Data Science applications in online retail

The four key analytic dimensions of online retail are: customer, seller, product and operations. All areas have their respective analytic applications. However, in a customer-first operation, customer satisfaction and loyalty can only be maximized when all is solved according to customer need and want. Hence, predictive data science, and in particular customer segmentation and targeting, channel affinity, lifetime value and related optimization work is at the epicenter of all analytics. We will show how and where it needs to be deployed for double digit growth in conversion, revenue and profitability. Of course a proper data science process supported by a scalable, open source platform, and an ability to experiment quickly are essential for success.

Ismail Parsa is Head of Data Science at HepsiBurada, the leading e-commerce company serving the Turkish market, where he is working on platform solutions related to real-time targeting and personalization, campaign management and optimization, DMP, Buy-Box management, product pricing, cargo pricing, customer segmentation, lifetime value, and big-data platforms. His contributions are measured in double-digit improvements in conversion, revenue or profitability. Prior to HepsiBurada, Ismail worked at Amazon as lead data scientist in Worldwide Marketing where he established the Customer Segmentation and Targeting discipline, successfully managing a $3B portfolio of direct and email campaigns. Through predictive targeting, he improved open rates 50%, click rates 25% and conversion 100% while reducing customer opt-outs 50%. Prior to Amazon, he worked at Microsoft as a Principal Researcher in the areas of audience intelligence, behavioral targeting and display advertising; at Citigroup as VP of Analytics; and at Epsilon as Director of Analytics. Ismail also served the international Knowledge Discovery and Data Mining (KDD) community in various roles including General Chair (KDD-2000), Treasurer, Industrial Track Chair, Exhibits Chair and KDD-Cup Chair. He is a Ph.D. candidate in Economics at George Mason University where he was awarded graduate fellowship from the Center for Study of Public Choice for his assistance to Dr. James M. Buchanan, a Nobel Laureate in Economics.