Business Metrics and Web Marketing What is "business metrics"? Type of metrics in business and aviation examples. How to distinguish traditional and dynamic metrics? What is Ad Words What is Acquisition Cost What is Bounce Rate? Most Importantly what is "Conversion Rate"?

1. BUSINESS METRICS
& WEB MARKETING
ALPER AKBAŞ
alperakbas@aviationportal.org

2. Warnings!
1. This is gonna be a little long presentation (especially if you
ask questions)
2. This presentation is not designed for the old fashion
“P<adv.>nic” device located in the ceiling. Better viewed
in technologic devices. (I will share it, if you want it.)
3. There is too much information in. Don’t worry, the purpose
is to know that such concepts exist in the business life.
4. The information encompasses all industries. But I will also
touch aviation on the surface.
5. I ask questions!
6. I talk too much!

3. What is the highest and best
you can create for the business?
VALUE
?

4. What is the highest and best
you can create for the business?
VALUE
?
To find out the right question
to ask.

5. To find out the right question
to ask.
• Then, find the best answer you possibly can in the time,
and with the resources available.
• Ensuring that your answer has practical impact by
translating it into a specific call to action.
• A specific recommended action, communicated to the
relevant decision makers.
• Using visual metaphors and non technical language.

6. What is always the right
question?
What change, in our business processes can
and should we make RIGHT NOW?
To increase revenues, maximize profitability, or
reduce our risk.

7. What is always the right
question?
What change, in our business processes can
and should we make RIGHT NOW?
To increase revenues, maximize profitability, or
reduce our risk.
RIGHT NOW?

8. Our company has engineered
real time, computerized
systems. That optimize for
certain dynamic metrics. By
adjusting our response to
customer and market
input. With a delay for
processing or latency, of no
more than a fraction of a
second.
A computerized response is
not possible. So we respond to
individual customers with a
human being. Where that
human being has access to
the full historical record, of
that customers interactions
with the company. Whether
through buying
things, customer support calls,
actions on our website, etc.
The change that we are
recommending, can't happen
overnight. But it can happen
as soon as it has been
empirically tested and shown
to work. We do testing by
making one small change at a
time to our website by creating
two different versions!
BEST2ND BEST STILL GOOD
A|B TESTING
What do we mean by, right now?

9. Metrics are special numbers that help us to
ask and answer the right business question.
What is a business metric?
What decision should we make?
What process should we change right now?
special numbers

10. BUSINESS METRICS
Click-Through Rates are a metric.
Where we have a 4.75% sales tax, the sales
tax is not a metric. There's nothing that we
can do to change it.
Metrics are numbers that we can impact when we change our
business processes.
The percentage of people who viewed our ad on a particular website. Then used it
as a link to click through to our homepage can change every time the ad contents
and appearance change.

11. Distinguishing Revenue,
Profitability, and Risk
Metrics

12. Revenue
metrics
Profitability
metrics
Risk
metrics
All business metrics can be classified into
three broad categories.

13. •Revenue metrics are outward facing.
•How well or badly the company is marketing
and selling its products?
•The company sales force wants to know:
➡How many units of each product were sold over a given
time interval and how this compares to the same time
interval last year and the year before.
➡Sales by region, by product and by new versus repeat
customers.
➡The sales funnel, the potential future customers
➡How effective any marketing campaigns may be.
➡How many people have seen a particular advertisement
or email marketing piece or mail offer?
Revenue Metrics
%Who & What Percentage
Responded to our ad campaign?

14. SELLING
is a revenue metric.
Everything that relates
directly or indirectly to

15. Profitability Metrics
have to do with the efficiency of the processes by which the company
creates and delivers its products and services to customers.
OPERATIONAL METRICS
•Concerns those people in the company responsible for
production.
•Anything relates to:
➡How much cash is tied up in the form of unsold inventory
➡How much production is unsaleable?
➡How often the company loses sales because of insufficient
production or inventory?
➡How much is spent on variable costs, raw materials and labor,
per unit product?
Inventory & unsold / unsaleable goods

16. Profitability Metrics
Some Profitability Metrics in Aviation Language
ASK Available Seat Km. (It is also used to calculate Employee Productivity)
CASK Cost per ASK
L/F % Load Factor (this is also profitability and revenue)
No Shows It is no show
FOC Flight operating costs (Crew, Fuel, Maint. etc.)
- Costs per block-hour of operations
- Block-hour daily utilisation / Aircraft Utilization
- Departures per Day
ASK / D Aircraft Productivity (ASKs per day)
RPK Revenue Pass. Km’s

17. Profitability Metrics
Some Profitability Metrics in Aviation Language
ASK Available Seat Km. (It is also used to calculate Employee Productivity)
CASK Cost per ASK
L/F % Load Factor (this is also profitability and revenue)
No Shows It is no show
FOC Flight operating costs (Crew, Fuel, Maint. etc.)
- Costs per block-hour of operations
- Block-hour daily utilisation / Aircraft Utilization
- Departures per Day
ASK / D Aircraft Productivity (ASKs per day)
RPK Revenue Pass. Km’s Mainly Revenue Metric (Weighted Revenue)
C/RPK which means “Yield” is a Profitability Metric.

18. Can often achieve significant increases
in profitability by focusing on improving
operational efficiencies.
LARGE ESTABLISHED COMPANIES
WITH RELATIVELY LITTLE ROOM
TO INCREASE REVENUES
?
Profitability Metrics
What does it mean in aviation language?

19. Can often achieve significant increases
in profitability by focusing on improving
operational efficiencies.
LARGE ESTABLISHED COMPANIES
WITH RELATIVELY LITTLE ROOM
TO INCREASE REVENUES
? LOW COST CARRIERS
& HYBRID CARRIERS
Profitability Metrics
What does it mean in aviation language?

20. major financial institution32.8%
individuals & others
7.4%
mortgage pools or trusts
22.1% federal & related agencies37.7%
have to do with tracking and where possible reducing the many potential dangers a
company faces.
Risk Metrics !

21. major financial institution32.8%
individuals & others
7.4%
mortgage pools or trusts
22.1% federal & related agencies37.7%
have to do with tracking and where possible reducing the many potential dangers a
company faces.
Risk Metrics !
•If a company is spending a large portion of its net cash flow every month on interest on its
debts, then even a small drop in revenues caused by some external shock, like a recession,
could cause the company to become insolvent and collapse (How did you acquire the
aircrafts?, Are there any plane sleeping in the park?).
•Secured creditors have the right to seize a company's assets if they're not paid on time and
that would close down the business.
SECURED
CREDITORS
!

22. major financial institution32.8%
individuals & others
7.4%
mortgage pools or trusts
22.1% federal & related agencies37.7%
have to do with tracking and where possible reducing the many potential dangers a
company faces.
Risk Metrics !
•If a company is spending a large portion of its net cash flow every month on interest on its
debts, then even a small drop in revenues caused by some external shock, like a recession,
could cause the company to become insolvent and collapse (How did you acquire the
aircrafts?, Are there any plane sleeping in the park?).
•Secured creditors have the right to seize a company's assets if they're not paid on time and
that would close down the business.
GOVERNMENTSECURED
CREDITORS
!
In our case GOVERNMENTS, Regulations…..
ALSO SEE PASSENGER RIGHTS | What happens if you cancel a flight?

23. major financial institution
32.8%
individuals & others
7.4%
mortgage pools or trusts
22.1% federal & related agencies37.7%
NET CASH OUT is always the most important metric to track. How many
months can the company survive at the present burn rate?
Risk Metrics !
Adjusted Net Debt | Cost of Capital
If it relates to leverage, it also relates to Risk MetricsALSO

24. Churn Rate as a Risk Metric !
:)
>:(
????
The rate at which new subscribers /
customers drop off within a year,
runs the risk that over time, there are
fewer targets who have never been
customers and it becomes impossible to
maintain revenue growth or even hold
steady.

25. DYNAMIC METRICS
TRADITIONAL METRICS

26. DYNAMIC METRICS TRADITIONAL METRICS
•Three attributes make a business metric
Traditional:
➡ The metric DOES NOT change significantly
over intervals of a month or less.
➡ Specific actions CAN NOT visibly
or significantly impact the metric in the
short term
➡ Impacted by dozen of different factors (like
quarterly revenues) and Many of these
factors are completely outside the control
•Standard financial and managerial accounting
•Quarterly statements of net cash flow, profits and
losses
•Three attributes make a business metric
Dynamic:
➡ Will the metric change significantly over
intervals of a month or less
➡ Are their specific actions the company can
take that can visibly or significantly impact
the metric in the short term
➡ Small changes in process, can lead to big
impact
NEW ADVERTISEMENTThe Great
we launched last week

28. This PR / Ad Action
affect your sales?
May
Answer is:
You don’t know
but have to track to know

30. which is a bit COSTLY!
A PR / Advertisement Campaign
!
You have to track & know:
How it affected your sales in
different demographic zones
by means of segmentation!
CEO & CFO
will ask about it! Repeatedly

31. Online sales are extremely sensitive to
average page load times.
Edge Caching
Studies have shown that pages that load in three
or more seconds are much less likely to lead
to sales than pages that load in less than
three seconds.
40% of web users will abandon completely, a
web page that does not load in three
seconds. This is why there's an entire industry
devoted to what's called edge caching.
A perfectly dynamic
revenue metric

32. Online sales are extremely sensitive to
average page load times.
If your company does not already do load time performance testing for mobile
devices in all global markets where it is active, It should start immediately.
Edge Caching
!
Studies have shown that pages that load in three
or more seconds are much less likely to lead
to sales than pages that load in less than
three seconds.
40% of web users will abandon completely, a
web page that does not load in three
seconds. This is why there's an entire industry
devoted to what's called edge caching.
A perfectly dynamic
revenue metric

33. Ifyouwanttocreatedifference
in your business,
focus on the
Dynamic Metrics“

34. WEB
MARKETING!DON’T LIMIT YOUR REVENUES

35. Marketing
Deliberate, measurable process of first creating and then continually increasing positive awareness and interest
for a specific brand, product or service offering within a target demographic.

36. Enterprise & Traditional Retail sales
Personal Traditional metrics predominate
Computer sales sales
Impersonal Traditional metrics predominate
Marketing
Deliberate, measurable process of first creating and then continually increasing positive awareness and interest
for a specific brand, product or service offering within a target demographic.
>>>What’s
next?

37. Analytics related to them lead directly to
increasing sales.
Web Marketing Metrics
[Revenue Metrics]
Even small changes you make, can lead to
rapid and significant changes in these
metrics.
For example, in your website's homepage text
or in the AdWords that you purchase for
sponsored links on search results.
DYNAMIC

38. A Target Demographic?
Deliberate, measurable process of first creating and then continually
increasing positive awareness and interest for a specific brand, product or
service offering within a target demographic.
MARKETING

39. A group of people with common
characteristics, such as all being between 18 and
35 years of age, being from the same country or
geographic region, etc.
Target demographic
A Target Demographic?
Deliberate, measurable process of first creating and then continually
increasing positive awareness and interest for a specific brand, product or
service offering within a target demographic.
Marketing is COSTLY
Bymeansof Money & Time
Because marketing requires effective use of limited
resources, marketers seek to focus their efforts on
groups whose members are much more likely than the
average person to be willing to learn about the product
or service offering, to buy it, and ultimately, to become
high value, recurring revenue customers.
MARKETING

40. Flying Pizzas
Cong! You opened a pizza house in a town!
You have a perfect sign on the window.
There are 770 residents in the town.
+You are the only pizza restaurant in the town.
NOW
It is time to
GROW YOUR BUSINESS

41. Flying Pizzas
Welcome to the new city!
With 6 Billion population & 70,000 pizza houses
A new threat for the revenues.
Global Distribution Super Markets
Now, You suffer from
“Burn & Churn Rates”
GDS - Super Markets
Cheap Frozen Pizzas
GDS
GDS

42. Flying Pizzas
Welcome to the new city!
With 6 Billion population & 70,000 pizza houses
A new threat for the revenues.
Global Distribution Super Markets
Now, You suffer from
“Burn & Churn Rates”
GDS - Super Markets
Cheap Frozen Pizzas
GDS
GDS
Welcome to
Web Marketing

43. Welcome to
Web MarketingYou should try to identify a much smaller group within that 6
Billion, your target demographic that are likely to want pizza,
and more importantly, are likely to want your pizza.
Find out much more likely than average to respond favorably
to your unique message!
NOW

44. with your potential customers
how you are different than the other 70,000 pizza
places out there.
You have to communicate
Welcome to
Web MarketingYou should try to identify a much smaller group within that 6
Billion, your target demographic that are likely to want pizza,
and more importantly, are likely to want your pizza.
Find out much more likely than average to respond favorably
to your unique message!
NOW

45. market differentiation.
message of difference is
YourThe idea is to match your market differentiation to a target demographic.
How to match a target demographic?

46. Target
Demographic?
100 hours of videos
are uploaded to Youtube
every minute

47. Target
Demographic?
Over 500 million
Daily Tweets
100 hours of videos
are uploaded to Youtube
every minute

48. Target
Demographic?
3,600 images are posted
to Instagram every second
Over 500 million
Daily Tweets
100 hours of videos
are uploaded to Youtube
every minute

49. Target
Demographic?
Over 1 Billion Facebook Users
41,000 post / second
3,600 images are posted
to Instagram every second
Over 500 million
Daily Tweets
100 hours of videos
are uploaded to Youtube
every minute

50. Target
Demographic?
40,000 Google search /second
3.5 Billion a day
Over 1 Billion Facebook Users
41,000 post / second
3,600 images are posted
to Instagram every second
Over 500 million
Daily Tweets
100 hours of videos
are uploaded to Youtube
every minute

51. One of the most focused ways to reach
who have an interest in your offering
is by purchasing Adwords.
Adwords are offered by Google on an
auction basis
There are also a number of other similar
alternative venues and pricing schemes.
ADWORDS

52. What are we talking about?

54. This is Ad Words

55. Can be improved by SEO
This is Organic Search Results
This is Ad Words

56. Can be improved by SEO
This is Organic Search Results
This is Ad Words
This is Google
Mainly Python
Java, JavaScript
Paid Links

57. GOOGLE
identifies the ad words
Ad Words
Terms advertisers bid on
Match Topic
“Emergency Pet Care”
Key Words
“Veterinary hospital “
First, when a user enters search terms into
Google
Google identifies ad words,
terms that advertisers have placed bids on
that match the searchers topic.
How does it proceed?

58. GOOGLE
identifies the ad words
Ad Words
Terms advertisers bid on
Match Topic
“Emergency Pet Care”
Key Words
“Veterinary hospital “
First, when a user enters search terms into
Google
Google identifies ad words,
terms that advertisers have placed bids on
that match the searchers topic.
How does it proceed?
Here you accept
to pay!
Here you pay!

59. Advertisers bid on their keywords by setting a maximum
cost per click-through, or Max CPC for each keyword they
are interested in.
CPC bidding is also sometimes called pay per click, or PPC.
Typically, winning adword bids are sold for less than the
maximum CPC.
The actual CPC is typically 1 to $2.
CPC & ACPC
Cost per Click (Pay per Click) & Actual Cost Per Click

60. Advertisers bid on their keywords by setting a maximum
cost per click-through, or Max CPC for each keyword they
are interested in.
CPC bidding is also sometimes called pay per click, or PPC.
Typically, winning adword bids are sold for less than the
maximum CPC.
The actual CPC is typically 1 to $2.
CPC & ACPC
Cost per Click (Pay per Click) & Actual Cost Per Click
The most expensive
adwords
Per-click through
prices
Attorney $54
Mortgage $47
Insurance $47

61. How the ranking works?
Note that Google gets paid only when someone clicks through a
sponsored link to the advertiser's landing page. Google ranks the links
that it shows. Therefore to maximise the revenues it uses the below
calculation:
Ad Rank = (CPC bid)(expected click-through rate)

62. How the ranking works?
Note that Google gets paid only when someone clicks through a
sponsored link to the advertiser's landing page. Google ranks the links
that it shows. Therefore to maximise the revenues it uses the below
calculation:
Ad Rank = (CPC bid)(expected click-through rate)
Quality Score =
Weighted Average of
expected click-through rate
ad relevance and landing page experience
Ad Rank = (CPC bid)(Quality Score)

63. How the ranking works?
Note that Google gets paid only when someone clicks through a
sponsored link to the advertiser's landing page. Google ranks the links
that it shows. Therefore to maximise the revenues it uses the below
calculation:
Ad Rank = (CPC bid)(expected click-through rate)
Quality Score =
Weighted Average of
expected click-through rate
ad relevance and landing page experience
Ad Rank = (CPC bid)(Quality Score)
In Google's words what this means is the quality of your ad text and landing page
in the context of what a user is searching for.
Why Quality Score?
To prevent exploitative misdirection that would hurt the
Google brand. For example, imagine if a liquor store
decided to buy adwords related to emergency pet care on
the theory that people with a sick pet could probably use a
drink.

64. How this ranking works?
Ad Rank = (CPC bid)(Quality Score)
Why Quality Score?
To prevent exploitative misdirection that would hurt the
Google brand. For example, imagine if a liquor store
decided to buy adwords related to emergency pet care on
the theory that people with a sick pet could probably use a
drink. =

65. How this ranking works?
Ad Rank = (CPC bid)(Quality Score)
Why Quality Score?
To prevent exploitative misdirection that would hurt the
Google brand. For example, imagine if a liquor store
decided to buy adwords related to emergency pet care on
the theory that people with a sick pet could probably use a
drink. =Google automatically parses the text of the sponsored link, and of the web page the sponsored link
points to, the so-called landing page. If either text does not contained primarily language directly
related to the medical care of animals, the liquor store would get a very low quality score for that
bid.
Google aims to offer sponsored links to landing pages that are as similar as possible in subject
matter, quality, and click-through rates to the webpages that Google ranks highest in its unsponsored
or organic search results.
SEO = Search Engine Optimization

66. Some Definitions to save the day!
This is Google
This is you!

67. Some Definitions to save the day!
This is Google3.5 Billion
Search a day
1,000peopleclickedyourlinkonGoogle
andlandinyourpage!
This is you!
Butyoureceived2,000visitors
fromallthirdpartywebsites.
Inthiscase,yourCTRfromGoogle
is50%
CLICK-THROUGH RATE
50%

68. Some Definitions to save the day!
This is Google3.5 Billion
Search a day
1,000peopleclickedyourlinkonGoogle
andlandinyourpage!
This is you!
400 of these 1,000
stayed in your site
Butyoureceived2,000visitors
fromallthirdpartywebsites.
Inthiscase,yourCTRfromGoogle
is50%
600 of these 1,000
stayed in your site for a few seconds
and immediately left!
BOUNCE RATE60%
CLICK-THROUGH RATE
50%

69. Some Definitions to save the day!
This is Google3.5 Billion
Search a day
1,000peopleclickedyourlinkonGoogle
andlandinyourpage!
This is you!
400 of these 1,000
stayed in your site
However only
20 of 1,000
made a purchase
Butyoureceived2,000visitors
fromallthirdpartywebsites.
Inthiscase,yourCTRfromGoogle
is50%
600 of these 1,000
stayed in your site for a few seconds
and immediately left!
BOUNCE RATE60%
CONVERSION RATE2%
CLICK-THROUGH RATE
50%

70. Some Definitions to save the day!
This is Google3.5 Billion
Search a day
1,000peopleclickedyourlinkonGoogle
andlandinyourpage!
This is you!
400 of these 1,000
stayed in your site
However only
20 of 1,000
made a purchase
Butyoureceived2,000visitors
fromallthirdpartywebsites.
Inthiscase,yourCTRfromGoogle
is50%
600 of these 1,000
stayed in your site for a few seconds
and immediately left!
BOUNCE RATE60%
CONVERSION RATE2%
CLICK-THROUGH RATE
50%
This is so bad! You throw away this money!

71. Some Definitions to save the day!
This is Google3.5 Billion
Search a day
1,000peopleclickedyourlinkonGoogle
andlandinyourpage!
This is you!
400 of these 1,000
stayed in your site
However only
20 of 1,000
made a purchase
Butyoureceived2,000visitors
fromallthirdpartywebsites.
Inthiscase,yourCTRfromGoogle
is50%
600 of these 1,000
stayed in your site for a few seconds
and immediately left!
BOUNCE RATE60%
CONVERSION RATE2%
CLICK-THROUGH RATE
50%
This is so bad! You throw away this money!
Question:
What is the right question
to be asked here?

72. Ad Words is just the beginning
The question is how much a converted customer costs you?

73. Ad Words is just the beginning
Once we develop some experience with bidding on ad words, we will have data on the
typical actual cost per click through, actual CPC we are paying.
We can track just the users who come to our website through a sponsored link
and determine what percentage of them ultimately buy our product at least once.
This percentage is our conversion rate for sponsored links.
The question is how much a converted customer costs you?

74. Acquisition cost
Acquisition cost Total CPC
Conversion Rate
=

75. Acquisition cost
Acquisition cost Total CPC
Conversion Rate
=
What we pay to
Google for CPC $2
From google ad words
1,000 people visited the page
but only 20 people made purchased
2%

76. Acquisition cost
Acquisition cost Total CPC
Conversion Rate
=
What we pay to
Google for CPC $2
From google ad words
1,000 people visited the page
but only 20 people made purchased
2%
In this case, we are paying
100 USD (2 USD / 2 %)
to acquire one customer from google

77. Acquisition cost
Acquisition cost Total CPC
Conversion Rate
=
What we pay to
Google for CPC $2
From google ad words
1,000 people visited the page
but only 20 people made purchased
2%
In this case, we are paying
100 USD (2 USD / 2 %)
to acquire one customer from google
Question:
What is the right question
to be asked here?

78. Acquisition cost = 100 USD
What does that mean?
Your goal should be a cost of
customer acquisition less than the
first year's average revenues per
customer.
Unless your company is super ultra very cash flow positive!

79. Acquisition cost = 100 USD
What does that mean?
Your goal should be a cost of
customer acquisition less than the
first year's average revenues per
customer.
Unless your company is super ultra very cash flow positive!
If avg. rev. per customer is 85 USD
and acquisition cost is 100 USD
YOU ARE RUNNING
OUT OF CASH

80. Acquisition cost = 100 USD
What does that mean?
Your goal should be a cost of
customer acquisition less than the
first year's average revenues per
customer.
Unless your company is super ultra very cash flow positive!
If avg. rev. per customer is 85 USD
and acquisition cost is 100 USD
YOU ARE RUNNING
OUT OF CASH
Acquisition cost
Total CPC
Conversion Rate=85 USD
100 USD

81. Acquisition cost = 100 USD
What does that mean?
Your goal should be a cost of
customer acquisition less than the
first year's average revenues per
customer.
Unless your company is super ultra very cash flow positive!
If avg. rev. per customer is 85 USD
and acquisition cost is 100 USD
YOU ARE RUNNING
OUT OF CASH
Acquisition cost
Total CPC
Conversion Rate=85 USD
Either you need to
decrease CPC from 2 USD
to 1.7 USD
100 USD

82. Acquisition cost = 100 USD
What does that mean?
Your goal should be a cost of
customer acquisition less than the
first year's average revenues per
customer.
Unless your company is super ultra very cash flow positive!
If avg. rev. per customer is 85 USD
and acquisition cost is 100 USD
YOU ARE RUNNING
OUT OF CASH
Acquisition cost
Total CPC
Conversion Rate=85 USD
Either you need to
decrease CPC from 2 USD
to 1.7 USD
Or you will have to
increase the conversion rate
to more than 2.4%
100 USD

83. Acquisition cost = 100 USD
What does that mean?
Your goal should be a cost of
customer acquisition less than the
first year's average revenues per
customer.
Unless your company is super ultra very cash flow positive!
If avg. rev. per customer is 85 USD
and acquisition cost is 100 USD
YOU ARE RUNNING
OUT OF CASH
Acquisition cost
Total CPC
Conversion Rate=85 USD
Either you need to
decrease CPC from 2 USD
to 1.7 USD
Or you will have to
increase the conversion rate
to more than 2.4%
You can not bargain
with Google
100 USD
In our case at least 24 of 1000 visitors
have to make purchase

88. Segmentation
We would like to identify common characteristics shared by
visitors with high conversion to revenue rates, and even better
with high recurring revenue and lifetime value.
When we segment our customers into groups and identify
common characteristics, so we can figure out what kind of visitors
later become our best customers and focus on attracting more
like them

89. Segmentation Where did a visitor to our website come from?
Sponsored search, they click on an ad that we ourselves
placed on a search engine.
Organic search, they clicked on an unpaid link to our
website that came up in search results,
Or they clicked on a link that we placed in a group email or
in a tweet.
From a third party website? Someone like a food critic wrote
a blog post or article about us and included a link to our
site.
Or direct they typed in our URL themselves?

90. Segmentation
People who click through an organic link, have a much lower
bounce rate (25%) than the people who find us through a
sponsored link, 45%.
It would make sense to devote resources to improving our
organic ranking in search results, a process called Search Engine
Optimization or SEO.
IMAGINE YOU FOUND OUT THIS AT THE END OF SEGMENTATION
IN THIS CASE:

91. Credentials
The content and context of this presentation is mainly structured on the Coursera and Duke University lecture notes of
“Business Metrics for Data-Driven Companies” which is thought by Daniel Egger (Executive in Residence and Director, Center
for Quantitative Modelling).
If you want to discover about the course (you should) please follow the link embedded in the logo.

92. THANK YOU VERY MUCH.ALPER AKBAŞ
alperakbas@aviationportal.org