In this interview Davide Cervellin, Head of Analytics at eBay Europe, shares his views about how to use data to make better decisions.
- how data can help companies understand the customer so that they can be relevant to them;
- how to design a company to facilitate data-based decision making
- what is the profile of a successful analyst and how to empower them.
He describes how today’s customers have shorter attention spans and interact with companies and brands via multiple channels, making it critical for sellers and retailers to find new ways to understand and anticipate their needs.
He explains the four steps companies have to get right in order to succeed in getting into their customers’ heads, from simply recording data to creating fully automated personalised experiences for customers. He also elaborates on how analytics works at eBay, detailing where it sits in the organisation and what are pros and cons of that setup.
He then touches on the profile of a successful analyst, giving tips about the interview process at eBay and sharing an example from his own career. You’d be surprised to learn that technical and mathematical capabilities are only 25 per cent of what analysts need to succeed in this field.
Finally, he shares advice for companies that decide to embark in the journey towards data-centric decision making: whether you are a big company or a start-up, you should listen to this interview as he has the answer for you.