Introduction to business analytics

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This is an introduction to the use of analytics in eBusiness. It examines the rationale of using analytics (WHY), it highlights the areas that should be monitored (WHAT) and it considers the principles of conducting analytics in an eBusiness.

These slides were used as part of a guest talk to eBusiness undergraduate students at Oxford Brookes University (UK).

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Introduction to business analytics

  1. 1. ANALYTICS FOR E-BUSINESS A primer for U50034 students Dr. Ana Isabel Canhoto Senior Lecturer Marketing Oxford Brookes University(c) Ana Isabel Canhoto, 2012
  2. 2. CONTROL Business decisions (c) Ana Isabel Canhoto, 2011 2(c) Ana Isabel Canhoto, 2012
  3. 3. Decision making in business 3(c) Ana Isabel Canhoto, 2012
  4. 4. Decision making in business 4(c) Ana Isabel Canhoto, 2012
  5. 5. Decision making in business 5(c) Ana Isabel Canhoto, 2012
  6. 6. Decision making in business Copyrighted material. Check http://tomfishburne.com/2011/11/social- media-monitoring.html 6(c) Ana Isabel Canhoto, 2012
  7. 7. Analytics Data  Insight  Decisions 7(c) Ana Isabel Canhoto, 2012
  8. 8. Need for alignment THREE KEY QUESTIONS 8(c) AnaHeskett etCanhoto, 2012 Source: Isabel al. 2000
  9. 9. Key areas to monitor Investment 9(c) Ana Isabel Canhoto, 2012
  10. 10. Investment Investment Source: Olivier Blanchard Basics Of Social Media Roi ( (c) Ana Isabel Canhoto, 20 Dick, B. (1997) The Snyder evaluation process: an overview Available at http://www.uq.net.au/action_research/arp/snyder-b.html 10(c) Ana Isabel Canhoto, 2012
  11. 11. Investment Example: E-mail campaign 11(c) Ana Isabel Canhoto, 2012
  12. 12. Investment • Open rates • Click-through rates • Best days to send • Impact of subject lines • Impact of personalisation • … 12(c) Ana Isabel Canhoto, 2012
  13. 13. Process 13(c) Ana Isabel Canhoto, 2012
  14. 14. Process Source: SEOptimise 14(c) Ana Isabel Canhoto, 2012
  15. 15. Process 15(c) Ana Isabel Canhoto, 2012
  16. 16. Process 16(c) Ana Isabel Canhoto, 2012
  17. 17. Process 17(c) Ana Isabel Canhoto, 2012
  18. 18. Process Source: freestyleInteractive 18(c) Ana Isabel Canhoto, 2012
  19. 19. Process Gatorade’s mission control 19(c) Ana Isabel Canhoto, 2012
  20. 20. Process Free Social Media Listening Tools • Google Alerts • Twitter Search • Social Mention • Addict-o-Matic • Topsy • Icerocket (blogs) • OMGILI (forum searches) • … 20(c) Ana Isabel Canhoto, 2012
  21. 21. Customer Your customers are your most important asset! No customers = No business 21(c) Ana Isabel Canhoto, 2012
  22. 22. Customer 22(c) Ana Isabel Canhoto, 2012
  23. 23. Customer • Best media to use for acquisition vs. retention • Conversion rates • Comparison of messages, offers, etc… • Cost of acquisition • Referral costs • Etc 23(c) Ana Isabel Canhoto, 2012
  24. 24. Customer • Customer profiling • Who, what, why, when… • Actual buying behaviour • Customer churn • Changes in patterns • Size and shape of SN • … 24(c) Ana Isabel Canhoto, 2012
  25. 25. Customer • Influence Source: http://www.anacanhoto.com/Site/Ramblings/Entries/2012/3/7_Day_of_longboarding.html 25(c) Ana Isabel Canhoto, 2012
  26. 26. Caveats As Einstein famously said: Not everything that can be counted counts, and not everything that counts can be counted. 26(c) Ana Isabel Canhoto, 2012
  27. 27. Caveats Copyrighted material. Check http://tomfishburne.com/2012/03/e- commerce-profiling.html 27(c) Ana Isabel Canhoto, 2012
  28. 28. Caveats 28(c) Ana Isabel Canhoto, 2012
  29. 29. ANALYTICS FOR E-BUSINESS Ana Isabel Canhoto Senior Lecturer Marketing; Oxford Brookes University e: adomingos-canhoto@brookes.ac.uk Twitter: @canhoto www.anacanhoto.com(c) Ana Isabel Canhoto, 2012

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