We were honoured to host Director of Insights Filippo Chiari, at Digital Fashion Academy.
With extensive experience in a prominent fashion group spanning sportswear to trendy brands, Filippo provided our course participants with a comprehensive understanding of the analytics function within a fashion company.
Throughout the lesson, we covered a broad range of topics, including:
- List of KPIs by Organizational Function: Explore key performance indicators (KPIs) for various organizational functions such as e-commerce, marketing, operations, HR, and more.
- Organization of Analytics and Intelligence Function: Gain insights into how the analytics and intelligence function is structured within fashion companies.
- Goals of Analytics and Intelligence Function: Understand the overarching objectives of the analytics and intelligence function in the fashion industry.
- Technology and Tools for Analytics: Discover the latest technologies and tools available to support effective analytics in the fashion sector.
- Trends in Analytics and Opportunities: Explore current trends in analytics and identify potential opportunities for fashion companies.
Filippo Chiari’s expertise provided invaluable insights into the dynamic world of fashion analytics, offering a holistic view of its significance and potential for growth.
What is data literacy?
Gartner defines data literacy as the ability to read, write and communicate data in context, including an understanding of data sources and constructs, analytical methods and techniques applied, and the ability to describe the use case, application and resulting value.
Gartner
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How to deal with attributions issues and cookieless in 2024: Incrementality
We had a chance to talk with Filippo about how to implement a measuring approach based on incrementality.
Incrementality, to put it in simple words, is an A-B testing approach applied to Digital Marketing campaigns. Measuring Incrementality means measuring the performance of tow target groups where one is exposed to the message and the other group isn’t. After the test period is finished you compare the performance of the two groups and consider just the difference in the performance for your calculation of Return.
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How to calculate customer profitability in Fashion Ecommerce: EQUITY
When you sell online you almost always need to account for a percentage of returned items. How do these return affect the profitability of every single customer?
If a customer buys 4 items in a timeframe of a year and he/she returns 3 out of th 4 items purchased, there is a probability that you, as the ecommerce merchant, are actually loosing money on that customer. By the time you account for the 4 ship-out cost and the cost on reverse logisitics (returns shipping and handling), the marginality generated by the 1 final sale could be completely off-set buy the cost of the other 3 orders that have been returned by the customer.
Ecommerce managers can deal with this situation by calculating that long term profitability of the ecommerce customers and take potential actions to mitigate this effect.
Do you have any questions? Write to us in the comments.
Thank you!
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