deep data at macy's - searching hierarchichal documents for ecommerce merchandising: presnted...
TRANSCRIPT
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O C T O B E R 1 3 - 1 6 , 2 0 1 6 • A U S T I N , T X
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Deep Data at Macys Searching Hierarchical Documents for eCommerce Merchandising
Denis Kamotsky, Macys.com Eugene Steinberg, Grid Dynamics
Peter Gazaryan, Macys.com
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01Introductions
Denis Kamotsky
Eugene Steinberg
Peter Gazaryan
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02The Macys Story v 1858 Entrepreneur R.H. Macy opens R.H. Macy & Company, a small dry
goods store.
v 1902 R.H. Macy & Co. moves uptown to Herald Square and shortens its name to Macy’s.
v 1924 Macy’s employees march from 145th Street to 34th Street to celebrate Thanksgiving, which sparks an annual tradition.
v 1976 Macy’s sponsors the first annual Macy’s Fireworks, now a 4th of July tradition.
v 1994 Federated Department Stores, the largest operator of department stores, acquires Macy’s.
v 1998 Macys.com is launched and operates out of New York and San Francisco.
v 2006 Macy’s expands to over 800 locations across the U.S
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03The Macys.com Story
v 1997 MCOM operates out of San Francisco, California and Brooklyn, New York.
v 1998 MCOM is officially launched.
v 2001 New York offices moves from Brooklyn to 1440 Broadway in Manhattan.
v 2001 Macy’s By Mail catalogue business shuts down, making macys.com the sole provider.
v 2010 We reach one billion dollars in annual sales volume.
v 2013 Macys.com launches Keyword Search running on Apache Solr.
v 2013 We reach two billion dollars in annual sales volume.
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01History of Search Engine at Macys.com
2015 Dec 2012 Aug Dec 2013 Aug Dec 2014 Aug Dec
Merchandising Management Tool becomes available to the Users
3/2013
Solr-‐Based Keyword Search Engine goes live on macys.com
4/2013
Solr-‐Based Type-‐Ahead autocomplete funcIonality goes
live on macys.com 9/2013
Legacy Keyword Search Engine is
reIred
10/2013
Management of the Category Browse funcIonality becomes available in the Saturn Tool
3/2014
Category Browse is fully migrated to Solr on macys.com
8/2014
Intra-‐day SKU availability updates go live
5/2014
Dynamic grouping and ungrouping of
Product CollecIons is live on macys.com
1/2015
Solr Re-‐PlaQorm effort begins
12/2011
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01Solr Delivers Result
session conversion increase attributed to migration to new Solr-based Search engine 28%
customers clicking on the ungrouped collection convert higher 6%
macys.com traffic is Solr-Powered Keyword Search and Category Browse queries
8% increased conversion in type-ahead autocomplete sessions
35%
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01Types of Retail
Boutique
Mall
Big Box
Specialty
Department
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01Types of E-Retail
Inventory volume
Cur
atio
n
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01Merchandising
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01Great Expectations
Mary the Shopper Alice the Merchandizer
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01Dreaded “Relevancy Tuning”
One size doesn’t fit all, even if you can stretch it
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01Customer facing features
Quality • Natural relevance • Data quality • Concept search
Refinement • Range, hierarchical facets • Sorting, grouping • Guided navigation
Usability • Input methods • Presentation and productivity • Device form factors
Targeting • Geography, demographics • Personalization • Collaborative shopping
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01Structured Catalog
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01Structured Catalog and the Quest of Precise Filtration: Part 1
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01Structured Catalog and the Quest of Precise Filtration: Part 2
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01Structured Catalog and the Quest of Precise Filtration: Part 3
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01Concept Search and Controlled Precision Reduction
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01Concept Structured Search Under the Hood
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01Merchandiser facing features
Curation • Rule-driven results
• Product categorization
• Date and time-based campaigns
Bias • Coarse natural scoring • Metric-driven boosting • Context-based placement
Comprehensiveness • Omnichannel data
• Real-time availability
• Accurate pricing
Referring • Cross-sells, up-sells, recommendations • Predictive search • “Did you mean”, “do not carry”
suggestions
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01Dynamic Grouping and Ungrouping
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01 Dynamic Grouping and Ungrouping: Under The Hood catalog = SELECT * FROM sku JOIN product JOIN collec=on
SEARCH "DKNY" FROM catalog GROUP BY collec=on.id WHEN ALL(product.brand="DKNY")
SEARCH "white cup" FROM catalog GROUP BY collec=on.id WHEN COUNT(product.id)>collec=on.threshold
SEARCH ”dinnerware cup" FROM catalog GROUP BY collec=on.id WHEN NOT EXISTS(product.id)
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01Tiered Natural Scoring
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01Rule Driven Query Rewriting
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01Make The Magic of Macys!
Inspiring Story
o Great traditions o Versatility of the
business model o Merchandising as a key
differentiator
Genuine Innovation
o High Precision Concept Search
o Controlled Precision Reduction
o Tiered Natural Scoring o … and much more
Challenging projects ahead
o Omnichannel integration o All flavors of scalability
on omnichannel data
Technical challenges hazard
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Thank you!
Q&A