8October 2021IN MY OPINION"We need to embrace data to make more i n f o rm ed decisions." It's a common line heard by marketing professionals today, however, many teams don't know where to start, in leveraging data to inform strategies.At eBay, data is essential to our success and enables us to better understand our customers. As of Q3 2020, eBay had 1.6B listings, 183M active buyers, 452M app downloads and $25B gross merchandise volume. At this scale, the smallest changes can impact large numbers of users, and we use data to continuously drive our strategy.eBay is transforming payments on its platform and creating a simpler, more unified experience for consumers with more payment options, streamlining operations for sellers, and providing one place to sell and get paid. The payments initiative is a great example of how data is being used to drive go-to-market strategies and communications. 1. Understanding the customerOur marketing campaigns aim to drive awareness and adoption of payments with sellers on the platform, transitioning them to a new way of getting paid on eBay. As part of this transition, sellers are required to complete registration, providing their information and agreeing to the new terms. As eBay rapidly moves to manage majority of payments on its platform by the end of 2021, all sellers will eventually need to register. However, as the platform is being developed, only sellers who use compatible features are asked to register at given points in time. Complex segmentation is used to map a seller's past sales history, sales categories, geographic profile, and features leveraged on the platform. Based on these attributes, sellers are placed in specific cohorts with messaging tailored to the seller's profile. By Nidhi Gupta, Director, Head of Global GTM & Product Marketing, Payments, eBay [NASDAQ: EBAY]HARNESSING THE POWER OF DATA TO TRANSFORM DIGITAL PAYMENTSAs eBay rapidly moves to manage majority of payments on its platform by the end of 2021, all sellers will eventually need to register
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