Introduction to business analytics
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The document serves as a primer on analytics for e-business, targeting U50034 students and authored by Dr. Ana Isabel Canhoto from Oxford Brookes University. It emphasizes the importance of analytics in decision-making and highlights key areas to monitor, such as investment and customer behavior. Furthermore, it discusses various tools and metrics essential for effective e-business strategies.
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 (c) Ana Isabel Canhoto, 2011 2 (c) Ana Isabel Canhoto, 2012
- 3. Decision making in business 3 (c) Ana Isabel Canhoto, 2012
- 4. Decision making in business 4 (c) Ana Isabel Canhoto, 2012
- 5. Decision making in business 5 (c) Ana Isabel Canhoto, 2012
- 6. Decision making in business Copyrighted material. Check http://tomfishburne.com/2011/11/social- media-monitoring.html 6 (c) Ana Isabel Canhoto, 2012
- 7. Analytics Data Insight Decisions 7 (c) Ana Isabel Canhoto, 2012
- 8. Need for alignment THREE KEY QUESTIONS 8 (c) AnaHeskett etCanhoto, 2012 Source: Isabel al. 2000
- 9. Key areas to monitor Investment 9 (c) Ana Isabel Canhoto, 2012
- 10. Investment Investment Source: Olivier Blanchard Basics Of Social Media Roi ( (c) Ana Isabel Canhoto, 20 Dick, B. (1997) The Snyder evaluation process: an overview Available at http://www.uq.net.au/action_research/arp/snyder-b.html 10 (c) Ana Isabel Canhoto, 2012
- 11. Investment Example: E-mail campaign 11 (c) Ana Isabel Canhoto, 2012
- 12. Investment • Open rates • Click-through rates • Best days to send • Impact of subject lines • Impact of personalisation • … 12 (c) Ana Isabel Canhoto, 2012
- 13. Process 13 (c) Ana Isabel Canhoto, 2012
- 14. Process Source: SEOptimise 14 (c) Ana Isabel Canhoto, 2012
- 15. Process 15 (c) Ana Isabel Canhoto, 2012
- 16. Process 16 (c) Ana Isabel Canhoto, 2012
- 17. Process 17 (c) Ana Isabel Canhoto, 2012
- 18. Process Source: freestyleInteractive 18 (c) Ana Isabel Canhoto, 2012
- 19. Process Gatorade’s mission control 19 (c) Ana Isabel Canhoto, 2012
- 20. 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
- 21. Customer Your customers are your most important asset! No customers = No business 21 (c) Ana Isabel Canhoto, 2012
- 22. Customer 22 (c) Ana Isabel Canhoto, 2012
- 23. Customer • Best media to use for acquisition vs. retention • Conversion rates • Comparison of messages, offers, etc… • Cost of acquisition • Referral costs • Etc 23 (c) Ana Isabel Canhoto, 2012
- 24. Customer • Customer profiling • Who, what, why, when… • Actual buying behaviour • Customer churn • Changes in patterns • Size and shape of SN • … 24 (c) Ana Isabel Canhoto, 2012
- 25. Customer • Influence Source: http://www.anacanhoto.com/Site/Ramblings/Entries/2012/3/7_Day_of_longboarding.html 25 (c) Ana Isabel Canhoto, 2012
- 26. Caveats As Einstein famously said: Not everything that can be counted counts, and not everything that counts can be counted. 26 (c) Ana Isabel Canhoto, 2012
- 27. Caveats Copyrighted material. Check http://tomfishburne.com/2012/03/e- commerce-profiling.html 27 (c) Ana Isabel Canhoto, 2012
- 28. Caveats 28 (c) Ana Isabel Canhoto, 2012
- 29. 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