Abdurrahman Alshareef (Saudi Arabia)Edouard Breine (France)Ting-Huei Horng (Taiwan)

Data Mining, Shopping Experience and ROI

Using Google Analytics

Digital Communication by Edouard

UNDERSTAND MY CUSTOMERS

Digital Communication by Edouard

USING DATA MINING???

Digital Communication by Edouard

THE PROCESS OF EXTRACTING VALID, USEFUL,PREVIOUSLY UNKNOWN, AND ULTIMATELYCOMPREHENSIBLE INFORMATION FROM LARGEDATABASES AND USING IT TO MAKE CRUCIALBUSINESS DECISIONS, OR….”“…TORTURING THE DATA UNTIL IT CONFESSES…”

WHAT IS DATA MINING?

Donald S. Le Vie, Jr.

Digital Communication by Edouard

WHERE VISITORS STOP TO PAY ATTENTION

HOW MUCH TIME ON AVERAGE SPEND AT EACH POINT ON THE PAGE

HOW FAR DOWN VISITORS SCROLL

HOW MANY VISITORS SEE THE BOTTOM OF YOUR PAGE

HOW PEOPLE ARE INTERACTING WITH THE LINKS ON THE PAGE

HOW MANY HOVERS EACH LINK GETS

HOVER-TO-CLICK CONVERSION RATES

HESITATION TIME

AVERAGE ORDER THAT VISITORS HOVER

AND SO ON…….

DATA MININGFORE-COMMERCE?

Digital Communication by Edouard

COLLABORATIVE-SOCIAL-FILTERING: GROUPING USERS BASED ON SIMILARITY IN BEHAVIORAL OR SOCIAL PATTERNS CONTENT-BASED-FILTERING: GENERATING SUGGESTIONS BASED ON THE ITEMS THE USER HAS PURCHASED IN THE PAST

WHICH TECHNIQUES?

KNOWLEDGE-BASED: HYBRID SYSTEM COMBINING BOTH PREVIOUS TECHNIQUES

Digital Communication by Edouard

GOOGLE ANALYTICS

YAHOO ANALYTICS

CLICKTALE

WEB TREND

IWEB TRACK

……

WHICH TOOLS?

Digital Communication by Edouard

ENHANCE SHOPPING EXPERIENCE WITH GOOGLE ANALYTICS

Internal Site Search

Landing Pages

Digital Communication by Edouard

ENHANCE SHOPPING EXPERIENCE WITH GOOGLE ANALYTICSCheck your Bounce

Rate

Search Engine Optimization

Digital Communication by Edouard

HIGHER ROI WITH GOOGLE ANALYTICS

Set Goals & Measure ROI Measure ROI per

product Or range of products

Digital Communication by Edouard

HIGHER ROI WITH GOOGLE ANALYTICS

Use custom reports to understand your

user

SEGMENTATION !!!!Measure level of engagement, identify high value sources... And segment !!!

Digital Communication by Edouard

RESULTS?

AVERAGE ANALYTICS PROJECT DELIVERED A

RETURN ON INVESTMENTOF 431%

OVER FIVE YEARS

MORE THAN HALF OF THE IMPLEMENTATIONS,63 % DELIVERED THAT PAYBACK IN TWO YEARS OR LESS

Source: Interactive Data

Digital Communication by Edouard

Any Questions?

Digital Communication by Edouard

REFERENCES

GOOGLE ANALYTICS MAXIMIZED: DEEPER ANALYSIS, HIGHER ROI & YOU HTTP://WWW.KAUSHIK.NET/AVINASH/2009/01/GOOGLE-ANALYTICS-MAXIMIZED-DEEPER-ANALYSIS-HIGHER-ROI-FREE.HTML E-COMMERCE RECOMMENDERS: POWERFUL TOOLS FOR E-BUSINESS HTTP://WWW.ACM.ORG/CROSSROADS/XRDS10-2/RECOMMENDERS.HTML HAVING YOUR DATA AND USING IT TOO HTTP://WWW.ECOMMERCETIMES.COM/STORY/HAVING-YOUR-DATA-AND-USING-IT-TOO-67968.HTML?WLC=1251955457

IMAGES: SLIDE 1 - HTTP://HISTORYOFECONOMICS.FILES.WORDPRESS.COM/2008/10/DATA-MINING.JPG SLIDE 2 - HTTP://WWW.XDSTRATEGY.COM/WP-CONTENT/UPLOADS/2008/10/RESEARCHMETHODS3D1.PNG SLIDE 4 - HTTP://WWW.DIGITALWRITERS.BIZ/IMAGES/DATAMINING.JPG SLIDE 5 - HTTP://WILLSCULLYPOWER.FILES.WORDPRESS.COM/2009/01/DATA-MINING.JPG

Digital Communication by Edouard