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Samsys at Ecommerce Berlin 2019

February 16, 2019

Samsys at Ecommerce Berlin 2019

Ecommerce Berlin is a conference / fair about different areas of electronic commerce. At a time when practically all businesses, if they are not online yet, at least have started to think about it, that means that we will find topics and companies related to hosting, seo, ecommerce platforms, different approaches and tools aimed at e-commerce. marketing, to shipping platforms, payment or packaging solutions, not to mention fashion topics such as ai, ml, datascience, etc.

Presentations

Mathias Blum – Connecting with customers in the age of assistance.

Voice search is one of the current trends on the web. Although in Portugal we don't really have the alexas and the like that help make these services more ubiquitous, the truth is that just seeing a child using a voice search to find their favorite drawings, to realize that this is yet another transformative approach to the how we interact with machines. A point that I had not yet noticed and that was highlighted is the fact that interactions initiated by voice promote a response from the system that is expected to be more action-inducing than textual research, that is, we typically ask a question to obtain something. more than a yes or no answer or a simple Wikipedia article.

The presentation also included the presentation of google assistance features and how it can use the voice, together with other google apis to create new user experiences, such as creating an application that starts with a question like “what am I going to have for dinner? later in the evening”, which then proceeds to order the necessary products and ends with the instructions for cooking these foods.

I found it interesting that they emphasized that, as this is a new type of service, it will probably make sense to think of ways to apply it that are also different from the usual… maybe it will make more sense to use this service to rent a car than to buy it…

Nuno Batista – understanding Data Science: the basis of a successful AI and Machine Learning strategy.

The purpose of this talk seemed to me to be to demystify some concepts and provide information for those who manage online stores or other similar systems to implement a data science strategy. I found the pyramid of needs in the data science world interesting and the focus on collecting the information we actually need, that is, understanding well what we want to explore and then collecting the information we need for these analyses.

Also interesting are some simple code examples that he showed and that demonstrate how some value can already be extracted from these analyzes even with little data. Also interesting are some scenarios for the application of these technologies, for example one that might be interesting to try and which is the automatic tagging of images using existing solutions for this (amazon, google, microsoft), to avoid having to manually fill in information from large catalogue.

Christina Keller – Push Creative Boundaries With the Mobile Space.

More in the area of ​​communication and marketing, this presentation focused a lot on the presentation of practical cases of activation of brands and campaigns using the Pitch, Play, Plunge concept, this within the Facebook ecosystem (Facebook, Messenger, Instagram, Whatsapp).

Pitch – make it on immediate get to the many;

Play – make it interactive for the curious;

Plunge – make it immersive for the interested to dive in.

That is, for different people and for different times of the campaign, we can use different forms and channels of communication. Maybe when we want to reach a lot of people we can make a short video or a story on Instagram, when we want to create something that involves more people we can have games inside the messenger that promote the brand and when we want to make everything more immersive use the whole set of technologies and means available.

The tomy hilfiger example where the cell phones had to be side by side to be able to see the promotional video correctly was very good.

Filie Wiese – Optimizing for Search Bots.

This presentation was about website optimization taking into account how websites are seen by search engines. In addition to the usual issues of performance, internal links and content quality, it also included some interesting tips, such as defining in the google search console what the parameters in a url mean and that can help for further analysis.

He also mentioned some more specific but important details that can lead to the duplication of the way google sees our site and that has to do with the same page being called with the same parameters but in different orders. In other words, our site looks much bigger, but with duplicate content and making it more difficult to define internal hierarchies, which are used to understand which pages are most important on the website.

Pavel Sima – Roivenue – How Axa increased ROI on affiliates by 180%.

A presentation more focused on attribution issues when winning customers online and how with a more precise analysis and definition of these issues we can create more profitable campaigns.

Bruno Gorgulho – Exponea – A Data-Driven Future.

I found this presentation interesting because, although the title pointed to something perhaps more theoretical, it actually presented very practical concepts and always with a very strong focus on business and the sustainability of online stores. It started with a rather frightening statement and that is the fact that, I think, 40% of online stores in the UK are or are going to go through financial difficulties and then it was working on that topic. The main question presented has to do with the relationship between the cost of acquiring a customer (CAC - client acquisition cost) and the value it will bring to the company (LTV - long-term value) and what was argued was that many companies do not look correctly at this data to see if the customers they are conquering really bring the necessary return to pay for all that acquisition investment and, moreover, if they become loyal, or if we simply have to conquer new customers to compensate. the ones that leave.

This is an idea that applies to all companies, whether the type of frequent sale is low value but with high recurrence (for example a traditional clothing store) or premium products typically of higher value but with a recurrence longer. Once again, just as important as these theoretical concepts is what we do with them and how we take the data we collect and then create strategies to increase our connection with customers and, in the end, sell more products.

Products

custobar

custobar.com – solution aimed at retail and with the possibility of doing a 360 analysis of a customer. What I found most interesting was the possibility of integrating information collected offline in order to have a complete view.

mysize

mysizeid.com – solution that, based on people's measurements, immediately selects the appropriate size when we are on a website. has the cons which implies that the user initially registers on that platform. It also implies that on the store side there is also a link that allows this match to be made between what the user has uploaded on the platform and the store's size structure.

log in

loqate.com – solution to help in filling and validating user location data. That is, not only to, for example via autocomplete, help the user to enter their address more precisely, but also to validate the existence of the indicated email. I also found the site to clean data from a pre-existing list interesting.

Research

I didn't mention the name but it was a company specialized in research within the site itself. I found it curious because I mentioned that this is something that we usually devalue because we assume that the client accesses the site via google and that is why internal searches were not very relevant. He noted that only about 10% of users actually use internal searches but they found that the conversion rate after using internal search was 50% higher with their system.

Pricemonitor

patagona.de – interesting online price monitoring solution. A kind of personalized kuanto kusta. Initially I thought it wouldn't have much application as it seemed to me that it would be more applicable to stores that resell (branded clothing, home appliances, ...) but they also talked about scenarios in manufacturers that use this information to understand and monitor the value of their products are sold.

virtooal.com

augmented reality solution aimed at products that are used by people (clothing, accessories, glasses). From what I was told, the main focus at the moment was the optical part, which allows us to have an area on the website where, from the person's computer camera or device, we can immediately see on our face how the selected glasses will look.

cgtrader

cgtrader.com – Augmented reality solution targeted, it seems to me, for furniture. The example they had was browsing an online store, selecting a product, for example a table, and then, using augmented reality, seeing how that product would look in our living room. It seemed to me that the focus would be more on converting something to 3d and not so much the other part in our perhaps more usual scenario we deal with, with manufacturers that typically already have the models. This part of the modeling may not be so relevant, however the next part, of seeing the part integrated in the real environment, is very interesting.

chatcamp

chatcamp.com – being nothing new, this type of solution continues to be interesting, which integrates the current messaging platforms (messenger and whatsapp) in the contact channels with our customers

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Samsys at Ecommerce Berlin 2019

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