Transcript
He Said, She Bought: Analyzing the Impact of User-Generated Reviews on Purchase Behavior A WCAI Research Opportunity sponsored by Bazaarvoice
Data at a Glance: Observation Window: February & March 2015 Data are collected from a single UK-based bigbox online retailer and come from two categories: technology and home & garden •
Product Information & Pageviews •
•
Ratings & Reviews •
•
text descriptions as they appear on the product page
WEBINAR WILL BEGIN SHORTLY
aggregate and individual ratings, full text of individual reviews
Transactions •
purchase channel & links to pages viewed
Presentation recording and slide deck will be made available on the WCAI website by Monday, April 27th
Submit your proposal by Monday, May 4, 2015. Learn more at http://wcai.wharton.upenn.edu/research
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He Said, She Bought: Analyzing the Impact of User-Generated Reviews on Purchase Behavior A WCAI Research Opportunity sponsored by Bazaarvoice April 24, 2015
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Introductions
Conrad Wredberg Director of Product Management, Bazaarvoice Chris Kramer Senior Manager, Analytics, Bazaarvoice
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Melissa Hartz Assistant Research Director, WCAI Colleen O’Neill Executive Director, WCAI Elea Feit Senior Fellow, WCAI
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TRANSFORMING BUSINESS THROUGH CUSTOMER DATA
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TRANSFORMING BUSINESS THROUGH CUSTOMER DATA
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Data Background Ray views different models of flat-screen televisions on the retailer’s website.
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We See What Customers See… Because users are tracked by cookies, we can see the full dimensions and details of each product Ray views during his visits.
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We See What Customers See… Because users are tracked by cookies, we can see the full dimensions and details of each product Ray views during his visits.
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We See What Customers See… If Ray scrolls down further on the page, we can see the full-text reviews, questions, and answers he is exposed to and interacts with on the product page. Overall: 5/5 Quality: 5/5 Features: 4/5
Overall: 4/5 Quality: 5/5
March 15, 2015
Lydia
This product exceeds all my expectations. This is the second LG receiver we own and when we decided to change up to a flat screen it was obvious which manufacturer to use and our purchase has not disappointed.
Female London, UK
Pros: Performance, Easy to Use, Quality Yes, I would recommend this product. March 04, 2015
Timothy
Good Looking Excellent TV, great picture and sound. Just wish it had a touch button to turn on and off
Male North York
Features: 4/5
Yes, I would recommend this product.
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product 9
We See What Customers See… If Ray scrolls down further on the page, we can see the full-text reviews and questions he was exposed to, as well as any answers he chose to view (answers must be expanded to see the text). Hide --
Q Alan
March 18, 2015
Are the support legs on the TV movable?
Male South Shields
A March 18, 2015
No, the legs cannot be moved.
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Jan
Female Age: 45-54
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…and What They Buy Finally, we can see when Ray ultimately purchases a television from the retailer’s website.
$249.99
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Data Structure
Product Pageviews
Transactions Leader
Ratings & Reviews
Observation Window: February & March 2015 KNOWLEDGE FOR ACTION
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Data Structure
Product Pageviews
Transactions Leader
Ratings & Reviews
Observation Window: February & March 2015 KNOWLEDGE FOR ACTION
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Product Pageviews The dataset contains details for approximately 34,000 unique products in two categories: technology and home & garden. Category 26,339
25K
20K
15K
Cou
Product pageview data include: - product name and ID - full description of the product - date/time the user viewed the product page - number of questions and reviews - percent of reviewers who would recommend the product at the time it was viewed by one user
10K
7,189
5K
0K Home & Garden
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Technology
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Pageviews by Hour, Two Days 250K
200K
150K
100K
50K
0K Feb 1, 9 AM
Feb 1, 9 PM
Feb 2, 9 AM
Feb 2, 9 PM
Date [February 2015]
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Num
Pageviews by Minute by Product, Two Days Product ID 2398095 21633 3557976 1079078 2484428 21620 1529425 2474476 1374467 1415807 1471724 3559527 1463237 13147 3388327 1587883 9291803 2388971 3078589 2388995 , Feb 1 9 AM
Feb, 1 9 PM
Feb, 2 9 AM
Feb ,2 9 PM
Minute [February 2015]
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Sneak Peek - Product Pageviews
Note: There are ~40 columns in the pageviews table. This is not an exhaustive list of columns.
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Data Structure
Product Pageviews
Transactions Leader
Ratings & Reviews
Observation Window: February & March 2015 KNOWLEDGE FOR ACTION
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Data Structure
Product Pageviews
Transactions Leader
Ratings & Reviews
Observation Window: February & March 2015 KNOWLEDGE FOR ACTION
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Ratings & Reviews
In addition to numeric ratings, the dataset also contains questions & answers and full-text reviews. Additionally, we have some sense of the user’s experience with the review through features, such as flags designating if the content was visible in the browser for at least five seconds, or if the user opened a picture or video attached to a review. Ratings & reviews data include: - date and time the review was published - date and time the review was displayed to the user - numeric rating* - full text of review as it appears on the website* - whether or not the review has ever been edited - number of comments on the review* - whether or not the review is featured*
*information is as of the time the content was displayed to the given user.
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Review Impressions by Hour, Mobile vs. Non-Mobile 800K
600K
400K
200K Type Non-Mobile Mobile
0K Feb 1, 9 AM
Feb 1, 9 PM
Feb 2, 9 AM
Feb 2, 9 PM
Date [February 2015]
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Num
Review Impressions by Hour by Content Type
400K
300K
200K
Content Type
100K
Answer Question Review
0K Feb 1, 9 AM
Feb 1, 9 PM
Feb 2, 9 AM
Feb 2, 9 PM
Date [February 2015]
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Num
500 Words Used Most Frequently in Reviews kids
most
glad
see right i've keeps
house
who
hair delivery ok fantastic buying lid
find
once
years last overall three
need
fit sound
no an new
like loves
any our change
couple
friend
bad
piece worked
always where
steam
tried return
many
don't
chairs
inside
going week
white
play
cost
strong this
cannot
since
their
whole noisy
large
handy
smaller
simple
year made
about
6
go
tv cut
though
after also
colour same
mower
fun
10
room me
minutes
expect
him
quick
ideal
wood
each
love
amazing
water
side clear
stylish
takes
basic wall
told
isn't
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plus
got
less
quiet
his
it's
hold
vacuum
battery wrong
poor stand
life
too
two longer
through weeks
hard
grass floor
fault
car
it
wasn't
on
christmas
even
back perfect enough her
use
however
put
working screws
far
plenty
perfectly
how space free
under broke
lights must
night
long seems
weight
sure days
flat
hours seat
work
definitely
looking
took
different replacement
very 1
little old
happy there own
cable
next
away
son
read rather
laptop
extra ones end
anyone
furniture
second
looked
&
having
present
fits
didn't
light
although powerful
fine
would
am small
reviews already
toaster
straight
bathroom
more them
recommended
others
around camera
have
comfortable
hand
model kitchen
actually
seem
watch iron needs
refund
bottom
real
feels
says
cover
up can which
pay
such
build
door
never
clean
radio
bit
way
cheaper
could down kettle full
reserved
screen
friends
feel
done
mattress
she
been
because
used
found
some
looks nice
doesn't without
especially
items
!
soft
certainly
grandson
bought
:)
know
colours
take
everything
picture thought
want
playing
returned
pleased
other
lovely
for
3
from
first
store
times
item
wanted
set
phone
mirror
quickly
lightweight
cheap
ordered
range
exactly half service
high
expensive
just
over
thing
extremely
daughter
fast
place
home bargain
us
make
had
all
makes
bright toilet
delighted
microwave
again every
sale
cant
best
open
came
order
low due
left
fitted
lamp
given
compact
purchased look
sturdy
myself
putting
should
downside
purchase
absolutely
heavy power day
say went big few
husband
handle features
problem
only
than these
problems
expected
5
yet
front round
easier
months
your
lots
come
short
job
couldn't
before
good
brilliant
machine
design
both
highly
flimsy
much
one value
great
toy help
then
previous
bedroom
worth
move
dont
bag
carry stock
part
bigger
tent
ever
wish
they price quality
paid cleaner hoover
try
another
has
at
hot
customer
children
lot
people
buy together
reasonable
chair
comes
think
excellent
really
impressed
difficult
being getting
well
easy
disappointed line instructions needed
4
easily
case
online
did
anything
etc
assemble
can't pretty
something
product
wouldn't it!
able
were
by
money
does
works
kept
decided
birthday
size now
quite
solid
into
suction
replace
fact
said
plastic
garden
nothing
ago
offer
family
still
keep
slightly
brought
recommend off
table
gift
smart
within
game
i'm
unit
while
goes
things
using
time
built
apart
out better
get
i'd
black
useful
bed box storage
top loved
base
bread may
bin
give
why
2
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Interaction with Ratings & Reviews
Overall: 5/5 Quality: 5/5 Features: 4/5
March 15, 2015
This product exceeds all my expectations. This is the second LG receiver we own and when we decided to change up to a flat screen it was obvious which manufacturer to use and our purchase has not disappointed.
Lydia
Female London, UK
Pros: Performance, Easy to Use, Quality Yes, I would recommend this product.
Click to view pictures attached to this review (2).
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Interaction with Ratings & Reviews
Overall: 5/5 Quality: 5/5 Features: 4/5
March 15, 2015
This product exceeds all my expectations. This is the second LG receiver we own and when we decided to change up to a flat screen it was obvious which manufacturer to use and our purchase has not disappointed.
Lydia
Female London, UK
Pros: Performance, Easy to Use, Quality Yes, I would recommend this product.
Click to view pictures attached to this review (2).
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Interactions by Minute for Two Days 350
Interaction
Interaction Type View UGC Click 'Read All'
300
Paginate Default Open UGC Pic/Video Click Product Link
250
Sort Content Visible in Browser
200
150 Num 100
50
0
Number of Interactions Feb 1 9 AM
Feb 1 9 PM
Feb 2 9 AM
Feb 2 9 PM
Date [February 2015]
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Sneak Peek - Reviews
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Data Structure
Product Pageviews
Transactions Leader
Ratings & Reviews
Observation Window: February & March 2015 KNOWLEDGE FOR ACTION
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Data Structure
Product Pageviews
Transactions Leader
Ratings & Reviews
Observation Window: February & March 2015 KNOWLEDGE FOR ACTION
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Transactions
The dataset contains approximately 1 million individual orders. The median order consists of a single item and costs ~$30. Transaction data include: - timestamp of the transaction - identifier for the order - flag for mobile/non-mobile transaction - browser used to make the purchase - price of individual basket items - total purchase amount for the order
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Transactions Over One Day, Mobile vs. Non-Mobile 1400
1200
1000
800
600 Cou 400 Type Non-Mobile Mobile
200
0 1 PM
3 PM
5 PM
7 PM
9 PM
11 PM
Hour [February 2, 2015]
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Transactions Over One Day by Number of Items in Order Total Items in Order
50
1 2 3 4 5 5+
40
30
20
10
0 1 PM
2 PM
3 PM
4 PM
5 PM
6 PM
7 PM
8 PM
9 PM
10 PM
11 PM
12 AM
Hour [February 2, 2015]
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Co
Sneak Peek - Transaction
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Data Structure
Product Pageviews
Transactions Leader
Ratings & Reviews
Observation Window: February & March 2015 KNOWLEDGE FOR ACTION
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Possible Research Areas from Bazaarvoice
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How do customers explore products before coming to a purchase decision? How do reviews affect this?
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What characteristics of reviews influence path to purchase?
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How does volume or valence of reviews impact purchase behavior?
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Does the volume or valence of reviews for one product have a “halo” effect on reviews and/or purchases for other products from the same manufacturer?
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Which reviews should be featured in order to maximize conversion and/or attract the most valuable customers?
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Possible Research Areas from Bazaarvoice
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How do customers explore products before coming to a purchase decision? How do reviews affect this?
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What characteristics of reviews influence path to purchase?
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How does volume or valence of reviews impact purchase behavior?
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Does the volume or valence of reviews for one product have a “halo” effect on reviews and/or purchases for other products from the same manufacturer?
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Which reviews should be featured in order to maximize conversion and/or attract the most valuable customers? Something not on this list…
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Proposal Format Proposals should be in PDF format, no more than 2,000 words, and include the following information: • Title • Author(s) name, title, affiliation and e-mail address: Please designate a corresponding author. • Summary information: a single “slide” that visually summarizes team & project. • Abstract • Introduction: Describe expected contribution(s), covering both the academic and practical aspects. Please keep it concise, and cite relevant work as necessary to explain your academic contribution. There is no need to include a lengthy literature review. • Detailed project proposal: Please include enough detail that we can assess the feasibility & merit of the proposed approach. For example, modeling projects should include at least a sketch of the model. In addition, include a rough estimate of how long the project will take. Also include the business relevance of your research and the impact for the sponsor as well. • Data Needs: Bulleted list of data required or requested for analysis not explicitly mentioned during this webinar. While we can’t guarantee the inclusion of these items, we are happy to investigate the availability. • Biographies: Include up to a paragraph-long biography highlighting what each team member will contribute to the project.
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Proposal Submission Process • Read more about the proposal format at http://www.wharton.upenn.edu/wcai/Proposals.cfm • Submit proposals at http://www.wharton.upenn.edu/wcai/proposalform.cfm no later than Monday, May 4, 2015, 12 noon US Eastern. – Proposals will only be accepted online. – A single PDF combining the written portion and the single slide. • Proposals will be evaluated both on academic contribution and potential to significantly improve the research sponsor’s marketing practice by the proposal review committee: Elea Feit (Drexel University), Eric Bradlow (WCAI), Pete Fader (WCAI), and representatives from Bazaarvoice. • Contact
[email protected], if you have questions prior to submitting your proposal.
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A Few Operational Notes
This webinar is intended for researchers & scholars. It should not be published or presented without permission from WCAI. • Questions on program:
[email protected] • Press contacts:
[email protected]
To get access to the data, research teams should submit a proposal to WCAI and the sponsor for approval. Please note that the data sponsor cannot be named in any publication or presentation.
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Other WCAI Opportunities for Researchers If you registered for this webinar, you will receive regular announcements regarding: • Research Opportunities like this one: – Supply Side and Demand Side Data for a Fast Food Chain – 2-3 more projects in the Fall Also find us at: • SSRN Research Paper series: http://www.ssrn.com/link/Wharton-Cust-Analytics-Initiative-RES.html • Announcements: http://wcai.wharton.upenn.edu
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TRANSFORMING BUSINESS THROUGH CUSTOMER DATA
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