© comScore, Inc. Proprietary.
Tendencias del E-commerce Global, Latam y Argentina
Marcos Christensen Country Manager Argentina & Uruguay [email protected] @mechar - @comscorelatam
© comScore, Inc. Proprietary. 2
1. Cenário atual 1. A ascenção dos dispositivos móveis 2. O que mais é digital? 3. Comportamentos multi-plataforma 4. Tendências de consumo de mídia
2. Cases de atuação em multi-platform 1. Case Virgin Media
3. Como criar uma estratégia de web intelligence 1. Desafios de mensuração 2. Como o DAX supera esses desafios 3. Quais tipos de respostas ele pode prover
Agenda
• Estado del Retail Online • Global • Latam • Argentina
• Consumidor Multi-plataforma. • Showrooming
. Desafios en la medición Multi-plataforma
Agenda
© comScore, Inc. Proprietary. 3
comScore, standard global en medición digital.
2 Million Person Panel 360°View of Person Behavior
CENSUS
Unified Digital Measurement™ (UDM)
Patent-Pending Methodology 1 Million Domains Participating
PANEL
PERSON-Centric Panel with WEBSITE-Census Measurement
Web Visiting & Search Behavior Online
Advertising Exposure
Advertising Effectiveness
Demographics, Lifestyles & Attitudes
Media & Video Consumption
Transactions
Online & Offline
Buying
Mobile Internet Usage & Behavior
PANEL
V0411 Plus 5 Million TV Set Top Boxes for 3-Screen Measurement
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Estado del Retail Online
© comScore, Inc. Proprietary. 5
Desktop e-Commerce (retail + travel) has reached $235 B through Q3 2013, up +12% Y/Y and setting up for a $300 billion year overall
$42 $53 $67 $82 $102 $123 $130 $130 $142 $162 $186 $148
$30 $40
$51 $61
$69 $77 $84 $80
$85 $94
$103 $87
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 (Q1-Q3)
Retail Travel
Desktop e-Commerce Dollar Sales ($ Billions) Source: comScore e-Commerce Measurement
$72 $93
$117 $143
$171 $200 $214 $209
$228
$289 $256
$235
Bill
ions
($)
+29% +26%
+22% +19%
+17% +7%
-2% +9%
+12%
+13%
+26%
+33%
+26%
+28% +20%
+24% +24%
+13%
+20%
+12%
+6%
+9%
0%
-5%
+10%
+6%
+15%
+9%
+14%
+11%
+12%
+14%
+9%
© comScore, Inc. Proprietary. 6
The state of Retail: Worldwide, Latin America and the selected markets
Source: comScore Media Metrix, Global 15+
78.50% 74.20% 75% 77.20%
72.70%
60.30% 61.50% 63.40%
Rea
ch %
14.40
8.20
6.70
10.70
5.50 4.60 5.10 4.80 Vi
sits
per
vis
itor
© comScore, Inc. Proprietary. 7 February 2013 – Feb 2013
Trends in the retail Category from Feb/2013 to Feb/2013
10%
4%
2%
8%
7%
-2%
0%
-3%
Rea
ch %
© comScore, Inc. Proprietary. 8 Source: comScore Media Metrix,Feb 2013, Global 15+
Top 20 Worldwide Retail Properties
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Tota
l Uni
que
Visi
tors
(000
)
Alibaba.com Corporation is the largest Retail property in terms of Total Pages Viewed.
© comScore, Inc. Proprietary. 9 Source: comScore Media Metrix, Argentina, PC/Laptop, Home and Work, 15+, November 2012 - November 2013
Argentina’s Retail category trends
10,408
13,491
701 916
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
31%
30%
Total Pages viewed (MM) Total Unique Visitors (000)
© comScore, Inc. Proprietary. 10
MITOS….
La gente tienen miedo de usar la tarjeta de crédito.
Los usuarios necesitan tocar le producto para comprarlo.
Showrooming perjudica mis ventas fisicas.
Logística de la tienda online es un problema.
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Tendencias globales y avance de Multiplatform.
© comScore, Inc. Proprietary. 12 Source: KPCB
Habemus...
1990s
© comScore, Inc. Proprietary. 13
2000s, , El consumo digital solía ser sencillo…
PC/Mac
La actual medición analítica asume: Navegadores sólo usan un dispositivo.
© comScore, Inc. Proprietary. 14
…ya no Hoy, las nuevas plataformas tienen altas tasas de crecimiento
Tablet PC/Mac TV Smartphone
Realidad: Mismos Navegadores & usan múltiples dispositivos
© comScore, Inc. Proprietary. 15 Source: KPCB
En Dic 2014 30% del tráfico global será mobile.
Growing 1.5x per Year
© comScore, Inc. Proprietary. 16
Uso de Internet a través de dispositivos múltiples se triplicó en los últimos 3 años.
43
Feb-2010 Feb-2013
890
451
+20%
+97%
+389%
388
63
467
308
115 N/A
Minutos consumidos en Internet (miles de millones) según plataforma.
USA
© comScore, Inc. Proprietary. 17
USA: Desde April 2013, ya son mayoría los ‘Usuarios Multi-platform’
46% 45% 42% 42% 40% 40% 40% 39%
6% 6% 6% 6% 6% 6% 6% 7%
48% 49% 52% 52% 54% 54% 54% 54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013 Jul-2013 Aug-2013 Sep-2013
Desktop Only Mobile Only Multi-Platform
Share of Total Digital Population by Platform Usage Source: comScore Media Metrix Multi-Platform, U.S., Feb-2013 – Sep 2013
© comScore, Inc. Proprietary. 18
¿Y en Latam?
Fuente: comScore Device Essentials: Julio 2012
1.8 2
4.5 4.1
7.9 7.9
15.1
13.0
2012 2013
% de PV generadas de dispositivos Non-PC
© comScore, Inc. Proprietary. 19
USA : Desde Agosto 2013, tiempo en la categoria Retail desde los celulares superó al de desktop.
0
5,000
10,000
15,000
20,000
Tota
l Min
utes
(MM
)
Desktop Smartphone Tablet
Total Minutes (MM) Spent in Retail Category by Platform Source: comScore Media Metrix and Mobile Metrix, U.S., Feb-2013 – Sep 2013
49% 41%
37% 44%
14% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Feb-2013 Sep-2013
Desktop Smartphone Tablet
© comScore, Inc. Proprietary. 20
0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000
Amazon Sites
eBay
Apple.com Sites
Wal-Mart
Target Corp.
Best Buy Sites
The Home Depot
Etsy.com
Sears.com
Macy's
PC Only PC + Mobile Mobile Only
1/3 del tráfico los líderes de Retail Online es exclusivamente mobile. Pocos tienen mayoria de tráfico vía app.
Selected Leading Retailers: Total U.S. Digital Population Unique Visitors (000) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., September 2013
163M 94M
69M 58M
42M 28M
22M 20M
19M 19M 2%
2%
29%
6%
16%
21%
20%
99%
65%
77%
Browser App
% of Time Spent – Browser vs. App
Source: comScore Mobile Metrix, U.S., Sep-2013
Mobile = Smartphone + Tablet
Mobile app usage for Apple.com Sites includes all Apple property apps (e.g. iTunes, Apple Maps, etc.)
© comScore, Inc. Proprietary. 21
Shar
e of
Dev
ice
Page
Tra
ffic
on
a T
ypic
al W
orkd
ay
Source: comScore Device Essentials, U.S., Monday, 21st January 2013
Consumidores son Multiplataforma
Tablets popular at night
PCs dominate working hours
Mobile phones are constant companion
© comScore, Inc. Proprietary. 22
ü Audience
ü Device
ü Content
+ Computadoras por persona… A esto lo llamamos MultiPlatform.
© comScore, Inc. Proprietary. 23
Showrooming
© comScore, Inc. Proprietary. 24
Para la mayoría de los consumidores, esta es una táctica ocasional, no habitual.
More than 1 in 3 online consumers have showroomed…
However, among these consumers, most only showroom ‘sometimes’
or ‘occasionally’
Among smartphone owners, usage of phones to
showroom has increased significantly
11%
76%
11% Only for major purchases
Sometimes / Occasionally
Often
34%
% who have ever showroomed
Q. Based on this definition, have you ever done this activity? (seen an item in-store but instead purchased online)
Q. When thinking of your online shopping and the previous questions, which statement best describes when you use
showrooming?
% among showroomers
Source: comScore Survey – July 2013
Q. Have you ever used your mobile device (smartphone / tablet) to assist in showrooming?
41% 49%
% smartphone owners who have used their phone to showroom
Q2 2013 Q3 2013
© comScore, Inc. Proprietary. 25
73%
44%
25%
16%
15%
5%
Price was better online
Planned to buy online but wanted to see item(s) in person before ordering
Item was out of stock at store
Would rather have item(s) shipped to home than take home with me
Was not convenient to buy in-person at the time
Other
% among those who engaged in 'showrooming'
La Razon principal es la diferencia de precio. 44% de los ‘showroomers’ no planeaban la compra en persona.
Why Consumers Are ‘Showrooming’
Q. Which of the following describe why you utilized showrooming? (Please select all that apply) Source: comScore Survey – October 2013
© comScore, Inc. Proprietary. 26
El problema de medir como en los 90s…
overcounting
undercounting
miscounting
Mi sitio tiene millones de clientes!
Mi sitio sólo convierte 10% de los browsers.
Mis usuarios navegan menos de 1 minuto por día.
© comScore, Inc. Proprietary. 27
1 Navegador Mobile: Navega 10 minutos Lee 2 artículos 1 Navegador Tablet: Navega 20 minutos Lee 4 artículos
90s: 2 navegadores Avg. 15 minutos Avg. 3 artículos
Multi-Platform: 1 navegador
Avg. 30 minutos Avg. 6 artículos
© comScore, Inc. Proprietary. 28
E-commerce Multi-Platform Como afecta al negocio una medición de engament incompleta:
- Menor tasa de conversiones - Análisis incompletos del funnel - Desconocimiento de las preferencias
de los usuarios. - Incapacidad de entender como
compran sus clientes, desde la búsqueda del producto hasta la compra vía distintos dispositivos.
© comScore, Inc. Proprietary. 29
E-commerce Multi-Platform Conversión más Inteligente
Un usuario accede a su email desde su trabajo
El mismo usuario en su casa compra su producto.
Medición Estándar 50% conversión
Medición Multi-Platform 100% conversión
© comScore, Inc. Proprietary. 30
¿Por qué Multi-Platform? Respuestas más Inteligentes a Nuevas Preguntas
NEW: ¿Cuántos de mis usuarios consumen contenido a través de múltiples dispositivos?
OLD: ¿Cuántos usuarios ven al contenido de mi sitio?
NEW: ¿Los usuarios multi-platform son más valiosos que los usuarios estándar?
OLD: ¿Cuánto dinero hago con mi sitio?
OLD: Cuál es el engagement de mi sitio? NEW: ¿Se incrementa la lealtad en el uso de contenidos a través de multi-dispositivos?
© comScore, Inc. Proprietary. 31
Una tendencia que vemos en comScore: Muchas empresas se acostumbraron a vivir (mejor dicho sobrevivir) con plataformas de web analytics que no permiten administrar datos multi-plataforma
Análisis Rígidos Reportes diferentes para cada plataforma.
Existen pocas soluciones para
administrar “big data”
¿Cómo superar las barreras?
?
© comScore, Inc. Proprietary. 32
¿Cómo sobrevivir a esta inmensa cantidad de datos?
Plataformas que capturen datos en
bruto…
…a través de todos los medios digitales…
…construidas para manejar miles de millones de datos
Usted no puede pasar años conectando todos los datos digitales a mano
010110 110011 101000 000101
© comScore, Inc. Proprietary. 33
Digital Analytix® The big data platform that maximizes the value of all your digital investments
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
¿Quién trajo a este ciente?
© comScore, Inc. Proprietary.
© comScore, Inc. Proprietary.
Traditional analytics offer limited attribution choices
First Click
Last Click
Modelos tradicionales usan principalmente dos variables para analizar la atribución de conversiones.
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Digital Analytix Campaign Attribution Models
Basic Campaign Attribution Models
First Click: first campaign attributed with full order value.
Last Click: last campaign attributed with full order value.
First Click 50%: first campaign gets 50% of the order value. The remaining 50% gets attributed equally to the other campaigns.
Last Click 50%: last campaign gets 50% of the order value. The remaining 50% gets attributed equally to the other campaigns.
Equal Share: All campaigns get an equal share of the order value.
Digital Analytix offers 10 attribution models right out of the box to match to your business processes.
Nuevas Plataformas ofrecen nuevos modelos dependiendo el tipo de negocio y campaña.
© comScore, Inc. Proprietary.
© comScore, Inc. Proprietary. 38
Conclusiones 1. Estamos en un mercado online sumamente
fragmentado, el funnel de Marketing ebe considerar la Multiplataformaspara ser más efectivo.
2. e-commerce deben considerar como los usuarios multiplataforma convierten, para no sacar conclusiones erroneas y perder más oportunidades de generar más negocio.
Digital Analytix® Multi-Platform Faster Answers to Harder Questions™
© comScore, Inc. Proprietary.
www.comscore.com
www.facebook.com/comscoreinc
@comScore
Muchas Gracias!
Marcos Christensen Country Manager Argentina & Uruguay [email protected] @mechar - @comscorelatam