EBay Ups Data Science Focus With New Advertising Strategy

eBay Inc.’s EBAY eBay Advertising unit made some notable announcements yesterday. The company unveiled a new advertising strategy to boost commerce partnerships with global brands and help them expand their influence on buyers. It has also announced a record 48% growth in advertising customer count in 2016.

Leveraging First-party Data

eBay Advertising is developing a direct ad sales team that will focus on sealing long-term partnerships with global brands. Following this, it will offer its data science capabilities and customer insights to help partners influence consumer buying behavior and drive sales.

eBay Advertising recently rolled out new motors shopping data that showcase the influence of technology on car and automotive insurance purchase behavior; a Seasonal Moments Guide to help brands take advantage of major moments and events to drive sales, and a new range of solutions that offer deeper customer insights.

eBay’s Unique Capabilities

eBay is the only company that offers a unique seller tool in the form of closed loop data sourced from over 200 million hours of monthly search, browsing and purchases.

eBay Inc. PE Ratio (TTM)

Its other initiatives include structured data and artificial intelligence, multi-screen capabilities, and improved buyer experiences. The structured data initiatives are likely to boost conversion rates and improve search positioning, paving the way for growth. These unique capabilities backed by technological improvements give eBay an edge over competitors such as Etsy ETSY, Alibaba BABA and Facebook FB.

They are likely to boost eBay’s stock price going ahead. Its shares have appreciated 39.3% in the last one year compared with the Zacks Internet-Services industry’s gain of 40.6%.

To Conclude

eBay’s ability to innovate has translated into strong growth for the company. However, it refuses to rest on its past laurels and continues to adapt to changing market trends. E-commerce growth and increased smartphone usage coupled with “24/7” shopping opportunity is likely to back eBay’s growth in the long term.

Currently eBay holds a Zacks Rank #4 (Sell).

You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.

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