Aaum's presentation on e-commerce analytics contains Heat Maps, Attribution Modelling, Market Mix Modelling, AB Testing, Uplift Modelling to predict the Persuadables, Optimization, Campaign/Publisher Scoring.

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Your affordable, customizable and scalable advanced analytics
solutions to help you to scale your eTail business

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Your affordable, customizable and scalable advanced analytics
solutions to help you to scale your eTail business
And Many More…

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Research
data
CRM
data
FInance
data
Dept n
data
Other
private
data
Client data sources
SQL NOSQL
geniSIGHTS enterprise data warehouse
R2
R1
A2
A1
Reportingengine
Analytical engine
Analytically enriched dashboards and applications
• SQL
• Hadoop
• Hbase
• MongoDB
• DynamoDb
…
Aggregator and integrators

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Problem Statement:
• How can I analyze my web traffic data?
• On what days and time slots do I experience
maximum traffic on my website?
Data required
 Web traffic data on sites and campaigns

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Demo

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Data required
 Clickstream data
 Cookie data on attributes if captured
Problem Statement:
• How can we identify which touch point is more
dearer to me in contributing to conversions?
• How can I calculate my channel contributions to
conversions to channelize my yield effectively?

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Demo

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Problem Statement:
• How do we decompose the sales to key drivers
like Price, Competition, Market channels such as
TV, Press, Internet, etc to understand their
combination to sales?
• How do we calculate the efficiency or ROI from
these market channels?
Data required:
 Past sales data
 Past market channel data

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Sales = Base_sales x Incremental_Sales1 x
Incremental_Sales2 x…x Random_effect
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Demo

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Data required
 Web traffic data on sites and campaigns
Problem Statement:
• Would marginal improvements/changes in my
marketing strategy or on campaigns/site
layouts, images, colors, text, etc bring in
significant improvements on my yield?
• How can I calculate my channel contributions to
conversions to channelize my yield effectively?

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
Demo

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Problem Statement:
• Are my marketing campaigns targeted to the
right customers?
• Which of the customers would respond
positively to my market campaigns?
Data required:
 Marketing channel transactions data
 Demographic, Psychographic data

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The Persuadable: customers who only respond only because they were targeted
The Sure Things: customers who would have responded whether they were
targeted or not
The Lost Causes: customers who will not respond irrespective of whether or not
they are targeted
The Sleeping Dogs: customers who are less likely to respond because they were
targeted
Demo

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Problem Statement:
• A media company wants to allocate campaign ads
so that the clicks are maximized. The company has
different sites to which it can allocate impressions.
How much of impressions should be distributed
among these sites so that the clicks for the
campaign is maximized?
Data required
 Past transaction data

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Demo

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Problem Statement:
• How well do my campaigns perform across sites
over time?
• Can I compare the performance of my campaign
with that of the industry performance?
• How do I evaluate if my campaigns appeal well to
my audience?
Data required
 Past transaction data

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
Demo

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alumnus brings in extensive global business experience
working with Fortune 100 companies in North America &
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focus on researching and devising sophisticated analytical
techniques to solve pressing business needs of corporations
ranging from travel & logistics, finance, insurance, HR,
health care, entertainment, FMCGs, retail, telecom.