Kitaab Market Summer Internship report

A REPORT
ON
(ESTABLISHMENT & GROWTH OF KITAAB MARKET®)

Kitaab market ® Incubation Centre,IBS Ahmedabad,IBS House,Near GNFC
Infotower, SG Road,Boadkdev Ahmedabad,Gujarat India, 380054

2010 ICFAI Business School, Ahmedabad

Acknowledgement

We are deeply grateful to all those people who helped us in bringing this project from
“idea to print”. We are indebted to our readers who gave us suggestions, comments and
opinions. We have incorporated most of them in this project.

We are extremely grateful to our project guides “Prof. Amit Saraswat, Prof. Chandrika
Soyantar, Prof. Meetali Saxena, and Prof. Prashan Saxena” for their active support, patience,
and valuable inputs in making this project most structured and organized. Thanks also to the
project team, for their individual contribution in making the project more interesting, readable,
concise, aesthetic and appealing.

We are grateful to our Director of IBSA “Prof. Bala Bhaskaran” for his valuable
Interim Report on Kitaab Market | 2010 ICFAI Business School, Ahmedabad

suggestions, comments, and for helping us with the illustrations, and unmatched support in this
project.

We feel indebted to all those writers and researchers whose thought and theories have
been also helpful in bringing out this project. Though it is difficult to mention all those names in
an exhaustive manner, some prominent names have been recognized in the form of references at
appropriate places. We are grateful to our several colleagues at various universities and institutes
who have given their valuable suggestions, from time to time. An attempt has been made to
incorporate their suggestions in the project to maximum extent possible.

At last we would like thanks to all our friends, family members and critics for lending
their trust, support and helping us in each and every phase of this project.

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Table of Contents

ACKNOWLEDGEMENT............................................................................................................. 1
ABOUT KITAABMARKET ........................................................................................................ 3
BUSINESS MODEL: ............................................................................................................. 4
1. VALUE PROPOSITION: .............................................................................................. 4
2. MARKET SEGMENT: ................................................................................................. 4
3. VALUE CHAIN STRUCTURE: ...................................................................................... 5
INBOUND LOGISTICS: ............................................................................................... 5
OPERATIONS: .......................................................................................................... 6
OUTBOUND LOGISTICS: ........................................................................................... 6
MARKETING & SALES: ............................................................................................ 6
SERVICE: ................................................................................................................ 6
4. REVENUE GENERATION AND MARGINS:..................................................................... 8
5. POSITION IN VALUE NETWORK ................................................................................. 8
6. COMPETITIVE STRATEGY ......................................................................................... 8
PAYMENT GATEWAY:CCAVENUE ....................................................................................... 9
OBJECTIVES ........................................................................................................................ 10

CREATION OF AWARENESS IN OUR TARGET GROUP ............................................................. 10
TIE UP WITH MAJOR PUBLISHERS & BOOKSELLERS............................................................. 10
CREATION OF PRESENCE IN COLLEGES OF AHMEDABAD ...................................................... 10
GOALS ................................................................................................................................ 11
LAUNCH OF E-COMMERCE BASED WEBSITE ......................................................................... 11
INTERNET MARKETING: SEO ............................................................................................ 11
SOCIAL MEDIA MARKETING ............................................................................................. 12
REACH OF KITAABMARKET ON ORKUT .......................................................................... 13
REACH OF KITAABMARKET ON FACEBOOK .................................................................... 14
WEB ANALYTICS & CONVERSION OPTIMIZATION USING GOOGLE ANALYTICS ..................... 15
INDUSTRY BENCHMARKING AND KITAABMARKET’S PERFORMANCE....................................... 18
OUR SERVICES .................................................................................................................... 20
PROVISION OF BOOKS OFFLINE & ONLINE ......................................................................... 20
ADVERTISEMENT PLATFORM ............................................................................................ 20
SELL YOUR BOOKS (UPCOMING) ........................................................................................ 22
KITAABMARKET SOCIAL NETWORKING (EDUCATION GROUP) ............................................ 22
CONCLUSION ....................................................................................................................... 22
GLOSSARY .......................................................................................................................... 23

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About Kitaabmarket

Kitaab Market® is a unique online platform that aims to provide first hand and second hand
books at affordable rates. The uniqueness of the Kitaab Market stems from the fact that it
provides huge discount coupled with free shipping and plethora of payments options.
We provide educational products in the following categories:
* Biography & Autobiography
* Business & Management
* Case Studies
* Computer & Internet
* Engineering
* Gujarati Sahitya
* Medical and Pharmacy

* Novels and many more…..

History of Kitaabmarket: Kitaabmarket.com was created and launched on 1st January 2010 by
three IBS Ahmedabad Students.

Our Vision: To educate each and every individual.

Our Mission: To win trust and confidence of our customers via our quality services,
leading them to harness best opportunity available around them.

KitaabMarket is a Registered Company under the Companies Act, 1956.

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Business Model:
To extract value from an innovation, a start-up (or any firm for that matter) needs an
appropriate business model. Business models convert new technology to economic value. The
Role of the Business Model in Capturing Value from Innovation. Given the complexities of
products, markets, and the environment in which the firm operates, very few individuals, if any,
fully understand the organization's tasks in their entirety. The technical experts know their
domain and the business experts know theirs. The business model serves to connect these two
domains as shown in the following diagram:

Role of the Business Model

Technical Business Economic
Inputs Model Outputs

A business model draws on a multitude of business subjects, including economics,
entrepreneurship, finance, marketing, operations, and strategy. The business model itself is an
important determinant of the profits to be made from an innovation. A mediocre innovation with

a great business model may be more profitable than a great innovation with a mediocre business
model.

There are six components of a business model. They are as follows:

1. Value proposition: The main value proposition in the followed business is that
customers have to first of all identify their needs such that they should know what
suppose to buy?, from where to buy?, and many other questions that a customer has to
hassle within a stupefied boundary.

In our case the products and services that we are providing to the target group are
available much at an ease. For example to buy a second hand or an old book any
individual has to go to a specific place in their reach, for that he/she has to tackle the
situation, do negotiation for a personal benefit as a result it ends to a waste of money as
well as energy and after all it is not sure that individual has finally purchased it or not,
hence it will be an uncertainty.

To nullify all the problems we are providing all the services at their door without any
complication, such a unique thing that we offer in first phase of our life cycle is much
more faster, safer and reliable to all the customers that have attached with our business.

This identifies that the customer will get a certain level of satisfaction because the system
of a business is fulfilling their needs and wants.

2. Market segment : The business is completely related to encourage each and every
individual towards education because the upcoming trends will be education with

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innovation and the usage of technology. However the group of customers that we are
targeting is every individual directly or indirectly within the reach of education no matter
what is the age or in which discipline that individual is belongs to, our target is to provide
the material of education at a very reasonable worth.

The concept of a business is structured in such a way that the varied needs at different
market segments should be stretched out and outperformed the traditional ways of
expressing towards the customers. The only thing that can sustain this business into the
market is good service with reliability and trust.

Here, the potential of business unshunned all the difficulties that arises into the mind of
people, the reason is that when we market ourselves the position will automatically
addresses towards the aim for what we are targeting the customers.

A unique thing that expresses our competitive edge in this industry is that demand your
book and we will create supply for the same but also it depends upon the criteria and
terms and conditions which must be fulfilled. Hence, our focus is not on simply to sell the
books but to nurture the new art of exchange of education in an innovative way.

3. Value chain structure : To analyze the specific activities through which firms can

create a competitive advantage, it is useful to model the firm as a chain of value-creating
activities. Michael Porter identified a set of interrelated generic activities common to a
wide range of firms. The resulting model is known as the value chain and is depicted
below:

Primary Value Chain Activities

Inbound Outbound Marketing
> Operations > > > Service
Logistics Logistics & Sales

The goal of these activities is to create value that exceeds the cost of providing the product or
service, thus generating a profit margin.

Inbound logistics : Kitaab Market is a concept rather than a business; there are much
concrete reasons that shows it really works on the system of virtual inbound logistics.
Here, there core side of it is the online support with an offline base.

When an order is placed on through an online mode or offline mode there will be a
requirement of time in which our customer support service will identify all the necessary
aspects, then the order of a numbers of books will be purchased from the publishers and
then within 24 to 48 hours or even less than that time it is delivered to the respective
customer. There is no requirement of warehousing the stocks, it only require the proper
way of transportation in this current phase of our business.

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This system also needs the helping hand of packaging. The thing should be cared much
due to the safety reasons, in case of environmental uncertainties it requires more amount
of attention.

Operations: This terminology will include the processes that are involved in getting
the books and delivering it. This will ultimately depends upon in what way we are
handling the product such that it reaches to it’s destination in a safer mode. It involves
proper packaging and labeling, the first thing will include a comfortable and soothing
material that protects the books in any rough and tough conditions, the books should be
binded with a hard cover, the main thing is that the books should be in a good condition
as specially when the books are of second hand type where as the second thing will
include the logo of our business of the package, the electronic generated invoice should
be sticked because the customer can see easily the information mentioned on that invoice
is correct or not, the purchased amount with provided discount in mentioned or not. All
this things is checked by a person allotted to do that work and when all the processes is
cleared then only it will be delivered to the respective customer. All the processes are
tracked by the tracking system that is involved in the operations.

Outbound logistics : This section would include How part of our services that we
delivered to our target group. When all the processes are finished the packaged books are
then delivered by the spot boys to the respective customer. The main thing that we should
care of is that the product should reach to the customer in a very sophisticated manner.
Here, at this stage we do not require any inventory to store all the books, when the order
placed then only we purchase the books from the publishers.

Marketing & Sales : under this heading there are various activities that we have
carried out to reach to our target group. For example we hired some students to pitch into
market for advertisements, sponsorship and to spread awareness; these activities are
currently under the progress process. Another example of marketing is that we get
frequently media coverage such that it increases our sales, new visits on websites, etc.
We are thankful to all the publishers that have appreciated our business and come
forward to help us. All things together make our business a family that has an aim to
spread a joy full life with innovation and technology. Still we have not started core
marketing strategies to conquer the market. The pricing of our products are not much
similar to the book sellers that are of same size in the industry, we provide maximum
upto 30% discount on Academics section and on Gujarati Sahitya 15% discount to an
individual customer with a free home delivery service which keeps us on top of the
market in an introductory stage.

Service: Activities are those that maintain and enhance the product's value including
customer support, repair services, etc. The services that we are providing to our
customers are as follows:

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o Multiple categories like Academics, Business & Management, Engineering,
Novels, Gujarati Sahitya, and many more.
o Online huge inventory of books.
o Free home delivery.
o Trusted and secure payment mode both online and offline.
o Exciting discounts available on new and used books.
o Trusted shipping partner.
o Free registration.
o Money back guarantee if not delivered as per order*.
o Online and offline customer support available via email, live chat, mobile support.
o Demand your books we will create supply of the same*.
o Special vouchers for don’t have money? Read books online.

Any or all of these primary activities may be vital in developing a competitive advantage. For
example, logistics activities are critical for a provider of distribution services, and service
activities may be the key focus for a firm offering on-site availability of all kinds of books.

These five categories are generic and portrayed here in a general manner. Each generic activity
includes specific activities that vary by industry.

Support Activities : The primary value chain activities described above are
facilitated by support activities. Porter identified four generic categories of support
activities, the details of which are industry-specific.
Procurement: The function of purchasing the books and other inputs used in the
value-creating activities.
Technology Development : Includes research and development, process automation,
and other technology development used to support the value-chain activities.
Human Resource Management : The activities associated with recruiting,
development, and compensation of employees.
Firm Infrastructure : Includes activities such as finance, legal, quality management,
etc.

Support activities often are viewed as "overhead", but some firms successfully have used them to
develop a competitive advantage, for example, to develop a cost advantage through innovative
management of information systems.

Value Chain Analysis : In order to better understand the activities leading to a
competitive advantage, one can begin with the generic value chain and then identify the
relevant firm-specific activities. Process flows can be mapped, and these flows used to
isolate the individual value-creating activities.

Once the discrete activities are defined, linkages between activities should be identified.
A linkage exists if the performance or cost of one activity affects that of another.
Competitive advantage may be obtained by optimizing and coordinating linked activities.

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The value chain also is useful in outsourcing decisions. Understanding the linkages
between activities can lead to more optimal make-or-buy decisions that can result in
either a cost advantage or a differentiation advantage.

The Val ue System : The firm's value chain links to the value chains of upstream
suppliers and downstream buyers. The result is a larger stream of activities known as the
value system. The development of a competitive advantage depends not only on the firm-
specific value chain, but also on the value system of which the firm is a part.

4. Revenue generation and margins: In every business the main seeds are the
finance and strategically applications that build the base. In finance for a business have
two aspects they are its monitoring cash flows and have control over the overhead costs.
We have created various ways through which revenue will be generated, they are firstly
the amount of margin that we are getting from the side of publishers’ and from the side of
customers when they are purchasing as well as selling second hand books, another way of
availing the revenue is that we opt advertisements on our website such that other
businesses also get benefit from our business.

Now let us discuss about the cost structure in brief, the main cost that we face is purchase
of books from publishers, marketing cost yet we have not started the core marketing but

as a provision it must be mentioned, Stationary cost, technological up gradation cost,
there are fixed cost also that we have to pay yearly they are CCAvenue’s fee, depreciated
value of the asset that we have equipped in the business. There are many more things that
would be included into this section but as this business is in its introductory stage so other
things are ignored.

Our grateful thanks to college that the administrative has provided the incubation cell
such that the business would be nurtured under the mentorship of expert faculties, this
major and supportive hand make us stand in the market which conserve our various costs
such as office costs, stationary costs, furniture costs, administrative expenses, and various
other expenses.

5. Position in value network - identification of competitors, complementors, and any
network effects that can be utilized to deliver more value to the customer.
6. Competitive strategy - how the company will attempt to develop a sustainable
competitive advantage, for example, by means of a cost, differentiation, or niche strategy.

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Payment Gateway:CCAvenue

Incorporated in the year 2001, Avenues is a zero-debt company which has been profitable from its
inception. Avenues is head quartered in Mumbai, India and has subsidiary companies and offices in USA
and Singapore. Avenues has developed several innovative, cutting-edge ASP hosted solutions that are
used by thousands of eMerchants globally. Beginning as a single product company that catered to the
local market, Avenues has become a multi-product company that operates on a global scale. The Avenues
support and development center is based in Mumbai, India. The total strength of the Avenues team is
currently 125 persons spanning across all offices. Avenues has three Business Units namely– Avenues
Commercial Services, Avenues Travel Industry Services and Avenues Community Related Services.

Kitaab Market has tied up with CCAvenue as Payment Gateway Solution Provider in order to
enable live e-commerce transaction on website. The advantage that has been leveraged with
CCAvenues is plethora of payment options that would be available on website of Kitaabmarket.
Now Customers can pay directly the amount of their purchased books and other services via
Credit Card, Net Banking and Debit Cards of 20+ Nationalized Banks, Phone and Mobile
Payment methods etc.

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Objectives

Creation of awareness in our target group
The first objective that we have setup for Kitaabmarket was to create awareness among
our target group audience. This objective is the most important objective for our business from
the point that once we come in our market, our target audience must be aware of Kitaabmarket
and its services.

Tie up with Major Publishers & booksellers
The Second Objective is to create mutually beneficial and long-lasting relationship with
Publishers and Booksellers in and across city Ahmedabad. This objective was set keeping in
mind the need of having wide range of books from the multiple categories. Directly uniting with
Publishers would help us to gain the advantage of offering the books at much discounted price to
our customers.

Creation of presence in colleges of Ahmedabad

The third objective is to reach and connect with colleges of city Ahmedabad to help their
students to get books on a discounted price, having the option of buying either from second hand
category or first hand category.

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Goals
Launch of E-commerce based website
The First Goal that we have setup for Kitaabmarket was to bring it online. Not only we
thought of purchasing its domain name (http://www.kitaabmarket.com) name but also we
carefully planned out its website. We invested good amount of time in planning its features,
designing its front end, providing ease of functionality and maintaining good look and feel. The
website alpha version was prepared on 19th December 2009, and it was locally tested by our team
and finally its beta version was uploaded and made live to public on 1st January 2010.

Internet Marketing: SEO
Much before the website was made live on internet, we’ve worked out its internet
marketing strategy of how to drive targeted traffic to the website. The Keyword research led us
to find the best industry search keywords for Books website and we fully optimized our live
website with those keywords. We were anticipating for 1st page rank on Google, Yahoo and Bing
(Microsoft) and finally got the website rank 1st on Keywords “Second Hand Booksellers in
Ahmedabad” as shown in figure below:

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Social Media Marketing

Social Media Marketing is defined as engaging online communities for the purpose of generating
exposure, opportunities and sales. The number one advantage is generating exposure for a
business, followed by increased traffic and the building of new business partnerships. Common
social media marketing tools include Twitter, Blogs, Facebook, LinkedIn and YouTube. We
have found with our research that our target audience is mostly found on two popular social
networks viz. Facebook and Orkut therefore we have used and optimized both these social
network in order to create brand awareness, exposure and user engagement with Kitaabmarket
that is visible from the following facts and figures:


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Reach of Kitaabmarket on Orkut

We have run many promotional free ads on Orkut Network in order to let our target know about
Kitaabmarket. The most successful campaigns among all are shown above. Orkut promotional
tool is a viral tool of spreading awareness among friends of friends.

It is obvious from the above statistics that near about 300 times the ads were seen (impression),
18 times those were self-promoted by users of Orkut. The 195 times the ads were circulated
among orkut users. These ads are still running on Orkut and driving good amount of awareness
and traffic among our target audience.

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Reach of Kitaabmarket on Facebook

Our brand Kitaabmarket is mostly visible liked by user group of age 18-24, followed by25-34
which is clearly visible from the stats provided by Facebook.

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The awareness of Kitaabmarket on facebook is mostly in India, followed by US. The top-
participating users are of India are from City New Delhi, Mumbai, Ahmedabad having language
English(UK &US).

Web Analytics & Conversion Optimization using Google Analytics
In internet marketing, Web-Analytics is the measurement and analysis of various online
activities like page visits, bounce rate, conversion rate etc. whereas conversion optimization is
the science and art of creating an experience for a website visitor with the goal of converting the
visitor into a customer.

Why Conversion Optimization?

Frequently, when marketers target a pocket of customers that has shown spectacular lift in an ad
campaign, they belatedly discover the behavior is not consistent, with online marketing response
rates fluctuate widely from hour to hour, segment to segment and offer to offer.

These methodologies, or “conversion optimization” methods, are then taken a step further to

run in a real-time environment. The real-time data collection and subsequent messaging as a
result, increases the scale and effectiveness of the online campaign.

We at Kitaabmarket have extensively used Google Analytics to gather, analyze and optimize the
website according to insights gained from it. We have received following insights from Google
Analytics about Kitaabmarket website:

The site has been visited by 11, 475 visitors till now
The visitors have seen 17,303 times pages of Kitaab Market
Upon each visit, on an average they visit 5.16 pages
Out of 100% visitors only 31.58% visitors close the website right after seeing the website
homepage. The bounce rate must not increase beyond 40% as per Google Conversion
University.
Visitors for more than 6 minutes on websites
Out of total visits, 66.17% are new visitors.

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Google analytic report suggests that 35.59% of visitors stay on the site for a minute.

Also 40.13 % of visitors stay on the site for more than 5 minutes. This enhances the
probability of viewing the Ads on the site.

Google analytic report shows visits from prominent cities of India. Gujarat’s cities
comprises of more 50 % of total visits.

On each visit, a visitor views approximately 5 pages on an average.

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Google analytic report shows that KitaabMarket is also visited by mobile users.

On each visit via mobile phone, a visitor views approximately 5 pages on an average

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Industry BenchMarking and Kitaabmarket’s performance

Google Analytics clearly suggest that Kitaabmarket website is ahead of its other sites of similar
size in following metrics in just a period of one month:

Visits: For one month only, 1,717 visitors have visited the website whereas the industry
performance(benchmark) was 164 visits only. Hence there +94.95% of rise in Visit
metric for Kitaab Market.
Bounce Rate: For one month, the bounce rate for Kitaabmarket was only 35.12% whereas
Industry performance or benchmark was 47.55%. Hence there was negative 26.15% of
improvement in bouncerate. Remember the higher the negative percentage for this metric
the higher the success the website has achieved.
For a month, 8223 times the page of Kitaabmarket was seen by visitors of Kitaabmarket
whereas the industry performance for a month was only 318, revealing +2485.85% rise in
this metric for Kitaabmarket.

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Average time user spend on Kitaabmarket is 05:45 minutes on the website whereas the
industry average is only 00:00:23 second for the last month. Again here the rise of
1335.77% of rise is shown.
On an average a typical kitaab market user view 4.79 pages of Kitaabmarket whereas for
the same size of booksellers website in industry the benchmark is only 1.93 pages/visit.
2485.85% of change is seen on Kitaabmarket
Out of total visits in a month 64.07% were new visits and which is just few percentage
below the industry average i.e. 65.76%

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Our Services

Provision of Books Offline & Online

Kitaabmarket is a unique platform created to offer students, teachers, acamedicians, etc to
purchase the books either in first hand or second condition either Online or Offline. Both online
and offline services of Kitaabmarket is available right now. We are further working on to
improve the user online purchasing experience by introducing various features on website itself.

Advertisement Platform
Kitaabmarket Ads platform is a unique service created by Team Kitaabmarket to offer
advertisers an opportunity to reach their target market via our platform. As obvious from Google
Analytics report, Kitaab Market has been getting increasing no. of visits, higher no. of time-
duration a visitors stays on site and visits from major cities of India, undoubtedly Kitaabmarket
has the potential to let our advertisers to create their advertising campaign through our platform.

The reason why advertisers will find Kitaabmarket ads useful for their advertisement can be
justified through following points:

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1. First ever Second Hand Online Bookshop.
2. First online platform designed in conformance with students needs.
3. Within a short span of time, there has been tremendous response from the student’s
community.
4. The Online store, with the highest privilege of getting least bounce rate.
5. The average time a visitor stays on site is much beyond the average of Industry.
6. Thousands of clicks from every corner of India.
7. Visits from nooks and corner of India.
8. Kitaab Market’s website is well-optimized for mobile platform, evident from the mobile
phone visits.
9. 2/3rd of total visits are new visits, which is increasing day by day.
10 Fans following from social networking sites like Facebook, Orkut, Twitter etc.
Therefore we have created following plans for our advertisers:

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Sell your books (upcoming)
We’re very soon going to add a unique feature on our site; i.e. sell your books online. The idea is
still in its fancy stage but Team KitaabMarket is confident of launching this service very soon in
near future. Almost 60-65% part of the work has been completed, only the implementation and
marketing part is left of it.

KitaabMarket Social Networking (Education Group )
Lastly, we’re very soon also going to launch our own social networking site especially packed
with features tailored for students need. The Social Network will contain all the features found
on regular social networks, and in addition we will make it more student centric in its
functionality and features. Features like sharing of e-books, journals, articles, etc are on top-list
right now and as the time passes, through online research, we will add more functionalities into
it. The reason behind social networking is to constantly engage user on Kitaabmarket, thereby
driving and retaining traffic in and around KitaabMarket.

Conclusion

To conclude, we would say that Kitaabmarket was a dream few days before and with the
efforts of Team Kitaabmarket, support of IBS Ahmedabad and its faculties, it has got a good
platform to achieve more success day by day…!

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Glossary
Website: A website is a group of web-document(web-pages) connected through hyperlinks.

Hyperlink: A connection between a page with a different page or an object on World Wide Web

Online Marketing: Internet marketing also referred to as i-marketing, web-marketing, online-
marketing, Search Engine Marketing (SEM) or e-Marketing, is the marketing of products or
services over the Internet.

Search Engine Optimization (SEO): The act of altering a web site so that it does well in the
organic, crawler-based listings of search engines. In the past, has also been used as a term for any
type of search engine marketing activity, though now the term search engine marketing is more
commonly used as an umbrella term.

Social Media Marketing(SMM): A form of internet marketing which seeks to achieve branding
and marketing communication goals through the participation in various social media networks
(MySpace, Facebook, LinkedIn), social bookmarking (Digg, Stumbleupon), social media sharing
(Flickr, YouTube), review/ratings sites (ePinions, BizRate), blogs, forums, news aggregators and
virtual 3D networks (SecondLife, ActiveWorlds). Each social media site can be optimized to

generate awareness or traffic.

Conversion Optimization: In internet marketing, conversion optimization is the science and art
of creating an experience for a website visitor with the goal of converting the visitor into a
customer.

Bounce Rate: The percentage of initial visitors to a site who "bounce" or leave away to a
different site, rather than continue on to other pages within the same site.

Page views: A page view (PV) or page impression is a request to load a single page of
an Internet site. On the World Wide Web a page request would result from a web surfer clicking
on a link on another HTML page pointing to the page in question. This should be contrasted with
a hit, which refers to a request for a file from a web server. There may therefore be many hits per
page view since a page can be made up of multiple files.

Google Analytics: Google Analytics (GA) is a free service offered by Google that generates
detailed statistics about the visitors to a website. Its main highlight is that the product is aimed
at marketers as opposed to webmasters and technologists from which the industry of web
analytics originally grew. It is the most widely used website statistics service, currently in use at
around 57% of the 10,000 most popular websites.

Web Analytics: The measurement and analysis of various online activities like page visits,
bounce rate, conversion rate etc

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Kitaab Market Summer Internship report

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