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).

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. CONTROL
Business decisions
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3. Decision making in business
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4. Decision making in business
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5. Decision making in business
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6. Decision making in business
Copyrighted material. Check
http://tomfishburne.com/2011/11/social-
media-monitoring.html
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7. Analytics
Data

Insight

Decisions
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8. Need for alignment
THREE KEY QUESTIONS
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Source: Isabel al. 2000

9. Key areas to monitor
Investment
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10. Investment
Investment
Source: Olivier Blanchard Basics Of Social Media Roi (
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Dick, B. (1997) The Snyder evaluation process: an overview Available at
http://www.uq.net.au/action_research/arp/snyder-b.html
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11. Investment
Example: E-mail campaign
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12. Investment
• Open rates
• Click-through rates
• Best days to send
• Impact of subject lines
• Impact of personalisation
• …
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13. Process
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14. Process
Source: SEOptimise
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15. Process
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16. Process
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17. Process
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18. Process
Source: freestyleInteractive 18
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19. Process
Gatorade’s mission control
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20. Process
Free Social Media Listening Tools
• Google Alerts
• Twitter Search
• Social Mention
• Addict-o-Matic
• Topsy
• Icerocket (blogs)
• OMGILI (forum searches)
• … 20
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21. Customer
Your customers are your
most important asset!
No customers = No
business
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22. Customer
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23. Customer
• Best media to use for acquisition vs.
retention
• Conversion rates
• Comparison of messages, offers,
etc…
• Cost of acquisition
• Referral costs
• Etc
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24. Customer
• Customer profiling
• Who, what, why, when…
• Actual buying behaviour
• Customer churn
• Changes in patterns
• Size and shape of SN
• …
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25. Customer
• Influence
Source: http://www.anacanhoto.com/Site/Ramblings/Entries/2012/3/7_Day_of_longboarding.html 25
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26. Caveats
As Einstein famously said:
Not everything that can be
counted counts, and not
everything that counts can
be counted.
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27. Caveats
Copyrighted material. Check
http://tomfishburne.com/2012/03/e-
commerce-profiling.html
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28. Caveats
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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