Big Data in Online Classifieds

GRAVITY R&D BIG DATA IN ONLINE CLASSIFIEDSDomonkos Tikk, CEO/CSO23 May, 2014

What data is available in your application domain?

Page viewsUser dataAd placements

Popular products

Number of visits

Device

IP address

Time of browsing

Time spent on site

User behavior Ad

replies

Featured ads

Number of products

Location

Click Through Rates

Purchase history

What does BIG DATA mean for you?

Product details

10M item meta-data

User behaviour

20M user meta-data

1M items 10 parameters per item

x

colourinventory info

price

locationsize

category

2M unique visitors

10 parameters per visitor

x

click

E-mail

clickssearch

product viewed

page

viewedpurchases

Interactions

ratings ad replies

popular items

popular categoriesgeolocatio

n

User contextual

data

inte

gra

tio

n

Item contextual

data

Catalogue extension

What does BIG DATA mean for you?

04/18/2023

Methods of collecting and distributing user data

COLLECT and REPORT aggregated data of your visitors

USE a RECOMMENDATION system

TRACK each visitor individually

How can it be used for business purposes?

Insight into classified Big Data

Deg

ree

of

insi

gh

t

1st click

2nd click

3rd click

1 week 1 month

1 year

Tracking & data collection

Data analysis

Adequate business response

„Traditional” reactive marketing

Real-time personalization

Item-to-item reco

Price rangeContextDevice

How does personalization work?

+

Recommendation techniques

Content based filtering

Collaborative filtering Recommends products that are

liked by users that have similar taste as the current user

Similarity between users is calculated using the transaction history of users

Domain independent

Recommends additional products with similar properties

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4

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1.14.9

What type of data can be used for recommendations?

COLLABORATIVE FILTERING

CONTENT-BASED FILTERING

CONTEXT AWARENESS

SOCIAL RECOMMENDATIONS

Personalized User Journeys – Understand your users and exploit the potential in BIG DATA

• Predicting not just the primary, but the secondary, tertiary, etc. interests

• Apart from history and behavior, focusing on the current context

Based on Interest Seasonality

Ad Replies Holidays

Searches Continuous

Devices used Working hours

Last activity peak Every 3 months, during

weekends

More user action and better user experience impact on your market position and revenue

Generate from 3rd additional party revenues placements

Optimize your marketing spending on ad networks by personalized banners and placements

How can you monetize from recommendations?

Thank you for your attention!

Domonkos Tikk, PhDFounder, CEO, CSOEmail: [email protected] hu.linkedin.com/in/domonkostikk/

Q&A