Technologies

BY DIMITAR SAVOV

Ecommerce

LECTURE 2

#EBF

www.sli.do

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The Lectures

• Business Planning
• E-commerce Technologies
• Online Store Components
• Ecommerce Marketing
• Analysis & Optimisation
• Growth & Automation

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The Course Project

• Business Plan
• Marketing Strategy
• Stack of Technologies
• Execution Plan (Optional)
• Brand Identity (Optional)
• Competitive Strategy (Optional)

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The Quest for Success

• Give the Business a Name
• Book the Time in your Calendar
• What are you giving up?
• Tell your best friends & family (Accountability)
• Set a Goal & Deadline
• Tell the world so you don’t give up!

Facebook Post & Tag us!

Make it public & set a presentation date!

Today’s Agenda

• Ecommerce Problems
• Digital Marketing Technology Stack
• Ecommerce Technologies
• Strategies
• Examples

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E-Commerce Problems

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• Not enough traffic
• High Bounce Rate
• Low conversion rate
• Incorrect tracking
• No repeat sales, Few Returning customers
• No reviews, Low Trust, Slow Growth
• High CPA, Expensive ads
• Difficult management
• Bugs, High development costs...

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E-Commerce Problems

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• Slow loading, Expensive hosting
• Pandas and Penguins
• Problems of scale
• New stuff every day & Rising Complexity
• Security issues
• OH MY GOD - DOWNTIME!!!
• Returns, complaints
• Rising competition, Constant need to rebuild
• Low Sales or No sales ...

Technology Stack

The Digital Marketing

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Advertising

Marketing &

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Search Engine Marketing

• Keyword Research
• Search Advertising (PPC)
• Search Engine Optimization
• Competitive Research

Learning resources: https://moz.com/learn/seo

http://searchengineland.com

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• AdWords, Bing etc.
• Webmaster Tools
• Moz & Ranking Trackers
• SpyFu & Competitive Intel
• Wordstream & PPC Automation
• Kissmetrics & Behavioral Profiling
• Raven Tools & Reports Automation

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Tools & Technologies

Search Engine Strategies

• Brand Search Campaigns
• General Campaigns
• Category Campaigns
• Product/Model Campaigns
• Competitor Campaigns
• Local Campaigns
• Programmatic Campaigns

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Display Marketing

• Media Buying Platforms
• Premium
• Demand Side Platforms
• Ad Exchanges
• Ad Networks
• Ad Servers
• Mobile Platforms
• TV & Video Platforms
• And a LOT LOT more...

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• Display Planners
• Double Click & Ad Exchanges
• Marin Software & Omni-Channel Tools
• Appnexus & Demand Side Platforms
• Sizmek & Programmatic Creatives
• Steelhouse & Dynamic Segmentation

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Tools & Technologies

Display Strategies

• Brand Awareness Campaigns
• Launch & Hype Campaigns
• Community Campaigns
• Direct Display
• Satisfaction Campaigns
• Lead Generation

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Social Media Marketing

• Social Media Platforms
• Social Advertising
• Social Support & Customer Care
• Social Media Monitoring
• Social Agenda Schedulers
• Product Sets (Catalogues)

Learning Resources:

Lynda.com

• Buffer, Hootsuite & Social Agendas
• Sprout Social & Agora Pulse
• Social Bakers & SMM Analytics
• Buzz Sumo & Trend Monitoring
• BOTs & Follower Automation
• Salesforce & Marketo

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Tools & Technologies

Social Strategies

• STEPPS Framework & Viral Content
• Social Agenda
• Community Engagement Campaigns
• Event Promotions
• Lead Generation
• Direct Conversion Campaigns
• Branding & Awareness
• Influencer Marketing

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Remarketing

• Display Remarketing
• Social Remarketing
• Email Remarketing
• App & Mobile
• TV
• Feeds...

Learning Resources:

Lynda.com

• AdWords & Facebook
• AdRoll, Criteo
• Retargeter
• Chango
• Perfect Audience

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Tools & Technologies

Remarketing Strategies

• Dynamic Remarketing
• Brand Recollection
• Product Features & Stories
• Upselling
• Advocacy Collection
• Customer Journey Remarketing

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E-Mail Marketing

• SPAM
• Newsletters
• List Management
• Autoresponders
• Segmentation
• Automation
• 1:1 Personalization

Learning Resources:

Lynda.com

• Mailchimp, Mailjet, Klaviyo
• Robly
• Constant Contact
• Get Response, Campaign Monitor
• Aweber, Reply.io
• Marketo & Salesforce, Hubspot

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Tools & Technologies

E-Mail Strategies

• Lead Bait & List Building
• Launch Campaigns
• Upselling & Promotions
• Newsletters & Updates
• Customer Journey Emails

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Content Marketing

• Websites
• Infographics
• Videos
• Webinars & Podcasts
• Research & Reports
• Ebooks
• Event Speeches
• Whitepapers
• Presentations & Lectures
• Case Studies

Content Strategies

• Evergreen Content
• Educational
• Series
• News
• Fun

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Experiences

Digital

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Tracking Infrastructures

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• Clickstream & Pixels
• Event Tracking
• CRM Integration
• Ecommerce Tracking
• Session Recording
• Form Tracking
• Funnels
• Heatmaps

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• Google Analytics, Facebook Pixel
• Hotjar, Yandex Metrica
• Google Tag Manager
• Mixpanel & Event Based Analytics
• KissMetrics & User Based Analytics
• Clicktale

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Tools & Technologies

Tracking Strategies

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• Custom Events
• Business KPIs Based
• Customer Journey Based
• Automated Reporting
• Intelligence Events
• Integrations
• Magic Moments

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A/B & MVT Testing

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• Experiments & A/B Tests
• Landing Pages & MVT Testing
• Content Impact Testing
• Segmented Testing
• Dynamic Parameters Testing
• Automated Tests with Integration
• Testing Automation
• Testing in Marketing Campaigns.

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• Visual Website Optimizer
• Optimizely
• Unbounce
• Kiss Metrics
• Analytics & Adwords

Additional Information:

https://vwo.com/ab-testing/

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Tools & Technologies

A/B & MVT Testing

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• Experiments & A/B Tests
• Landing Pages & MVT Testing
• Content Impact Testing
• Segmented Testing
• Dynamic Parameters Testing
• Automated Tests with Integration
• Testing Automation
• Testing in Marketing Campaigns.

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User Experience & VOC

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• Eye Tracking
• Live Chat
• Video Feedback Buying
• Surveys
• Review & Feedback Collection
• Phone & Social Support

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• Crisp
• Zopim, Zendesk
• Concept Feedback & User Testing
• Survey Monkey
• Yotpo & Review Collection
• Buffer, Hootsuite
• Salesforce

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Tools & Technologies

1:1 Personalization

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• Content Prediction
• Personalized Communication
• Personalized Advertising
• Rich CRM
• Geolocation
• Big Data Insight Mining
• Unique Experiences
• Customer Journeys

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The Customer Journey

• Visual Website Optimizer
• Optimizely
• Unbounce
• Kiss Metrics
• Analytics & Adwords
• Clicktale

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Tools & Technologies

The Back Office

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The Almighty CRM

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• All Customer Data in 1 Place
• Center of Integration
• The Core of Automation
• Interactions Vault
• Contact List
• Content Pipeline Safehouse

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• Hubspot
• Insightly
• Infusionsoft
• Agile CRM
• Salesforce

Important note! Always use cloud CRM!

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Tools & Technologies

CRM Strategies

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• Integrations
• Integrations
• Integrations
• Event Recording
• Sales Recording
• CRM Segmentation
• Automatic Activation

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Running A Business With Tech

• Communication
• Task Management
• Project Management
• Support & Customer Service
• Logistics & Fulfilment
• Finance & Accounting
• Human Resources
• Documents & Invoicing

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• Teamwork, Asana, Trello
• Skype, Slack, Discord, Teams
• ADP, Peoplesoft
• Salesforce, Microsoft Dynamics, SAP, NetSuite, Oracle

And many many more...

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Tools & Technologies

& Optimization

Analysis

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Analytical Practices

• Business KPIs
• Automated Reports
• Bottleneck Discovery
• Segmentation
• Working with incomplete data
• Data Driven Decisions

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Channel Attribution

• Attribution Models
• Attribution Distribution
• Multi Channel Funnels
• Which channels make or lose money
• Which campaigns have positive ROI
• Micro Moments Analysis & CJs

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Predictive Modeling

• Value Theory Analysis
• Who buys and how can we reach more of em.
• Lifetime Value Modeling
• Customer Prioritization
• Action Prioritization
• Media Planning
• Purchase Intent Signals
• Micro Conversion Focus

Questions?

Thank you.