Creating data and value with Analytics: Benetton case Valentina Roat, Benetton Group Digital Media & Marketing Manager, Italy
Marco Cilia, InTarget Group Web Analytics Manager , Italy
Starting point: data need
When technology means opportunity Benetton started a project of Analytics assessment thanks to the awareness of the key importance of measurement
MONITORING: Keep track of trends
ACTIVE ANALYSIS
Strategic approach to tracking: data that digital/ marketing/ commercial department need Specific reporting for business: hey, we got data to find insights! Actions: online to online but also cross-channel
Ecosystem
A Structured Tracking Architecture The platform measure a multicountry site with both editorial and e-commerce content with a complete tracking of shopping variables and some extra metrics Assessment and set-up
Campaign manager
Ongoing implementation of specific data needed/available Premium
Benetton.com Analytics Adwords Deduplication
Ecosystem
..for effective specific insights Enhanced e-Commerce
Product View/ Add-toCart Brand/ Category/ SKU Local Currency/ Tax/ Coupon
Tracking centered on single user (based on encrypted email key)
User-ID based tracking
Digging into customers profile and habits Analysis on qualified segment of users gave insights on target profile and cross-device behaviour
Using 3 devices Using 2 devices Using 1 device
x2.6
x2.1
Base
TAKEAWAY: Xdevice users are highly valuable customers
X-device users are up to
2.6x more NEXT STEP: Broaden user-ID and analysis
likely to convert
For an average order value up to
2x more the average
User-ID based tracking
..leveraging on multi-channel.. We’have the opportunity to study our users’ multi-device flow and to reevaluate attribution from classic last-click model
>25% of conversions are impacted by mobile
TAKEAWAY: Mobile’s influence is bigger than expected
NEXT STEP: Smartphone contribution to be reevaluated
% Tot Conv.
Desktop
Tablet
Mobile
Last year
75%
17%
8%
Current year
67%
19%
14%
% Change
-8%
2%
7%
Last click model
Linear model
10%
34%
User-ID based tracking
..leveraging on multi-channel.. ACTIONABLE INSIGHTS Mobile represent an assist in contact and engage is influencing warm visits to conversion Both session and coversion from mobile are increasing
Creatives More mobile in our display Brand campaigns where we in HTML5 need to inspire More dedicated planning
Mobile-specific bidding in campaigns
Search
Social
User-ID based tracking
CRM Integration: connecting Online & Offline Extending measurement to users qualified online as FidelityCard user (program valid only in stores) we’ll have soon the opportunity to have
Online and offline data put together for an actionable omni-measurement
Understanding how digital influences in-store sales
Remarketing online using offline data Powered by
Study user-ID online behaviour connected with in-store sales
Generate new quality leads with lookalike for an acquisition program
Target online a specific group of ‘offline users’ to improve sale frequency
How To
Approach: strategic and agile Digital can definitely be a key space for data creation and thus empower business actions. Keys: evolutive management knowledgeable tech partner sharing/engagement with other dept
Creating Data and Value
Analytics 4 Business Actual collaboration with other departments BUSINESS ANALYSIS E-COMMERCE
Sales report Study of sticky Content/ Products Cycle of Product View, View vs Revenue integration with ABC Analysis to optimize merchandising buy
>25% of conversions are impacted by mobile. 10%. Last click model. 34%. Linear model. TAKEAWAY: Mobile's influence is bigger than expected. NEXT STEP:.
What we discussed so far connected. Lives. Internet of me. Speed ... A moment we reflexively turn to a device to act on a need we have that moment â to learn, discover, find or buy ... Smartphone. Mobile search for info on purchasing during free ti
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