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Management, Leadership & Organisation
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Case study

How data and user behaviour analysis impacts sales — especially via mobile

Enrico Pavan
Applied Marketing Analytics: The Peer-Reviewed Journal, 1 (2), 146-153 (2015)
https://doi.org/10.69554/UAME6384

Abstract

This paper presents a case study on how an organisation improved the percentage of purchases by browsers using smartphones to browse its site. The main focus is on understanding how to improve the performance of mobile and traditional ecommerce, especially during the primary annual Western holiday period (Halloween to Christmas), while reducing the amount spent in search advertising campaigns in favour of direct mail marketing and display campaigns. Over the course of this case study, the characteristics of the users that form the basis of visits to the site and the strategies used to retain them and turn them into repeat buyers — especially from mobile — will emerge. This paper also reviews relevant customer journey models and strategies to optimise them, thus making customer journeys more successful.

Keywords: mobile commerce; customer journey; data analysis; direct mail marketing; display campaigns

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Author's Biography

Enrico Pavan is an independent consultant based in Italy, specialising in digital analytics and conversion rate optimisation. He has worked for several leading Italian and international finance, retail, B2C and B2B companies. Over the past 12 years he has focused on data analysis, mobile tracking, usability and A/B and multivariate testing and direct mail marketing. In early 2014 Enrico was nominated in the Practitioner of the Year category in the annual Digital Analytics Association Awards for Excellence competition.

Citation

Pavan, Enrico (2015, January 30). How data and user behaviour analysis impacts sales — especially via mobile. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 1, Issue 2. https://doi.org/10.69554/UAME6384.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 1 / Issue 2
© Henry Stewart
Publications LLP

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