The trade as we know it is evolving. Either we understand it or not, 30 years ago the internet was still in the making. Nowadays eCommerce accounts for 8,7% of the total retail worldwide. By 2020 it is estimated to reach 14,6%. But, either we noticed or not, the AI is taking over the world. From driverless cars to Go champion getting beaten out, AI starts being used everywhere. In this presentation, we're gonna see where the AI is in the eCommmerce world and where is taking us further. How merchandising, promotions and campaigns are now being structured, how many people are involved and how many will be involved as soon as AI is getting in the scene.

1. How AI is gonna change the
eCommerce landscape till 2020

2. VALENTIN RADU
CEO, Omniconvert
3
> Serial entrepreneur from Bucharest, Romania
> Founded 4 companies
(1 good exit, 1 painful failure, 2 running)
> Father of 2, husband of 1

3. 30 years ago…
1987

4. 30 years ago...
1987

5. 30 years ago...
1987

6. 30 years ago...
1987

7. 30 years ago...
1999

8. 2016

9. 2017

10. WHAT’S GOING ON IN
THE E-COMMERCE
WORLD NOW

11. www.omniconvert.com
4
Customers
Products
To connect them, the
eCommerce vendors have spent
$108BN in 2016.
It is estimated they’ve jointly lost
$60BN of them

12. WHAT IT IS DONE
NOW

13. The 3 abilites
eCommerce websites are
now using

14. TRACK
ADAPT
UNDERSTAND
> Users
> Products
> Results
> Feedback
> Behaviour
> Metrics
> Emotions
> Barriers
> Offers
> Ads
> Website
> Price

15. > 1st party data
> Customer’s name
> Customer’s address
> Number of orders
> Average Order Value
> Lifetime value
> Days since first/last transaction
> Total amount spent
> Products previously added to cart
4Customers

16. > Geolocation (city, country, temperature, weather
conditions)
> Technology (device type, operating system, browser,
resolution)
> Behavior (time on site, days since first/last visit, viewed
products/categories, etc)
> Traffic source (direct, search, email, social media, direct)
4
Real-time data

17. > Demographics (sex, age, marital
status, parenting status, etc)
> Hobbies
> Interests
> Brand affinities
4
3rd party data

18. A/B testing editor for the website content
Personalized welcome over-layers / on-exit intent
over-layers
Video content
Surveys
Recommended products
4
Website
AdvertisingEmail
Delivery of personalized ads in real-time, showing
the most relevant products to each
individual, based on the enriched data points
Automated emails triggered
on behavioral events

19. Manually track...
- Website behaviour
- Product performance
- Lifetime value

20. Humanly understanding
- Of the emotional triggers
- Of Big Data
- Of the unseen patterns

21. Humans are...
- Merchandising products
- Setting the pricing strategy
- Manually building sliders
- Manually create banners
- Manually setting ad campaigns
- “Spray & pray” advertising methodology
- Generating insights to do AB testing &
optimization

22. www.omniconvert.com
These times are about to end

23. The 7 levels
of using the online consumer’s behavior

24. No data, no understanding, no personalisation
1
10% of the current eCommerce startups &
Amazon
Back in 1999 :)

25. Big data, no understanding, no personalisation
2
> Bricks & mortar that just landed online
> Mid-level eCommerce websites with no skilled data
scientists

26. Big Data, manually understanding quantitative
and qualitative data, manually (rule-based)
personalisation
3
> eCommerce websites with a growth-oriented marketer

27. Big Data, automatically recognizing patterns &
creating clusters from 1st party data,
rule-based (manual) personalisation
4
> Mid-level eCommerce players with a data-driven
approach and an optimization team

28. Big Data, automatically recognizing patterns &
creating clusters from 1st, 2nd & 3rd party data,
manually personalisation
5
> eCommerce websites with skilled data scientists,
growth teams

29. RULE-BASED PERSONALIZATION
Segment your audience and choose who sees what. Choose from:
Traffic Source Weather Temperature Weather Conditions Country Conversions
Average Revenue Returning / New Visitors Days since first visit UTM Parameters Operating System
Device Type
...and many others
GTM dataLayer attribute Browser name/version Answers to previous surveys
www.omniconvert.com

30. Smart Big Data, automatically track & manually
understand the unified customer profile6
> Top 1% eCommerce players

31. Automatically track behavior, automatically
understand & unify the customer profiles &
automatically personalize the offer to each
profile on all the channels with no human intervention
7
> No one, yet :)

32. Endangered online marketing jobs
Banner designer
Merchandiser
Ad campaign manager
Junior digital marketer
Demand generation specialist

33. Demand generation
Website optimization
Merchandising
Assortment
Stock management
Retention programs
Customer support
Fulfillment
Name a single one of these
areas which can’t be 100%
automated thanks to A.I.

34. Growth marketing platform for eCommerce
A/B testing - wysiwyg editor, split
URL testing, multi-page testing
Actionable Surveys - Cart abandonment surveys with
real time objection treatment, Net Promoter Score,
Buyer Persona identification
Web Personalization - change the visitor'sexperience
in real time using on-page variables based on your
preferences
Overlays - pop-ups, bars, widgets which can be
triggered on load, on scroll, on the exit intent of the
visitors
Advanced Segmentation - available across all above
features e.g. Geo-targeting, Weather condition, new vs
returning, mobile vs desktop, traffic source, pages
visited in the current session, GTM, data layer, first
party data etc.)

35. A fun team
VALENTIN RADU ALIN DOBRA IRINA LAM
35 real people - Passionate about Marketing & Technology
Aiming to develop the easiest the best growth marketing platform in the world
CEO CTO HEAD OF SALES
www.omniconvert.com

36. 3TS Capital Partners is investing in Technology & Internet, Media &
Communications and Technology-Enabled Services.
Investors in the current and past 3TS funds totaling over €300 million
include EIF, EBRD, Cisco, OTP, Sitra, 3i and KfW among others.
www.omniconvert.com
PART OF A BIGGER FAMILY
Omniconvert is backed by one of the leading European technology focused private
equity and venture capital firms.

37. Our product is used all over the world!
We have users from more than 60+ countries

38. Proud to work with
www.omniconvert.com

39. THANK YOU!
USE
ECOMMDAY2017
For 600k free tested views with Omniconvert
(Available only till 25th of May)