Web analytics anabrambilla@gmail.com

1. Business Intelligence and
Big Data
Ana Brambilla, September/2018
anabrambilla@gmail.com

2. 2020:
40 Zetabytes of
Data
TODAY:
2.5
Exabytes
per DAY
1 EXA = 1 million of Terabytes
1 ZETA = 1 billion of Terabytes

3. Source: The State of Business Intelligence
https://www.forbes.com/sites/louiscolumbus/2018/06/08/the-state-of-business-intelligence-2018/#61561da77828

5. TRANSFORMEXTRACT LOAD
ETL process
The challenge is transform the subjective in to objective data (thoughts, behavior, emotions etc).
NOISE: bots, fakes, unrelated content, bad configuration, technical problems etc.

6. DATA MANAGEMENT:
processes and
supporting technologies
designed to acquire
and store data.
DATA ANALYTICS:
set of techniques used
to analyze, visualize
and produce
intelligence from big
data.

7. Financial metrics:
- CTR
- conversion (sales)
- CPC
Visibility metrics:
- prints (ad display)
- CPM
- pageviews
- views
User-centric metrics:
- users
- session
- conversion (login, sign up)
Content-centric metrics:
- page/session (browsing
depth)
- time spent
- bounce rate
WEBSITEMETRICS

8. Bounce Rate & Exit Rate
Monday: Page B Page A Page C EXIT
Tuesday: Page B EXIT
Wednesday: Page A Page C Page B EXIT
Thursday: Page C EXIT
Friday: Page B Page C Page A EXIT
Bounce Rate is how many sessions started by an X page, generating just 1 pageview.
Exit Rate is how many times an X page was the last one visited in each session. %

9. Bounce Rate & Exit Rate
Monday: Page B Page A Page C EXIT
Tuesday: Page B EXIT
Wednesday: Page A Page C Page B EXIT
Thursday: Page C EXIT
Friday: Page B Page C Page A EXIT
Bounce Rate is related to how many sessions started by an X page, generating just 1
pageview.
Exit Rate is related to how many times an X page was the last one visited in each
session.
%
How much is the Page A Exit Rate this
week?

10. Bounce Rate & Exit Rate
Monday: Page B Page A Page C EXIT
Tuesday: Page B EXIT
Wednesday: Page A Page C Page B EXIT
Thursday: Page C EXIT
Friday: Page B Page C Page A EXIT
Bounce Rate is related to how many sessions started by an X page, generating just 1
pageview.
Exit Rate is related to how many times an X page was the last one visited in each
session.
%
How much is the Page C Bounce Rate
this week?

11. KnowledgeData Information
Insights
MAKE DECISIONS
● Descriptive
● Diagnostic
● Predictive

12. DESCRIPTIVE
1. Is there some behavior pattern in the graphic below?
2. How can we interpret these curves?
Dark blue: users
Light blue: bounce rate

13. DIAGNOSTIC
1. Is there some behavior pattern in the graphic below?
2. What kind of insight can we extract from this report?
Dark blue: users
Light blue: page/session (browsing depth)

14. PREDICTIVE
1. Which user has more probability to
cancel the services?
2. Which user has more probability to
cancel the services?
Time Spent / Month

17. Why to use Big Data?
“... a strategy that creates value by some form of
company-customer interaction at the fabrication and
assembly stage of the operations level to create
customized products with production cost and monetary
price similar to those of mass produced products”
(Kaplan & Haenlein, 2006)

19. Neuroscience applied to Consumer Behavior
ATTENTION
EMOTION
MEMORYEEG
Eye-
tracking
Biometrics
Facial
coding

23. Neuroscience applied to Consumer Behavior
ATTENTION
EMOTION
MEMORY

24. Webpage Analytics

32. USER = volume
BROWSING DEPTH
= color
TREEMAPS (Acquisition > All traffic > Treemaps)
USER FLOW (Acquisition > Social >
User Flow)

33. USER FLOW (Acquisition > Social > User Flow)

34. 1. How many users (%) made some purchase,
over the total of August audience?
2. What was the home’s bounce rate in the last 2
months?
3. What was the traffic source that generated the
deepest browsing in 1Q/2018 ?
4. What are the market interests of users who
made a purchase at Google Merchandising
Store in 2Q/2018?
Challenges:
Audience > Overview
Acquisition > All Traffic >
Source
Acquisition > Interests >
Overview
Behaviour > Site Content >
All Pages

35. Extra
References in the Blackboard

36. Big Data applied to Marketing Research

37. MKT Perspectives on Big Data

38. Semantic & Punctuation...
Killer sentenced to die for secondtime in 10 years
I saw the man with the binoculars
… a fragile point!