Data Days 2014 - Measurence
- 1. Transforming Stores into Physical Websites Measurence, Inc. www.measurence.com @measurence
- 2. Problem ● With mountains of rich data, online retailers know their customers: they can tailor emails, pop-ups or products, to drive sales and improve experience ● Brick-and-mortar retailers haven’t had a chance to compete with the personalization of online shopping
- 3. Vision ● Measurence vision is to transform stores into physical websites ● We want to provide stores with a more comprehensive knowledge about their customers ● We want to enable stores with data-driven decisions in marketing and operations
- 4. Data about real life ● The very first step is to collect data about customers’s “real-life” in-store behaviour o How many people walk by a store window? o How many people enter a store (conversion)? o How much time do they spend into the store? o How many are new customers and how many are returning? o What are the usual “routes” followed by customers inside the store?
- 5. How do we collect data?
- 6. Leveraging data to generate insights ● In-depth analysis of each marketing action taken inside or outside the store, for instance: o A/B testing of store windows o Loyalty analysis by means of cohort analysis o Conversion and Funnel analysis o ...
- 7. Example: foot traffic for A/B Test ● How do you measure “effectiveness” of store windows arrangements? ● Setup different window arrangements in two or more stores ● Compare the windows “conversion rate” changes in a time frame
- 8. Challenges ● Privacy o Safeguarding customers privacy while delivering value is a priority ● Sensors “noise” o We must detect only WiFi signals sent by personal devices ● Indoor localization o We want to use WiFi to estimate the position of customers inside a store
- 9. What’s next ● From big data to small, actionable data - how to tell a story that managers can use ● Integrate with sales and CRM to provide more insights ● Predictive models about customers behaviour
- 10. Thank you! @measurence | www.measurence.com