Transcript of IIM intern report
- 1. SUMMER INTERNSHIP REPORT
- 2. Web Analytics 2.0
- 3. 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
- 4. Web Analytics 2.0
- 5. Web Analytics 2.0
- 6. 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
- 7. Web Analytics 2.0 SWIM-LANE MEASUREMENT
- 8. Web Analytics 2.0 DATA DELUGE
- 9. Web Analytics 2.0
- 10. Web Analytics 2.0
- 11. Web Analytics 2.0 THE MOVE TO 2.0
- 12. Web Analytics 2.0 Analytics 2.0 involves three broad
activities : ATTRIBUTION OPTIMIZATION ALLOCATION
- 13. Web Analytics 2.0 ATTRIBUTION The process of quantifying
the contribution of each element of advertising
- 14. Web Analytics 2.0 OPTIMIZING Also called WAR GAMING
Optimization by using predictive analytics tools to run scenarios
for business planning
- 15. Web Analytics 2.0 ALLOCATION The real-time redistribution
of resources across marketing activities according to optimization
scenarios
- 16. Web Analytics 2.0 One-of the worlds largest software gaming
companies Successfully Attributed, Optimized, and Allocated to
increase its selling and profit
- 17. Web Analytics 2.0
- 18. 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
- 19. 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
- 20. 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
- 21. 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
- 22. Web Analytics 2.0 Five steps to Implementation (5/5) Test
aggressively and feed the results back into the model
- 23. CONCLUSION
- 24. Web Analytics 2.0 Marketing is rapidly becoming a war of
knowledge, insight, and asymmetric advantage gained through
analytics 2.0 Companies that dont adopt next-generation analytics
will be overtaken by those that do.
- 25. Marketing & Advertisement in Flipkart .Sachin Bansal
Binny Bansal
- 26. Marketing & Advertisement in Flipkart .Sachin Bansal
Binny Bansal 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- commerce in India.
- 27. Marketing & Advertisement in Flipkart .Sachin Bansal
Binny Bansal
- 28. Marketing & Advertisement in Flipkart .Sachin Bansal
Binny Bansal 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 to gain its control over
e-market.
- 29. Marketing & Advertisement in Flipkart .Sachin Bansal
Binny Bansal 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
- 30. Marketing & Advertisement in Flipkart .Sachin Bansal
Binny Bansal 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 like Amazon, Snapdeal
- 31. TARGETED MARKETING
- 32. Flipkart drives Innovation through Intelligent use of
IT
- 33. 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
- 34. 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
- 35. EXAMPLE
- 36. Example (1/2) .Sachin Bansal Binny Bansal Whenever an
engineer wants to change the design of the homepage, the A/B
framework redirects 10% of Flipcarts traffic to the new design They
can evaluate the impact of the change with the metrics collection
tool
- 37. Example (2/2) .Sachin Bansal Binny Bansal 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.
- 38. THE BENEFITS
- 39. 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
- 40. 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
- 41. Summer Internship Report CREDITS www.businessnewsdaily.com
Techiementor.com Digitalintelligenceagency.com Bookboon.com
Ecell.in www.gilliganondata.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 www.ca-lectures.com.
www.beforeitsnews.com www.thehindu.com Indianexpress.com
www.shutterstock.com www.marketingon6th.com