Audience

strategy for

E-commerce

Audience strategy for E-commerce

To increase SKY sales in e-commerce creating personalised navigation flows based on consumer preferences

To increase SKY sales in e-commerce creating personalised navigation flows based on consumer preferences.

DMP is the abbreviation of Data Management Platform. It's a system that stores, organizes, and exports data. It is mainly used by advertisers to improve the targeting of media campaigns but also can be used to personalize websites.

Data

Manages, unifies, treats and stores large volumes of data.

Management

Data becomes relevant information about users and consumers.

Platform

Allows us to understand the audience and enable this information in campaigns and interfaces

The intelligent usage of data supports the personalization of experiences.

DMP is the abbreviation of Data Management Platform. It's a system that stores, organizes, and exports data. 

Data

Manages, unifies, treats and stores large volumes of data.

Management

Data becomes relevant information about users and consumers.


Platform

Allows us to understand the audience and enable this information in campaigns and interfaces


The intelligent usage of data supports the personalization of experiences. 

At the beginning of the project, we gather the strategy team, designers and data scientists to draw the customers’ journey and understand how the process will work on backstage.

At the beginning of the project, we gather the strategy team, designers and data scientists to draw the customers’ journey and understand how the process will work on backstage.

With a deep understanding of the customers' journey, we started to interpret the SKY’s first party data.

At the Analytics tool, I was able to understand why, when and what users look for on SKY’s website. To do that I analyzed the shopping funnel and the organic traffic report. Also some basic product indicators.

Behaviors Flow

Analyzing behavior flow, I had a wide view of the users' interaction between conversion funnel.

At the Analytics tool, I was able to understand why, when and what users look for on SKY’s website. To do that I analyzed the shopping funnel and the organic traffic report. Also some basic product indicators.


Behaviors Flow

Analyzing behavior flow, I had a wide view of the users' interaction between conversion funnel.

Heat Map

By analyzing Heat Map and crossing KPI's information, I was able to understand why and when the experience often doesn't display what users expect to see. These inferences sometimes were proven and sometimes new discoveries were made.

Heat Map

By analyzing Heat Map and crossing KPI's information, I was able to understand why and when the experience often doesn't display what users expect to see. These inferences sometimes were proven and sometimes new discoveries were made.

Our third party data provider was Navegg. To understand browsing behaviors and interests of Brazilian costumers, we used their big data study.

Navegg Personas

Over 400 million Brazilian Internet users were divided into 8 clusters according to reasoning, emotion, and affluence, factors that influence on behavior in the digital environment.

Our third party data provider was Navegg. To understand browsing behaviors and interests of Brazilian costumers, we used their big data study.

Navegg Personas

Over 400 million Brazilian Internet users were divided into 8 clusters according to reasoning, emotion, and affluence, factors that influence on behavior in the digital environment.

With that grouping exercise improving our understanding, we transform data behavior into personas and gave consistency to our speech for each customer.

I created a mindmap for each of those groups defining their preferences. We got into three major profiles to start the strategy.

- Opportunity Takers
- Price Oriented
- Movie lover

With that grouping exercise improving our understanding, we transform data behavior into personas and gave consistency to our speech for each customer.

I created a mindmap for each of those groups defining their preferences. We got into three major profiles to start the strategy.

- Opportunity Takers
- Price Oriented
- Movie lover 

Below you can see Jean, our
"Movie lover" persona.

Below you can see our "Movie lover" persona.

With our first personas built, I started to address users' preferences and communication tone on the wireframes.

When I started to draw the wireframes my goal was to create landing pages for remarketing adds. But the strategy evolved in such a way that we started to draw an entirely new website.

When I started to draw the wireframes my goal was to create landing pages for remarketing adds. But the strategy evolved in such a way that we started to draw an entirely new website.

The care that the Art director had with the interface was very important to address all the data research that we did. I would like to give special credits to Raphael Mender, Francisco Adelano, and also to the Strategy department for this project.

The care that the Art director had with the interface was very important to address all the data research that we did. I would like to give special credits to Raphael Mender, Francisco Adelano, and also to the Strategy department for this project.

We merged huge amounts of data creating a strategic plan for each created cluster.

So we combine those cluster with rules and defined creative strategies that were attributed to each segment according to adequacy and relevance.

 These documents are classified material.

This video was created to show briefly how SKY DMP strategy will work for potential customers.

We merged huge amounts of data creating a strategic plan for each created cluster.

So we combine those cluster with rules and defined creative strategies that were attributed to each segment according to adequacy and relevance.

These documents are classified material.

This video was created to show briefly how SKY DMP strategy will work for potential customers.