Stratecast publishes Jeff Cotrupe’s report: The Human Bounce Rate

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Can (and Should) Retail/Wi-Fi Analytics Help Retailers Survive in the Age of Amazon?

RETAIL!Stratecast has published Jeff Cotrupe’s report The Human Bounce Rate: Can (and Should) Retail/Wi-Fi Analytics Help Retailers Survive in the Age of Amazon? The report analyzes crucial issues facing the retail industry, which contributes approximately $4 trillion to the economy in the U.S. alone. This massive industry faces sizable challenges including the struggling global economy; The Age of E-tailing (or more brand-specifically, The Age of Amazon); “showrooming,” which occurs when consumers shop for items at retail stores, where they can see, touch, and even try out items, then buy the identical items online at lower cost; and The Battleground in the Aisles, where consumers with mobile apps on their smartphones compare items for sale in the store where they are shopping, not only with Amazon and other e-tailers but also with other retailers within easy driving distance.

“If retailers are to survive, they must find ways to engage with shoppers, or, at minimum, to better understand what shoppers want,” said Jeff Cotrupe, who leads the Big Data & Analytics (BDA) program for Stratecast | Frost & Sullivan. “A new Big Data-driven solution that offers specific, relevant insights retailers need is what we term Retail/Wi-Fi Analytics, or RWA.” RWA gathers data from the Media Access Control (MAC) addresses of mobile devices within a given area, applying location and other advanced analytics to the data to provide insights quite similar to those offered by online analytics systems. Arguably the most interesting metric, in Stratecast’s view, and one that inspired the title of the report, is whether a shopper spends enough time in a store to fit the retailer’s established profile of a likely buyer. If not, some RWA systems consider the shopper to have “bounced.” This is similar to online analytics platforms that consider a visitor who leaves a site too soon to be likely to make a conversion (such as a purchase, registering for an event, or requesting more information) to have bounced. Cotrupe terms the rate at which shoppers bounce The Human Bounce Rate.

The report also deals with the issues of privacy that such shopper data collection raises. It discusses efforts underway in governing bodies, such as the U.S. Congress, and by consumer watchdog groups, to protect consumers from what may be unwanted intrusion into their personal (or at least shopping) space. The report, which carries Stratecast product code BDA 1-05, analyzes the differences in how data is collected by different RWA systems, and opt-out mechanisms that vendors and their retailer customers are adopting to stay ahead of regulators. The report also makes some pointed recommendations about how retailers should turn privacy negatives into revenue positives.

This Stratecast report is designed to benefit a wide range of readers, including every retail or e-tail organization, and individual retailers of all types and sizes; every brand that sells through either the retail or e-tail channels; every brand that utilizes mobile technologies for sales and retention activity; and every company that plays a role, or could, in equipping retailers to better compete.

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Jeff Cotrupe: $400,000 Man

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Final data on Jeff Cotrupe’s 2012 performance at Stratecast show that Cotrupe’s direct personal revenue contribution to the company was in excess of $400,000. That compares favorably with industry benchmarks associated with, for example, successful software companies, which post $200,000-250,000 in revenue per employee. Since joining Stratecast, Cotrupe’s 2010-12 personal and team revenues have exceeded plan, and preliminary results indicate this positive revenue momentum is continuing in 2013.

Cotrupe has helped organizations generate hundreds of millions of dollars in revenue, M&A, and investment capital in:

  • Technology/B2B sectors
  • Consumer markets including automotive, electronics, and travel/hospitality
  • Public sector including U.S. federal government, Department of Defense (DoD), state and local governments, and education

Jeff Cotrupe evangelizes Stratecast research program through global speaking and media venues

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Jeff Cotrupe, who launched a new research program for Stratecast in 4Q2011, is on the road in 2012 to propel the growth of the new program. Analytics, Customer Experience & Marketing (ACEM), pronounced “ace-em,” is, in Cotrupe’s words, focused on “the intelligent application of analytics in business and life,” and he is speaking on analytics and business intelligence (BI) topics in a series of high-profile venues. In March he was quoted in Destination CRM on Pegasystems’ addition of social media monitoring to its existing customer relationship management (CRM) platform. On 1 May his white paper Democratizing BI: Enterprise-quality Analytics for Midsized Companies began appearing at the NEWS link of his Stratecast client CloudTrigger. On 14 May Cotrupe speaks on “BI & Data Warehouse Market Trends and CSP Initiatives” at the InTouch 2012 business forum (Twitter: #intouch12) in Miami, FL, USA, hosted by his Stratecast client and global communications software leader Amdocs. On 22 May Cotrupe speaks on a panel, “Opportunities and Challenges of Multiscreen Video Delivery,” at Management World 2012 (Twitter: #mwd12) in Dublin, Ireland. Continue reading