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IIM Intern Report

The document discusses the evolution of web analytics from version 1.0 to 2.0. Analytics 1.0 involved descriptive analytics and reporting using internal data. Web analytics 2.0 focuses on attribution, optimization, and allocation using large, external data sources. It describes how attribution involves quantifying the contribution of different marketing elements, optimization uses predictive modeling to test scenarios, and allocation adjusts resources in real-time. An example is provided of how Flipkart uses an A/B testing framework to conduct live experiments and evaluate design changes.

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120 views

IIM Intern Report

The document discusses the evolution of web analytics from version 1.0 to 2.0. Analytics 1.0 involved descriptive analytics and reporting using internal data. Web analytics 2.0 focuses on attribution, optimization, and allocation using large, external data sources. It describes how attribution involves quantifying the contribution of different marketing elements, optimization uses predictive modeling to test scenarios, and allocation adjusts resources in real-time. An example is provided of how Flipkart uses an A/B testing framework to conduct live experiments and evaluate design changes.

Uploaded by

SudarshanKumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 43

SUMMER INTERNSHIP REPORT

Web Analytics 2.0


Analytics 1.0
Traditional
Analysis • Primarily descriptive analytics and
reporting
• Internally sourced, relatively small
structured data
• “Back rom” teams of analysis
• Internal Decision support focus
• Slowly-developed models

Web Analytics 2.0


Web Analytics 2.0
Web Analytics 2.0
SWIM-LANE MEASUREMENT

Marketers commonly measure the performance of each of their


marketing activities as if they are independently of one another –
so called swim-lane measurement

Swim-lane measurement grossly underestimated the revenues


attributable to social-media marketing and display advertising
while overestimating PR and paid-search revenue

Web Analytics 2.0


SWIM-LANE MEASUREMENT

Web Analytics 2.0


DATA DELUGE

Web Analytics 2.0


Web Analytics 2.0
Web Analytics 2.0
THE MOVE TO 2.0

Web Analytics 2.0


Analytics 2.0 involves three broad
activities :
ATTRIBUTION

OPTIMIZATION

ALLOCATION

Web Analytics 2.0


ATTRIBUTION

The process of quantifying


the contribution of each
element of advertising

Web Analytics 2.0


OPTIMIZING

Also called WAR GAMING

Optimization by using predictive analytics


tools to run scenarios for business
planning

Web Analytics 2.0


ALLOCATION

The real-time redistribution of resources


across marketing activities according to
optimization scenarios

Web Analytics 2.0


One-of the world’s largest
software gaming
companies

Successfully Attributed,
Optimized, and
Allocated to increase its
selling and profit

Web Analytics 2.0


Web Analytics 2.0
Five steps to Implementation (1/5)

Embrace analytics 2.0 as an


organization-wide effort that
must be championed by a C-
level executive sponsor

Web Analytics 2.0


Five steps to Implementation (2/5)

Assign an analytics-minded
director or manager to
become the point person for the
effort. It should be someone
with strong analytical skills and
a reputation for objectivity

Web Analytics 2.0


Five steps to Implementation (3/5)

Armed with a prioritized list


of questions you seek to
answer, conduct an inventory
of data throughout the
organization

Web Analytics 2.0


Five steps to Implementation (4/5)

Start small with proof of


concepts involving a particular
line of business, geography, or
product group. Build limited-
scope models that aim to
achieve early wins

Web Analytics 2.0


Five steps to Implementation (5/5)

Test aggressively and


feed the results back
into the model

Web Analytics 2.0


CONCLUSION
Marketing is rapidly becoming a war of knowledge,
insight, and asymmetric advantage gained through
analytics 2.0

Companies that don’t adopt next-generation analytics


will be overtaken by those that do.

Web Analytics 2.0


Marketing & Advertisement in Flipkart

.Sachin Bansal
Binny Bansal
Marketing & Advertisement in Flipkart

Despite a slow start, e-commerce in India has grown by


70 % year-on-year, according to Internet and Mobile
Association of India.

The brain child of ex-Amazon employees Flipkart has


today become of the most trusted avenues for e-
.Sachin Bansal
commerce in India.
Binny Bansal
Marketing & Advertisement in Flipkart

.Sachin Bansal
Binny Bansal
Marketing & Advertisement in Flipkart

Flipkart did its advertisement on TV Channels,


Newspapers, Radio Channels, and on Social Media like
Facebook

But owing to its strategy in distributing funds for


advertisement especially on Social Media helped Flipcart
.Sachin
to gain its control overBansal
e-market.
Binny Bansal
Marketing & Advertisement in Flipkart

It introduced Mobile App and


compelled mobile users to use it.
The company had the vision that
many users browse these sites
while travelling or they are free.
They end up buying if they like
something
.Sachin Bansal
Binny Bansal
Marketing & Advertisement in Flipkart

It became easier to uniquely identify customer and their


behavior patterns in greater details

Targeted Marketing and offers can be done

Finally, this app helped a lot in fighting stiff competition from


other companies.Sachin
like Amazon,
Bansal Snapdeal
Binny Bansal
TARGETED MARKETING
Flipkart drives Innovation
through Intelligent use of IT
The project (1/2)

With the goal in mind, Flipkart implemented a


framework. The framework has two components -

One measures the performance of the website


through various defined metrics
The project (2/2)

The second, more interesting one, uses an A/B framework


(used to test the success of web marketing campaigns),
allows multiple versions of the site to be live
simultaneously.

This helps the company conduct live experiments by


siphoning off a small portion of traffic and studying the
results
EXAMPLE
Example (1/2)

Whenever an engineer wants to change the design of


the homepage, the A/B framework redirects 10% of
Flipcart’s traffic to the new design

They can evaluate the impact of the change with the


metrics collection tool
.Sachin Bansal
Binny Bansal
Example (2/2)

If it leads to dip in sales, they can immediately roll it


back, and less 10% of traffic is impacted

This has been a huge hit with business users who can
now float new products and toy with business ideas.
.Sachin Bansal
Binny Bansal
THE BENEFITS
Since the introduction of the tool in mid-2010, the
company today sells more than 20 categories of
products, clocking in sales of INR. 75 Crore a month

In fact, in the last eight quarters, the company has


doubled its revenue every quarter
Recap :
• Introduction to Advertising Analytics 2.0
• Getting out of Swim Lanes
• Data Deluge
• Moving towards 2.0
• Three broad activities in 2.0 : attribution,
optimization and allocation
• Five Steps to Implementation
CREDITS
www.businessnewsdaily.com www.ca-lectures.com.
Techiementor.com www.beforeitsnews.com
Digitalintelligenceagency.com www.thehindu.com
Bookboon.com Indianexpress.com
Ecell.in www.shutterstock.com
www.gilliganondata.com www.marketingon6th.com
Hbr.org
www.slideshare.net
Weaveanalytics.com
www.articlesdiscussion.com
Candiasanders.wordpress.com
Thedissnba.com
www.webanalytics20.com
www.Kaushik.net
Biatbu.com
Dev.synerzip.com

Summer Internship Report

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