Data driven marketing: discovering behavioural data with Fanplayr
16th November 2020 - Putting under the magnifying glass user's behavior on ecommerce website is essential to improve the sales of a brand in the ecommerce world, especially in the fashion industry. Information acquired from the analysis of the online customer journey are in fact a strategic resource that allows websites to give an experience in line with the expectations of a potential customer. To better understand how to intercept and enhance this data, we interviewed Enrico Quaroni, VP Global Sales of Fanplayr, in the classrooms of Fondazione FRI, during the third edition of the Fashion E-Commerce Management course.
<概要>
2020年11月16日-eコマースの世界、特にファッション業界でのブランドの売り上げを向上させるには、eコマースのウェブサイトでユーザーの行動を把握することが不可欠です。オンラインカスタマージャーニーの分析から得られた情報は、実際には、Webサイトが潜在的な顧客の期待に沿ったエクスペリエンスを提供できるようにする戦略的リソースです。このデータを理解するために、ファッションEコマース管理コースの第3版で、FondazioneFRIの教室でFanplayrのグローバルセールス担当副社長であるEnricoQuaroniにインタビューしました。
Quaroni, tell us about Fanplayr?
Our company is specialized in real time segmentation tools, i.e. we are in charge of intercepting and enhancing those data that are difficult to see because they are linked to the behavioral activities performed by online users. They are valuable, but “invisible,” indicators of intent, measurable only through technological tools such as machines, algorithms and software able to read combinations of information based on statistical calculations and mathematical analysis.
<概要>
Fanplayrについて教えてください。
Fanplayrはリアルタイムでセグメントが可能なツールです。これらのセグメントは価値がありますが「目に見えない」指標であり、統計計算と数学的分析に基づいて情報の組み合わせを読み取ることができる機械、アルゴリズム、ソフトウェアなどの技術ツールを通じてのみ測定が可能です。
Your motto, in fact, is “make the invisible visible.” How do you do this?
First, we have developed a tool that can collect these signals - called behavioral data - and then another one that makes them operable. We're going to dig specifically there because we know there is “a special metal to extract.”
<概要>
「目に見えない」指標をどのように把握されますか？
最初に、行動データを収集するためのツールを開発し、次にそれらを操作可能にするツールを開発しました。私たちは金脈があることがわかっているので、Fanplayrを利用し、すぐそこを掘りに行きましょう。
So, what does it mean “behavioral data?”
They are nothing more than a subset of the most famous Big Data. They are a bundle of information referring to the way a user is acting on a platform and they last for the time of the visit. In order to extract behavioral data, we analyze the time that a user is spending on the website and we evaluated what he does during his stay. In this way, we try to understand which are his real needs and desires in order to offer him a personalized shopping experience with the aim of making him perform a precise action, in the case of ecommerce, a subscription or a purchase.
<概要>
では、「行動データ」とはどういう意味ですか？
行動データは、ビッグデータのサブセットにすぎず、ユーザーがプラットフォーム上でどのように行動するかに関する情報の複合体を指します。行動データを把握するために、ユーザーがサイトで費やした時間を分析し、滞在中に何をしたかを評価します。また私たちは、Eコマースでの購入や、会員登録など具体的なアクションを実行させることを目的(パーソナライズされたショッピング体験を提供)として、本当のニーズと要望を把握します。
In your experience in different areas, what are the different needs of the fashion and luxury industry?
To guarantee a premium experience, both online and offline, is a peculiar need in this sector, among other things one of the fastest growing. Since the customer spends a certain amount of money on a luxury product, he wants to feel cuddled. So, for example, you will not offer a discount or joining a loyalty program, but you will rather think about services such as customization of products to make them taylor made.
<概要>
さまざまな分野にまたがるあなたの経験では、ファッションとラグジュアリー業界のさまざまなニーズは何ですか？
オンラインとオフラインの両方でプレミアムエクスペリエンスを保証することです。一定金額以上のお買い物をされている特別なお客様となりますので、割引やロイヤルティプログラムへの参加ではなく、商品をテイラーメイドにするためのパーソナライズなどのサービスを提供します。
So how are you able to make the shopping experience unique?
Brand usually spend a lot of money in terms of communication and marketing to get someone into their online store, but rarely actions are undertaken to make sure that this visit is valued to the maximum. As if a brand convinces someone to enter in a boutique and then the sales clerk doesn’t receive the costumer and doesn’t try to understand what he wants, but at the same time they hope he will proceed with a purchase. Ours is a kind of concierge service on site with which we are able to recognize the behavioral characteristics of those who are visiting the website. We are able to make the customer journey unique because we analyze those little considered data, the behavioral data, which are many, very difficult to recover and above all very fast.
<概要>
では、どのようにしてショッピング体験をユニークにすることができますか？
Fanplayrは、行動特性を把握できるコンシェルジュサービスの一種です。行動データを分析することで、カスタマージャーニーを独自のものにすることができます。
An advice for those who want to improve their online sales?
The pandemic has changed consumer behavior: more and more segments of the population have started to buy online. People who did not do so before and who approached it during the lockdown, recording a crazy acceleration compared to the already significant peak in eCommerce – in the fashion compartment and not only - in recent years. There is more trust, payment systems are safer and more reliable and the system has been enriched with enhanced delivery tools.
Now, it's time to boost the widely spoken big data, but in the reality of facts few actually know how to deal with them. It's not enough to spend millions to install data management software, skills are necessary to interpret and use the data that are a real gold mine for online sales.
<概要>
オンライン販売を改善したい人へのアドバイスは？
パンデミックにより多くの方がオンラインで購入し、過去と比較しても、大きな記録を残しました。またビッグデータを活用する時が来ましたが、ビッグデータを処理する方法を知っている人はほとんどおらず、データ管理ソフトウェアに何百万ドルも費やすだけでは十分ではありません。オンライン販売の金脈である行動データを解釈して使用するにはスキルが必要です。
What are the opportunities and challenges of data driven marketing according to Fanplayr?
If there is a willingness to innovate, data driven marketing can open up new markets and forge closer and longer lasting relationships with customers. To do so, brand needs to start talking to their online users to increasingly free themselves from more expensive communication channels such as paid search or digital displays. Once this effort is made, the maximum from that visit should be taken, raising engagement and conversion rates. And this can only be done if you are equipped with appropriate technology and skills, doing it manually is no longer enough.
<概要>
Fanplayrによると、データドリブンマーケティングの機会と課題は何ですか？
WEB広告から解放される必要があります。また訪問ユーザを分析し、エンゲージメントとコンバージョン率を上げる必要があります。そして、これはあなたが適切な技術とスキルを備えている場合にのみ行うことができ、手動で行うだけではもはや十分ではありません。
ABOUT : FASHION RESEARCH ITALY
Fashion Research Italy nasce con l’obbiettivo di valorizzare le eccellenze manifatturiere protagoniste della storia del fashion Made in Italy attraverso un polo didattico-espositivo in cui promuovere: ricerca creativa, valorizzazione degli archivi aziendali, formazione e innovazione nei vari settori del comparto manifatturiero.
Source:
by Giorgia Olivieri
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