Introduction to business analytics

Apr 21, 2012Download as PPTX, PDF3 likes2,059 views

This is an introduction to the use of analytics in eBusiness. It examines the rationale of using analytics (WHY), it highlights the areas that should be monitored (WHAT) and it considers the principles of conducting analytics in an eBusiness. These slides were used as part of a guest talk to eBusiness undergraduate students at Oxford Brookes University (UK).

ANALYTICS FOR E-BUSINESS

A primer for U50034 students

Dr. Ana Isabel Canhoto
Senior Lecturer Marketing
Oxford Brookes University

(c) Ana Isabel Canhoto, 2012

CONTROL
Business decisions

(c) Ana Isabel Canhoto, 2011 2
(c) Ana Isabel Canhoto, 2012

Decision making in business

3
(c) Ana Isabel Canhoto, 2012

Decision making in business

4
(c) Ana Isabel Canhoto, 2012

Decision making in business

5
(c) Ana Isabel Canhoto, 2012

Decision making in business

Copyrighted material. Check
http://tomfishburne.com/2011/11/social-
media-monitoring.html

6
(c) Ana Isabel Canhoto, 2012

Analytics

Data

Insight

Decisions

7
(c) Ana Isabel Canhoto, 2012

Need for alignment
THREE KEY QUESTIONS

8
(c) AnaHeskett etCanhoto, 2012
Source: Isabel al. 2000

Key areas to monitor

Investment
9
(c) Ana Isabel Canhoto, 2012

Investment

Investment
Source: Olivier Blanchard Basics Of Social Media Roi (

(c) Ana Isabel Canhoto, 20

Dick, B. (1997) The Snyder evaluation process: an overview Available at
http://www.uq.net.au/action_research/arp/snyder-b.html
10
(c) Ana Isabel Canhoto, 2012

Investment

Example: E-mail campaign

11
(c) Ana Isabel Canhoto, 2012

Investment

• Open rates
• Click-through rates
• Best days to send
• Impact of subject lines
• Impact of personalisation
• …

12
(c) Ana Isabel Canhoto, 2012

Process

13
(c) Ana Isabel Canhoto, 2012

Process

Source: SEOptimise
14
(c) Ana Isabel Canhoto, 2012

Process

15
(c) Ana Isabel Canhoto, 2012

Process

16
(c) Ana Isabel Canhoto, 2012

Process

17
(c) Ana Isabel Canhoto, 2012

Process

Source: freestyleInteractive 18
(c) Ana Isabel Canhoto, 2012

Process

Gatorade’s mission control

19
(c) Ana Isabel Canhoto, 2012

Process

Free Social Media Listening Tools
• Google Alerts
• Twitter Search
• Social Mention
• Addict-o-Matic
• Topsy
• Icerocket (blogs)
• OMGILI (forum searches)
• … 20
(c) Ana Isabel Canhoto, 2012

Customer

Your customers are your
most important asset!

No customers = No
business
21
(c) Ana Isabel Canhoto, 2012

Customer

22
(c) Ana Isabel Canhoto, 2012

Customer

• Best media to use for acquisition vs.
retention
• Conversion rates
• Comparison of messages, offers,
etc…
• Cost of acquisition
• Referral costs
• Etc
23
(c) Ana Isabel Canhoto, 2012

Customer

• Customer profiling
• Who, what, why, when…
• Actual buying behaviour
• Customer churn
• Changes in patterns
• Size and shape of SN
• …

24
(c) Ana Isabel Canhoto, 2012

Customer

• Influence

Source: http://www.anacanhoto.com/Site/Ramblings/Entries/2012/3/7_Day_of_longboarding.html 25
(c) Ana Isabel Canhoto, 2012

Caveats

As Einstein famously said:
Not everything that can be
counted counts, and not
everything that counts can
be counted.
26
(c) Ana Isabel Canhoto, 2012

Caveats

Copyrighted material. Check
http://tomfishburne.com/2012/03/e-
commerce-profiling.html

27
(c) Ana Isabel Canhoto, 2012

Caveats

28
(c) Ana Isabel Canhoto, 2012

ANALYTICS FOR E-BUSINESS

Ana Isabel Canhoto
Senior Lecturer Marketing; Oxford Brookes
University

e: adomingos-canhoto@brookes.ac.uk
Twitter: @canhoto
www.anacanhoto.com
(c) Ana Isabel Canhoto, 2012

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Introduction to business analytics

1. ANALYTICS FOR E-BUSINESS A primer for U50034 students Dr. Ana Isabel Canhoto Senior Lecturer Marketing Oxford Brookes University (c) Ana Isabel Canhoto, 2012

2. CONTROL Business decisions (c) Ana Isabel Canhoto, 2011 2 (c) Ana Isabel Canhoto, 2012

3. Decision making in business 3 (c) Ana Isabel Canhoto, 2012

4. Decision making in business 4 (c) Ana Isabel Canhoto, 2012

5. Decision making in business 5 (c) Ana Isabel Canhoto, 2012

6. Decision making in business Copyrighted material. Check http://tomfishburne.com/2011/11/social- media-monitoring.html 6 (c) Ana Isabel Canhoto, 2012

7. Analytics Data  Insight  Decisions 7 (c) Ana Isabel Canhoto, 2012

8. Need for alignment THREE KEY QUESTIONS 8 (c) AnaHeskett etCanhoto, 2012 Source: Isabel al. 2000

9. Key areas to monitor Investment 9 (c) Ana Isabel Canhoto, 2012

10. Investment Investment Source: Olivier Blanchard Basics Of Social Media Roi ( (c) Ana Isabel Canhoto, 20 Dick, B. (1997) The Snyder evaluation process: an overview Available at http://www.uq.net.au/action_research/arp/snyder-b.html 10 (c) Ana Isabel Canhoto, 2012

11. Investment Example: E-mail campaign 11 (c) Ana Isabel Canhoto, 2012

12. Investment • Open rates • Click-through rates • Best days to send • Impact of subject lines • Impact of personalisation • … 12 (c) Ana Isabel Canhoto, 2012

13. Process 13 (c) Ana Isabel Canhoto, 2012

14. Process Source: SEOptimise 14 (c) Ana Isabel Canhoto, 2012

15. Process 15 (c) Ana Isabel Canhoto, 2012

16. Process 16 (c) Ana Isabel Canhoto, 2012

17. Process 17 (c) Ana Isabel Canhoto, 2012

18. Process Source: freestyleInteractive 18 (c) Ana Isabel Canhoto, 2012

19. Process Gatorade’s mission control 19 (c) Ana Isabel Canhoto, 2012

20. Process Free Social Media Listening Tools • Google Alerts • Twitter Search • Social Mention • Addict-o-Matic • Topsy • Icerocket (blogs) • OMGILI (forum searches) • … 20 (c) Ana Isabel Canhoto, 2012

21. Customer Your customers are your most important asset! No customers = No business 21 (c) Ana Isabel Canhoto, 2012

22. Customer 22 (c) Ana Isabel Canhoto, 2012

23. Customer • Best media to use for acquisition vs. retention • Conversion rates • Comparison of messages, offers, etc… • Cost of acquisition • Referral costs • Etc 23 (c) Ana Isabel Canhoto, 2012

24. Customer • Customer profiling • Who, what, why, when… • Actual buying behaviour • Customer churn • Changes in patterns • Size and shape of SN • … 24 (c) Ana Isabel Canhoto, 2012

25. Customer • Influence Source: http://www.anacanhoto.com/Site/Ramblings/Entries/2012/3/7_Day_of_longboarding.html 25 (c) Ana Isabel Canhoto, 2012

26. Caveats As Einstein famously said: Not everything that can be counted counts, and not everything that counts can be counted. 26 (c) Ana Isabel Canhoto, 2012

27. Caveats Copyrighted material. Check http://tomfishburne.com/2012/03/e- commerce-profiling.html 27 (c) Ana Isabel Canhoto, 2012

28. Caveats 28 (c) Ana Isabel Canhoto, 2012

29. ANALYTICS FOR E-BUSINESS Ana Isabel Canhoto Senior Lecturer Marketing; Oxford Brookes University e: [email protected] Twitter: @canhoto www.anacanhoto.com (c) Ana Isabel Canhoto, 2012

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