BIG DATA IN RETAIL - MATTHEW DOUBLEDAY

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Matthew has over a decade of database marketing experience across the retail and financial services industries, driving business change via the commercial application of analytics, CRM and data mining techniques. Focus areas: Internet retailing, content personalization, data strategy, database marketing, CRM, inbound marketing, MI and analytics, data mining and predictive modeling, customer segmentation, campaign evaluation.

Data science in retail – a Shop Direct
perspective
Matthew Doubleday, Lead Data Scientist

Our transformation
2003-07
Integration and
consolidation
2007-12
Catalogue to
etail capabilities
2013 onwards
Very - explosive
growth +20%
SURVIVAL-LED BUSINESS-LED CUSTOMER-LED
TRANSFORM
A CATALOGUE
BUISINESS INTO
A WORLD CLASS
DIGTIAL RETAILER
100%
digital

Who’s going to do what?
0
10
20
30
40
50
60
70
80
90
100
0 10 20 30 40 50 60 70 80 90 100%OfAcceptsCaptured
Volume Selected
Jewellery Model Gains Chart - Test
Random Selection
Modelled Selection

Rewarding the build up play
1st click Order
PPC
generic
Display
Impression AffiliateAffiliate
Day 1 Day 30
Display
Click DTU
Example order path
Last Click
Last
Marketing
Click
First ClickAverage Average Average Average Average AverageBathtub
Bathtub Bathtub Bathtub Bathtub
Bathtub

And there’s more
Influencer
modelling
Price optimisation
Customer
value
modelling
Customer
network
modelling
Stock
forecasting
Credit
risk
modelling
Sentiment
analysis
Fraud
identification
Pay per click
keyword bidding
optimisation
Econometrics
modelling
Customer lifestage
modelling
Customer
lifecycle
modelling
Returns
prediction

Thank you
www.shopdirect.com
@ShopDirect

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