Data mining is the act of scanning the web for data points and collecting them to use in your business.This data can be anything, from competitor prices to customercart abandonment rates.As long as you're monitoring and collecting, it's considered data mining. It can sound daunting, but it's actually become quite simplified over the past couple of years.
Since you aren't going to be able to use a pickaxe or a pan on your computer, how will you be able to mine the best data? Well there are two many ways of doing it: manually, and automatically.
Manually mining for data is essentially reviewing data on competitor sites over time, collecting it, and analyzing it to make decisions. Automating the entire processwill provide your business with more accuracy and save some of your employees major headaches.
The reality of the ecommerce landscape is that prices change throughout the day, and if you're scanning dozens of websites you're destined to miss some changes. It's because of this unpredictable nature that data mining is becoming a necessity for the future of retail.
Mining customer data
Your customer data can teach you how to improve your store's merchandising. Data like heat maps, cart abandonment rates, and more can help you optimize and improve your store's conversion rates.
If your cart abandonment rate is high, you can use that knowledge to improve the layout of your checkout screen. Or, you can use it as a way to measurethe impact of shipping costson the checkout decision. Roughly 45%of shoppers are more likely to shop at a store thatoffers personalized recommendations.
You can make these recommendations with a data mining technique known as basket analysis. This measures a customer's cart contents so the next time they visit you can offer them similar items that they might be interested in.
Recommendations are becoming the norm in ecommerce, and you don't want to get left behind. If a returning customer is visiting your store and abandons their cart, you can use their previously mined data to email them discounts and win them back.
Retargeting ads have been nearly twice as effective as other marketing attempts, and their success is showing no signs of slowing down. But data mining goes beyond customer data, and is also applicable when it comes to competitor data.
The future of retail
Online retail's future lies within data mining because it allows brands to provide consumers with unique, personalized shopping experiences.
On top of that, data mining helps retailers compete against other sellers of any size, levelling the retail playing field and improving the pricing strategies of those who mine.
The success data mining offers indicates that we've only seen the tip of the iceberg for this tactic.