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2014 - All Rights Reserved
E-Commerce 3.0
Challenges for a future prove e-commerce platform
02.06.2014, Christian Zacharias
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Customers starts discovering the web and the shopping possibilities
Pull behavior – Customer looks for a specific product in the shop
Easy to sell Products
Agencies building the fist ecommerce systems
Rise of Intershop and big integrated player (Broadvision, Art Technology Group)
XTcommerce and osCommerce as free alternatives
The Gold Rush
E-Commerce 1.0
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Customer gets more importance
More Content and Multimedia to engage Users
Customers Voice – Reviews
Pull approach – try to get the customer on the page
Stimulated impulse shopping – Deal-shopping
Integrated Platforms (Hybris, Magento, Oxid)
Monolithic approach
Hard to scale
Caching helps (Varnish)
Switch to own solution after hitting the performance wall
OpenSource and Hard to Scale
E-Commerce 2.0
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Cross-device ecommerce experience
Start buying process mobile finish on desktop
Increase reach through API´s and Apps
Know everything about you customer
Better recommendations and prediction systems
Act data-driven and deal with BigData
Service oriented Approach
Decouple you platform
Single responsibility principle
Easier to scale
What is this about
E-Commerce 3.0
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Each Customer Contact is important
Onsite
Visited Pages
Products watched
Baskets
Checkout
Orders
Logins
Offsite
Adwords, Affiliates, Newsletters and Mails
Marketplaces (Daparto, Idealo, …)
Banners placed through Marketing-Services
Retargeting
Mobile
What should I log
Get to know your Customers
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Create a Logging System
Integrate Logging system
Track and Mark every Visitor
Create VisitorId for each new visitor and mark him trough a Cookie
Identify existing Visitor through this Cookie
Correlate all action from the visitor to this VisitorId
Integrate your logging system into your Application Platform
Controller Logic
Database connector
Background Processing
CronJobs
Add Analytics Solutions used to track OnPage Actions and additional Information about the
Visitor/Customer
Track inbound URL´s to track marketing efforts and campaigns
Track everything!
Get to know your Customers
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Logging Architecture
Get to know your Customers
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Reports and direct access
Get Insights from you Data
DW
H
HDFS
Data Stores
Reports, KPI´s, Mails
Adhoc Queries, Direct Data Access
Predefined Reports for quick
insights
Summary-Mailings
Dashboards for specific
Business Areas
! Report Analytics
Direct access to prepared Data
Only Read Access
Dedicated Instance
Promote often used queries to
Reports
! Add Metrics about Data Usage
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Business Inteligence
Get Insights from you Data
DWH
HFS
Data Stores
Business Intelligence
ETL Processes
Aggregate
Data
Calculate
statistical
Datasets
Data Driven Shop
Recommendations &
Bundles
Intelligent CRM
Marketing Control
Aggregate and implement statistical functions to calculate co-occurrence matrices of
Products2Products and Products2Visititors
Collect Marketing- and Campaign-Performance Data
Analyze Customer Behavior and correlate with Product and Order Data to improve CRM
Use existing OpenSource Solutions like Apache Mahout to do the heavy mathematics
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Co-occurrence Matrix for Product2Products Recommendation
Upselling Potential
Boosts by Margin-, Sales- or Stock-Business Rules
Recommend Cross-Selling Products
Provide Products-Scores to improve Product Listings
Scores based on Stock, Margin, Revenue, Sales ..
Calculate final Sorting-Score based on specific formulars
Generate statistical Bundles
Personalize the full shop experience
Recommendations & Bundles
Data takes over your shop
Data Driven Shop
Recommendations &
Bundles
Intelligent CRM
Marketing Control
How to measure your success: TEST TEST TEST
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Improve Customer Mailings and Transaction-Mails
Newsletter Optimizations and Personalization
BI generates Recommendation of Products for the
Recipients
Recommend Products based on historic customer
behavior and insights
Intelligent CRM
Data takes over your shop
Data Driven Shop
Recommendations &
Bundles
Intelligent CRM
Marketing Control
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Marketing tracking provides insights into marketing
performance
Marketing Dashboards and Reports from DWH
Control your marketing spending's based on
campaign-performance
Recommend Marketing Material Placement based on
Customer intends and behavior
Banner generation
Automate Bidding and Campaign Management
Marketing Control
Data takes over your shop
Data Driven Shop
Recommendations &
Bundles
Intelligent CRM
Marketing Control
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Agenda
Get to know your
Customers
Get Insights from
you Data
Data takes over your
shop
Get ready for Scale
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Low information content
Not enough significant data for statistical
analysis
Deal with the data
Get ready for Scale
A
B
Data Usage
f(P,T)
Product-range
Exponential increase of data usage within
the increase of the product-range and
traffic
Significant also increase exponential
Scale Processing and Storage in the same
way
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Scale horizontal through virtualization of you platform and Service Oriented Architecture
Collect messages non-blocking and asynchronous
Receiver is a central service accessible by all components
Flexible message-distribution and -processing
Different message consumers with different purposes
• Direct log analysis (e.g. Kibana, ElasticSearch)
• Permanent store all Log-Messages for long-term analysis (e.g. Hadoop & Hive)
Data Storage needs the scale as well
HDFS, self hosted or cloud
S3
Base for further Data aggregation and processing
Prepare your System