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DATA ANALYTICS IN AN
ECOMMERCE ENVIRONMENT
Gary Taylor, tmwi – April 2016
Gary Taylor
Digital Director, tmwi
Follow me on Twitter @garyptaylor
2004 – 2007: Built a network of mortgage and secured
loan lead generation websites
2008: Won Young Entrepreneur Of The Year Award
2012: Helped establish the digital business of tmwi
Today: Largest independent media and digital
agency outside of London and #35 in the UK*
*Campaign Live / Nielsen 2016
My Journey…”Inspired by disruptive tech and data”
• Lectured at Birmingham City University Future Media (MA) Course on
Marketing Analytics
• Studying Machine Learning and Data Science (Stanford University)
• Proficient in Python, SamIam (Sensitivity Analysis & Inference) and
Octave (Linear and Non-Linear problems)
• Over the last 18 months, have been developing a data analytics
platform to help clients understand and answer their data
challenges
What is data?
• It’s a word used recklessly across the industry
• Without data you can't create new knowledge
• THE vital element for setting KPI’s and objectives
• BUT, if you don't understand your data... You can't
grow, can't adapt, can't change...*
*Jono’s – “It’s frameworks, not data, which drive success”
“change is the only constant…”
Plato
“99% of companies haven't
changed their marketing strategy in
the last 10 years...”
Reliable Source: A “recent” survey
A story of data…
Gateway Communications & GTV• 2003 – 2008 grew to be the largest provider of pan-African mobile
networks on the continent
• Sold to Vodafone for $675m
AFB.comCredit cards
Jumo.world• Disruptive fintech
• Mobile lending and credit
facilities to the “un-banked”
population
• Network reach of 35m users
• Issuing 45,000 loans every day!
• Rewind 60 years… CAF was formed
• Three famous African EPL footballers – Didier
Drogba (C), Kanu (A), and Quinton Fortune (MU)…
• Until the 70’s football remained relatively un-
represented
• Joao Havelange (FIFA President) who opposed
Apartheid advocated football across the continent
• In 2010 South Africa hosted the World Cup
• Today there are 230m EPL fans in Africa
Can anyone guess what AFB did?
New Product Development!
Gateway Communications & GTV• 2003 – 2008 grew to be the largest provider of pan-African mobile
networks
• Sold to Vodafone for $675m
AFB.com• A leading provider of credit cards in Africa
• Servicing 600,000 credit card holders
• 450 retail store card partners
Jumo.world• Disruptive fintech
• Mobile lending and credit
facilities
• Network reach of 35m users
• Issuing 45,000 loans every day!
Knowledge Fusion.
“processing resulting in an appearance of new
knowledge…”
Jacques Ludik – CDO at Jumo
• Ph.D in Computer Science
• 20+ years’ experience in Advanced Analytics, AI, Machine Intelligence & Data Science and its
applications
• Founded the Machine Intelligence Institute of Africa
(MIIA)
• Senior Lecturer and Researcher in the Department of
Computer Science at Stellenbosch University
• Has a patent filed for Knowledge Fusion
Why is this important in
ecommerce?
Data Challenges
Challenges
Data Capture
Data Ownership
Multiple Data
Sources
In-house Resource
No Central Database
IT Limitations
Lack of Data
Strategy
Fragmented
Market
Cost
• Not all data is captured
• Data ownership
• Multiple data sources with multiple
interfaces
• No central database…mostly held in
multiple 3rd party software and excel!
• Limited in-house data support/ resource
• IT limitations compromise data integrity
• No data strategy… what is the end goal
for the data?
• Too many vendors on the market, difficult
to be technology agnostic
• Cost of technology
“If you can’t explain it simply, you don’t
understand it well enough.”
Albert Einstein
Collection Integrity Analysis Visualisation
Gathering
Measuring
Quality
• Design
• Implementation
• Storage / Security
• Processes
• Retrieval
• Inspecting
• Cleaning
• Transforming
• Modelling
• Presentation
• Representation
• Commercial toolbox
Our SIMPLE Process For Data Analytics
Multiple sources of data (API, XML*, CSV, raw data)
Database and DMP architecture and
proprietary technology
Visual dashboard (Client front-end)
Collection
Integrity and Analysis
Visualisation (Insight)
Platform Architecture
*API – Application Programming Interface, XML – Extensible Markup Language
Real Insight…
Client Case Study
• Identified and reduced “harvesting” gaps in organic search with new SEO strategy
• Worked closely with paid media and programmatic teams to inform online
consumption patterns of users with highest propensity to convert, using 1st and 3rd
party audience data
• Provided technical support to improve mobile experience, site speed and on-page
call to actions
• Improved UK organic conversion rate from 7% to 11% (highest in European region
for the brand)…a 56% increase in transactions within 6 months
Process Expansion
“Worked closely with paid media and programmatic teams to inform online
consumption patterns of users with highest propensity to convert, using 1st and 3rd party
audience data”
Mosaic Profiling Of
1st Party DataTGI Consumption
Propensity Match
3rd Party DataInform and Refine
xxxk records of
users who had
purchased online
• Media owners
• Content
preferences
• Consumption
habits
• Site lists
Identified further
top indexing
audiences, using
cookie data
• Future content
strategies
• Programmatic
buying tactics
Content Themes
Sites Ranked By Index % Index
Children's 12 152.1
Property 19.3 131.1
Technology 23.9 123.7
Gaming 20.9 123
Beauty 14.1 122
Music 31.1 121.8
Mobile Phone Provider 27.4 121.1
Job search 26 118.9
Music download 19.5 117.7
Fashion 19.6 117.5
Utility (e.g. water, fixed line phone, TV licence) 34.8 117.1
Film & Cinema 32.7 116.1
Football (not related to one club) 21.7 115.9
Auction 33.6 115.8
Website Category Preference
Actual Websites
Sites Ranked By Index % Index
Disney (+04/14) 9.3 163.7
TEAMtalk.com 2.6 152.3
Bounty 3.2 151.7
BikeRadar.com 2.1 150.9
NetMums 10 150
Kerrang 3.2 149.8
ESPN 3.4 149.1
Kayak .8 148.2
Liverpool (Liverpoolfc.com) 4.7 147.3
Net-a-porter/mr porter 2.3 144.9
X FM 1.8 144.9
Babycentre 5.8 144.4
Sites Ranked By Size % Index
Google 94.6 112
Facebook 84.4 113
YouTube 80 112.4
Amazon 78.2 113.7
Ebay 70.3 115.7
Any BBC online site 57.7 109
Google Maps 56.8 114
Windows Live 56 114.7
Yahoo 48.2 106.1
BBC News 48.1 108.1
Tesco 46.7 114.9
Twitter 46.3 111.8
Summary…
• Set clear goals, objectives and KPIs
• Do what Jono said!
• Follow our process to address your data challenges (Collection,
Integrity, Analysis and Visualisation)
• Integrated campaigns drive efficiencies, don’t work in silos
And Finally…
The bar is open… it’s a Friday…
What are we all still doing in this bloody conference?!
Thank you.
Follow me on Twitter @garyptaylor