Introduction to business analytics
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Transcript of Introduction to business analytics
ANALYTICS FOR E-BUSINESS
A primer for U50034 students
Dr. Ana Isabel Canhoto
Senior Lecturer Marketing
Oxford Brookes University
(c) Ana Isabel Canhoto, 2012
Business decisions
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CONTROL
(c) Ana Isabel Canhoto, 2011 (c) Ana Isabel Canhoto, 2012
Decision making in business
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Decision making in business
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Decision making in business
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Decision making in business
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Copyrighted material. Check
http://tomfishburne.com/2011/11/social-
media-monitoring.html
Analytics
Data
Insight
Decisions
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Need for alignment
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THREE KEY QUESTIONS
(c) Ana Isabel Canhoto, 2011 Source: Heskett et al. 2000 (c) Ana Isabel Canhoto, 2012
Key areas to monitor
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AS WELL AS…
(c) Ana Isabel Canhoto, 2011
Source: Olivier Blanchard Basics Of Social Media Roi (SlideShare)
Investment
Expectation of return (c) Ana Isabel Canhoto, 2012
Investment
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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
AS WELL AS…
(c) Ana Isabel Canhoto, 2011
Source: Olivier Blanchard Basics Of Social Media Roi (SlideShare)
Investment
Expectation of return
(c) Ana Isabel Canhoto, 2012
Investment
Example: E-mail campaign
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Investment
• Open rates
• Click-through rates
• Best days to send
• Impact of subject lines
• Impact of personalisation
• …
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Process
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Process
14Source: SEOptimise
(c) Ana Isabel Canhoto, 2012
Process
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Process
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Process
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Process
18Source: freestyleInteractive(c) Ana Isabel Canhoto, 2012
Process
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Gatorade’s mission control
(c) Ana Isabel Canhoto, 2012
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
Customer
Your customers are your
most important asset!
No customers = No
business
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Customer
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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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Customer
• Customer profiling
• Who, what, why, when…
• Actual buying behaviour
• Customer churn
• Changes in patterns
• Size and shape of SN
• …
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Customer
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• Influence
Source: http://www.anacanhoto.com/Site/Ramblings/Entries/2012/3/7_Day_of_longboarding.html
Caveats
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As Einstein famously said:
Not everything that can be
counted counts, and not
everything that counts can
be counted.
(c) Ana Isabel Canhoto, 2012
Caveats
27(c) Ana Isabel Canhoto, 2012
Copyrighted material. Check
http://tomfishburne.com/2012/03/e-
commerce-profiling.html
Caveats
28(c) Ana Isabel Canhoto, 2012
ANALYTICS FOR E-BUSINESS
Ana Isabel Canhoto
Senior Lecturer Marketing; Oxford Brookes
University
Twitter: @canhoto
www.anacanhoto.com
(c) Ana Isabel Canhoto, 2012