How Johnson & Johnson leverages advanced analytics to optimize eCommerce Shopper Journey

“The new hyper-connectivity of digital ecommerce provides significant opportunities for sales growth. Brands are focused on capturing complete, accurate data from across the shopping journey, interpreting the data and acting fast to best engage with the Connected Consumer.”

So says Jyoti Jain, head of consumer and business intelligence for Johnson and Johnson Consumer in the Asia-Pacific region. 

“There is an unprecedented need for analytics,” Jain said. “The shopper is now absolutely in control, but how do our consumers make decisions? Knowing this is a very urgent requirement, and there are so many touch points.”

Opportunities in connectivity

For brands that get it right, there are huge sales growth prospects from the correct use of the huge amount of data available from the ecommerce shopping experience, from first contact to purchase to online reviews and comments. “We are seeing a tremendous phenomenon. Everyone must have 100% penetration of mobile phones, and connectivity is increasing. The good news for us is that while we are the largest in the world, we also have tremendous potential for growth. China is itself not one China, India is not one India. We are still looking for growth opportunities in connectivity that can deliver massive amounts of growth through ecommerce and other channels.”

Johnson & Johnson divides the consumer purchase journey into a number of parts, each of which generate data for analysis. “We really need to think about how all the touch points along the way interact with each other, including the macro ecosystem of, let’s say, a travel booking site or a restaurant site. All of these are more or less influencing the direct brand consumer journey. It creates a lot of complexity in how we should think about data and analytics, and highlights why we need to execute to high standards on analysis of the data,” Jyoti said.

Johnson & Johnson currently leverages data to ensure that the right marketing messages are delivered to the shopper at the right point in the Shopper Journey, but it plans to go much further than that. “There is the area of psycho-graphic and attitudinal data. To reach certain target groups, millennials for instance, they have a certain attitude in terms of what they are expecting from brands and from the commerce experience. This psychographic data about their activities and affinities is also getting integrated and that gives us an unprecedented disruption opportunity to make our brands available to them in the relevant consumer moments in the right channels. Because that is what matters. It is not about our brands, it is about their consumer moments and the channels where they are.”

Get data and democratize data

Jyoti says Johnson & Johnson works with Edge by Ascential to ensure they are on top of the ever-changing landscape of e-commerce shopping trends with specific data and analytics on all aspects of the process. “The message is get data and democratize data. We take not only our internal data and Edge data, and everything else and we put it all into a technology-enabled solution that is accessible to our teams worldwide. Platforms like Edge can enable the access to technology very easily.”

Jyoti was speaking at Edge by Ascential Ecommerce Accelerator summit in Shanghai on how brands should increase their control of the e-commerce shopping process through smart use of data and analytics. 

If you’re interested in learning how Edge can help grow your ecommerce sales, please contact our consulting team at edge.apac@ascentialedge.com 

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