Downloaded 271 times
Uploaded bySona Martirosian
Using Web Analytics to Find Opportunities for the Pet Care Industry
This presentation discusses opportunities and challenges in the pet care e-commerce industry. It notes that the US pet industry is worth $55 billion and is growing. While e-commerce is expanding in this space, data is fragmented across different retailers, vets, and services. The presentation recommends strategies for retailers like leveraging social media analysis, improving customer tracking and engagement through partnerships, boosting content marketing, and testing initiatives to increase sales and understand customer behavior.
More Related Content
Similar to Using Web Analytics to Find Opportunities for the Pet Care Industry
Using Web Analytics to Find Opportunities for the Pet Care Industry
- 1. Presented by: SonaMartirosian, Amy Kelly, & Cara Verwholt NYU MS Integrated Marketing Pet Care Analytics: The Opportunities & Challenges
- 2. Agenda Overview PetCare Industry Marketplace E-commerce Competitive Landscape Challenges & Opportunities Recommendations Questions?
- 3. How many peoplehave pets?
- 4. Who Ate MyMoney? 62% of US households own a pet = 71 million homes in 2010 source: National Pet Owners Survey 2010
- 5. Pet Industry Spend& Scope US Pet Care Market Value: $55 Billion USD in 2013; up from $45.5 billion in 2009 source: American Pet Products Association
- 6. Pet care Ecosystem Consistsof many different categories and service organizations with disparate data sources & siloes Retailers Vets Kennel Boardin g Grooming & SpaFood Suppliers Dog Walkers
- 7. Why Growth? Pets makeus feel better; fight depression & heart disease, make us feel less lonely and more secure; also great for kids Increased attention from governing bodies; ASPCA, PETA, etc. Shift in attitudes & sentiment in the last decade
- 8. New Trends &Products Grooming & Spas Premium Food Choices Retail
- 9. Digital Tech Toys& Offerings Internet enabled Pet Feeder Wi Fi Dog Mounted Camera: Sony Pet TV
- 10.
- 11.
- 12.
- 13.
- 14.
- 15.
- 16.
- 17.
- 18.
- 19. At a glance Social media sentiment analysis Seamless tracking via CRM/social sign on Partnerships/affiliate programs Boost content marketing strategies Test, test, test! Measure via an attribution model
- 20. Goals For the retailers Gather more data & better understand consumers Leverage content to increase revenue Develop points of differentiation among competitors For consumers Efficiency through more seamless transactions Personalization Streamline content gathering & education
- 21. Social media sentimentanalysis Better understand conversations about their brands and also relevant keywords Analyze content from communities and discussion forums to better alleviate “pain points” within the e-commerce site and increase revenue
- 22. Seamless tracking Petcoand Petsmart, since they have brick and mortar locations, can leverage loyalty card data – but information is collected sporadically All retailers should consider using social sign-in (e.g. Facebook) to: Increase registrations Increase engagement Gather richer profile information; personalize Better share & promote products via Facebook
- 23. Partnerships/affiliate programs Developrelationships with other players in the pet care ecosystem Petflow and Dog Food Advisor example
- 24. Content marketing Withthe exception of Petco, the brands examined do not leverage content successfully. Each should have a blog and/or community site. Better align resource information with product information. e.g. Q&A articles, live chat Run a contest to encourage user generated content Consider Shoppable Video Integration
- 25. Testing & analysis A/B and/or multivariate testing to ensure changes to product pages are increasing conversions Create high value attribution models
- 26. Summary & Conclusions Significant opportunities for e-retailers rise of pet ownership, increased e-commerce behavior and growing importance of social networks Key will be understanding how to translate online behavior into business results customer insights to driver better engagement and experience Creating more strategic partnerships with members in the pet care ecosystem Ensures customers are benefitting from more efficient and seamless transactions Ongoing testing and attribution modeling to understand where allocate value marketing dollars $$