Data Driven Marketing. May 18th 2018. Data Driven Innovation 2018. Engineering Department, University of Roma Tre

1. HOW TO BEAT AMAZON

2. 84% OF ONLINE SHOPPERS
CHOOSE A SHOP BASED ON PRICE.
GE Capital Retail Bank’s Study, 2016

5. 600 M 120 M 8
PRODUCTS PRICES
CHANGED
DAILY
PRODUCT
PRICE
CHANGED
DAILY
20 %
B2C
MARKET
SHARE

6. WHAT HAPPENED
TO THE ONLINE
SALES?
CASE STUDY: BEAUTY & MAKE UP

7. CHECK YOUR ONLINE COMPETITION
E-COMMERCE
600 PRODUCTS CATALOGUE
MAKE UP AND SKIN CARE
LET’S ANALYZE JUST ONE OF THOSE: TANGLE TEEZER BRUSH

8. CHECK YOUR ONLINE COMPETITION
SET UP PRICE WITH
MANUAL CHECK
TANGLE TEEZER: 16,90 €

9. CHECK YOUR ONLINE COMPETITION
PROBLEM
THE 27TH
OF FEBRUARY, SALES DROPPED
Google analytics

10. CHECK YOUR ONLINE COMPETITION
IF SHE HAD USED
COMPETITOOR
THE STORE MANAGER WOULD
HAVE BEEN UPDATED ABOUT THE
3 MAIN COMPETITORS THAT THE
27TH
OF FEBRUARY DROPPED THE
PRICE OF THE PRODUCT

11. CHECK YOUR ONLINE COMPETITION
PRICE ALIGNMENT
THE 2ND
OF APRIL

12. CHECK YOUR ONLINE COMPETITION
WITH THE RIGHT PRICE, SALES START AGAIN
Google analytics

13. CHECK YOUR ONLINE COMPETITION
IN ONE MONTH THE
E-COMMERCE LOST 101,5 €
REVENUE...
...AND WHAT ABOUT THE OTHER 599 ITEMS ON
THE CATALOGUE?

14. WHY ADWORDS
DOESN'T WORK?

15. GOOGLE ADWORDS + COMPETITOORADV + DYNAMIC PRICE

16. ADV + DYNAMIC PRICE

17. GOOGLE ADWORDS + COMPETITOORADV + DYNAMIC PRICE

18. GOOGLE ADWORDS + COMPETITOORADV + DYNAMIC PRICE

19. ADV + DYNAMIC PRICE

20. ADV + DYNAMIC PRICE

21. ENSAMBLE

22. USE OF DATA
MIXING PUBLIC AND PRIVATE DATA IS POSSIBLE TO SYNTHESIZE SOME FEATURES:
● PRODUCT APPEAL
● COMPLIANCE OF PRODUCT DESCRIPTION TO THE MARKET
● PRESENCE ON THE MARKET
● AVAILABILITY ON THE MARKET
● COMPETITIVENESS
● ...
AND TO CLUSTER PRODUCTS IN
EXCITING, NEUTRAL OR BORING
IN ORDER TO
● FIND THE CATALOG WEAKNESSES
● MODIFY PRICES
● OPTIMIZE DISTRIBUTION OF MARKETING RESOURCES

23. THE BATTLE
+23.7 %
REVENUES
+7.8 %
MARGINALITY

24. (IN THESE 15 MINUTES HAS CHANGED 1.250.000 PRICES)
THANKS
MAXIMILIAN.LANARO@GMAIL.COM
@MaxiLanaro
MAXIMILIAN.LANARO@COMPETITOOR.COM
@Competitoor_