1. www.nabler.com
Analytics & MIS planning for your internet
retail store
Seby Kallarakkal
CEO
Nabler
The Digital Analytics Company www.nabler.com

2. Goal of the workshop – part I
Share a framework that will enable you to develop your own KPIs for your
ecommerce store – the one that matters to your context.
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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 tools
Key Differentiators:
• Focused only on digital analytics
• Technology driven – strong in-house software programming capabilities
• Centre of Excellence
Read more about Nabler on www.nabler.com
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4. Ecommerce store vs regular store
The 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
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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
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6. The data parallel
Deep dive
and come up
Identify with answers Present the
Look at data Explore ?
possibilities findings
and
explanations
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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
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8. The data parallel we recommend
Start with business rather than starting with data
Business
goals / KPIs Report Analyze
Strategies
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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
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10. The process of arriving at KPIs
Step 1: Arrive at goals & strategies
Step 2: Develop KPIs
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11. Challenges we have seen
• Business objectives not readily available
• Difficult to translate business objectives into measures
• Non availability of benchmarks and targets
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12. Few ways to arrive at business goals / strategies
1. Business objectives
2. Business questions
3. Individual / department goals
4. Business framework
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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
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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?
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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
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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
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17. Next step
Business objectives
Business questions
Goals based
Develop
on REAN Report Analyze
KPIs
framework
Role based goals
Business framework
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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’)
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19. Next step
Business objectives
Business questions
Goals based on Develop
REAN framework Report Analyze
KPIs
Role based goals
Business framework
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20. Demystifying KPI
A 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 decision
Example
Goal KPI Target Frequency Actor
Increase visits from # of new visits from tier 5% increase MoM Monthly Online marketing
tier II cities II cities manager
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21. An example of the full flow
Multi product, multi brand ecommerce website sellanything.com
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22. Business objective: Increase the customer base
Goals 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
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23. KPIs from the Reach goals
Goal KPI Target Frequency Actor
Increase new visitors # of new visits (by tier Historical (40% YoY Monthly Online marketing
from 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) manager
Spend optimally on Cost per visit (by Rs.50 Daily Online marketing
various channels to source) manager
get the highest reach
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24. KPIs from the Engage goals
Goal KPI Target Frequency Actor
High level of # of product views / 5 Monthly UX manager
engagement for first visit from first time
time visitors visitors
Increase engagement Fb likes 5% WoW increase Weekly Social media manager
on social media
channels
Fb comments 5% WoW increase Weekly Social media manager
Twitter followers 5% WoW increase Weekly Social media manager
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25. KPIs from the Activate goals
Goal KPI Target Frequency Actor
Increase orders from # of new customers 15% MoM Monthly Product manager
first time purchasers acquired
Cost per order by Rs.500 Daily Online marketing mgr.
source
Reduce # of visits to % of purchases for first 80% Monthly Designer
purchase for first time time customers where
purchasers ‘visits to purchase’ is 3
or less
Build email database Size of verified email 5% MoM Monthly Online marketing mgr.
database
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26. KPIs from Nurture goals
Goal KPI Target Frequency Actor
Increase referrals from # of new customers 500 Monthly Product manager
customers from ‘recommend to
friend’ feature
Get customers to rate # of ratings 5% MoM increase Monthly Product manager
and write reviews
# of reviews posted 5% MoM increase Monthly Product manager
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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
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28. 10 mins Exercise
• Write down goals
• Then KPIs
• Create KPI table
• Questions? Email rafi@nabler.com
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29. Thank You
Nabler Web Solutions Pvt. Ltd. Phone : +91-80-4937-2900
Level 1&2, Corporate Court, Fax : +91-80-254-24367
No. 15, Infantry Road, info@nabler.com
Bangalore - 560001, Karnataka
Nabler LLC Phone : 347-809-3323
8410 Pit Stop Ct. Fax : 646-619-4979
Concord info@nabler.com
North Carolina
28027
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