Audience Clusters & Intent Analytics using OhanaQB

Ohana QB: Audience Clustering Technology & Intent Analytics
Product & Marketing, Team Ohana
www.ohana-media.com @ohana_media
Ohana Knowledge Series

Ohana QB: Audience Clustering Technology and Intent Analytics
Online eCommerce Service
XYZ.com
XYZ.com
XYZ.com
eCommerce Website
Add to Cart
Thank-You
Metrics Measured
Total Transactions per Day
Visitors
1% - 3%
Average Ticket Size
Revenue Per Day
Funnel Conversion
Customers

There is more behind the 1% conversion rate
Visitors
1%
Funnel Conversion
Customers
Not all users convert at 1%. Certain audience segments may convert at 5%, some at 0.5%
0.3%
0.1%
0.7%
1%
2%
3%
5%
The
Micro-funnels
The above-average audience clusters
Below average clusters

XYZ.com Audience Cloud
48%
Apparel & Fashion
Audience Network Cloud:
Post Ohana QB implementation, QB forms an universal cluster of all visitors which is also referred to as the audience network cloud.
The underlying QB technology enables this audience network to capture all user intent patterns – explicit and implicit. Audience clusters are later defined out of this Cloud
8%
Books
12%
Custo-mers
34%
Music Players
19%
Digital
Cameras
25%
Mobile Phones
XYZ.com Audience Network Cloud. 1,342,124 Users in Network

Understanding Audience Cluster building Technology
Browsing Patterns & Paths
48%
Apparel & Fashion
Based on website navigation and consumer flow
User Intent & Behavior Capture
Implicit and Explicit – Onsite & Offsite search, Advertisements (Search, Display for other), Event Triggers
Segmentation of Users
Category Based
City or Country Based
Using Content Sensing
Customers v/s Non-Customers
Level of User Engagement
Time Spent, Recency, Frequency of Visit/Intent

Intent Analytics behind these Clusters
Cluster Intent Analytics
Total Revenue: $50,000
Avg Ticket Price: $1000
Number of Transactions: 500
Funnel Conversion: 10%
Engagement: High
Audience Cluster Size: 250,000
Active in last 30 days: 65%
% of Universal: 18%
Emails Captured: 150,000
48%
Apparel & Fashion
Universal Cluster
Cluster DefinitionAll users who:
- Visited Apparel Category
- Searched for T-Shirt
- Came from Facebook
- Spent more than 5 minutes
Total Revenue: $500,000
Avg Ticket Price: $500
Number of Transactions: 1000
Funnel Conversion: 1%
XYZ.com Audience Network Cloud. 1,342,124 Users in Network

Benefits of Audience Clustering
Know More about your Audience
Ohana QB
Audience Clustering
Technology
Understand which clusters/intents convert best for your service, contribute highest revenues, have highest level of user engagement
Actionable Analytics
Your audience network cloud provides actionable analytics.
Personalize user experience on your site and market off your website.
Intelligent Marketing Campaigns
Build highly relevant marketing experiences across channels (SEM, Display & Email) based on rich user data and self-learning algorithms
Save Time!
Cluster-wise funnels, engagement, reports. Actionable Analytics
Relevant Marketing Experiences for consumers.
Its all here in one place.

Mahalo!
Interested in building your own
Audience Network and Clusters?
Talk to Us:
Vivek, Shameek or Pravin
write on: aloha@ohana-media.com

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Audience Clusters & Intent Analytics using OhanaQB

by Ohana Media on Feb 28, 2011

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Audience Clusters & Intent Analytics using OhanaQB — Presentation Transcript