Discover 3 Free Trial - Retail Quick Wins from Adobe Consulting

The retail indus­try experts in Adobe Con­sult­ing con­tinue to share a series of analy­sis quick wins for retail­ers, using Adobe Dis­cover 3. For a lim­ited time, Adobe Site­Cat­a­lyst 15 clients can inquire with their account team and ask to take part in a free trial of Adobe Dis­cover. We’ve made it eas­ier than ever to try Dis­cover, and we’re show­ing some great Dis­cover analy­sis oppor­tu­ni­ties spe­cific to the retail indus­try. For more infor­ma­tion and to request trial access, con­tact your account man­ager or account executive.

Adobe Dis­cover — Retail Quick Win #6
Bas­ket Analysis

Dis­cover is a pow­er­ful seg­men­ta­tion tool that allows you to eas­ily slice and dice your data in new and reveal­ing ways. It allows web ana­lysts to eas­ily cre­ate new seg­ments on the fly and see the effect on any Site­Cat­a­lyst report. This type of data explo­ration allows busi­ness users to answer advanced ana­lyt­ics ques­tions almost as quickly as they can be asked.

One inter­est­ing type of analy­sis you can do with Dis­cover is bas­ket analy­sis. Bas­ket analy­sis allows you to under­stand the prod­uct affini­ties for dif­fer­ent types of cus­tomers and what they are pur­chas­ing together, so that you can opti­mize and tar­get your mar­ket­ing more effec­tively. You can also iden­tify oppor­tu­ni­ties for cross-selling and upselling that you may not have seen in the Site­Cat­a­lyst reports.

Dis­cover eas­ily enables this type of analy­sis because you can cre­ate a seg­ment for a type of cus­tomer or type of order and then layer onto a prod­uct or divi­sion report. For exam­ple, what per­cent­age of sales for a given divi­sion is dri­ven by email vs. dis­play adver­tis­ing? For cus­tomers who pur­chase acces­sories, what other types of prod­ucts are they pur­chas­ing? The answers to these ques­tions can help drive mar­ket­ing and opti­miza­tion strat­egy on your web site.

Let’s take a look a few exam­ples of bas­ket analy­sis using Discover:

Bas­ket Analy­sis Exam­ple 1:
Mobile Cus­tomer Order Mix

Ques­tion: Is the mix of prod­ucts dif­fer­ent for cus­tomers who pur­chase on their mobile device? What prod­ucts are they more or less likely to purchase?

Poten­tial Action: Based on the results, you may want to con­sider dis­play­ing dif­fer­ent mar­ket­ing or prod­uct mix to mobile cus­tomers, or mod­ify the mobile web expe­ri­ence in order to improve mobile conversion.

Analy­sis approach:

  • Identify/ seg­ment mobile cus­tomers: You may have a sep­a­rate expe­ri­ence for mobile cus­tomer, or even a dif­fer­ent site where you redi­rect cus­tomers. You can cre­ate a seg­ment in Dis­cover where “mobile device type equals mobile phone”. You could also cre­ate a sep­a­rate seg­ment for tablets if you wanted to break that out separately.
  • Run the desired report you want to seg­ment. For exam­ple, the Prod­ucts report or Divi­sion report. Then add in the mobile segment.
  • Look at the per­cent­age of mobile sales for each prod­uct or divi­sion. Are there any outliers?
  • You can also drill into a given divi­sion to iden­tify spe­cific prod­ucts that are affect­ing the results, or trend the results over time to see if the results are con­sis­tent over time. To get a quick view of the trend, just click the green mag­ni­fy­ing class next to the num­ber in any cell in the report. See the image below for an example:
  • In the sam­ple data below, you can see that the aver­age % of mobile orders is 11%. How­ever, you can see that Elec­tron­ics is 22% of mobile orders. There­fore, there may be a stronger affin­ity for mobile shop­pers to pur­chase elec­tron­ics than other types of prod­ucts. You may want to explore that the­ory by test­ing Elec­tron­ics cre­ative for the mobile visitors.

Bas­ket Analy­sis Exam­ple 2:
Prod­uct Affin­ity Analy­sis for Jewelry

Ques­tion: How many orders con­tain Jew­elry? Is Jew­elry pur­chased alone or with other prod­ucts? What other types of prod­ucts are being pur­chased with Jewelry?

Poten­tial Action: Iden­tify oppor­tu­ni­ties for cross-sell and up-sell for Jew­elry that can be deliv­ered via exist­ing email seg­men­ta­tion, on-site mar­ket­ing or even through prod­uct rec­om­men­da­tions engines.

Analy­sis approach:

  • Cre­ate a seg­ment for “orders where Divi­sion equals Jew­elry” (or what­ever Divi­sion or prod­uct type you want.
  • Run a prod­ucts or divi­sion report and layer on the segment.
  • Copy the data to Excel where you can cre­ate cal­cu­la­tions such as per­cent­age of orders which con­tain Jew­elry and per­cent­age of other Divi­sions which also con­tain Jewelry.
  • At orders, rev­enue and units, you can cal­cu­late aver­age order value, units per trans­ac­tion and aver­age unit retail for each of the segments.
  • In the sam­ple data below, cus­tomers who pur­chased Jew­elry also pur­chased Women’s items 13% of the time. Sur­pris­ingly, they also pur­chased shoes 14% of the time. This may be an oppor­tu­nity to test a mer­chan­dis­ing mes­sage that fea­tures shoes with jewelry.

Tips and Tricks:

The results of Analy­sis are often best shared with oth­ers via Excel. My favorite but­ton in Dis­cover is the one-touch-copy but­ton that copies the data which you can paste in Excel. I rec­om­mend keep­ing the for­mat on one sheet then just ref­er­enc­ing the data in another sheet where you do your for­mat­ting. That way, it’s easy to refresh the data—just copy and paste.

Once you’ve iden­ti­fied a seg­ment you may want to share, it’s easy with Site­Cat­a­lyst v15. Just cre­ate a global seg­ment in Site­Cat­a­lyst where you can cre­ate a dash­board that con­tains the info you want to share. Addi­tion­ally, Report Builder can also use seg­ments to cre­ate auto­mated reports that are emailed out to your busi­ness partners.

Next Steps:

I have out­lined just a cou­ple of ways to do basic bas­ket analy­sis using Dis­cover. Hope­fully, this will give you some idea of the power of Dis­cover to explore prod­uct affini­ties and cus­tomer behav­ior on your site. Another idea could be to look at what prod­ucts cus­tomers view, but don’t nec­es­sar­ily pur­chase before buy­ing other items. For exam­ple, what other brands did a cus­tomer view before pur­chas­ing a given brand. This could again lead to poten­tial cross-sell and upsell oppor­tu­ni­ties for the mar­ket­ing or mer­chan­dis­ing team.


David Yoakum is a Senior Con­sul­tant in Adobe Con­sult­ing, focused on dig­i­tal strat­egy, ana­lyt­ics & opti­miza­tion for retail & travel clients. He tweets at @davidyoakum.

If you’re an online or cross-channel retailer using Adobe Site­Cat­a­lyst 15, you should try these Retail Quick Wins in Adobe Dis­cover. We’ve made it eas­ier than ever to expe­ri­ence a free trial of Dis­cover. For more infor­ma­tion and to request trial access, con­tact your account man­ager or account executive.