Analytics for the Internet Business
Blog on topics that are relvant to the Internet or Web based business. Online Marketing, Web Analytics, eCommerce and Social media are some of the subjects that is covered.
Tuesday, 15 November 2011
How much was the visit worth?
Technology has not fundamentally changed the essentials; we still need to eat, clothe and shelter ourselves. How we do that and the other needs of safety, education, comfort, etc has gone through revolutionary changes.
In my experience working in ecommerce websites , I find that this one KPI of Revenue per Visit sums up all the other KPIs very well and provides everyone with an actionable metric. It quintessentially measure the money that the website makes every time a customer enters your ecommerce store. Then add further dimensions such as
- Revenue per visit based on frequency of visit of the customer
- Revenue per visit split by demographic data such as age, region, etc
- Revenue per visit by first referrer visit, by last referrer, all 28 day referrer visits
- By product category
- By visitor loyalty
- By Devices ( like smart phones, tablets, etc.)
- Revenue per visit by marketing channels/ landing pages
- Revenue per visit with relation to customer satisfaction rating scores
The product team looks at the revenue per visit on the page and combines it with page view bounce rate, page view conversion report and in relation with the product's importance in portfolio decide on whether the product is meeting it's expectation or not.
Revenue per visit in view with the competitor price index/ position gives us what the pricing team need to do to make the product/ product category more competitive and compelling for the customers.
The promotions team looks at the uplift in revenue per visit to the cost incurred on promotions.
The merchandising team can optimize based on the positive or negative change in this metric on the performance of the new zones/ pages they have created.
Above all to the top management it provides in a snapshot the health of the business and with every footfall the customer makes to the website or ecommerce store, what was the bottom line or top line impact. In short what is the worth of every visit the customer makes to the website through their desktop, iPad, smart phone, online kiosks, smart TV or any other device that is going to enter the market and how much he transacts with the company/ brand.
Friday, 12 August 2011
Six Dimensions of Analysis for a Web Based Business
The First Dimension:

The Second Plane:

To elaborate on the same for an ecommerce website we would look at the year on year/ week on week and other periods of comparison for sales, orders, average order value and growth on these parameters. We would look at factors contributing to growth, what percentage of it is from underlying customers and how much is from new acquisitions. Further also we need to look at operational metrics such as availability, speed and accuracy of delivery, customer complaints, etc. and macro economic factors like inflation, customer spending index, customer confidence measures, etc.
The Third Angle:

Fourth Estate:

Fifth Slant:

The Final Piece:

Puzzle Solved:

When we look and comprehend all this data impacting and contributing to the business individually as well as in a combination, that is when we could draw more meaningful insight. This would give us a complete picture of how we could improve and optimise the business for better reach, profits, revenue and customer satisfaction.
Wednesday, 26 May 2010
Social Media is no "Passing Fad"

Any powerful invention will find its own use is so true, because social media is traversed all the boundaries that it was perceived to be built with. It is now a truly creative medium just like a canvas or cinema, which you can use to tell any story you want.
Social Media Marketing is of more interest to me as a marketer. Hence I will dwell more into SMM than SM in this blog. I would like to start with the most important phrase in any manager’s vocabulary – “What cannot be measured, cannot be managed”. And yes, SMM can be measured. There are various free as well as paid tools that are available with which you could manage your SM activities.
With the knowledge of we can track what is on SM and hence optimize our spend and increase our returns, let us now venture into how we could be associated and grow our business through SMM. The only prerequisite to be a good marketer in SM is you got to be imaginative and know your fundamentals well.
The Marketer has to follow the customer, if the customer is on the Moon we better be there and so be it for SM. The advantages that we have with SM are that the customer can double up as the marketer as well and when it comes from the horse’s mouth, the recommendation is worth much more. It is as close to as one can get as the product being recommended by a friend or a close associate/ family member and hence it is powerful and we cannot afford to ignore or let it grow organically. As marketers it is our responsibility to seed, grow and nurture these social relationships and what it can do for us and vice versa.
One Size Doesn’t fit all

The Different uses that SMM could be put to:
Crisis Management:

Alerts are set to highlight when there is a negative experience shared by consumers/ visitors in a forum or blog to tackle it by providing justification and the necessary corrective action we use it as a crisis management tool.
Selling Channel:

Brand Insight:

Another area where SM can really benefit marketers is in getting a quick read on a trend. This is typically one of the hardest things to pick up using standard surveys. But social media gives you the opportunity to quickly scan millions of blog posts to see if there are themes emerging. For example look at this chart from Google trends where the red line indicates weight loss and the blue one MacDonald, see the occurrences when there is a spike in weight loss there is a drop in McDonalds. This would indicate an emerging trend to McDonalds, if the red line was steadily going up, it would be a cause of worry to McDonalds and they would react by introducing a calorie free range to their menu.
Consumer Insight:
Hence SMM is not just another channel that we could use to sell our products and services. But it could facilitate a lot more strategic marketing initiatives and helps to build a powerful brand for the new age.
Tuesday, 3 March 2009
eBrands- unraveling the phenomenon
Recently I was working on increasing the conversion rate for a website selling flowers online. While doing so, I realized the susceptibility of these websites getting into experimentation conundrum and overlooking the simple principles and importance of brand building.
Brand building has withstood the test of time and we have with us brands with vintages of more than a century. How could this not be true to any medium even though it is still termed the new media. Online/ ecommerce needs to quickly embrace brand building and place their long term strategies based on the same principles.

Building brands online is different from the traditional ways, as there is no separate communication medium that talks to the customer about the brand. As in case of online the customer is simultaneously consuming the communication of the brand as well as consuming (read buying the product or experiencing the service or both) at the same time.
This concept is not entirely new to marketers as even in the traditional companies especially service companies have aligned brand building with customer experience. Where the frontline would be trained to show case the brand with its inherent characteristics that it stands for. Though traditional business had the luxury of time, i.e. if the customer was not happy with the service or found it incoherent with the image they had in their mind, the switch over would be gradual and provide the company time to react and place corrective steps. In case of the online medium the switch over will be instantaneous and the marketer does not have this luxury of time. Hence experimentation becomes even more important.
Also in the traditional medium the agents or medium of communicating the brand were limited and well understood by marketers like advertising, PR, corporate communications, etc. However in came online medium the opportunity that it presents is enormous and could have juggernaut effect. Further there are more ways that the customer himself or herself could promote or demolish your brand (Web2.0). And no other medium except (to a limited extent) direct mail could offer one to one communication with the end audience.
However, experimentation only starts after we have identified the brand values, characteristics and how it would impact our customers.
Thursday, 27 December 2007
Web Analytics powered 1to1 targeting

Typically there has been a big gap in spending when it comes to off-site marketing channels like
- Email marketing
- Affiliate programs
- Search Engine Optimization
- Offline marketing to web
- In-store Web promotion
- Banner advertising
And On-Site resources like
- Optimization
- Web analytics
- Usability testing, etc.
With the former hogging the major share and the later (on-site resources) taking a back seat most often.
However more and more marketers are realizing that though the off-site marketing activity drives all the traffic to the website. It is the landing page/ homepage or the other critical product pages determine if the prospect converts to a customer or not and how much he / she would spend on the site products or services.
Right after the prospect lands on any of the pages in the site and interacts on the same determines his/ her engagement with the site.
You have probably experienced at some point that you were searching for a product that you are interested in, clicked on a seemingly relevant search result and landed on a page which has no flavour of the product that you were searching for. Could you recall your reaction…it most probably was, Uhh…
This is what the marketers are striving to eradicate and make each visit to the site by the prospect as engaging as possible. This could be achieved by accurate one to one targeting.
One to one targeting or behavioral targeting is achieved by the following process:
a) The visitor arrives at the website.
b) The information goes to the “Visitor profile repository, to figure out if he is a new customer or an existing customer.
c) If he is a new customer, we will build the customer profile.
d) If he is returning customer then we retrieve his profile.
e) Ping the self learning predictive modeling engine determine the suitable or optimal content that we need to show
f) Pass this on to the CMS system, which will then serve the relevant page to the customer.
Apart from the technical solution of how to serve the relevant pages to the visitor, there is a bigger task of determining the criteria (to be fed into the predictive modeling engine) of what pages/ information to serve to the relevant customer.
If we could answer a few basic questions, we would be able to target our highly predictive anonymous visitor.
- What is this visitor doing now?
- What have they done before?
- When is this visit occurring?
- How frequently & recently have they visited?
- Where is this visitor Located?
- What is their online experience?
- How did this visitor arrive here?
- And Have they already expressed what they want?
We already collect all the data that we need to serve the relevant page to the customer
With the Site behavior variables we know the customer’s
- Previous Product interests
- Whether he is a New/return visitor, etc.
- Previous online purchases
- Previous Campaign exposure
- Previous campaign responses
We collect temporal variables like the time of the day, day of the week, Recency & frequency
We get Environmental variables like
IP address, country, city, browser type used, etc…
We also get the referrer variables like
- search keywords
- affiliate site
- campaign ID
- Direct/ bookmark
- Referring domain, etc..
With these details and an analysis of what is best suited to your site, the landing page relevance could be built and conversion rate, customer engagement with the site and loyalty could be enhanced.
This blog is inspired and derived from the presentation published by the eminent “Brent Hiegglke” the link to his presentation is as below:
Brent Hiegglke presentation
Behavioral targeting is gaining prominence because of the need of the marketeers to maximise the bang for the buck and also to ensure customer satisfaction & their loyalty. In the US alone the market is estimated to be 3,800 million by 2011.
In one example Brent had demonstrated how a leading European bank had adopted one to one targeting which was supported by high end analytics to drive relevance to the visitor. This Bank earlier had a generic landing page that displayed all its products and services based on some analytics such as conversion rate, etc. However when 1to1 targeting was launched it had a dynamic landing page based on the search question that the visitor had chose to land on the site. If the visitor was searching for loans, the leading banner would be their loan products banner, and if the visitor was searching for credit cards the lead banner could be the one with the same and so forth. This way the bounce rate from the landing page was reduced and a tremendous increase in conversion as well.
Also usually Behavior or 1to1 targeting is misunderstood as targeting to customers who come from another site reference or through marketing. It is also important to target customers based on their on site behaviour and their personal details. If your target audience is a working mother with young kids you would’nt want to show her a Ducati unless she has been viewing or searching for one. Similarly if a visitor spending a great deal of time and had numerous visits to the “High end plasma TV” should’nt we show our latest discount offer on the “Plasma TV’ or other high end entertainment devices in his next visit.
Wednesday, 19 December 2007
WAW Bangalore Dec 07 - A big success
He wanted me to put together the WAA Bangalore during the second week of December. First task was to get a suitable location, The COO of IndiaPlaza Mr. Vaitheeswaran, kindly agreed to accommodate in his conference room which could seat 15 people.
We went with the assumption that a maximum of 20 people would attend the event. Then I set up the wiki page and sent out emails to all those who attended the previous WAW and also posted the link on a couple of networking sites.
All of us were surprised to receive an overwhelming response of 55 registrations. Then we realised that we need a bigger place and Ravi from Triology who is also a WAA member organised to book a place in Jaya nagar. And thanks to Eric Peterson (http://www.webanalyticsdemystified.com/) and Webexpe who were the sponsors to the event we were able to book a nice hotel to host the event.
I shall cover the topic that I had presented in this blog over the next three blogs which are the 3 major step changes that web analytics is witnessing.
And the session ended with a question and answer session and high tea. The response from all those who attended the event was very positive and the feedback that we received was that we need to have more of such events at regular intervals.
Sunday, 22 April 2007
Interview on Web Analysis Blog
Anil's Blog is the 10th most popular blog as published by Avinash Kaushik in Top 10 Web Analytics Blogs on 16th April. Avinash is one of the most respected professional in the field of Web Analytics.
Anil questioned me mostly on my understanding of Web Analytics, entry into this field and achievements & challenges. There were also other questions which were not related to Web Analytics; they were on my other passion, cricket. You could read this interview on his blog, the excerpt of the same is as below:
AB: How long have you been working in Web Analytics?
JC: I have been working in the dotcom industry right from 2000. I started my career in CricInfo.com, where I had a fantastic initiation into the dotcom industry. I was handling corporate communications here, which included advertising and public relations. This is where I implemented advanced online advertising techniques and was initiated into a very crude form of web analytics. After the dotcom bust, I gained some experience in conventional advertising. However returned back to online advertising in 2004. I joined BharatMatrimony.com as campaign manager. BharatMatrimony was one of the leading advertisers in the online medium in India. Here I handled the complete advertising budget and was given the task of optimizing effectively for every buck spent on the Internet. Subsequently, I had a very brief stint in an online advertising firm called Regalix, before I moved to present job in Tesco.
AB: Tell me about your work, education prior to making a switch
JC: Before entering into the online industry, I was in a completely different profession. I completed my education in commerce from a reputed college in Chennai – Stella Maris College and had also done a course in advertising, from the Madras Advertising Club.
I started my career as a professional cricketeer with the Southern Railways. I had taken to the sport right from my school days, I had played at the state and zonal level at both junior and senior level. I had been a wicketkeeper – batswoman and played at the highest-level national championships representing Tamil Nadu and South Zone. I realized that my scope was limited at getting selected to play for India, as I was a wicket keeper and the Indian team already had an established wicketkeeper. And my only chance existed if this player performed poorly. Instead of waiting for someone to fail, I thought I should choose the other passion of mine, which was online advertising.
AB: What are you responsibilities in your current job?
JC: I handle a team of analysts, in the Insight team. We are responsible for having a sense check on the performance of the business on daily and weekly basis by running various reports. This includes running, querying and retrieving data from the data warehouse, formatting the same, draw inference and present it to the various users of these reports. The scope includes reporting on category-based performance, performance of the various marketing channels like email, online advertising and CRM. It also includes site intelligence, which is web analytics software. Apart from the regular reporting we do various adhoc reporting and analysis on customer behavior changes, uplift of sales due to activities, targeting specific audience, etc.
AB:How do you make sure you are learning and growing in this field?
JC: I am regular on the yahoo web analytics forum and read up the various blogs of Eric Peterson, Avinash Kaushik and also try to organize a "Web analytics Wednesday" meetings here in Bangalore