Data Mining from Business Standpoint Part.2

Author : Gladys Novanda, AF utami

(…cont) In terms of data mining usage, Blibli itself involves that usage to their business strategy in order to create UEx or User Experience, increase their sales conversion, as well as create retention program based on customer data. Firstly, Blibli makes use of data mining to create User Experience. In this case, the strategies that they use to make the UEx to become satisfaction to their customers are through user research, ID user needs through persona, scope, structure and skeleton, exercise concepts or options, safe stage to modification, and communication between stakeholders to be more open minded. The point of those strategies is basically to seek for the details of their customers’ needs. Not only that, with User Experience, Blibli also tries to identify the customers’ needs through their persona, in which they make a service design for each of the customer by having interfacion design to make their web appearance and application more presentable. Secondly, Blibli believes that by data mining, it will increase their sales conversion as well because when the customers’ profiles are obtained, it will automatically serve insight on what steps to take next in terms of persuading the customers to make even more purchase in the future. Not only it will increase the sales conversion, it is also believed that through this method, it will be more effective to implement the strategy to maintain the number of customers, by giving discounts to specific customers, for example. It is important to understand forecasting and sales execution increase as the main idea of big data utilization in the scope of e-commerce.