1.
Presented by: Sona Martirosian, Amy Kelly, & Cara Verwholt
NYU MS Integrated Marketing
Pet Care Analytics: The
Opportunities & Challenges

2.
Agenda
 Overview
 Pet Care Industry Marketplace
 E-commerce Competitive Landscape
 Challenges & Opportunities
 Recommendations
 Questions?

3.
How many people have pets?

4.
Who Ate My Money?
62% of US households own a pet = 71 million homes in 2010
source: National Pet Owners Survey 2010

5.
Pet Industry Spend & Scope
US Pet Care Market Value: $55 Billion USD in 2013; up from $45.5
billion in 2009
source: American Pet Products Association

6.
Pet care Ecosystem
Consists of many different categories and service
organizations with disparate data sources & siloes
Retailers
Vets
Kennel
Boardin
g
Grooming
& SpaFood
Suppliers
Dog
Walkers

7.
Why Growth?
Pets make us feel
better; fight
depression & heart
disease, make us
feel less lonely and
more secure; also
great for kids
Increased attention
from governing
bodies; ASPCA,
PETA, etc.
Shift in attitudes &
sentiment in the last
decade

8.
New Trends & Products
Grooming & Spas Premium Food Choices Retail

9.
Digital Tech Toys & Offerings
Internet enabled Pet Feeder Wi Fi Dog Mounted Camera: Sony
Pet TV

10.
Big Players

11.
The Big Players

12.
Challenges & Opportunities

13.
Fragmented Data

14.
Joining The Conversation

15.
Engaging With Customers

16.
Social Sharing

17.
Sharable & Shopable

18.
Recommendations

19.
At a glance
 Social media
sentiment analysis
 Seamless tracking
via CRM/social sign
on
 Partnerships/affiliate
programs
 Boost content
marketing strategies
 Test, test, test!
 Measure via an
attribution model

20.
Goals
For the retailers
 Gather more data & better
understand consumers
 Leverage content to
increase revenue
 Develop points of
differentiation among
competitors
For consumers
 Efficiency through more
seamless transactions
 Personalization
 Streamline content
gathering & education

21.
Social media sentiment analysis
 Better understand conversations about their brands and
also relevant keywords
 Analyze content from communities and discussion forums
to better alleviate “pain points” within the e-commerce
site and increase revenue

22.
Seamless tracking
 Petco and Petsmart, since they have brick and mortar
locations, can leverage loyalty card data – but
information is collected sporadically
 All retailers should consider using social sign-in (e.g.
Facebook) to:
 Increase registrations
 Increase engagement
 Gather richer profile information; personalize
 Better share & promote products via Facebook

23.
Partnerships/affiliate programs
 Develop relationships with other players in the pet care
ecosystem
 Petflow and Dog Food Advisor example

24.
Content marketing
 With the exception of Petco, the brands examined do
not leverage content successfully.
 Each should have a blog and/or community site.
 Better align resource information with product
information.
 e.g. Q&A articles, live chat
 Run a contest to encourage user generated content
 Consider Shoppable Video Integration

25.
Testing & analysis
 A/B and/or multivariate testing to ensure changes to
product pages are increasing conversions
 Create high value attribution models

26.
Summary & Conclusions
 Significant opportunities for e-retailers
 rise of pet ownership, increased e-commerce behavior and growing
importance of social networks
 Key will be understanding how to translate online behavior into
business results
 customer insights to driver better engagement and experience
 Creating more strategic partnerships with members in the pet care
ecosystem
 Ensures customers are benefitting from more efficient and seamless
transactions
 Ongoing testing and attribution modeling to understand where
allocate value marketing dollars $$