presentación: marcos christensen - 2ºjorada intensiva de comercio electrónico para el sector...

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Tendencias del E-commerce Global, Latam y Argentina

Marcos Christensen Country Manager Argentina & Uruguay mchristensen@comscore.com @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

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Digital Analytix® The big data platform that maximizes the value of all your digital investments

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¿Quién trajo a este ciente?

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© 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.

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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.

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© 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™

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Muchas Gracias!

Marcos Christensen Country Manager Argentina & Uruguay mchristensen@comscore.com @mechar - @comscorelatam