1. The role of data analysis in
SME e-commerce
The 12th Conference on electronic commerce and electronic business E-trgovina 2012
27.4.2012.
Damir Trninic, dooConsult doo Beograd, Founder and Owner
_we help businesses, organizations and governments to work better and deliver more

2. _we help businesses, organizations and governments to work better and deliver more
Good news!
THE WEB ELIMINATES GUESSWORK.
EACH AND EVERY ONE OF US LEAVES A
DIGITAL FINGERPRINT WITH EVERY CLICK,
STATUS/POST/LIKE, PAGE IMPRESSION AND
PURCHASE.
© 2012 dooConsult doo Beograd, All rights reserved.

3. _we help businesses, organizations and governments to work better and deliver more
Put a face on each transaction
© 2012 dooConsult doo Beograd, All rights reserved.

4. _we help businesses, organizations and governments to work better and deliver more
Put a face on each transaction
© 2012 dooConsult doo Beograd, All rights reserved.

5. _we help businesses, organizations and governments to work better and deliver more
Even more good news!
NOW ,WE HAVE EFFECTIVE WAYS HOW TO USE THIS
INSIGHT TO OPTIMIZE OUR ECOMMERCE,
INFLUENCE PEOPLE’S BEHAVIOR, AND ULTIMATELY
DRIVE ACTIONS THAT WE CARE ABOUT – CLICKS,
PAGE VIEWS, PURCHASES, POSITIVE FEEDBACK…
© 2012 dooConsult doo Beograd, All rights reserved.

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And never ever forget the bottom line!
NOW ,WE HAVE TOOLS THAT
GETTING US FASTER TO THE
TOP, KEEPING US THERE AND
RELEVANT AND IN BLACK.
© 2012 dooConsult doo Beograd, All rights reserved.

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Yet, the challenges remain!
HOW TO UNCOVER PATTERNS OF BEHAVIOR IN
INTERACTION DATA, UNCOVERING CLUSTERS OF
PEOPLE THAT DEMONSTRATE A PROPENSITY TO GO
THROUGH SIMILAR SEQUENCES OF ACTIONS, SUCH
AS CLICKS ON WEB PAGES AND SOCIAL MEDIA,
ONLINE ORDERS, RESPONSES TO MARKETING
OFFERS.
© 2012 dooConsult doo Beograd, All rights reserved.

8. _we help businesses, organizations and governments to work better and deliver more
It isn’t only about Web and Social Media
© 2012 dooConsult doo Beograd, All rights reserved.

9. _we help businesses, organizations and governments to work better and deliver more
State of Web Analytics and SM Analytics
© 2012 dooConsult doo Beograd, All rights reserved.

10. _we help businesses, organizations and governments to work better and deliver more
Define the problem!
Doing data analysis without explicitly defining your
problem or goal is like heading out on a road trip without
having decided on a destination.
You might come across some interesting sights, but
without a guarantee that you will find anything.
© 2012 dooConsult doo Beograd, All rights reserved.

11. _we help businesses, organizations and governments to work better and deliver more
Make the recommendation!
Combine your ideas and judgements, along with your
crystal clear recommendations, in a package that is useful
and insightful for the decision makers.
The recommendations must be supported by data, and not
by your preliminary hypothesis. There is nothing wrong if
you were wrong before the data analysis.
© 2012 dooConsult doo Beograd, All rights reserved.

12. _we help businesses, organizations and governments to work better and deliver more
Data analysis applications in ecommerce
Customer profiling
Recommendation systems
Web personalization
MAKE THESE WORK AS A WHOLE AND
SEAMLESSLY!
© 2012 dooConsult doo Beograd, All rights reserved.

13. _we help businesses, organizations and governments to work better and deliver more
Social Media Analytics
An example of the prevailing perception of Social Media
analytics and metrics:
“Za razliku od tradicionalnog PR-a, digitalni PR može se precizno mjeriti. Klikom
miša analizirate uspješnost onoga što ste poslali prema publici. U drugim
medijima više-manje viješću gađate u prazno pa koga pogodite. Na internetu
gađate precizno, bez većih promašaja. Osim toga, ne postoji ograničenje u
dosegu publike. Ono se ne mjeri kupnjom broja prodanih primjeraka novinama i
ne množi s potencijalnim čitateljima koji su prodani primjerak konzumirali u
kafićima i kozmetičkim salonima. Na internetu vrlo dobro znate tko, gdje i kada
je pogledao sadržaj koji ste ponudili.”
© 2012 dooConsult doo Beograd, All rights reserved.

14. _we help businesses, organizations and governments to work better and deliver more
Social Media Analytics
However, the truth is:
Marketers can’t answer the question, “What is the
business impact of social media?” They have difficulty
measuring both the results of their social media efforts,
and the impact of conversations happening on social
networks and in online communities.
Marketers are managing social media programs in isolation
and without the business context that makes social media
data actionable.
© 2012 dooConsult doo Beograd, All rights reserved.

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And never forget…
People have “tools” to analyze your ecommerce business
too. And they quickly learn and compare. Then, they can
stay with you or simple walk away.
Use the data analysis to gain a responsive and cost
effective visibility into who is wrongdoing what, where, on
your online store and elsewhere.
It is not about your ecommerce and your clients only, it’s
about 3rd parties as well. Gain the access to their data and
their analytics. Respond only if you have all the
information.
© 2012 dooConsult doo Beograd, All rights reserved.

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And it’s coming to SME ecommerce
BIG DATA.
© 2012 dooConsult doo Beograd, All rights reserved.

17. Thanks!
Email:
office@dooconsult.com
Web:
dooConsult.com
dooInteractive.com
The 12th Conference on electronic commerce and electronic business E-trgovina 2012
27.4.2012.
_we help businesses, organizations and governments to work better and deliver more