Chris Adzima
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eBay has over 105 million active members. These customers communicate with each other using our platform by sending over 2 million messages a day. In some cases this communication is used to drive business away from eBay and to other platforms and companies. We call this activity Grey Market member to member communications. Not only does this grey market activity hurt eBay's revenue, it leaves buyers without the protection that transacting through eBay provides.
With so many messages sent through the eBay message system each day, we needed quick analysis and turnaround to ensure we had a product in production as soon as possible. Using an agile business rules approach, I created rules that would detect and prevent these grey market transactions from being initiated. This agility significantly reduced our cost to implement and has provided an amazing ROI. My rule set has increased site Gross Merchandise Sold (GMS) by $200 million a year. With the success of this initial phase, I am now creating more rules to increase detection and provide more revenue for the company. Key take-away • Greater ROI by utilizing a small team to manage and create business rules • Using Business rules to prevent customer to customer communications that harm company revenue Building business rules based on keyword data mined from customer to customer communications |
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