Essential Analytics eCommerce_Case Study
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Transcript of Essential Analytics eCommerce_Case Study
![Page 1: Essential Analytics eCommerce_Case Study](https://reader031.fdocuments.us/reader031/viewer/2022030401/58e4f0441a28ab87378b6107/html5/thumbnails/1.jpg)
Case Study Vodafone SpainEssential Analytics in eCommerce
Jorge CasasempereOnline Analytics Lead, Vodafone España
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Data-Driven Organization
KPI’s
Learnt Lessons
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Data-Driven Organization
KPI’s
Learnt Lessons
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En el principio…
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¿Para qué?¿Por qué?
Racionalizar inversiones (t, €)
Aumentar retornos (€)
Mayor satisfacción de los clientes
Conseguir los OBJETIVOSConseguir los OBJETIVOSConseguir los OBJETIVOSConseguir los OBJETIVOS
Elemento transformacionalElemento transformacionalElemento transformacionalElemento transformacional
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¿Lo medimos todo?Online properties
Voice of customer (encuestas)
Online marketing
Testing
Best in class y Competencia
Redes Sociales
Reputación y Notoriedad
Backoffice y Offline
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¿Cómo nos organizamos?
Propietario
Centralizado vs Descentralizado
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¿Lo hacemos solos?
Dentro vs Fuera
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¿Cómo invertimos?
10 / 90
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¿Cada cuánto?
Siempre
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Data-Driven Organization
KPI’s
Learnt Lessons
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Lo más importanteObjetivos y Estrategia
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…pero hay algo más
Un plan
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Avisad y sed conscientes
Hay limitaciones
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Comunicación
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Validación
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Data-Driven Organization
KPI’s
Learnt Lessons
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Key Performance IndicatorsObjetivos
Tasa de rebote
Ratio visitantes nuevos y recurrentes
Ratio de conversión
Pedidos por visita
Productos por pedido
Valor medio de pedido
Productos por interés y compra
% errores
Tráfico y conversión de campañas
Abandono en transacciones
Análisis del funnel de conversión
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Arun SarinCEO, Vodafone Group plc
2003-2008
“It’s all about the execution”
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GRACIAS
Jorge CasasempereOnline Analytics Lead, Vodafone España
@@@@jcasasemperejcasasemperejcasasemperejcasasempere jorgecasasemperejorgecasasemperejorgecasasemperejorgecasasempere
Especial agradecimiento a José Luis Casal José Luis Casal José Luis Casal José Luis Casal de talk2222USUSUSUS COMUNICACIÓN
por la cesión del material gráfico