Monday, February 24, 2014

Williams-Sonoma's Medical Approach to Advanced Marketing Analytics

One of my favorite e-commerce retailers is Williams-Sonoma.  Williams-Sonoma is a publicly traded company with sister chains including Pottery Barn, Mark and Graham and West Elm brands (SeekingAlpha, 2013).  This post explores analytics practices as they apply to the Williams-Sonoma brand.

In 2013, Williams-Sonoma CEO, Laura J. Alber, announced that store sales were down; however, their e-commerce segment grew 20% and was responsible for 49% of their second quarter’s revenue (SeekingAlpha, 2013).  So how did Williams-Sonoma grow e-commerce sales while realizing in-store losses? 

Williams-Sonoma enlisted a Revolution Analytics product called Upstream.  Upstream was based in the medical industry as a predictive modeler of potential patient expiration or treatment outcomes (Dusto, 2012).  The underlying methodology was converted to process marketing online and offline marketing data to product recommendations to match the best channel to each customer and to determine how best to target campaigns to those customers to drive conversions both in-store and online.
  
Online and Offline Data Sources

Williams-Sonoma provided online data consisting of web analytics logs, email send data, search data, sales files and offline data including sales files and catalog mailing lists and schedules to be fed into Upstream’s engine. 

Next, the retailers typical uptick in sales for specific holiday periods were added, followed by the names of individuals who carry a the Williams-Sonoma branded Visa Card.  The introduction of seasonal and customer-specific factors was captured so that they could be considered when allocating customer dollars across the marketing treatments.  “Marketing treatments” can be thought of as “customer touch points” that influence a specific customer to purchase (Revolution Analytics, 2013).


                                  Figure 1. Multi-channel input and outputs courtesy of Revolution Analytics (2013)

   
Know Your Customer at a Micro Level

Many marketing analytics packages aggregate customer behaviors to make recommendations; however, the team behind Upstream tracks customer activity as the micro level.  This includes each click-through from an affiliate site, each click-through from a Williams-Sonoma generated email, each catalog that is mailed to a home and each in-store promotion (Revolution Analytics, 2013).

Why is this important?   The theory is that more than one marketing treatment may be responsible for each conversion or sale.  For example, Williams-Sonoma mails a catalog to a customer’s home.  The customer pages through the catalog and finds a Breville Countertop Oven that interests them.  It is $250 and Breville is a respected name so they decide to go to the web site to find out more.  On the web site they watch a video demonstrating the product but they do not purchase.  Later, the customer receives an email (based upon Williams-Sonoma’s web analytics and CRM integration) with a free shipping offer.  The customer decides to purchase.  Was the e-mail responsible for the purchase or did the catalog and web site interaction help drive the conversion?  According to Upstream’s logic, all three treatments were responsible for the sale in various percentages and thus a portion of the sales dollar is attributed to each treatment proportionally.

Partial Residual Theory and Decay of Treatment

The partial residual theory asserts that each marketing treatments influence decays at a different rate.  The rate of decay for an email or an Internet search is much more rapid than a catalog (Revolution Analytics, 2013).  To determine the allocation of spend across each treatment combines this decay of treatment scale with the recency of consumer touch point.

Returning to the example of the $250 Breville oven purchase.  The customer received a catalog and subsequently visited the online site; however, they did not immediately purchase.  Time passes and the customer receives an e-mail to offer them free shipping for the product by redeeming a promotion code during checkout.  The e-mail would receive a portion of the sales due to its recency; however, without the catalog enticing the customer to visit the online store, the custom email would not have existed thus a greater share of the sale is attributed to the catalog based upon the slower decay of effectiveness of the catalog.  Additionally, the online visit would also receive a portion of the sale.


                              Figure 2. Attribution of sales across marketing treatments. Courtesy of Revolution Analytics (2013)


Results
All this may sound fascinating, and it is even to an advanced mathematically challenged individual like myself, but what does this extra number crunching tell Williams-Sonoma?  Glad you asked.  The output of Upstream provides Williams-Sonoma with improved ability to:
·      “Identify the most profitable channels for every customer and the most profitable customers for each channel” (Revolution Analytics, 2013)
·      “Target the right customers at the right time with the right message” (Revolution Analytics, 2013)
·      “Understand how the spend in each marketing channel impacts sales in order to properly budget marketing dollars for each channel (Revolution Analytics, 2013).

Early results substantiate Upstream’s claims of being able to deliver marketing improvements by taking a scientific approach.  In the words of Mohan Namboodiri, vice president of customer analytics for Williams-Sonoma “We have seen our ability to target with the catalog improve using these techniques on a scale that we have not seen with any sort of small technical improvement” (Dusto, 2012).  Additionally the “qualitative improvement in our [Williams-Sonoma’s] ability to target the right type of customer with the right type of messaging” has greatly improved their marketing effectiveness (Dusto, 2012).

Room for Improvement?
  
I did not uncover any existing metrics pertaining to web site performance or those used as a basis for the analytics provided to Upstream; therefore, my recommendation for improvement is one based upon my exploration of the Williams-Sonoma site.

One of the main selections that a visitor can explore is a Recipes section.  If a visitor finds a recipe that they like, they are able to print it from the web or they can save it to their own personal recipe box [after setting up a site profile].  Additionally, the majority of recipes are presented with products that can be used to create the recipe.  I believe this section could be used to increase conversions by generating an email to the visitor who saves a recipe to the profile. 

If the recipe box owner is a customer, Williams-Sonoma can review purchase history and make product recommendations based upon products used to create the recipe that the visitor does not own.  An email is then generated to the customer and provides a discount or free-shipping opportunity for a product.  Marketing tactics pertaining to the conversions based upon targeting recipe box customers can be easily monitored by Google Analytics and Next Analytics for Excel. 

The addition of short technique videos to accompany difficult or advanced steps within a recipe may also increase conversion rate.  These videos may also be published (and/or linked) to the Williams-Sonoma YouTube channel.  YouTube Analytics will report statistics including number of views, number of repeat views, number of subscribers, shared videos as well as how far the viewer watched the video before leaving.

The output of the YouTube Analytics, Google Analytics and the Next Analytics for Excel would then be an input to the Upstream application to further defines target market messaging treatment strategies and the attribution of revenue across Williams-Sonoma’s many marketing channels.


References:

Dusto (2012, April 14). Marketing Technology - Williams-Sonoma
targets e-customers with a “treatment” approach - Internet Retailer.
Retrieved February 22, 2014, from

Revolutions (2013, April 29). How UpStream uses R for Attribution Analysis.
Retrieved February 22, 2014, from
http://blog.revolutionanalytics.com/2013/04/upstream-attribution-analysis.html
SeekingAlpha (2013, August 28).


Seeking Alpha (2013). Williams-Sonoma, Inc. (WSM): Williams-Sonoma Management Discusses Q2 2013 Results - Earnings Call Transcript - Seeking Alpha. Retrieved February 22, 2014, from http://seekingalpha.com/article/1663232-williams-sonoma-management-discusses-q2-2013-results-earnings-call-transcript?page=2 

YouTube (2014). Views reports Help. Retrieved February 20, 2014, from

YouTube (2014). Engagement reports Help. Retrieved February 20, 2014, from https://support.google.com/youtube/topic/3029004?hl=en&ref_topic=3025741

Monday, February 17, 2014

Have You Sold Your Soul to Google?

Initially Google’s search engine appeared to be a welcome alternative to using Microsoft or Yahoo. With the launch of Google Chrome, both Macintosh and PC users could choose a browser other than Internet Explorer or Safari.  And with Google Maps, no longer were travelers forced to use MapPoint or Map Quest.  The best part of Google was that everything was free.

World Domination
Fast forward to present day, Google has achieved “80% of the search market in the United States” (Lyons, 2013) and in “Great Britain and elsewhere in Europe, the figure was closer to 90 percent” (Baker, 2013). Google’s office suite and Google Drive [cloud storage] has emerged as a viable alternative to Microsoft Office and Office 365.  In fact, Google Drive alone has approximately “120 million accounts” (Covert, 2013). 

Google is challenging the way people engage within social spaces as well.  Google Number allows users to establish a telephone number virtually anywhere in the United States and have that number forward to any telephone.  Google Hangouts allow people to connect in cyberspace.  Google’s presence is also felt in the image sharing social media arena with its acquisition of Picasa.

Google owns Blogger, Google+ and the ever-popular YouTube. “About 60% of US Internet users visited YouTube in March of 2013.  Out of that percentage, 22% visited YouTube every day, and nearly 30% visited YouTube a few times per week” (Emarketer, 2013).  Google’s infiltration into the fabric of our existence does not end there; Google created a portal for consumers to shop and pay for transactions with Google Shopping and Google Wallet.  One can barely go a day without using a product by Google.



The Devil is in the Details

If Google is providing viable alternatives to higher priced products offered by giants like Microsoft, what is the harm? Competition is the key to innovation and a free-market economy, right?  Well, yes and no. 

Competition does drive innovation.  In addition, competition for the consumer dollar may lend itself into keeping prices competitive; however, if one company dominates any given market then it becomes more difficult for smaller entities to survive and remain competitive. 

If you are skeptical think of the impact Wal-Mart, Lowe’s and Barnes and Noble have had on smaller chains and sole proprietorships.  Wal-Mart provides groceries and durable goods, as well as pharmacy services, under one roof at discount prices.  What is the harm?  The loss of many mom-and-pop storefronts and the dependence on a major organization that has the power and potential to determine what we will buy and at what price point.  As the way Wal-Mart’s competition goes so does our freedoms.  Lowe’s and Home Depot have similarly impacted the former corner hardware stores by volume pricing them out of existence.  And how many independent booksellers have written their final chapter thanks to Barnes & Noble?  Yes, competition is good but domination is not.

If we permit one company to be everything to everyone or have a disproportionate market share, no matter how good or how affordable or how convenient their offerings may be, we run the risk of undermining the economy and surrendering our freedom and the freedom to choose that we, as Americans, prize.

Dramatic? Perhaps but very real.  Google not only dominates how we connect with information and each other it also has the potential to determine what types of products are returned when we search.  Google was the subject of an FTC investigation regarding it search engine practices.  Google was suspected of favoring “its own products and services” (Baker, 2013).  FairSearch.org asserts that Google’s practices exclude, “competitors from the search marketplace — particularly in high-traffic specialty segments, like travel, jobs, health, real estate, media and local search” (Gustin, 2012).


Google is not done yet.  Through its ever-changing algorithms, Google has the power to exclude news agencies from searches via its search engine.  This speaks of the attempt to undermine freedom of the press and free speech.  In a similar manner that major conglomerate news agencies and print publications control what they publish, Google can determine what they will return.  This should be a major wakeup call to those who have abandoned mainstream news channels in favor of alternative publications and global news sources.  Not only should this concern everyone in terms of what they have access to but also consider that “dropping below the front pages of Google’s search results means lost advertising dollars” for news outlets which can lead to more independent voices “disappearing from public view” (Baker, 2013).

“Google’s near monopoly in the online marketplace is becoming an unchallenged monopoly in the marketplace of ideas” (Baker, 2013).  As many news agencies eliminate circulations in favor of going digital, it would be very easy for Google to decide what is in our best interests to know whether it be local or international news.

A Farewell to Privacy





Google has access to an ever-growing database of information gained from tracking its users.  Keywords from searches are used in Google Analytics.  This helps marketers know what search terms users enter, what sites users visit, if users make a purchase from a visit, how much they spend, what they buy, how often they visit.  Google knows when you are online, what you watch, who your friends are, where you live and so much more.  Knowledge is power and Google has it. 

Google’s improved functionality is disputed to be a major setback in terms of privacy.  Announced via a Gmail blog, Google+ users can e-mail “just about anyone with a Google+ account” and give others “the ability to e-mail you” (Culley, 2014).  Google will begin to auto suggest names of Google+ users in a similar manner as its search engine auto-fills as  search terms/phrases are entered.  Jeff Roberts, tech blogger for GigaOm claims that this feature is “a stalking tool” (Culley, 2014).

While Google allows for users to limit their contact to those within their own circle or no one, the default option is more permissive and allows anyone to contact you.  Google has created the ability for people to protect themselves but many individuals may not be as savvy or even know that they have a Google+ account.  Why not apply the feature in a more restrictive manner to protect users from unwanted contact?

In 2012, Google was criticized for tracking mobile and Macintosh users by “sidestepping privacy safeguards on Apple’s Safari web browser” (Bosker, 2012).  Through the use of special code, Google code tricked Safari, a browser designed to block such traffic by default”, “into letting them [Google] monitor many users” activities.   Google subsequently disabled the code after inquiry by the Wall Street Journal (Angwin & Valentino-Devries, 2012).
Data Security

Considering the amount of data that Google collects about its users, security should also be a concern.  Google has challenged hackers to hack its Chrome browser.  As part of an effort to identify any browser vulnerabilities, Google is paying hackers between $110K and $150K USD to hack their browser.  Google will be verifying submissions from hackers and awarding payouts to the sum of over $2.7MM at Vancouver’s CanSecWest security conference later this year (Rodriguez, 2014).
The Devil You Know
“Don’t Be Evil” is Google’s motto (Google, 2014).  Google asserts that is designed to provide “users unbiased access to information, focusing on their needs and giving them the best products and services that we can” and by “following the law” (Google, 2014).  At face value that seems admirable; however, Google’s actions in stealth data collection, questionable search practices and restrictive privacy polices indicate that they may be loosely interpreting the meaning of evil.

Perhaps it goes back to an age-old adage, “There is no such thing as a free lunch”.  There is a cost associated with everything.  Are consumers so dependent on Google, or any company for that matter, that they are willing to give free access to their data?  Does it really provide more value to the consumer to have ads that are relevant directed to them based upon their browsing and prior purchase behavior?  Is agreeing to Google’s demands that you lay down your privacy on their doorstep or quit using their products ethical or extortion? 

In the world today when selfie photos and drunken Facebook posts and embarrassing Tweets seem commonplace does the consumer have a reasonable expectation of online privacy?  If so, at what price?  It is up to each individual to decide.  Take the time to research and to make an informed decision; after all, it is your data and your privacy at stake.


References

Angwin, J., & Valentino-Devries, J. (2012, February 17). Google Tracked iPhones, Bypassing Apple Browser Privacy Settings - WSJ.com. Retrieved February 14, 2014, from http://online.wsj.com/news/articles/SB10001424052970204880404577225380456599176?mg=reno64-wsj&url=http%3A%2F%2Fonline.wsj.com%2Farticle%2FSB10001424052970204880404577225380456599176.html

Baker, W. (2013, January 23). Google's Monopoly on the News | The
Nation. Retrieved February 15, 2014, from

Bosker, B. (2012, February 24). Google Privacy Missteps A Boon For Rivals. Retrieved February 14, 2014, from http://www.huffingtonpost.com/2012/02/24/google-privacy-policy-private-data_n_1297672.html

Covert, S. (2013, November 13). Teenage Hacker Scores $60,000 From Google For
Discovering Security Issue In Chrome (Again) | TechCrunch. Retrieved February 14, 2014,
discovering-security-issue-in-chrome-again/

Culley, V. (2014, January 10). New Google feature prompts security concerns | FOX2now.com. Retrieved February 14, 2014, from http://fox2now.com/2014/01/10/new-google-feature-prompts-security-concerns/

Emarketer (2013, April 5). Just How Popular Is YouTube? - eMarketer.
Retrieved February 14, 2014, from http://www.emarketer.com/Article/Just-How-Popular
YouTube/1009787

Google (2014). Code of Conduct – Investor Relations – Google. Retrieved February 14, 2014, from https://investor.google.com/corporate/code-of-conduct.html

Google (2014). Google - Products. Retrieved February 14, 2014,
from http://www.google.com/intl/en/about/products/

Gustin, S. (2012, October 15). Search-Engine Monopoly? FTC Could Sue Google on Antitrust Grounds | TIME.com. Retrieved February 14, 2014, from http://business.time.com/2012/10/15/ftc-antitrust-probe-against-google-sets-up-internet-regulation-clash/


Lyons, D. (2013, October 3). SEO Guru: Google Is Abusing Its Monopoly Power. Retrieved February 14, 2014, from http://blog.hubspot.com/opinion/seo-guru-google-is-abusing-its-monopoly-power


Rodrieguez, S. (2014, January 24). Google offering hackers nearly $3 million to exploit Chrome OS - latimes.com. Retrieved February 14, 2014, from http://www.latimes.com/business/technology/la-fi-tn-google-hackers-3-million-exploit-chrome-os-20140124,0,1648023.story#axzz2tdtrwCGN