Iim intern report

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SUMMER INTERNSHIP REPORT

Transcript of Iim intern report

  1. 1. SUMMER INTERNSHIP REPORT
  2. 2. Web Analytics 2.0
  3. 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. 4. Web Analytics 2.0
  5. 5. Web Analytics 2.0
  6. 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. 7. Web Analytics 2.0 SWIM-LANE MEASUREMENT
  8. 8. Web Analytics 2.0 DATA DELUGE
  9. 9. Web Analytics 2.0
  10. 10. Web Analytics 2.0
  11. 11. Web Analytics 2.0 THE MOVE TO 2.0
  12. 12. Web Analytics 2.0 Analytics 2.0 involves three broad activities : ATTRIBUTION OPTIMIZATION ALLOCATION
  13. 13. Web Analytics 2.0 ATTRIBUTION The process of quantifying the contribution of each element of advertising
  14. 14. Web Analytics 2.0 OPTIMIZING Also called WAR GAMING Optimization by using predictive analytics tools to run scenarios for business planning
  15. 15. Web Analytics 2.0 ALLOCATION The real-time redistribution of resources across marketing activities according to optimization scenarios
  16. 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. 17. Web Analytics 2.0
  18. 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. 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. 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. 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. 22. Web Analytics 2.0 Five steps to Implementation (5/5) Test aggressively and feed the results back into the model
  23. 23. CONCLUSION
  24. 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. 25. Marketing & Advertisement in Flipkart .Sachin Bansal Binny Bansal
  26. 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. 27. Marketing & Advertisement in Flipkart .Sachin Bansal Binny Bansal
  28. 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. 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. 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. 31. TARGETED MARKETING
  32. 32. Flipkart drives Innovation through Intelligent use of IT
  33. 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. 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. 35. EXAMPLE
  36. 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. 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. 38. THE BENEFITS
  39. 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. 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. 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