Διαχείριση Τεχνολογιών Ηλεκτρονικού Εμπορίου Security Issues Data Analytics in the E-Commerce Μ. Γραμματικού, B. Μάγκλαρης {mary, maglaris}@netmode.ntua.gr
Περιεχόμενα (I) Εισαγωγή Τεχνολογική Υποδομή ΗΕ/Πλατφόρμες Cloud based In House (using e-commerce platforms like magento ) Είδη Ηλεκτρονικού Εμπορίου (B2B, B2C, B2G, B2E, ) Mobile Commerce (Tablets, Smart Phones) Mobile transactions 42% annual growth (2011-2016) E-Commerce Trends New Web design trends for E-Commerce Marketing Digital content Payments 3D Printing New Business Models M2M collaborations, crowdsourcing
Περιεχόμενα (II) Web Marketing Social Media for E-Commerce Search Engine Optimization (SEO) Πληρωμές στο ΗΕ Είδη Πληρωμών Συστήματα Ηλεκτρονικών Πληρωμών Ασφαλής Πληρωμές στο ΗΕ Είδη Πληρωμών με ασφάλεια (tablets, smart phones, web based solutions) Ασφάλεια στην Πλατφόρμα Ασφάλεια στην Υποδομή Ασφάλεια στην Εφαρμογή Data Analytics in E-Commerce 42% of small businesses which participated in a ShopKeep POS survey, say they are using analytics to make smarter, immediate business decisions
Κάποια επιπλέον Πρωτόκολλα Ασφαλείας στο Internet SSL(υποστηρίζεται από Netscape & Internet Explorer) : Secure Socket Layer : πάνω από TCP/IP και κάτω από HTTP, χρησιμοποιώντας ιδιωτικό κλειδί για την κρυπτογράφηση των δεδομένων πάνω από SSL connection. Τα URLs ζητούν συνδέσεις SSL που αρχίζουν με https αντί http S/HTTP : Secure/HyperΤext Transfer Protocol, το SSL δημιουργεί κανάλι ασφαλούς επικοινωνίας μεταξύ client server, πάνω από όπου μεταφέρονται τα δεδομένα με ασφάλεια HL7-Health Level Seven (http://www.hl7.org/about/index.cfm?ref=nav) : Πρωτόκολλο στο Internet για τη μεταφορά μηνυμάτων ιατρικού περιεχομένου (χρησιμοποιεί το EDI Πρότυπο για την περιγραφή των μηνυμάτων)
Η Κρυπτογραφία δίνει λύση στα εξής προβλήματα : Ασφαλή επικοινωνία Ταυτοποίηση και πιστοποίηση Κοινοποίηση μυστικής πληροφορίας Ηλεκτρονικό Εμπόριο Ψηφιακά πιστοποιητικά Ασφαλή πρόσβαση σε υπολογιστικά συστήματα
Είδη Κρυπτογραφίας Συμμετρική (Ιδιωτικού κλειδιού) Μη Συμμετρική (Δημόσιου κλειδιού) Περιλήψεις μηνυμάτων (Hash Functions)
Συμμετρική Κρυπτογραφία key Παραλήπτη Αποστολέας Enctrypt Encrypted data Interne t Παραλήπτης Dectryp t Encrypted data key Παραλήπτη
Ασύμμετρη Κρυπτογραφία Αποστολέας Enctrypt Encrypted data Interne t Παραλήπτης Dectryp t Encrypted data Private key Παραλήπτη
Ψηφιακές Υπογραφές (1) Ένα μήνυμα υπογράφεται ως εξής: Ο Αποστολέας περνά το μήνυμα από ένα Hash Function που δίνει αποτέλεσμα μια σειρά χαρακτήρων Α (message digest), που είναι πάντα ίδιου μήκους ασχέτως με το μήκος του μηνύματος. Η σειρά χαρακτήρων Α κρυπτογραφείται με το Ιδιωτικό κλειδί του Αποστολέα σε Α. Το Α (η Ψηφιακή Υπογραφή) στέλνεται μαζί με το μήνυμα (χωρίς το σώμα του μηνύματος να είναι αναγκαστικά κρυπτογραφημένο).
Ψηφιακές Υπογραφές (2) Ο Παραλήπτης παίρνει το μήνυμα μαζί με την Ψηφιακή υπογραφή Α. Περνά το μήνυμα από την ίδια Hash Function με αποτέλεσμα μια σειρά χαρακτήρων Β. Με το Δημόσιο κλειδί του Αποστολέα αποκρυπτογραφεί την Α σε Α. Αν τα Α και Β είναι τα ίδια το μήνυμα δεν έχει αλλοιωθεί.
Ψηφιακή Υπογραφή Enctrypt Dig. sign Αποστολέας Private key Αλγόριθμος Hash Dig. sign Interne t Hash 1 Αλγόριθμος Παραλήπτης Public key Hash 2 Dectryp t Dig. sign
Χρήση Ψηφιακής Υπογραφής 2. Signing Public Key A Private Key A 3. Transmission 4. Decryption Private Key B Public Key B 1 3 Message 4 2 3 Digital Signature
PKI Οι οντότητες του PKI, όπως ορίζονται στο PKIX Working Group της IETF είναι : Αρχή Πιστοποίησης (CA Certification Authority) Αρχή Εγγραφής (RA Registration Authority) Οι πελάτες (Clients) Η αποθήκη πιστοποιητικών και λιστών ανάκλησης πιστοποιητικών (Repository/Certificate Revocation Lists). Παράδειγμα Αρχής Πιστοποίησης : http://www.symantec.com
Υπηρεσίες που προσφέρονται σε ένα σύστημα PKI Καταγραφή δημοσίου κλειδιού (Key Registration): έκδοση νέου πιστοποιητικού για ένα δημόσιο κλειδί. Ακύρωση Πιστοποιητικού (Certificate Revocation): ακύρωση εκδοθέντος πιστοποιητικού. Επιλογή κλειδιού (Key Selection): απόκτηση δημοσίου κλειδιού της άλλης οντότητας (χρήστης ή υπηρεσία). Εκτίμηση εμπιστοσύνης (Trust Evaluation): αποφασίζεται εάν ένα πιστοποιητικό είναι έγκυρο και τι υπηρεσίες επιτρέπει.
Ψηφιακά Πιστοποιητικά Από τι αποτελείται ένα ψηφιακό πιστοποιητικό: Πληροφοριακά στοιχεία για το χρήστη Το δημόσιο κλειδί του χρήστη Το όνομα μιας Αρχής Πιστοποίησης Την ψηφιακή υπογραφή της Αρχής Πιστοποίησης
Αρχές Πιστοποίησης Για την επιλογή της Αρχής Πιστοποίησης ελέγχετε : Το προϊόν, η τιμή, τα χαρακτηριστικά πιστοποιητικού, τα επίπεδα ικανοποίησης πελατών Αυτά μπορεί να διαπιστωθούν και στο: http://www.sslshopper.com/certificateauthority-reviews.html
Αρχές Πιστοποίησης Comodo DigiCert (Amazon uses it) Entrust GeoTrust GlobalSign GoDaddy Network Solutions SSL.com StartCom SwissSign Symantec Thawte Trustwave
Data Analytics and E-Commerce
How Big Data Analytics is changing the E-Commerce landscape two data categories: Structured Unstructured Structured data, they have been able to capture : Name Address Preferences Sex and Age Unstructured data refers to information that either does not have a pre-defined data model or is not organized in a pre-defined manner Unstructured information is typically text-heavy, but may contain data such as dates, numbers, and facts as well How to take the unstructured data and make it meaningful insights to increase conversions
How are companies using Big Data Analytics to stay on top in the game? http://www.venturesity.com/blog/what-is-big-data-analytics-and-its-applicationin-e-commerce Personalization Improving Customer Experience Pricing Predictive Analytics Managing Supply Chain using Data
Personalization Gilt Groupe, one of the leading e-commerce companies in flash sales has used personalization very effectively The company sends 3,000 highly targeted emails each day to its 3.5 million members Research shows that personalization can deliver five to eight times the Return on Investment (ROI) on marketing spend and lift sales 10% or more
Improving Customer Experience The competition is tough and most consumers have wide range of choices for the same product E-Commerce is using analytics to enhance customer experience Companies are closely analysing the buying path for each customer and improving customer experience making it a seamless process bloomreach, a startup is aiming to use Big Data to enhance the ecommerce customer experience Bloomreach: A platform that makes your content more discoverable, relevant and profitable, created by Ashutosh (Ashu) Garg (former Google Scientist) and Raj De Datta (successful Silicon Valley entrepreneur) wanted businesses to generate more benefits from their content by presenting the most relevant content to each visitor based on that visitor s unique intent
Pricing E-commerce companies need to have the ability to constantly change pricing on a daily basis based on competition, demand for products etc.
Predictive Analytics Amazon s third party marketplace is an example of how it is less to do with individuals retailer s marketing ability and more of Amazon s ability to use analytics to predict what the buyer is likely to purchase
Managing Supply Chain using Data E-Commerce companies are dealing with lot of moving parts vendors, logistics, warehousing, delivery, returns etc. E-Commerce companies are building efficient systems using analytics to manage the process Companies are using Internet of Things, to collect and communicate data on a wide range of conditions and redefining supply chain intelligence
Get Started with Google Analytics s E-commerce Integration https://blog.kissmetrics.com/intro-to-ecommerce-analytics/ http://www.google.com/analytics/ce/mws/?utm_expid=71218119-7.lbgmrto8r3uedwsxnxa_nw.1&utm_referrer=https%3a%2f%2fwww.google.gr% 2F Google Analytics has become a standard tool when it comes to web analytics because of its ease of use, informative reports, and the fact that it s free Google Analytics shows you the full customer picture across ads and videos, websites and social tools, tablets and smartphones. That makes it easier to serve your current customers and win new ones Google Analytics is a very powerful tool for e- commerce sites because Google allows you to send all your sales data to your Google Analytics account Once this integration is set up, all your sales will be tied to actual sessions, allowing you to connect sales to specific marketing channels
KISSmetrics for Online Store Owners https://blog.kissmetrics.com/intro-to-ecommerce-analytics/ http://support.kissmetrics.com/getting-started/overview.html Ιt provides you with a deeper layer of information in a wide range of areas of your business, which simply aren t available in Google Analytics Υou can find out the following about your visitors: How long after visiting your site for the first time does a visitor make a purchase The average order value per customer, segmented by marketing channel Which marketing channels bring you the highest ROI (critical for 80/20 analysis) Which blog posts drive the most sales How many blog posts does a visitor see before subscribing to your newsletter Which steps in your sales funnel are the most problematic The average path taken by visitors before they buy on your site Where visitors are on your site when they contact your support team
Web Analytics Review by Kissmetrics https://blog.kissmetrics.com/2011-web-analytics-review/?wide=1 Google Analytics tells you what Kissmetrics tells you who Kissmetrics provides Infographics https://blog.kissmetri cs.com/greatcustomer-serviceinfographic/ https://blog.kissmetri cs.com/saasoperating-metrics/
Other Important Web Analytic Metrics and Where to Find Them https://blog.kissmetrics.com/intro-to-ecommerce-analytics/ Email Marketing Funnels The steps in all email marketing funnels are: Sent The number of emails sent Delivered The number of emails delivered to your campaign list Unique opens The percentage of individuals in your list that opened the email at least once Unique clicks The percentage of individuals in your list that clicked on any of the links in your email at least once Visits to your landing page The percentage of individuals from your list that arrived on your landing page Performed action The percentage of individuals from your list that performed a specific action (examples: subscribed to your newsletter, bought your product, etc.)
Social Media Analytics Facebook Analytics Below is a list of guides that cover how to use the information available in Facebook s Page Insights: A Definitive Guide for Using Facebook Insights for Your Business Getting Started and General Page Metrics (Facebook)
Social Media Analytics Twitter Analytics: Twitter doesn t provide analytics to regular users like Facebook does Twitter does offer analytics to advertisers and users that use Twitter Cards
Pay-Per-Click and Other Paid Marketing Activities PPC can be a very profitable channel for certain e- commerce sites A list of the common terminology in PPC analytics: CPM (Cost-per-mille or cost-per-thousand impressions) A pricing model that charges for every one thousand impressions (displays of an ad to a user) CPC (cost-per-click) A pricing model that charges for every click on an ad CPA (cost-per-action) A pricing model that charges every time a visitor completes a specific action CTR (click-through-rate) The number of times an ad was clicked divided by the number of times the ad appeared in a given time Average position This is the average position in which your ad appeared within the search results
A/B Testing and Other Optimization Tips https://www.optimizely.com/ab-testing/ Optimizely is the most popular A/B testing tool on the market A/B testing is a method of comparing two versions of a webpage or app against each other to determine which one performs better A/B testing is a simple way to test changes to your page against the current design and determine which ones produce positive results Optimizely helps you create numerous versions of your web pages and provides in-depth analytics on how these different versions perform You can run numerous experiments within Optimizely, you can make massive gains in your conversion rate and average order value Testing takes the guesswork out of website optimization and enables data-backed decisions that shift business conversations from we think to we know
How it works
Use an Optimization Calendar Once you get into the optimization zone, you will be making a number of tests and changes to your marketing, website, and other aspects of your business In order to track everything properly, you can setting up a separate calendar in your Google Calendar (or any other calendar tool you are using) to track specific tests
Uses of Big Data Analytics http://www.practicalecommerce.com/articles/3945-4-ways-big-data-can-help- Ecommerce-Merchants- Big Data can help a merchant in the following four ways: Become more efficient by alerting you to merchandising efforts that are ineffective, and products that are not selling, such as an apparel product may be selling well only in two colours while your offer five Increase conversion rates by better identification of successful sales transactions Encourage more purchases by presenting existing customers with complementary items to what they ve purchased previously Enhance inventory management by eliminating slowmoving items and increasing the supply of fast-moving merchandise