Post on 29-Jul-2015
BEHAVIORAL TRACKING
A BIG DATA CAPTURE CHANGE FOR DIGITAL EVENTS
Dave NickensSenior Product Manager,
Head of Behavioral Tracking Platforms
PayPal Global Product Operations
@DaveNickens
linkedin.com/in/dnickens
PayPal is the faster, safer way to pay and get paid online, via mobile devices and in store. The service allows people to send money without sharing financial information, with the flexibility to pay using their account balances, bank accounts, credit cards or promotional financing. PayPal is an eBay (NASDAQ:EBAY) company. PayPal is headquartered in San Jose, Calif. and its international headquarters is located in Singapore. More information about the company can be found at www.paypal.com.
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LETTING THE NUMBERS TELL OUR STORY
Confidential and Proprietary
$14 billion…the value of payments that our customers made on mobile devices.
• This was 250% more mobile payments than the $4 billion we facilitated in 2011
• $20 billion – expected mobile payment volume in 2013
2012
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LETTING THE NUMBERS TELL OUR STORY
Confidential and Proprietary
692 millionthe number of payments we processed from October through December.
• 5,223 – Payments per minute
2012
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LETTING THE NUMBERS TELL OUR STORY
Confidential and Proprietary
123 millionactive accounts, adding more accounts in Q4 (2 million per month) than any other quarter in the last 8 years!
• 190 markets and 25 currencies around the world
• Half of our total revenue in 2012 came from international business
2012
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LETTING THE NUMBERS TELL OUR STORY
Confidential and Proprietary
23major US retailers adopted PayPal's offline payment solutions in 18,000 locations.
2012
SOURCE: http://www.linkedin.com/today/post/article/20130117012041-356899-letting-the-numbers-tell-our-story?trk=eml-mktg-condig-0108-p1
UNDERSTANDING CUSTOMER EXPERIENCE
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SYSTEM EMAIL MARKETING EMAIL
PAYPAL HERESOCIAL
PAYPAL POS
MOBILE APP INTERNAL WEB
CONSOLE WEB
EXTERNAL WEB CALL CENTER
WEB IS ONLY 1 CHANNEL (THINK BIGGER!). ARE YOUR CHANNELS TRACKED IN SILO’S?
MOBILE WEB
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SHIFT: MULTI-CHANNEL TRACKING INGEST
MOBILE WEB GUID POS ID
DEVICE ID
CONSOLE ID
MOBILE APP IDWEB GUID
EMAIL ID
CS ID
Client / Browser
Server / API
Both Client and
Server
• ConsistencyConsistent identifier for tracking all visitors across all channels - Internet Marketing, Web, Mobile, Email…etc.
• AccuracyIncrease Digital Analytics and Marketing accuracy by reducing 3rd party blocking solutions which are lossy.
• EfficiencyFacilitating the holistic measurement of user behavior, site usage,
conversion ROI, marketing campaigns and Experimentation.
• EffectivenessAugment capabilities for Experimentation, Segmentation, Personalization, Optimization by using a Visitor as opposed to a User (Account)
• ComplianceRegulations (FTC, Consumer Bill of Rights) & Privacy(P3P)
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GOALS – TRACKING PLATFORMS CONSOLIDATION
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KEY CONCEPTS
eMailWeb Page Mobile Rich Clients
HTTPJS Service / API
Big Data Platform
InteractionPoints
Interfaces
Destination
ClickImpression Click-Through …TrackingEvents
ImpressionEvent
TrackingEvent
ReactionEvent
ComponentImpression
Event
AdImpression
Event
ClickEvent
Click-ThroughEvent
Mouse-overEvent
EntryEvent
ExitEvent
ConversionEvent
PageImpression
Event
METADATA – WEB EVENT MODEL
Client PageImpression
Event
Server PageImpression
Event
VISITVISITORINTERACTION IDENTIFIERS
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ATTRIBUTION MODEL Channel Impression
Client ServerClick Open
Direct ✓ ✓
Organic Search ✓
Paid Search ✓
Display Offers ✓ ✓
Onsite Offers ✓ ✓
Transactional Emails ✓ ✓
Marketing Emails ✓ ✓
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TRACKING PLATFORM ECOSYSTEM The scope of Digital Analytics goes beyond the web:
Legal & Compliance
Instrumentation
Infrastructure & ToolsPeople
Consumption
Digital Analytics
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Device & System ID’s Cookies & Beacons Tracking Tools Site Databases, Logs
Mobile PayPal Web Point Of Sale Device/Console
Customer Data Protection Privacy Legislation Enforcement Governmental Policy Adherence Industry Direction, ‘Do Not Track’
Reporting Analytics
Experimentation Relevance Engines
Governance Standards
Engagement Training
Documentation Process
Function / BU
People
Tools & TechnologiesAnalytics
Process
Tools&
Technologies
TRACKING PLATFORM CAPABILITIES
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• Marketing Attribution Models• Risk Models • Decision Science • Experimentation
• Data Driven Culture• Org Structure
• Business• Product• Technology
• Governance• Standards• Engagement• Training• Documentation
• Digital Metrics• Acquisition• Activation• Reporting• Predictive Modelling
• Big Data• Hadoop/PDBMS• Cookies• Client side (JS)• Server Side (API)• Fingerprinting• Packet sniffing
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KEY LEARNING'S & TAKEAWAYS
1. Big Data Platforms allow you to ingest everything into one spot given a consistent metadata model
2. Do not discriminate between types or sources of data, just make sure you are acting consistently to ingest across all channels
3. It is very difficult to find one tool or tracking platform that can identify the same customer in all channels, move away from post fact stitching to reduce time to insights
4. Be ready for mobile centric commerce: Understand the nuances and influences of offline and online commerce
5. Make sure the mobile evolution does not outpace your ability to understand your customers and changing market trends
BEHAVIORAL TRACKING
A BIG DATA CAPTURE CHANGE FOR DIGITAL EVENTS
Dave NickensSenior Product Manager,
Head of Behavioral Tracking Platforms
PayPal Global Product Operations
@DaveNickens
linkedin.com/in/dnickens
Q&A
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PARADIGM SHIFTS
OLD PARADIGM NEW PARADIGM
Page hits on the web for 1 visit with NVP. Capture Sessions in Time Across devices or interactions.
Need to know tool specific implementation details!
Tracking is Tool Agnostic! First Party Tracking & Web Beacon Consolidation.
Depend on the Web Channel & Browser Can we look at location via IP Address or GPS Data
May tools dumping user interaction data by channel with many post analysis SQL joins
Ingest data alignment will reduce need for post ingest data alignment jig-saw puzzles
Understand visits by channel to Optimize your Product Experience and Ad Spend
Think of the customers full journey! Describe touch points as EVENTS in each channel.
• Experienced Benchmarking
• Segmentation• Propensity
Modelling• A/B Testing• Multivariate Testing• Quality Scans• Maximize ROI /
Customer• Lifetime Value
Analysis
• Conversion analysis
• Campaign tracking• ROI tracking• Integrated auditing• Behavioural
tracking• Average basket
size• Path Analysis/Click
Stream• Recency,
Frequency and Monetary Value
EVOLUTION AND VALUE OF DIGITAL ANALYTICS
• Visitor volumes• Site visitor flows• Sessions• Pages• Time on site• CPM/CPC• Visit to
Purchase
Basic Analytics
Increase Traffic
Enhanced Engagement
Improved Conversions
Reduced Cost
Value
Value
Enhanced Analytics
Advanced Analytics
Evolution of Web Analytics
Crawl Walk Run
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