Supporting Event and Weather-based Data Analytics and
Marketing along the Shopper Journey
H2020-ICT-2016-2017- Topic: ICT-14-2016-2017 Project id:732590
Starts on Jan 1st 2017, ends on Dec 31st 2019
Total cost ≈ 3.6M€ - Total funding ≈ 2.9M€
EW-Shopp
Luxemburg, 17 Gen 2017 Horizon 2020 Big Data PPP
EW-Shopp partners UNIVERSITY OF MILANO-BICOCCA (Coordinator)
Data Management, Service Science, Service Oriented Architecture
CENEJE (SI)
Leading comparison-shopping platforms in the Adriatic region
BROWSETEL (UK)
Cloud Service Provider offering a platform for a Real-time cross-channel Customer Engagement Platform
GFK EURISKO (IT)
Multinational market research company
BIG BANG (SI)
Biggest Slovenian Consumer Electronics Specialist
MEASURENCE (IE)
IoT platform to analyze consumer behavior in physical places
JOT INTERNET MEDIA (ES)
Specialized digital marketing agency that generates search qualified traffic to premium partners
ENGINEERING (IT)
Largest IT group in Italy
SINTEF (NO)
Scandinavia's largest independent non-profit research organisation
INSTITUT JOZEF STEFAN (SI)
Research institution for natural sciences in Slovenia EW-SHOPP
EW-Shopp EW-Shopp aims at supporting companies operating in the fragmented European ecosystem of the eCommerce, Retail and Marketing industries to increase their efficiency and competitiveness by leveraging deep customer insights.
Improved insights will result from the analysis of large amount of data, acquired from different sources and sectors, hence heterogeneous and in multiple languages.
EW-Shoop will provide a platform to
• integrate consumer and market data, thus covering customer interactions and activities across different channels and with different languages, providing insights on rich customer journey, and
•enrich them with information about weather and events, two crucial factors impacting on consumer choices.
EW-Shopp achievements will make up for the lack of knowledge, technology and resources that are needed to integrate and analyze large and diverse data in a timely manner to optimize digital marketing and resource management.
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EW-Shopp EW-Shopp aims at supporting companies operating in the fragmented European ecosystem of the eCommerce, Retail and Marketing industries to increase their efficiency and competitiveness by leveraging deep customer insights.
Improved insights will result from the analysis of large amount of data, acquired from different sources and sectors, hence heterogeneous and in multiple languages.
EW-Shoop will provide a platform to
• integrate consumer and market data, thus covering customer interactions and activities across different channels and with different languages, providing insights on rich customer journey, and
•enrich them with information about weather and events, two crucial factors impacting on consumer choices.
EW-Shopp achievements will make up for the lack of knowledge, technology and resources that are needed to integrate and analyze large and diverse data in a timely manner to optimize digital marketing and resource management.
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Simple example: Advertise bicycle equipment harder on
sunny afternoons during the Tour de France
Buy (product) data from
Buy (product) data from
Product Data
Vendor GFK
EW-Shopp value constellation
Buy advices/reports
from
Market Research Company GFK
Buy technology from Technology Provider
BROWSETEL MEASURENCE ENGINEERING
Buy ads from
Buy ads from
Advertises on
Publish on Advertises on
Recommends on
Advertises on Digital Marketing
Third-party websites and apps, Emails
Access-view U
Comparison Shopping Platform
Access-view
CENEJE
Access-view
Buy from
Market Place
Retailer
BIG BANG
JOT
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Buy (product) data from
Buy (product) data from
Product Data
Vendor GFK
EW-Shopp-enhanced value constellation
Buy advices/reports
from
Market Research Company GFK
Buy technology from Technology Provider
BROWSETEL MEASURENCE ENGINEERING
EW-Shopp New Data Sources
JSI
ECMWF
EVENTS
WEATHER
Buy ads from
Buy ads from
Advertises on
Publish on Advertises on
Recommends on
Advertises on Digital Marketing
Third-party websites and apps, Emails
Access-view U
Comparison Shopping Platform
Access-view
CENEJE
Access-view
Buy from
Market Place
Retailer
BIG BANG
JOT
17/01/17
Buy (product) data from
Buy (product) data from
Product Data
Vendor GFK
EW-Shopp-enhanced value constellation
Buy advices/reports
from
Market Research Company GFK
Buy technology from Technology Provider
BROWSETEL MEASURENCE ENGINEERING
EW-Shopp New Data Sources
JSI
ECMWF
EVENTS
WEATHER
Buy ads from
Buy ads from
Advertises on
Publish on Advertises on
Recommends on
Advertises on Digital Marketing
Third-party websites and apps, Emails
Access-view U
Comparison Shopping Platform
Access-view
CENEJE
Access-view
Buy from
Market Place
Retailer
BIG BANG
JOT
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Datasets and (rough) stats Type Datasets Size Growth
Market - Product prices - Sales (history from a platform) - Sales (aggregated: electronic, IT, telecom., domestic
appliances ) - Trending topics
≈ 3 bil/day ≈ 1 mil/year ≈ 80 GB/country/year ≈ 1GB
≈ 2 mil/day ≈ 10%/year ≈ 5GB/country/year ≈ 10 topics/day
Consumer - Purchase history - Digital interactions and purchase intentions - Surveys - Location analytics (counts & demographics) - Digital campaign performance stats
≈ 800 mil pages views/year ≈ 25 mil deep links/year ≈ 2TB/year ≈ 800GB ≈ 4TB
≈ 300K pageviews/day ≈ 200K events/day ≈ 800GB/year ≈ 7GB/location/month ≈ 25mil interactions/day
Weather - Weather history (temperature, sun vs. rain, etc.) ≈ 85PB (whole dataset) ≈ 2 complete status/day
Media - News, technical blog posts, describing events around the globe
≈ 136 mil articles ≈ 5 mil events
≈ 150K articles/day ≈ 400 events/day
Products - Products, attributes and categories ≈ 10 mil products ≈ +200K / year
(Linked) Open Data
- Locations, geographical data - Census
≈ 20GB ≈ +10GB/year
Impact: services targeted in EW-Shopp
Consumer journey data integration Weather and Event-aware business intelligence (EW-BI) Plugin
Category management service for eCommerce applications Responsive product data feed optimized for events, weather and seasonality
Multi-lingual product description feed for cross-border expansion
Data Sources Business Cases & Services
Location scouting Measurence Scout+: Location analytics with weather and event sensitivity analysis
Media
Weather
Products & Categories
LOD
Market Data
Consumer Data
Event-based sales analysis E-RSDR: Retail Sales Data Reporting System with External Events extracted from media (E-RSDR)
E-ECHO: Market reporting and analysis services with event sensitivity analysis
Campaign driven purchasing intentions Event and weather-aware campaign scheduling
Event-based customer engagement analysis Event-based digital marketing management
Weather-responsive real-time bidding for digital marketing
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Data Sources
Media
Weather
Products & Categories
LOD
Market Data
Consumer Data
Impact: services targeted in EW-Shopp
Consumer journey data integration Weather and Event-aware business intelligence (EW-BI) Plugin
Category management service for eCommerce applications Responsive product data feed optimized for events, weather and seasonality
Multi-lingual product description feed for cross-border expansion
Business Cases & Services
Location scouting Measurence Scout+: Location analytics with weather and event sensitivity analysis
Event-based sales analysis E-RSDR: Retail Sales Data Reporting System with External Events extracted from media (E-RSDR)
E-ECHO: Market reporting and analysis services with event sensitivity analysis
Campaign driven purchasing intentions Event and weather-aware campaign scheduling
Event-based customer engagement analysis Event-based digital marketing management
Weather-responsive real-time bidding for digital marketing
MAIN BUSINESS OBJECTIVE
[…]“cross-domain data integration platform that would enable the fragmented European business ecosystem to increase efficiency and competitiveness through building relevant customer insights and business knowledge. […] “competing against global internet service giants that managed to position their growth and sector transformation on intensive exploitation of integrated big data generated at their proprietary platforms.”
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Problem: support integration and analytics Business data enrichment via integration with third-party data (weather / events)
Consumer journey data integration Weather and Event-aware business intelligence (EW-BI) Plugin
Category management service for eCommerce applications Responsive product data feed optimized for events, weather and seasonality
Multi-lingual product description feed for cross-border expansion
Business Cases & Services
Location scouting Measurence Scout+: Location analytics with weather and event sensitivity analysis
Event-based sales analysis E-RSDR: Retail Sales Data Reporting System with External Events extracted from media (E-RSDR)
E-ECHO: Market reporting and analysis services with event sensitivity analysis
Campaign driven purchasing intentions Event and weather-aware campaign scheduling
Event-based customer engagement analysis Event-based digital marketing management
Weather-responsive real-time bidding for digital marketing
CR
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TIC
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Data Sources
Media
Weather
Products & Categories
LOD
Market Data
Consumer Data
17/01/17 EW-SHOPP
Problem: support integration and analytics Business data enrichment via integration with third-party data (weather / events)
Consumer journey data integration Weather and Event-aware business intelligence (EW-BI) Plugin
Category management service for eCommerce applications Responsive product data feed optimized for events, weather and seasonality
Multi-lingual product description feed for cross-border expansion
Business Cases & Services
Location scouting Measurence Scout+: Location analytics with weather and event sensitivity analysis
Event-based sales analysis E-RSDR: Retail Sales Data Reporting System with External Events extracted from media (E-RSDR)
E-ECHO: Market reporting and analysis services with event sensitivity analysis
Campaign driven purchasing intentions Event and weather-aware campaign scheduling
Event-based customer engagement analysis Event-based digital marketing management
Weather-responsive real-time bidding for digital marketing
CR
OSS
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MA
IN A
ND
LA
NG
UA
GE
INTE
GR
ATI
ON
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ALY
TIC
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Data Sources
Media
Weather
Products & Categories
LOD
Market Data
Consumer Data MAIN TECHNICAL OBJECTIVE
“[…] creating a platform to easily integrate multi-lingual customer and market related data with weather and event data, supporting thus a new generation of business analytics which are at this time too costly or require expertise in multiple specialized sectors demonstrating […] with several different business cases, by deploying new marketable services […]
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CR
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LA
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UA
GE
INTE
GR
ATI
ON
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TIC
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Data Sources
Media
Weather
Products & Categories
LOD
Market Data
Consumer Data
Support integration and analytics: data challenges Business data enrichment via integration with third-party data (weather / events)
Consumer journey data integration Weather and Event-aware business intelligence (EW-BI) Plugin
Category management service for eCommerce applications Responsive product data feed optimized for events, weather and seasonality
Multi-lingual product description feed for cross-border expansion
Business Cases & Services
Location scouting Measurence Scout+: Location analytics with weather and event sensitivity analysis
Event-based sales analysis E-RSDR: Retail Sales Data Reporting System with External Events extracted from media (E-RSDR)
E-ECHO: Market reporting and analysis services with event sensitivity analysis
Campaign driven purchasing intentions Event and weather-aware campaign scheduling
Event-based customer engagement analysis Event-based digital marketing management
Weather-responsive real-time bidding for digital marketing
Efficient, user-friendly support for - Linking business data to reference, multi-language product
specifications and categories - Link business data to events from a large registry extracted from
web sources, which are relevant because of location/time/scope - Link business data to weather information, which is relevant
because of location/time/scope ... with attention to: - Optimization of data enrichment functionalities via products/geo - Reuse and repeatability of data transformations - Reuse of shared vocabularies to support analytics - Scalability - Quality of integrated data
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EW-Shopp methodology: key components
Consumer journey data integration EW-BI plugin
Category management Responsive product data feed
Multi-lingual product description feed
EW-Shopp Modeling
Data Sources
Core Data (After Modeling)
Data Integration & Analytics Workspace
Business Cases & Services
Location scouting Measurence Scout+
EW-Shopp Integration EW-Shopp Impact
Weather
Event Registry (from media and social)
Products & Categories
Geo
Media
Weather
Products & Categories
LOD
Market Data
Consumer Data
Event-based sales analysis E-RSDR System
E-ECHO
Campaign driven purchasing intentions
EW-aware campaign scheduling Event-based customer engagement analysis Event-based digital marketing management
Weather-responsive digital marketing
DATA INTEGRATION
data transformations + table annotation + quality control
DataGraft+ STAN+
ABSTAT+
ANALYTICS QMiner+
DATASPACE core data + transformed data + data
transformations + integrated data DataGraft+
VISUALIZATION SpagoBI+
EW-Shopp methodology: evaluation and KPIs
EW-Shopp platform
data sets (number-size-variety) integrated for predictive modelling
analytical processes (frequency/month) that include weather and event data
effort (man/hour) for data integration, with special focus on linking with weather/event/product data
weather observations processed per market and consumer data analysis
events considered in market and consumer data analytics
products/models/brands (number-languages) uniquely identified represented in the system
EW-Shopp services
clients paying for the service usage and engagement (interactions) over
beta services sales conversion (%-€) with new services
and direct revenues sessions that include service interaction customer satisfaction level retention rate of service gross margin (profitable advertising
spending) campaign conversion (% impressions-clicks-
opened emails) costs for marketing campaigns
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EW-Shopp Exploitation Strengthen its position as innovation enabler using semantic data management techs
Optimize user engagement and revenues for Ceneje portals based on more advanced data analytics; expand in the Adriatic region
Optimize their real-time cross-channel Customer Engagement Platforms based on more advanced data analytics
Strengthen predictive models to understand the drivers of the customer experience based on more accurate analysis of sensitivity to events
Improve processes of category management and marketing strategies and tactics; sell analytics to brands
Optimize their platform to for the analysis of consumer behavior in physical places by improving their capability to integrate more data in the analysis
Oprtimize their marketing campaigns using events, weather, and increased analytics capabilities
Expand to clients in new application fields like marketing; increase the penetration within the integration with real time systems and data mining approaches
Bring together and extend emerging Data-as-a-Service technologies, like DataGraft, to create innovative solutions for industry and government
Enhance Event Registry and further exploit it as a subscription-based service in tandem with analytic services developed in the project
Connect with EW-Shopp through our Advisory Board
17/01/17 EW-SHOPP
Looking for more users interested in the project results!
Join our Advisory Board and … … get access to early results of the project
… become early user of the platform … provide feedback and help shape the functionalities
