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).
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Introduction to business analytics
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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6. Decision making in business
Copyrighted material. Check
http://tomfishburne.com/2011/11/social-
media-monitoring.html
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7. Analytics
Data
ďŞ
Insight
ďŞ
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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12. Investment
⢠Open rates
⢠Click-through rates
⢠Best days to send
⢠Impact of subject lines
⢠Impact of personalisation
⢠âŚ
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23. Customer
⢠Best media to use for acquisition vs.
retention
⢠Conversion rates
⢠Comparison of messages, offers,
etcâŚ
⢠Cost of acquisition
⢠Referral costs
⢠Etc
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24. Customer
⢠Customer profiling
⢠Who, what, why, whenâŚ
⢠Actual buying behaviour
⢠Customer churn
⢠Changes in patterns
⢠Size and shape of SN
⢠âŚ
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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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