www.nabler.com                                Analytics & MIS planning for your internet                                re...
Goal of the workshop – part IShare a framework that will enable you to develop your own KPIs for yourecommerce store – the...
About Nabler•  Full service Digital Analytics company•  Providing Digital Analytics services for enterprises since 2004•  ...
Ecommerce store vs regular storeThe principles of analytics are not too different for a physical store and ecommerce store...
Let’s do some shopping                                      Look around and see                                        wha...
The data parallel                                                            Deep dive                                    ...
Another way to shop                                      You want to bake a cake, get something                           ...
The data parallel we recommend  Start with business rather than starting with data    Business     goals /                ...
Quick example           Business users                                                              Analytics / MIS team  ...
The process of arriving at KPIsStep 1: Arrive at goals & strategiesStep 2: Develop KPIs     The Digital Analytics Company ...
Challenges we have seen•  Business objectives not readily available•  Difficult to translate business objectives into meas...
Few ways to arrive at business goals / strategies1.  Business objectives2.  Business questions3.  Individual / department ...
Examples of business objectives•  Increase the customer base•  Increase repeat purchase•  Increase order value•  Get peopl...
Sample of business questions•  What is the best channel in terms of cost of acquisition?•  How do we encourage visitors to...
Example of individual goals•  SEO manager     –  Increase non branded, organic traffic     –  Get traffic from new set of ...
Example of a framework                                                                        High value customers       A...
Next step  Business objectives  Business questions                                        Goals based                     ...
List goals & strategies under REAN          R                                  E                               A          ...
Next step  Business objectives  Business questions                                        Goals based on   Develop        ...
Demystifying KPIA good Key performance indicator (KPI) should have    –    A clear definition    –    Clear connection to ...
An example of the full flowMulti product, multi brand ecommerce website sellanything.com     The Digital Analytics Company...
Business objective: Increase the customer baseGoals under the REAN model – reflects your thinking / strategy / solution / ...
KPIs from the Reach goalsGoal                            KPI                        Target                Frequency   Acto...
KPIs from the Engage goalsGoal                           KPI                     Target            Frequency   ActorHigh l...
KPIs from the Activate goalsGoal                            KPI                      Target    Frequency   ActorIncrease o...
KPIs from Nurture goalsGoal                           KPI                   Target            Frequency   ActorIncrease re...
Analysis & Action•  Engagement from new visits – 3.9 product page views / visit•  Analysis     –    Segment by source / ca...
10 mins Exercise•  Write down goals•  Then KPIs•  Create KPI table•  Questions? Email rafi@nabler.com          The Digital...
Thank YouNabler Web Solutions Pvt. Ltd.          Phone : +91-80-4937-2900Level 1&2, Corporate Court,             Fax : +91...
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Analytics & MIS Planning for Your Internet Retail Store By Seby Kallarakkal

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Analytics & MIS Planning for Your Internet Retail Store By Seby Kallarakkal

  1. 1. www.nabler.com Analytics & MIS planning for your internet retail store Seby Kallarakkal CEO NablerThe Digital Analytics Company www.nabler.com
  2. 2. Goal of the workshop – part IShare a framework that will enable you to develop your own KPIs for yourecommerce store – the one that matters to your context. The Digital Analytics Company www.nabler.com 2
  3. 3. About Nabler•  Full service Digital Analytics company•  Providing Digital Analytics services for enterprises since 2004•  Experience working with B2B / Ecommerce / Media sites•  Expertise in a range of digital analytics toolsKey Differentiators:•  Focused only on digital analytics•  Technology driven – strong in-house software programming capabilities•  Centre of ExcellenceRead more about Nabler on www.nabler.com The Digital Analytics Company www.nabler.com 3
  4. 4. Ecommerce store vs regular storeThe principles of analytics are not too different for a physical store and ecommerce store. -vs-However, there are some differences to keep in mind. Ecommerce store tends to have –  Lot more behavioral data than regular stores – cost, ease, comprehensiveness –  If you assume 2% conversion, transaction data or sales data deals with the 2%. Behavioral data would include the full 100% of population The Digital Analytics Company www.nabler.com 4
  5. 5. Let’s do some shopping Look around and see what’s available Buy what you found to be useful and interesting Come home and figure out what to do with the things you bought The Digital Analytics Company www.nabler.com 5
  6. 6. The data parallel Deep dive and come up Identify with answers Present the Look at data Explore ? possibilities findings and explanations The Digital Analytics Company www.nabler.com 6
  7. 7. Another way to shop You want to bake a cake, get something for breakfast, replenish your toiletries You look around based on what you need, choose based on parameters that you decide and order Get home and use things purchased for the purpose you had in mind The Digital Analytics Company www.nabler.com 7
  8. 8. The data parallel we recommend Start with business rather than starting with data Business goals / KPIs Report Analyze Strategies The Digital Analytics Company www.nabler.com 8
  9. 9. Quick example Business users Analytics / MIS team Goals / KPIs Report Analyze Strategies Segment by weekly basis to source Increase orders New visitors from online marketing from tier II cities tier II cities Optimize campaign mgr. spend The Digital Analytics Company www.nabler.com 9
  10. 10. The process of arriving at KPIsStep 1: Arrive at goals & strategiesStep 2: Develop KPIs The Digital Analytics Company www.nabler.com 10
  11. 11. Challenges we have seen•  Business objectives not readily available•  Difficult to translate business objectives into measures•  Non availability of benchmarks and targets The Digital Analytics Company www.nabler.com 11
  12. 12. Few ways to arrive at business goals / strategies1.  Business objectives2.  Business questions3.  Individual / department goals4.  Business framework The Digital Analytics Company www.nabler.com 12
  13. 13. Examples of business objectives•  Increase the customer base•  Increase repeat purchase•  Increase order value•  Get people to try out more product categories•  Move focus from books to apparel The Digital Analytics Company www.nabler.com 13
  14. 14. Sample of business questions•  What is the best channel in terms of cost of acquisition?•  How do we encourage visitors to explore more product groups?•  Do we build more landing pages?•  What’s the best path to conversion?•  How do we encourage visitors to buy more?•  How many visits does it take for a first time visitor to purchase?•  How do we get repeat customers to browse more? The Digital Analytics Company www.nabler.com 14
  15. 15. Example of individual goals•  SEO manager –  Increase non branded, organic traffic –  Get traffic from new set of industry keywords Organization•  Online marketing manager goals –  Increase conversion ratio –  Increase revenue Online SEO manager Content writer Development marketing•  Content writer goals manager goals goals team goals –  Increase stickiness•  Development team KPIs KPIs KPIs KPIs –  Ensure links work –  Reduce load time The Digital Analytics Company www.nabler.com 15
  16. 16. Example of a framework High value customers Acquisition Repeat Customer §  Organic Low value customers §  Direct Website Customer §  Search Ads Visitors §  Display Ads §  Email Camp. §  Affiliates Non customer §  Social The Digital Analytics Company www.nabler.com 16
  17. 17. Next step Business objectives Business questions Goals based Develop on REAN Report Analyze KPIs framework Role based goals Business framework The Digital Analytics Company www.nabler.com 17
  18. 18. List goals & strategies under REAN R E A N Reach Engage Activate Nurture Credit: Xavier Blanc / Leevi Kokko / Steve Jackson (author of ‘Cult of Analytics’) The Digital Analytics Company www.nabler.com 18
  19. 19. Next step Business objectives Business questions Goals based on Develop REAN framework Report Analyze KPIs Role based goals Business framework The Digital Analytics Company www.nabler.com 19
  20. 20. Demystifying KPIA good Key performance indicator (KPI) should have –  A clear definition –  Clear connection to your business goals –  Target (absolute / relative / competition) –  Actor –  Frequency –  The capability of helping you take a decisionExampleGoal KPI Target Frequency ActorIncrease visits from # of new visits from tier 5% increase MoM Monthly Online marketingtier II cities II cities manager The Digital Analytics Company www.nabler.com 20
  21. 21. An example of the full flowMulti product, multi brand ecommerce website sellanything.com The Digital Analytics Company www.nabler.com 21
  22. 22. Business objective: Increase the customer baseGoals under the REAN model – reflects your thinking / strategy / solution / tactics Reach Engage Activate Nurture•  Increase new visitors •  High level of •  Increase orders from •  Increase referrals from all 3 tiers of cities engagement for first first time purchasers from customers•  Spend optimally on time visitors •  Reduce # of visits to •  Get customers to rate various channels to •  Increase engagement purchase for first time and write reviews get the highest reach on social media purchasers channels •  Build email database The Digital Analytics Company www.nabler.com 22
  23. 23. KPIs from the Reach goalsGoal KPI Target Frequency ActorIncrease new visitors # of new visits (by tier Historical (40% YoY Monthly Online marketingfrom all 3 tiers of cities I/II/III cities) increase) manager # of new visits (by tier 2% WoW increase Weekly Online marketing I/II/III cities) managerSpend optimally on Cost per visit (by Rs.50 Daily Online marketingvarious channels to source) managerget the highest reach The Digital Analytics Company www.nabler.com 23
  24. 24. KPIs from the Engage goalsGoal KPI Target Frequency ActorHigh level of # of product views / 5 Monthly UX managerengagement for first visit from first timetime visitors visitorsIncrease engagement Fb likes 5% WoW increase Weekly Social media manageron social mediachannels Fb comments 5% WoW increase Weekly Social media manager Twitter followers 5% WoW increase Weekly Social media manager The Digital Analytics Company www.nabler.com 24
  25. 25. KPIs from the Activate goalsGoal KPI Target Frequency ActorIncrease orders from # of new customers 15% MoM Monthly Product managerfirst time purchasers acquired Cost per order by Rs.500 Daily Online marketing mgr. sourceReduce # of visits to % of purchases for first 80% Monthly Designerpurchase for first time time customers wherepurchasers ‘visits to purchase’ is 3 or lessBuild email database Size of verified email 5% MoM Monthly Online marketing mgr. database The Digital Analytics Company www.nabler.com 25
  26. 26. KPIs from Nurture goalsGoal KPI Target Frequency ActorIncrease referrals from # of new customers 500 Monthly Product managercustomers from ‘recommend to friend’ featureGet customers to rate # of ratings 5% MoM increase Monthly Product managerand write reviews # of reviews posted 5% MoM increase Monthly Product manager The Digital Analytics Company www.nabler.com 26
  27. 27. Analysis & Action•  Engagement from new visits – 3.9 product page views / visit•  Analysis –  Segment by source / campaign / channel –  Segment by landing pages –  Segment by original keywords –  Segment by day of the week•  Action –  Optimization and realignment of campaign budgets –  Modifying / tweaks to the landing page –  A/B tests for the landing page –  Personalization –  Customization by day of week The Digital Analytics Company www.nabler.com 27
  28. 28. 10 mins Exercise•  Write down goals•  Then KPIs•  Create KPI table•  Questions? Email rafi@nabler.com The Digital Analytics Company www.nabler.com 28
  29. 29. Thank YouNabler Web Solutions Pvt. Ltd. Phone : +91-80-4937-2900Level 1&2, Corporate Court, Fax : +91-80-254-24367No. 15, Infantry Road, info@nabler.comBangalore - 560001, KarnatakaNabler LLC Phone : 347-809-33238410 Pit Stop Ct. Fax : 646-619-4979Concord info@nabler.comNorth Carolina28027 The Digital Analytics Company www.nabler.com 29

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