to show them, and the types of ads you create

• Get started at https://adwords.google.com

Benefits of advertising with Google AdWords

• Reach people at the precise moment they’re searching for what you offer

• Control your budget

• See exactly what's working in your ad, and build on it

Example:

Let's say you run a bicycle repair shop near Boston. Set your ad to appear to customers in just that location, and when someone living or visiting there searches Google for "bike repair near Boston," they could see your ad and click it to connect to your business.

How consumers respond to online marketing

581 of the Top

1000 online

retailers in North

America send

welcome emails

after a shopper

signs up. Among

those who do,

53.4% send just

one message,

while 14% send

a 3-message

series

Mobile Advertising

https://en.wikipedia.org/wiki/Mobile_advertising

• Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing

• Advertisers and media industry will increasingly take account of a bigger and fast-growing mobile market, though it remains at around 1% of global advertising spend

Types of Mobile ads

• Mobile Web Banner (top of page) or Mobile Web Poster

(bottom of page banner)

• SMS advertising (which has been estimated at over 90% of mobile marketing revenue worldwide)

• MMS advertising

• Advertising within mobile games and mobile videos, during mobile TV receipt

• Full-screen interstitials, which appear while a requested item of mobile content or mobile web page is loading up, and audio advertisements that can take the form of a jingle before a voicemail recording, or an audio recording played while interacting with a telephone-based service such as movie ticketing or directory assistance

5 Ways To Target Mobile Only Customers Optimizing for the mobile-only shopper

http://sherodesigns.com/5-ways-to-target-mobile-only-customers/

1) Easy to follow information • Keep information simple. Write your content in a clear and easy to follow way, that way,

you will have a better chance at keeping buyers on your site instead of sending them to the competitor’s. Use important points and work down from there, don’t get fancy with words that just use up space. Keep everything as SEO-friendly as possible

2) Make things mobile-friendly • Everyone who has gone online via their smartphone has come across a website that was

not configured for a smaller screen. Set up your website for these smaller screens so the user only has to scroll. Having your customer pinch-and-zoom or swipe left and right will most likely turn them off to your site because it’s inconvenient for the user

3) Mobile and desktop websites are different • You may think that you have to have your desktop and mobile version of your website

looking exactly the same, with the mobile version just a smaller size of the desktop version. This rule has been thrown out the window. The important thing to focus on is retaining the essence of your site. Mobile websites need to be treated different than their desktop versions for maximum benefit to the user

4) Use cookies to personalize • Cookies have acquired a bad reputation but they are awesome to personalize your site

for users. They make the shopping process easier and simpler every time. You can use cookies to track what the customer previously viewed and keep a record of what they may be interested in next time they visit your website

5) Speed is a top priority • How fast your mobile site loads is often a deal breaker if it loads too slowly. Google

everything you need to know about speeding up the loading times on your mobile sites (without resorting to text-only) and put it to action so your users don’t have to ever experience the “dial-up” experience ever again

Mobile sales via iPads fall 50% from 2014 to 2016 Sales via smartphones are growing, while sales from

tablets dip from 2014 to 2016

US Shoppers Who Visit Top Retailers ONLY On Mobile Devices (by ComScore)

http://sherodesigns.com/5-ways-to-target-mobile-only-customers/

Papers on social media and marketing

• http://www.sciencedirect.com/science/article/pii/S0148296311003584

• http://www.sciencedirect.com/science/article/pii/S0019850111002264

• http://www.sciencedirect.com/science/article/pii/S0167811612000663

• http://www.sciencedirect.com/science/article/pii/S0167811611000863

• http://www.sciencedirect.com/science/article/pii/S0019850112000910

Data Analytics and E-Commerce

How Big Data Analytics is changing the E-Commerce landscape

• two data categories: • Structured

• Unstructured

• Structured data, they have been able to capture : • Name

• Address

• Preferences

• Sex and

• Age

• Unstructured data refers to information that either does not have a pre-defined data model or is not organized in a pre-defined manner

• Unstructured information is typically text-heavy, but may contain data such as dates, numbers, and facts as well

• How to take the unstructured data and make it meaningful insights to increase conversions

How are companies using Big Data Analytics to stay on top in the game?

http://www.venturesity.com/blog/what-is-big-data-analytics-and-its-application-in-e-commerce

• Personalization

• Improving Customer Experience

• Pricing

• Predictive Analytics

• Managing Supply Chain using Data

Personalization

• Gilt Groupe, one of the leading e-commerce companies in “flash sales” has used personalization very effectively

• The company sends 3,000 highly targeted emails each day to its 3.5 million members

• Research shows that personalization can deliver five to eight times the Return on Investment (ROI) on marketing spend and lift sales 10% or more

Improving Customer Experience

• The competition is tough and most consumers have wide range of choices for the same product

• E-Commerce is using analytics to enhance customer experience

• Companies are closely analysing the buying path for each customer and improving customer experience making it a seamless process

• bloomreach, a startup is aiming to use Big Data to enhance the ecommerce customer experience

• Bloomreach: A platform that makes your content more discoverable, relevant and profitable, created by • Ashutosh (Ashu) Garg (former Google Scientist) and Raj De

Datta (successful Silicon Valley entrepreneur) wanted businesses to generate more benefits from their content by presenting the most relevant content to each visitor based on that visitor’s unique intent

Pricing

E-commerce companies need to have the ability to constantly change pricing on a daily basis based on competition, demand for products etc.

Predictive Analytics

Amazon’s third party marketplace is an example of how it is less to do with individuals retailer’s marketing ability and more of Amazon’s ability to use analytics to predict what the buyer is likely to purchase

Managing Supply Chain using Data

• E-Commerce companies are dealing with lot of moving parts – vendors, logistics, warehousing, delivery, returns etc.

• E-Commerce companies are building efficient systems using analytics to manage the process

• Companies are using Internet of Things, to collect and communicate data on a wide range of conditions and redefining supply chain intelligence

Get Started with Google Analytics’ s

E-commerce Integration https://blog.kissmetrics.com/intro-to-ecommerce-analytics/

http://www.google.com/analytics/ce/mws/?utm_expid=71218119-7.lBgmrTO8R3uEDwsxNxa_Nw.1&utm_referrer=https%3A%2F%2Fwww.google.gr%

2F

• Google Analytics has become a standard tool when it comes to web analytics because of its ease of use, informative reports, and the fact that it’s free

• Google Analytics shows you the full customer picture across ads and videos, websites and social tools, tablets and smartphones. That makes it easier to serve your current customers and win new ones

• Google Analytics is a very powerful tool for e-commerce sites because Google allows you to send all your sales data to your Google Analytics account

• Once this integration is set up, all your sales will be tied to actual sessions, allowing you to connect sales to specific marketing channels

KISSmetrics for Online Store Owners

https://blog.kissmetrics.com/intro-to-ecommerce-analytics/ http://support.kissmetrics.com/getting-started/overview.html

• Ιt provides you with a deeper layer of information in a wide range of areas of your business, which simply aren’t available in Google Analytics

• Υou can find out the following about your visitors: • How long after visiting your site for the first time does a visitor

make a purchase • The average order value per customer, segmented by marketing

channel • Which marketing channels bring you the highest ROI (critical for

80/20 analysis) • Which blog posts drive the most sales • How many blog posts does a visitor see before subscribing to your

newsletter • Which steps in your sales funnel are the most problematic • The average path taken by visitors before they buy on your site • Where visitors are on your site when they contact your support

team

Web Analytics Review by Kissmetrics https://blog.kissmetrics.com/2011-web-analytics-review/?wide=1

• Google Analytics tells you what

• Kissmetrics tells you who

• Kissmetrics provides Infographics

• https://blog.kissmetrics.com/great-customer-service-infographic/

• https://blog.kissmetrics.com/saas-operating-metrics/

Other Important Web Analytic Metrics

and Where to Find Them https://blog.kissmetrics.com/intro-to-ecommerce-analytics/

• Email Marketing Funnels

• The steps in all email marketing funnels are: • Sent – The number of emails sent • Delivered – The number of emails delivered to your campaign

list • Unique opens – The percentage of individuals in your list that

opened the email at least once • Unique clicks – The percentage of individuals in your list that

clicked on any of the links in your email at least once • Visits to your landing page – The percentage of individuals

from your list that arrived on your landing page • Performed action – The percentage of individuals from your

list that performed a specific action (examples: subscribed to your newsletter, bought your product, etc.)

Social Media Analytics

• Facebook Analytics • Below is a list of guides that cover how to use the information

available in Facebook’s Page Insights: • A Definitive Guide for Using Facebook Insights for Your Business

• Getting Started and General Page Metrics (Facebook)

Social Media Analytics

• Twitter Analytics: Twitter doesn’t provide analytics to regular users like Facebook does

• Twitter does offer analytics to advertisers and users that use Twitter Cards

Pay-Per-Click and Other Paid

Marketing Activities

• PPC can be a very profitable channel for certain e-

commerce sites

• A list of the common terminology in PPC analytics: • CPM (Cost-per-mille or cost-per-thousand impressions) – A

pricing model that charges for every one thousand impressions (displays of an ad to a user)

• CPC (cost-per-click) – A pricing model that charges for every click on an ad

• CPA (cost-per-action) – A pricing model that charges every time a visitor completes a specific action

• CTR (click-through-rate) – The number of times an ad was clicked divided by the number of times the ad appeared in a given time

• Average position – This is the average position in which your ad appeared within the search results

A/B Testing and Other Optimization Tips

https://www.optimizely.com/ab-testing/

• Optimizely is the most popular A/B testing tool on the market

• A/B testing is a method of comparing two versions of a webpage or app against each other to determine which one performs better

• A/B testing is a simple way to test changes to your page against the current design and determine which ones produce positive results

• Optimizely helps you create numerous versions of your web pages and provides in-depth analytics on how these different versions perform

• You can run numerous experiments within Optimizely, you can make massive gains in your conversion rate and average order value

• Testing takes the guesswork out of website optimization and enables data-backed decisions that shift business conversations from “we think” to “we know”

How it works

Use an Optimization Calendar

• Once you get into the “optimization zone,” you will be making a number of tests and changes to your marketing, website, and other aspects of your business

• In order to track everything properly, you can setting up a separate calendar in your Google Calendar (or any other calendar tool you are using) to track specific tests

Uses of Big Data Analytics http://www.practicalecommerce.com/articles/3945-4-Ways-Big-Data-Can-Help-

Ecommerce-Merchants-

Big Data can help a merchant in the following four ways:

• Become more efficient by alerting you to merchandising efforts that are ineffective, and products that are not selling, such as an apparel product may be selling well only in two colours while your offer five

• Increase conversion rates by better identification of successful sales transactions

• Encourage more purchases by presenting existing customers with complementary items to what they’ve purchased previously

• Enhance inventory management by eliminating slow-moving items and increasing the supply of fast-moving merchandise