Cooladata Delivers a Competitive Edge for the Webcollage Platform

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1 The Story Cooladata Delivers a Competitive Edge for the Webcollage Platform

2 2 Webcollage is the leading cloud-based, rich product content syndication platform offering powerful analytics and behavioral insights Brands whose products are distributed across diverse ecommerce sites face a huge challenge when it comes to managing and optimizing product page content. To continuously sell products in a competitive ecommerce environment, brands must be able to measure and understand buying behavior as well as optimize the mix and location of media, messages and products they promote. By partnering with Cooladata, Webcollage can now deliver exactly those insights to the more than 1,000 manufacturers and 600 retailers the company serves.

3 3 From disjointed data to instant insights Webcollage enables brands to efficiently and intelligently distribute rich product information -- such as 360 o views, product videos, image galleries and interactive tours -- across their retailer channels. The company serves top global brands including Staples, Sears, Amazon.com and Walgreens. Webcollage prides itself on maintaining strong brand and retailer partnerships and is continually innovating to meet partner needs and move forward as an industry leader. This innovation includes developing a system for storing, analyzing and visualizing data that can be shared with clients in a secure and actionable way. Cooladata offered the solution and helped the company aggregate masses of historical data from its legacy systems, including pricing and CRM data, into one repository for analysis. There, it is combined with vast online event data from every channel for analysis and reporting. This new system reduced the costs of operating and maintaining multiple legacy systems and enabled Webcollage to focus on its core business. But most importantly, it gives Webcollage the ability to provide brands with unparalleled transparency into consumer interactions with their products. Cooladata also empowers Webcollage to provide retail partners with access to data about how different brand products are performing on their sites and how users interact with content. Retailers can use this information to optimize their websites to ensure that consumers see and interact with the type of rich media content that best drives sales conversions.

4 4 A direct window into the buying journey With Cooladata analytics in place, Webcollage clients and partners can see event information on a granular level across channels, allowing for deep user behavioral analysis that goes beyond standard KPIs. What asset types are the most popular? How helpful is the content to shoppers? What content and retailer combinations drive conversions and sales? These and other complex questions can now be answered in real time. How does it work? Webcollage clients can access product page performance data and querying tools through the Webcollage content publisher portal. Cooladata dashboards are seamlessly integrated into the portal format, with secure permission-based access so users can access only relevant data. Users can easily apply filters to target specific date ranges, retailers, manufacturers and other variables. The full-stack advanced analytics platform facilitates the collection of all shopper interaction events in real-time, as well as the aggregation of the huge volume of data to ensure efficient query and analysis, easily embedded within the Webcollage portal. Brands get answers at a glance With these tools and insights, brands can make data-driven decisions about product placements with retailers, product media production investments, the most effective holiday and seasonal strategies, and more.

5 5 Comparing product performance across retailer sites With an aggregated content view of all product pages, based on data collected from a specific manufacturer across all retailer sites, brands can clearly see the overall product page performance. Through the content publisher portal, customers can see the number of content views for their top products. Drilling down on one single product shows a detailed view of how that same product performs on the different retailer sites. If this product outperforms on some sites while under-performing on others, it might mean that this item is not promoted enough, is not positioned well, or not visible enough on key pages on the retailer's site. An insight such as this one about the same product with the same product page content that gains a thousand more views on one site compared to another, is a powerful argument for the brand to communicate to the retailers that they need to highlight the product(s) more effectively.

6 6 What are the most viewed products? An aggregated view of products across retailer sites enables Webcollage and their partners to discover which product pages get viewed the most across all retailers. This helps the company and their partners assess how product content is performing overall. This aggregated view of product page views across retailer sites, gives brands the ability to instantly see which products are the most popular. With the different content types at Webcollage's disposal, the brand might choose to highlight a different type of content for products with lower view numbers. Webcollage uses Cooladata's smart permission management to grant partners full or partial access to their data. Webcollage customers can choose what timeframe to look at or how to filter the data. This data can be presented as a current snapshot or over a period of time.

7 7 Which content type maximizes engagement with the product? Hunting down the insight of which rich content type is most effective for each product is a challenge. In this particular analysis that looks at the raw event data collected from all product pages, Webcollage analytics shows the effectiveness of the 360 o view, in relation to content views, or the effectiveness of the 360 o view broken down by product. This is valuable for the brand who can make easy decisions on which product page should employ the 360 o view. Such reports are available for all the other rich content types that Webcollage offers. Product 360 o view by Webcollage

8 8 Where is video working well and for what products? Here's another useful report that shows an aggregated view on where video content is working for manufacturers and where it is not. Brands can analyze how video content is performing by product and by retailer site, including video start and completion rates, enabling them to optimize both video content and placement. Video content usually works for such products as Do It Yourself home items, sports equipment, or anything to do with cooking and tutorials. The list is endless. There is no shortage of content types, so if video isn't working, marketers may want to move on to something else. Webcollage offers a wide variety of content options to drive conversions for products such as: Images, Videos, and Interactive tours. "Cooladata's analytics reports enable our partners to determine which types of rich product content is most engaging shoppers and how to best adjust to make their product pages most effective." Zvika Moretzky, Sr. Director, Product Management at Webcollage

9 9 A portal that serves both sides: Precious insights for retailers The Webcollage portal, not only serves analytical insights to manufacturers who can see how their product is performing on the different retailer sites. It also serves the Webcollage network of global retailers such as Walmart, Tesco, Costco, Staples and Target. The Webcollage portal, with its access to Cooladata's analytics, gives retailers a full view of their share of the data. This provides them with a range of insights on how different products perform on their sites -- from different manufacturers to different content types. Such reports that aggregate billions of events and their associated data from all product pages, clearly shows each retailer the products with the most content views or the most interactions.

10 10 Actionable insight for brands and retailers = a competitive edge for Webcollage Superior analytics and visualization tools powered by Cooladata and offered on the Webcollage portal, are a significant competitive advantage for Webcollage. It s a resource-efficient, effective way to provide partners with valuable tools to increase conversions. For brands and retailers alike, the ability to measure shopper behavior in relation to product content usage is crucial to making informed business decisions. With over 5 million users a day and 10 million daily events, Cooladata s full analytics package provides Webcollage with a scalable solution for its partner network. We chose Cooladata because it empowers our partners to analyze consumer behavior within minutes and respond to any complex business question in real time, explained Zvika Moretzky, Sr. Director, Product Management at Webcollage. Cooladata s strength lies in its ability to share and embed these reports, enabling us to offer our partners full transparency into content and product performance. Cooladata s BI and behavioral analytics platform lets businesses uncover every user s journey to take action, improve their product and grow their business. A full-stack solution built for online businesses, it offers end-to-end big data behavioral analytics that covers all big data infrastructure components for data tracking, warehousing, ETL and data enrichment all the way to the visualization layer. Our advanced tools allow businesses to analyze raw data and elevate their analytics beyond KPIs for quick answers to your most complex business questions - without the need for a data scientist. As the most efficient path to big-data behavioral analytics, we provide the most cost-effective solution on the market. From e-commerce and gaming content providers to publishers and IoT innovators, Cooladata s solutions with ready-to-use dashboards are essential for any online company that depends on deep understanding of user behavior for business growth. For more information visit