Five Hot New Technology Developments -...
Transcript of Five Hot New Technology Developments -...
Technology Workshop: 5 Hot New Technology Developments
Five Hot New Technology
Developments
Aaron Mandelbaum – CEO, Icebreaker
Marta Dalton – Manager of eCommerce, Wesco
Ryan West – Senior Vice President, West Music
Ross Higgins – Director of User Experience
Howard Blumenthal - Director, Ecommerce Platform Solutions & Business
Bernardine Wu – CEO, FitForCommece
#IRCE @FitForCommerce
Technology Workshop: 5 Hot New Technology Developments
5 Specific Investments to Dig Deeper
Data is everywhere. Data plays a role in every advanced technology and can help create a competitive edge.
Social Media Optimizing User
Experience
Personalization
Geo-Location
Data & Analytics
Technology Workshop: 5 Hot New Technology Developments
Social Media
Aaron Mandelbaum
Icebreaker Consulting
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Technology Workshop: 5 Hot New Technology Developments
Selected eCommerce experience:
• Launched the world’s first flash-sales site for a brick & mortar retailer
• Launched a price comparison search engine
• Developed ecommerce monetization strategies
• NBC Universal (Managed 4MM+ email list strategy)
• 2 Books in the NY Times Bestseller list
• Conversion Rate Optimization
• Ecommerce, Advertising and Search
We connect your mission and vision with your digital presence
Technology Workshop: 5 Hot New Technology Developments
FB algorithm change
FB attrition
Google Algorithm Changes
Optimization
Social Strategy vs. Management
NEW TECH IN SOCIAL
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Technology Workshop: 5 Hot New Technology Developments
FACEBOOK ALGORITHM CHANGES
• December 2013
• Brands lost 40-90% post exposure
• Facebook is forcing ads
• How can brands stay relevant?
• Start questioning the platform
• Post engaging/sharable content
• Provide value suited to Facebook
Technology Workshop: 5 Hot New Technology Developments
FACEBOOK ATTRITION
• Princeton University: “Facebook will lose 80% of its user base by 2017”
• Occulus Rift
• Millennials prefer video
• 27 Facebook executives have left in the last 3 years
Technology Workshop: 5 Hot New Technology Developments
GOOGLE ALGORITHM CHANGES
• Guest posts are now devalued
• Manual penalties delivered in March
• 8 years of SEO best practices are obsolete
• Focus on content and inbound marketing
• Is your SEO team up to date?
Technology Workshop: 5 Hot New Technology Developments
OPTIMIZATION
• Adaptive design - Responsive is a standard; adaptive is next
• Customize your site and landing pages for each visitor
• CRO - Boost conversion through functional design vs aesthetic design
• Test > Measure > Optimize > Repeat
• 40% increase in conversions ($1MM in revenue) in one test
Measure
Analyze
Test
Optimize CRO
Technology Workshop: 5 Hot New Technology Developments
SOCIAL STRATEGY VS. MANAGEMENT
• 5 jobs on Monster for “Social Media Strategy”
• 200+ jobs on Monster for “Social Media Manager”
• Marketers are not fully digitized
• Need training in:
• Engagement
• Platform best practices
• Analytics
• Social Media ROI
Technology Workshop: 5 Hot New Technology Developments
Personalization
Marta Dalton
Wesco
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Technology Workshop: 5 Hot New Technology Developments
The Personalization Journey
• Personalization in the funnel – awareness, consideration, intent, evaluation, purchase
• Each step requires different levels of personalization and different types
– Higher in the funnel, beware of becoming too specific
– Lower in the funnel, being exact is critical
• Across channels – email, web presence, mobile
– Intent & funnel position differs by channel
– Channels are better together than by themselves
DRIVING GROWTH > CREATING VALUE
Technology Workshop: 5 Hot New Technology Developments
Setting the Target
• Known vs. anonymous users – Known: use what you’ve learned!
– Anonymous: can be a big win or a huge fail
• End-user markets – products & services – When targeting different end-users, you may find different
combinations of products & services
– What they want may surprise you – never assume!
• Purpose of the conversion – lead vs online buyer – Depending on where they’re going, you’ll provide different
“guidance” in the funnel
– Data needs are different here
DRIVING GROWTH > CREATING VALUE
Technology Workshop: 5 Hot New Technology Developments
Complexities & Challenges
• Merging online & offline data – especially legacy systems – Offline sources could include PoS systems, CRM, loyalty
– Online data includes on-site web activity, source information, email participation
– Merging data when the unique identifier is different, use third-party services vs utilizing internal data cleansing/appending
• Personalization across brands/sites – when to use it and when not to? – Personalization for cross-sell across sites can be powerful, but
may not always make sense
– Data from behavior on one site may not make sense in the context of another
DRIVING GROWTH > CREATING VALUE
Technology Workshop: 5 Hot New Technology Developments
The Bottom Line
• What’s the ROI of personalization? – May have high upfront costs, continuous ongoing monthly/yearly fees
– Provides value immediately, but becomes more accurate over time (meaning increased performance 6 months+ from launch)
– Drive returning traffic, which typically has higher average order values and conversion rates
– Introduce new products more effectively, especially add-ons/accessories
– Leverage current site success for a new brand/site
• Key metrics to measure success in personalization – Average order value
– Conversion rate
– Bounce/Exit
– Returning visitors/Returning buyers
DRIVING GROWTH > CREATING VALUE
Technology Workshop: 5 Hot New Technology Developments
Geo-location
Ryan West
West Music
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Technology Workshop: 5 Hot New Technology Developments
• Family owned business focused on serving and
creating music makers
• Founded in 1941 by Pearl West
• Transformed from Bricks & Mortar to Catalog to
Ecommerce
• Today: Omni-Channel retailer 8 retail locations,
catalog operations, and Ecommerce presence at
WestMusic.com
Technology Workshop: 5 Hot New Technology Developments IRCE Ecommerce Technology Workshop: 7 Five Hot New Tech
Location, Location, Location
Technology Workshop: 5 Hot New Technology Developments IRCE Ecommerce Technology Workshop: 7 Five Hot New Tech
From Macro to Micro
Technology Workshop: 5 Hot New Technology Developments IRCE Ecommerce Technology Workshop: 7 Five Hot New Tech
From Macro to Micro
Technology Workshop: 5 Hot New Technology Developments
Macrolocation: GEOIP
Technology Workshop: 5 Hot New Technology Developments
Macrolocation: GEOIP
Technology Workshop: 5 Hot New Technology Developments
Macrolocation: GEOIP
http://www.explainxkcd.com/wiki/index.php/File:Geoip.png
http://xkcd.com/license.html
Technology Workshop: 5 Hot New Technology Developments
Macrolocation
Technology Workshop: 5 Hot New Technology Developments
Macrolocation
Technology Workshop: 5 Hot New Technology Developments
Enter Mobile
Technology Workshop: 5 Hot New Technology Developments
http://www.estimote.com/estimote-for-retail.html
Technology Workshop: 5 Hot New Technology Developments
http://www.imore.com/sites/imore.com/files/styles/xlarge/public/field/image/2013/09/mlb_at_the_ballpark.jpg?itok=gGhoxymC
Technology Workshop: 5 Hot New Technology Developments
http://cdn.itproportal.com/photos/ibeacons_1_contentfullwidth.jpg http://blog.automatic.com/wp-content/uploads/2014/01/ibeacon.jpg
Technology Workshop: 5 Hot New Technology Developments
http://cdn.itproportal.com/photos/ibeacons_1_contentfullwidth.jpg
Technology Workshop: 5 Hot New Technology Developments
Technology Workshop: 5 Hot New Technology Developments
Advanced Analytics
Howard Blumenthal
Advance Auto Parts
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Technology Workshop: 5 Hot New Technology Developments
About Advance Auto Parts
#1 Auto Parts Retailer and Wholesaler $9 Billion in Annual Sales Over 6,000 locations (CQ and AAP) Launched eBusiness in 2009 – 3 divisions: B2C Consumer B2B Commercial B2B eServices Leverage Real-time inventory Over 70% Online orders are In Store Pickup (ISPU/BOPUS)
Mobile and Social Both Play Growing Roles
Technology Workshop: 5 Hot New Technology Developments
What’s Old Is New Again
Technology Can Refresh Our Older Tools
Technology Workshop: 5 Hot New Technology Developments
Technology has Transformed Tag
Management Platforms
• Becoming Digital Data Distribution Platforms (D3P)
• Easily append data from disparate sources
• Run calculations on data in real time
• Create and analyze segments on the fly
So, Let’s Use Two Customer Satisfaction Examples
Technology Workshop: 5 Hot New Technology Developments
Use CSat to Identify Server Issues
Normal CSat score may look acceptable
Servers 1, 2, 4, 6 Servers 3 & 5
However, appending server data can tell a different story – such as corrupted data, missing file. Issues not typically identified by IT alerts or monitors
CSat scores for servers 3 & 5 are lower, indicating a potential issue
Technology Workshop: 5 Hot New Technology Developments
Integrate CSat Scores into A/B
Testing 1. Test versions can be fed to CSat Respondent data
Now CSat score can be used to select winner
2. CSat score can be used as a test parameter for personalization Example: Change the visibility of Live Chat based on CSat scores (pop-up frequency higher for those with low ease-of-use scores, lower for those with high ease-of-use scores)
Other Opportunities: Mouse Movements, multiple searches, frequency of informational calls, close actions, pop-up complaints
Technology Workshop: 5 Hot New Technology Developments
Key Takeaways
New tag management technologies can help you better leverage your existing tools (CSat, A/B testing, CRM, etc.)
Often saves time and resources: • Tools are managed by business, not IT • New views of data (such as our CSat server example)
can quickly uncover issues or opportunities
Opens new ways to optimize your business: • New success criteria (such as using Csat score in
evaluating A/B tests) • Personalize with greater relevance as more data
(CSat, Mouse Movements, etc.) becomes available
Technology Workshop: 5 Hot New Technology Developments
Usability & Design
Ross Higgins
Newegg.com
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Technology Workshop: 5 Hot New Technology Developments
About Newegg
25M+ users
registered
3M+ product
reviews 1.8M+ social fans
Named #1 in Online Electronics Stores
2012 by Consumer Reports
35M Monthly
Unique Visitors
Headquarters:
Los Angeles, CA
Worldwide Employees:
Approximately 2,600
$2.7B in revenue for 2013,
profitable every year since 2001
Technology Workshop: 5 Hot New Technology Developments
Hundreds Of New Features Every Year 2013 • Guest Checkout • New Homepage • EggPoints Program • MAP pricing workaround • Password Strength • EggXpert Reviews • Predictive Search Ahead • IAB Standard Ads
• Combo Configurator • Homepage Takeover Ads • Marketplace Daily Deals • Flagship Brand Stores • Promotional Store Layouts • Faceted Search • Third-Party Features
Tradition of Innovation
Technology Workshop: 5 Hot New Technology Developments
Easy To Use There is no instruction manual
Meet Customers Needs
If they can’t find it, they can’t buy it
Lots Of Competitors
Don’t give customers a reason to leave
Usability is Imperative
Technology Workshop: 5 Hot New Technology Developments
Behavior Of The Customer
• Website Analytics • A/B & Multivariate Testing • User Testing
Voice Of The Customer
• Social Media • Onsite Feedback Surveys • Reseller Ratings • Customer Service Feedback
Sources of Information
Technology Workshop: 5 Hot New Technology Developments
People Don’t Do What They Think They Do
Don’t ask, observe Real customers Real tasks You will be surprised
Why Conduct User Tests?
Technology Workshop: 5 Hot New Technology Developments
User testing can be quick and inexpensive once a system and process is in place. Where To Test?
Dedicated usability lab Conference room Will-Call Center
What Equipment? Laptop with webcam Inexpensive software
How Many Participants? 1-5 will do
No Excuses, Just Do it
Technology Workshop: 5 Hot New Technology Developments
Our company utilizes both In-person and remote usability testing throughout the year. Types of tests conducted includes:
Interviews
Prototypes
Benchmark Current Designs
And Competitor’s Designs
Desktop & Mobile
Types of Usability Testing
Technology Workshop: 5 Hot New Technology Developments
Remote Usability Testing: m.newegg.com Test Goals:
Identify usability issues throughout the browsing
and purchasing paths. Understand ways to optimize
the navigation elements of the site.
Test Task:
With an iPhone ask users to access m.newegg.com
and shop for and buy a lightweight laptop to be used
for both work during the day and watching movies at
night.
Benchmark Current Design
Technology Workshop: 5 Hot New Technology Developments
Test Early & Often Test at every stage if possible. Be sure to test wireframes, prototypes and mockups. It doesn’t always have to be a live site.
Test The Old Design
Identify the good and bad. Understand what currently works and what needs optimizing
Test The Competition
Similar problems, different approaches. Get a better understanding of the strength and weaknesses of your competitors.
Usability Testing Guidelines
Technology Workshop: 5 Hot New Technology Developments
Q&A
Aaron Mandelbaum
Icebreaker Consulting
917-477-7957
@icebreakerstrat
Ross Higgins
Newegg.com
@rmhiggins
Bernardine Wu CEO, FitForCommerce [email protected] @FitForCommerce
Marta Dalton
Manager of eCommerce, Wesco
@digitallyspeakn
Howard Blumenthal
Advanced Auto Parts
@howblum
Ryan West
West Music
Technology Workshop: 5 Hot New Technology Developments 50
#IRCE #techworkshop
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