PRACTICAL DATA DRIVEN MARKETING IN THE CLASSIFIEDS BUSINESS- eBay

•

0 likes•86 views

A peek into how eBay uses the wealth of data our classifieds users generate. With this, we foster data driven learning and become better online marketers offering customised experiences.

Marketing

Digital Marketing Lead Benelux
Tobias Braam

Up for today
CreativesA/B
testing
On Marktplaats

Our game is about availability
Mental
availability
Physical
availability

Bought and sold
in 5 minutes
With a smile

A/B testing ♥ Online Marketing
Why A/B testing?
• Test your assumptions (ego)
• Improve your learning baseline
• Improve your results

18-6-2018 15
A/B testing: our 3 steps to test setup
1 Create a B-version (IF, THEN, BECAUSE)
2 Sample size & run test
3 Analyse & learn

Marktplaats CRO maturity model
Local Hero CRO
organization
Individual heroes CRO team

18-6-2018 18
Take aways
1 A/B tests = learning + results
2 Formulate hypotheses
3 Use the LIFT model for ideas

System 1
System 2
Very fast
Involuntary
Associate
Slow
Controlled
Rule Following

Source: Neurensics and Blauw
0 20 40 60 80 10
0
85%

18-6-2018 33
Take aways
1 Be available
2 Creativity needs hypotheses
3 Use data to learn better

Continue the journey
• Best marketing book:
• Learn how consumers decide:
• A new way of doing marketing:
Growth Hacker Marketing – Ryan Holiday, 2014
Thinking fast & slow – Daniel Kahneman, 2011
How brands grow 1+2 – Byron Sharp, 2010, 2014
/Tobiasbraam

Similar to PRACTICAL DATA DRIVEN MARKETING IN THE CLASSIFIEDS BUSINESS- eBay

The Story: The time of the year we as advertisers have all been waiting for – The Q4 holiday shopping season – It’s finally here. With Thanksgiving & Cyber Monday right around the corner- the first thing that should be on your mind is how you’re going to (1) capture the influx of traffic & drive conversions and (2) how you’re going to increase the customer lifetime value of these Q4 shoppers.

3 Advanced Google Shopping Strategies to Maximize Holiday Conversions

Tinuiti

Smart Ways to Get More Marketing Budget and Better Tools

Hanapin Marketing

Digital marketing trends for 2018

Smart Insights

Unleash the power of A/B testing - Sitecore summit

Conversionista

The New Interface and Beyond: AdWords Updates 2018

Hanapin Marketing

8 Big Mistakes digital marketers should avoid in 2017

Smart Insights

Close Your Highest Margin Sales Leads

Heinz Marketing Inc

Inside Sales Virtual Summit - Access all 62 sessions here: http://www.insidesales.com/summit/register-2 Matt Heinz - President of Heinz Marketing Inc http://www.heinzmarketing.com Twitter: https://twitter.com/HeinzMarketing LinkedIn: http://www.linkedin.com/in/mattheinz Blog: http://www.heinzmarketing.com/matt-on-marketing/blog/ Try InsideSales.com free for 10 days: PowerDialer™ — #1 Power Dialer Software for B2B Sales - http://www.insidesales.com/outbound_power_dialer.php

Sales Leads: Close Your Highest Margin Sales Leads - Matt Heinz

InsideSales.com

Iurii_Chernyshov_resume

Yuriy Chernyshov

As a communications professional, you already know the value of integrating search optimization techniques into your marketing campaigns. As technology has become more and more incorporated into our day-to-day routines, search engines have become the most powerful tool to gather and evaluate information about businesses, news, personalities - everything. For most, if you can’t be found in online search, you might as well not exist. But, while these tools have become the central source for information, it can be difficult to prove the value of search marketing. So, how do you "sell" the value of search to your CMO, your online marketing team, and other marketing channel managers internally? Francis Skipper, 451 Marketing’s Director of Search Engine Marketing, will teach you why search marketing is one of the most valuable components to any businesses’ success in this FREE webinar. Francis will outline the best tools to monitor search, how to set them up, and explain how to leverage these tools to determine ROI (or ROAS). Attendees will gain a more in-depth knowledge of search and how to “sell” search to their teams and CMO.

Proving the Value of Search

451 Marketing

Proving the value of search 1.0

451 Marketing

Reverse Engineering Amazon’s Product Search Algorithm

Tinuiti

2017 Planning for Account Based Success

Engagio

The Google Shopping Town Hall for Q4

Tinuiti

Using marketo lead scoring to build pipeline growth

Kendal Peterson

Before partnering with Marketplace Strategy (MPS), Amazon was a small fraction of business for Utz Quality Foods, a near-century-old snack brand. In this webinar, representatives from Utz and MPS walkthrough the company’s journey past many roadblocks, leading to success on the channel. Dave Colgan (Utz) and Sam Jennings (MPS) discuss the specific nuances of Amazon that made growth a challenge, and how the brand achieved present-day success.

How a Classic American Snack Brand Unlocked its Amazon Potential- Utz Quality...

Dina Podnar

BAPO stands for Business Architecture Process Organisation. It is Jan Bosch's more fleshed out expression of "structure should follow strategy". I recently experimented with applying this framework within Spotify Ads R&D and would like to share what worked and what didn't. Concepts expanded beyond BAPO to include product capabilities versus architecture services; overlapping product lifecycle s-curves; Simon Wardley's Pioneers, Settlers, Town Planners; and a reframing of the teaching people how to fish metaphor. Beyond sharing my successes and failures, this session will also encourage attendees to sketch how they might try this framework in their own context and anticipate what issues may appear.

Agile India 2021: Experimenting with BAPO in Spotify Ads R&D

Jason Yip

Idea to Success, a Guide for First Time Entrepreneurs

Gaurav Oberoi

SWOT analysis

Simon Misiewicz

Cup of Data Webinar - March 18th

Greg Werner

Similar to PRACTICAL DATA DRIVEN MARKETING IN THE CLASSIFIEDS BUSINESS- eBay (20)

3 Advanced Google Shopping Strategies to Maximize Holiday Conversions

Smart Ways to Get More Marketing Budget and Better Tools

Digital marketing trends for 2018

Unleash the power of A/B testing - Sitecore summit

The New Interface and Beyond: AdWords Updates 2018

8 Big Mistakes digital marketers should avoid in 2017

Close Your Highest Margin Sales Leads

Sales Leads: Close Your Highest Margin Sales Leads - Matt Heinz

Iurii_Chernyshov_resume

Proving the Value of Search

Proving the value of search 1.0

Reverse Engineering Amazon’s Product Search Algorithm

2017 Planning for Account Based Success

The Google Shopping Town Hall for Q4

Using marketo lead scoring to build pipeline growth

How a Classic American Snack Brand Unlocked its Amazon Potential- Utz Quality...

Agile India 2021: Experimenting with BAPO in Spotify Ads R&D

Idea to Success, a Guide for First Time Entrepreneurs

SWOT analysis

Cup of Data Webinar - March 18th

More from Savage Marketing

Would you bet on AR? Bettina Stier Scamatchia - Chiquita

Savage Marketing

Developing a 360 customer journey with customer relationship marketing - Tess...

Savage Marketing

Youth engagement and activations through esports - Koen Schobbers & Joke van ...

Savage Marketing

Using digital gamification to drive engagement - Chelsea Gurr, dacadoo Go

Savage Marketing

Behavioral science is advancing our ability to understand and change people’s behavior, yet most shopper marketing still follows a traditional ‘claims and messages’ approach. Martin will be talking about setting out a new path, using some powerful triggers of human behavior to create innovations in the shopping journey, prompting shoppers to do more of what a brand needs them to do, in store and beyond.

Using behaviour to change attitudes - Martin Smit, Communisis

Savage Marketing

Turbo charging your creative marketing assets for global engagement - Ben Fus...

Savage Marketing

The power of personalised video experiences in a challenging advertising land...

Savage Marketing

From live production to social media, from pr to influencer relationships - J...

Savage Marketing

Content basics: Data & KPIs for smarter usage of FB and IG algorithm - fleur ...

Savage Marketing

Connecting organically with gen z - Rafael Eliassen

Savage Marketing

Customer centric innovation to build long term relationships - Monika Schulze...

Savage Marketing

4.54 billion years of in-field testing have created some truly amazing forms of competition, life cycles, reproduction and survival in the natural world. This talk by former scientist, current startup CEO, McKinsey and Harvard Business School alum. Jeremy King will share some fascinating stories from nature, applied to developing and evolving new Customer Journey ideas. Hear about the mantis shrimp, forest fires, deep-sea anglerfish, tiger complex butterflies and squid orgies. The aim is that all/many of the ideas will be at least 'interesting', a minimum of 2 might give you an entirely new perspective, and 1 might unlock your greatest new idea.

Natural world lessons and inspiration to evolve customer journeys - Jeremy Ki...

Savage Marketing

This interactive session will show by using quality data and behavioural insights overlaid with the use of artificial intelligence how this can help you build your brand for digital natives. The digital landscape is ever evolving and it can sometimes be difficult to know where to spend your online marketing budgets, this workshop will identify the questions you should be asking and what you need to know. You will gain a greater understanding of the programmatic advertising space and how AI is playing such a huge part in shaping your industry and what is already being done for digital marketers today to understand and reach their audiences. We want you to leave feeling inspired with a fresh way of thinking about your marketing efforts. And if you want to find out what wine and AI really do have in common, you will just have to attend to find out.

What do wine and AI have in common - Ronan Lundy, Quantcast

Savage Marketing

Sharing lessons from sending 50 bn web push notifications - Ravi Trivedi, Pus...

Savage Marketing

OneBlade next: data & consumer insight driven proposition & solution deve...

Savage Marketing

David vs goliath: how data helps us compete with giants - Christoph Lange, I...

Savage Marketing

Build the right conversation to millennials and gen z - Jurgen Derycke, VF Co...

Savage Marketing

Engaging with the new generation of digital consumers - Julian Childs, Busine...

Savage Marketing

Future of Shopping by Thomas Lohr - Spoods

Savage Marketing

Future of Shopping by Thomas Ebenfeld - Spoods

Savage Marketing

More from Savage Marketing (20)