DATA-CENTRIC DECISION MAKING: THE EBAY APPROACH. Davide Cervellin Head of EU Analytics ebay

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1 DATA-CENTRIC DECISION MAKING: THE EBAY APPROACH Davide Cervellin Head of EU Analytics ebay

2 AGENDA SETTING THE CONTEXT: The Omnichannel world The BIG DATA opportunity

3 CONSUMER BEHAVIOUR HAS CHANGED Lines between online and offline have blurred in an omnichannel world

4 CONSUMERS ARE NOW IN CHARGE Their marketplace is global Promotions & Coupons Locating Stores Social Commerce Mobile commerce Loyalty In-store Research Barcode Scanning & Self-Checkout Shopping Lists

5 SHOPPING HAS CHANGED Online Offline Chloe joins her friends for lunch and shows them the sunglasses on her smartphone She pops to a sunglasses retail store to try on the Bench sunglasses Browsing on her ipad, Chloe is targeted with a banner offering 10% discount She uses the ebay Fashion app on her ipad to 'virtually' try on Chloe decides to similar glasses get her first choice she now wants the best deal Purchase She compares online reviews and uses the RedLaser app to find local stockists and deals Decision "OMG! Loving the shades on Estelle on X Factor. Where can I get a pair?!" On her laptop, Chloe browses stores that stock Search Bench A friend tweets that they're made by Bench START She tweets about them asking friends for help to get a pair Chloe spots some must-have sunglasses whilst watching X Factor Chloe finds a great deal on ebay offering Click & Collect Chloe orders her glasses selecting a store location for collection, and pays through PayPal Chloe gets a delivery confirmation, and collects her order at her Postselected store. She tweets a selfie in Purchase her new glasses and shares her experience on Facebook FINISH Order & Payment "Loving my new Bench glasses!"

6 A FEW EXAMPLES OF JOINT INNOVATION + TECHNOLOGY SHOPPABLE WINDOWS: Kate Spade Saturday INTERACTIVE WALL VIDEOS: Toys R Us CLICK & COLLECT: Argos Collection Points More Complexity + Measurability = More Opportunities

7 AGENDA SETTING THE CONTEXT: The Omnichannel world The BIG DATA opportunity

8 Big data is a very recent trend This is when marketers and people outside of IT started caring about this opportunity

9 But with another name it is a trend that started way before Tech companies have been exploiting data for a long time now

10 With Big Data needs have changed and there are more opportunities now than ever before Value

11 Data is now around every business function Marketing, Brand & Adv. Sales HR, Legal Finance Logistics, Supply Chain IT Governance over data is paramount to empower business units and guarantee a fair and cost efficient approach

12 THE FOUR STAGES OF BIG DATA ADOPTION Phase Governance Need Record Data IT Hardware Processes Reporting Data IT/3 rd party Software Vendor Data-based decision making Marketing Operations Software Tools PEOPLE Predictive Analytics Finance CULTURE

13 AT EBAY ANALYTICS REPORTS TO THE CFO OWNERSHIP INVOLVEMENT EMPOWERMENT ACCOUNTABILITY ANALYTICS THEN BUILDS A FORECAST BASED ON ALL WE KNOW ABOUT SALES IN THAT CATEGORY, GOING DOWN TO DAY-LEVEL. PROMOTIONS IMPACT MARKETING CAMPAIGNS ADVERTISING DEALS SEASONALITY* IMPORT VS. EXPORT PRICE CHANGES *(of the vertical, of the specific inventory) AND THEN WE CREATE REPORTS TO TRACK PROGRESS AND HELP THE BUSINESS INVESTIGATE ANY DEVIATION FROM THE TARGET.

14 The next generation CFO has a different Job Description Month-end Capex Books Treasury Closing Reactive Accounting Objective Controlling Planning Innovation Opex Dynamic-reports Cloud-services Analytics Agile Big-data Flexible Real-time Proactive Bus-partner Objective Technology Needs new Hires and empowers To drive Tools People Culture

15 THANK YOU I am a dinosaur and I could become CFO without being a data expert but my successor won t have that luxury. Scott Schenkel SVP & CFO ebay Marketplaces (Aug ebay Analytics summit) Davide Cervellin Head of EU MD Analytics ebay [email protected]