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

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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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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

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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

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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

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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

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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

e: adomingos-canhoto@brookes.ac.uk

Twitter: @canhoto

www.anacanhoto.com

(c) Ana Isabel Canhoto, 2012