Abdurrahman Alshareef (Saudi Arabia)Edouard Breine (France)Ting-Huei Horng (Taiwan)
Data Mining, Shopping Experience and ROI
Using Google Analytics
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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.
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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?
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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
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GOOGLE ANALYTICS
YAHOO ANALYTICS
CLICKTALE
WEB TREND
IWEB TRACK
……
WHICH TOOLS?
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ENHANCE SHOPPING EXPERIENCE WITH GOOGLE ANALYTICS
Internal Site Search
Landing Pages
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ENHANCE SHOPPING EXPERIENCE WITH GOOGLE ANALYTICSCheck your Bounce
Rate
Search Engine Optimization
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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 !!!
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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
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Any Questions?
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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
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