This presentation was used in E-Commerce event taken place in Banjarahills (Hyderabad)

1. E-Commerce
Market Measure Grow

2. What is E-Commerce?
Exchange of money for goods and services over
the Internet.
Flipkart.com
Bookmyshow.com

3. Types of E-Commerce?
1) B2C – Flipkart.com
2) B2B – Tradeindia.com
3) C2C – Olx.in

4. Why it’s becoming popular?
- It’s convenient – free home delivery
- Low prices – save money
- Saves time – for busy people
- Anytime shopping from anywhere
- Wider product range
- Great discounts & coupons

5. Advantages for E-Retailers?
- Don’t need fancy buildings & infrastructure
- Can set up at low cost areas
- Reduced man power
- The need to maintain inventory
- As growing population is constraint to find fancy
locations
- Developing infrastructure and internet
connectivity

6. Top E-Commerce Sites India?
1) Flipkart – Myntra
2) Jabong
3) Amazon India
4) Snapdeal
5) Ebay India
Source – Comscore 2013

7. Top E-Commerce Sites Global?
1) Amazon
2) Staples Inc
3) Apple
4) Walmart – only 3% online sales
5) Dell

8. Understand your business
before you market

9. - What is your market size
- Who are your prospects
- What they do & demographics and
psychographics
- Who are competitors
- What is your unique offering
- Define your rules (Ex: whatsapp no
ads)

10. Understand Business Trends

11. - Which day of the week you get more orders
- What products are most popular & why
-Which season or festival drives more sales
- What is the % of new traffic & % of new
orders & same with returning
- What is the % of mobile traffic, tablets &
desktops
- What traffic channel is driving quality traffic

12. Hire Right People with Right Mix
- Brand Marketers – Digital Marketer
- Data Scientists – Data Analyst
- Story Tellers – Content Writers
- Growth Hackers – Innovative Marketer

13. Invest your Money in Right
Proportions
Marketing 50%
People 30%
Tools 20%

14. E-Commerce Marketing

15. 1) Understand marketing objectives
2) How much you can spend?
3) Select media channel
4) Create campaigns
5)Optimize continuously based on data

16. Market on all Channels
(online X offline)
Every channel has it’s advantage

17. 1) SEO (Low cost, Trusted)
2) SMO (Reach, Viral)
3) Paid (Display & Search)
(Instant, Quality, Result oriented)
4) SMM (Branding)
5) Email Marketing (Low cost & effective)
6) Content Marketing (Long lasting)
7) Friend Referrals (Most trusted)
8) Offline (Costly but supports online)

18. Implement Tracking
on
Website
&
Advertisements
(Including offline)

19. Don’t Forget Mobile Marketing
(first search may start on mobile)
Get mobile app or optimized website

20. Remarketing is Must
(Only for potential prospects)
1) Google (Cookies)
2) Facebook (Cookies & Emails)

21. How remarketing works?

22. Customer Reviews
Genuine customer reviews have
great impact on the acquisition

23. Keep Experimenting…

24. Build Your Brand
When some says the product name your brand should recall
Ex: Google, Apple, Microsoft
People have different opinions on brands, make sure your build them right

25. Automate Your Marketing
- It makes your job easy
- Sending mails based on rules
- PPC bidding
- Complaint confirmation mails

26. Take risks & experiment ideas
You may find a gold mine….

27. Importance of Non Marketing
Divisions
Marketing accounts only 25%
of ecommerce success

29. Measure Your Marketing
Performance
Measurements lets you know where you are weak

30. Measure based on KPI’s
KPI’s Leaves you an Action

31. Look at Micro KPI’s
Acquisition Engagement Conversion
-Search impression Share - Bounce rate - Conversion Rate
- CTR - Exit Rate - Order Value
- Page Value
- Registration rate
- Assisted conversions
- Attribution models
- Visits for conversions
Retention?

32. Data Analysis Process
Data
collection Process data Analyze it Report
Insights
Right data Quality data
Right
presentatio
n
Right
methods
Now Act

33. Data tells you a story…understand it
Ex: Snapdeal COD

34. Big Data does not make sense
until you make it Small Data
Example: Atom Bomb

35. New Visitors
Registered
Ordered
Come again
100
15
5
1
Returning
Visitors
Logged in
Ordered
Come again
100
30
20
10
15%
5%
1%
30%
20%
10%
New X Returning Visitors
Do it for traffic channels as well

36. Understand Data Granular at Level
Ad Group Level Data
Campaign Level Data

37. Ad group level data with device split

38. Analyze Data from More Dimensions
- by User Type
- by Location
- by Age
- by Device
- by Traffic Channel
- by Campaign
- by Keyword
- by Operating System
- by Behavior (site search users)

39. Your Site Search Data is the
Valuable Source
- New product ideas
- Important products

40. Cohort Analysis

41. Segment Traffic Before Analyze
Overall data gives your wrong understanding
1) Left in a minute
2) Engaged but not registered
3) Registered users
5) Registered but not ordered
6) Ordered users
7) Returned customers

42. Data Fool’s You Some Time
Apply Human Intelligence
Male order value - £54 | Female order value - £45

43. Data Analysis is Heart of
Ecommerce Business
Adopt the culture of data driven decisions
Right quality data to your analysis
Right talent can save your money

45. Grow Your E-Commerce
Business

46. E-commerce Marketplaces

47. Sell more to existing customers
1) Personalized suggestions
2) Cross selling
3) Up selling
4) Adding more new products
5) Increase retention rates
6% increase in
sales

48. Acquire more new customers
1) Increasing product range
2) Selling specific product or brand
which is not available anywhere
(Moto mobiles on flipkart)
3) Spending more on marketing

49. Strategic Alliance
Or
Acquisition
Or
Merger
Example: Google, Amazon
Flipkart & Myntra

50. Can E-commerce replace the
physical store shopping?

52. Opportunity for E-Commerce?
- Just at infant stage, huge market to occupy
- India is the fastest growing country in E-commerce
$675 billions
$25 billions
India's Retail Market Size by 2015 - 2016
Total Retail Market Size
E-Commerce Market Size

54. If you have courage to
dream…you will be the
next person in line to be
in online business
But it takes 5 – 7 years to
get into profits

55. Select the niche
area…understand the
market size & your
prospects…market them
in right ways…do the
best to serve your
customer….you can
make it

56. Around 200 E-Commerce
ventures have been
closed in India till now
allschoolstuff.com
So, It’s not an easy task
If you go with me to business, the probability of
failure is 95%, but it only 30% for innovative
business ideas

57. Create the Market
Or
Steal the Market

58. If you set up a company
“Your every days & single
goal is to keep it alive
for tomorrow…at any
cost”

60. www.ecomlytics.com

61. Ravindra Reddy Chitla
+919701641046
ravindrareddychitla@gmail.com
www.ecomlytics.com