Thought Leaders in E-Commerce: Blue Acorn CEO Kevin Eichelberger (Part 2)

Sramana Mitra: Let’s double-click down on that. What are some of the key user experience trends in mobile shopping that your customers need to pay attention to?

Kevin Eichelberger: One of the metrics that still trail behind is the conversion rate for mobile devices. Yes, it is true that more people shop over a mobile device but it is also true that more people purchase on a desktop or laptop device. You have to ask yourself the question as to what is the reason for it. If more people are naturally gravitating towards using mobile devices, why aren’t they completing the purchase at that moment? The big challenge is continuing to understand the modality of people when they’re on their mobile devices – what are they thinking, what are their motivations? >>>

Thought Leaders in E-Commerce: Blue Acorn CEO Kevin Eichelberger (Part 1)

Did you know that mobile shoppers have a low conversion rate on their devices? People browse on the mobile device, but actually buy on the desktop? Read on more.

Sramana Mitra: Let’s introduce our audience to yourself as well as to Blue Acorn.

Kevin Eichelberger: I’m the Founder of an e-commerce agency called Blue Acorn. We’ve been around for eight and a half years and have worked with B2B and B2C brands helping them solve one problem in two different ways. The problem that we help them solve is how to create the best possible online shopping experience. We either do that through radically changing their online shopping experience or by incrementally improving their online shopping experience. >>>

Thought Leaders in E-Commerce: Deren Baker, CEO of Jumpshot (Part 4)

Sramana Mitra: What are the emerging trends in the space and where do you see open problems?

Deren Baker: The biggest problem that we see out there is basically the one that we’re trying to solve. Most e-commerce companies or anyone who wants to understand their consumers’ online behavior have a very myopic field. They don’t have that larger lens to take a step back and say, “It’s great that I know what my consumer is doing on my own website.”

I’ve created this very complicated customer journey map with 500 interactions that you can have. >>>

Thought Leaders in E-Commerce: Deren Baker, CEO of Jumpshot (Part 2)

Sramana Mitra: How do you get your data? What part of that data is private and how can you manage to get to that data?

Deren Baker: We license the data from third-party partners. All the data they acquire is exclusively opted-into from their end consumers. We’ve got a patent on an algorithm that looks into clickstream sources, strips out anything that is personally-identifiable information and then leaves us with that residual data.

Sramana Mitra: Whom do you license this kind of data from? Who has access to this kind of data?

Deren Baker: There’s a whole host of people who have access to this kind of data—from security companies to ISPs and mobile carriers. We are just in the >>>

Thought Leaders in E-Commerce: Deren Baker, CEO of Jumpshot (Part 1)

Digital data is driving e-commerce in a huge way, and this will get more intense as we go along. This conversation explores trends, sources, and use cases of digital data.

Sramana Mitra: Let’s start by introducing our audience to yourself as well as to Jumpshot.

Deren Baker: I’m the CEO of Jumpshot. Jumpshot is a marketing analytics company that helps any company understand its customers’ entire online life. We do that through a panel of a hundred million users’ clickstream. We slice and dice that clickstream behavior to help our customers understand everything from the entire customer journey of a specific audience all the way down to helping them isolate customer segments who are about to take a specific behavior like buy a car or go on a vacation. >>>

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What is Jeff Bezos Doing with The Washington Post?

A few days back, I read an extensive analysis of the Washington Post under Jeff Bezos titled The Bezos Effect: How Amazon’s Founder Is Reinventing The Washington Post – and What Lessons It Might Hold for the Beleaguered Newspaper Business.
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