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- 1. BEHAVIORAL TRACKING A BIG DATA CAPTURE CHANGE FOR DIGITAL EVENTS Dave Nickens Senior Product Manager, Head of Behavioral Tracking Platforms PayPal Global Product Operations @DaveNickens linkedin.com/in/dnickens
- 2. PayPal is the faster, safer way to pay and get paid online, via mobile devices and in store. The service allows people to send money without sharing financial information, with the flexibility to pay using their account balances, bank accounts, credit cards or promotional financing. PayPal is an eBay (NASDAQ:EBAY) company. PayPal is headquartered in San Jose, Calif. and its international headquarters is located in Singapore. More information about the company can be found at www.paypal.com. 2
- 3. LETTING THE NUMBERS TELL OUR STORY 3 Confidential and Proprietary $14 billion… the value of payments that our customers made on mobile devices. • This was 250% more mobile payments than the $4 billion we facilitated in 2011 • $20 billion – expected mobile payment volume in 2013 2012
- 4. LETTING THE NUMBERS TELL OUR STORY 4 Confidential and Proprietary 692 million the number of payments we processed from October through December. • 5,223 – Payments per minute 2012
- 5. LETTING THE NUMBERS TELL OUR STORY 5 Confidential and Proprietary 123 million active accounts, adding more accounts in Q4 (2 million per month) than any other quarter in the last 8 years! • 190 markets and 25 currencies around the world • Half of our total revenue in 2012 came from international business 2012
- 6. LETTING THE NUMBERS TELL OUR STORY 6 Confidential and Proprietary 23 major US retailers adopted PayPal's offline payment solutions in 18,000 locations. 2012 SOURCE: http://www.linkedin.com/today/post/article/20130117012041-356899-letting-the-numbers-tell-our-story?trk=eml-mktg-condig-0108-p1
- 7. UNDERSTANDING THE CAPTURE CHANGE FOR DIGITAL EVENT TRACKING Customer 360 via a PayPal 180
- 8. UNDERSTANDING CUSTOMER EXPERIENCE 8 SYSTEM EMAIL MARKETING EMAIL PAYPAL HERESOCIAL PAYPAL POS MOBILE APP INTERNAL WEB CONSOLE WEB EXTERNAL WEB CALL CENTER WEB IS ONLY 1 CHANNEL (THINK BIGGER!). ARE YOUR CHANNELS TRACKED IN SILO’S? MOBILE WEB 8
- 9. SHIFT: MULTI-CHANNEL TRACKING INGEST 9 MOBILE WEB GUID POS ID DEVICE ID CONSOLE ID MOBILE APP IDWEB GUID EMAIL ID CS ID Client / Browser Server / API Both Client and Server
- 10. • Consistency Consistent identifier for tracking all visitors across all channels - Internet Marketing, Web, Mobile, Email…etc. • Accuracy Increase Digital Analytics and Marketing accuracy by reducing 3rd party blocking solutions which are lossy. • Efficiency Facilitating the holistic measurement of user behavior, site usage, conversion ROI, marketing campaigns and Experimentation. • Effectiveness Augment capabilities for Experimentation, Segmentation, Personalization, Optimization by using a Visitor as opposed to a User (Account) • Compliance Regulations (FTC, Consumer Bill of Rights) & Privacy(P3P) 10 GOALS – TRACKING PLATFORMS CONSOLIDATION 10
- 11. 11 KEY CONCEPTS eMailWeb Page Mobile Rich Clients HTTPJS Service / API Big Data Platform Interaction Points Interfaces Destination ClickImpression Click-Through … Tracking Events
- 12. Impression Event Tracking Event Reaction Event Component Impression Event Ad Impression Event Click Event Click-Through Event Mouse-over Event Entry Event Exit Event Conversion Event Page Impression Event METADATA – WEB EVENT MODEL Client Page Impression Event Server Page Impression Event VISIT VISITOR INTERACTION IDENTIFIERS 12
- 13. ATTRIBUTION MODEL Channel Impression Client Server Click Open Direct ✓ ✓ Organic Search ✓ Paid Search ✓ Display Offers ✓ ✓ Onsite Offers ✓ ✓ Transactional Emails ✓ ✓ Marketing Emails ✓ ✓ 13
- 14. TRACKING PLATFORM ECOSYSTEM The scope of Digital Analytics goes beyond the web: Legal & Compliance Instrumentation Infrastructure & Tools People Consumption Digital Analytics 14 Device & System ID’s Cookies & Beacons Tracking Tools Site Databases, Logs Mobile PayPal Web Point Of Sale Device/Console Customer Data Protection Privacy Legislation Enforcement Governmental Policy Adherence Industry Direction, ‘Do Not Track’ Reporting Analytics Experimentation Relevance Engines Governance Standards Engagement Training Documentation Process
- 15. Function / BU People Tools & TechnologiesAnalytics Process Tools & Technologies TRACKING PLATFORM CAPABILITIES 15 • Marketing Attribution Models • Risk Models • Decision Science • Experimentation • Data Driven Culture • Org Structure • Business • Product • Technology • Governance • Standards • Engagement • Training • Documentation • Digital Metrics • Acquisition • Activation • Reporting • Predictive Modelling • Big Data • Hadoop/PDBMS • Cookies • Client side (JS) • Server Side (API) • Fingerprinting • Packet sniffing 15
- 16. KEY LEARNING'S & TAKEAWAYS 1. Big Data Platforms allow you to ingest everything into one spot given a consistent metadata model 2. Do not discriminate between types or sources of data, just make sure you are acting consistently to ingest across all channels 3. It is very difficult to find one tool or tracking platform that can identify the same customer in all channels, move away from post fact stitching to reduce time to insights 4. Be ready for mobile centric commerce: Understand the nuances and influences of offline and online commerce 5. Make sure the mobile evolution does not outpace your ability to understand your customers and changing market trends 16
- 17. BEHAVIORAL TRACKING A BIG DATA CAPTURE CHANGE FOR DIGITAL EVENTS Dave Nickens Senior Product Manager, Head of Behavioral Tracking Platforms PayPal Global Product Operations @DaveNickens linkedin.com/in/dnickens
- 18. BACKUP SLIDES Customer 360 via a PayPal 180 18
- 19. PARADIGM SHIFTS 19 OLD PARADIGM NEW PARADIGM Page hits on the web for 1 visit with NVP. Capture Sessions in Time Across devices or interactions. Need to know tool specific implementation details! Tracking is Tool Agnostic! First Party Tracking & Web Beacon Consolidation. Depend on the Web Channel & Browser Can we look at location via IP Address or GPS Data May tools dumping user interaction data by channel with many post analysis SQL joins Ingest data alignment will reduce need for post ingest data alignment jig-saw puzzles Understand visits by channel to Optimize your Product Experience and Ad Spend Think of the customers full journey! Describe touch points as EVENTS in each channel.
- 20. • Experienced Benchmarking • Segmentation • Propensity Modelling • A/B Testing • Multivariate Testing • Quality Scans • Maximize ROI / Customer • Lifetime Value Analysis • Conversion analysis • Campaign tracking • ROI tracking • Integrated auditing • Behavioural tracking • Average basket size • Path Analysis/Click Stream • Recency, Frequency and Monetary Value EVOLUTION AND VALUE OF DIGITAL ANALYTICS • Visitor volumes • Site visitor flows • Sessions • Pages • Time on site • CPM/CPC • Visit to Purchase Basic Analytics Increase Traffic Enhanced Engagement Improved Conversions Reduced Cost Value Enhanced Analytics Advanced Analytics Evolution of Web Analytics Crawl Walk Run 20