Managing the Marketplace: Marketplace Analytics {Comments Off on Managing the Marketplace: Marketplace Analytics}

By Sloane C.

Marketplace analytics are, more or less, the information used in and behind the services for marketplace services. Marketplace services are places like care.com, angieslist.com, or even Uber and Lyft. Marketplace services provide very important services to help people out with specific, if sometimes mundane tasks, such as babysitters, drivers, people who may need freelance workers of some sort. And like most anything, analytics are incredibly useful for tracking what a business may need to do, what directions they can take their business in, and how to easily visualize data in easy to break down business terms.

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Software as a Service {Comments Off on Software as a Service}

By Jose T. S.

If the internet did not exist, imagine how much effort and production a business will spend without the applications and tools that exists today. Software as a Service, in short for SaaS delivers software applications to business enterprises over the internet using a pay per use (subscription) based revenue model. It is a tool that is established to maintain customer focus and faster business communication.

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eCommerce Analytics {Comments Off on eCommerce Analytics}

By Daniel S.

The merging of the Internet with commerce has changed our world. The way we shop no longer requires one to enter a brick-and-mortar store hoping that what you need will be in stock – instead, everything that someone could want is only a button click away, and available 24 hours a day. So what allowed business transactions to leap to the digital medium? How did it evolve to where it is today? And how can we study the data it collects nowadays to make the most benefit?

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Visual Analytics {Comments Off on Visual Analytics}

By Miguel R.

Visual analytics makes large amounts of data easier to understand by creating graphical interfaces, charts, data maps and other visuals. Companies like SAS and Appsee have developed software that allows users to analyze data using visual analytics to find correlations or patterns which helps solve issues and aid app developers in solving issues that their users experience, respectively. I will be explaining how visual analytics was used by both of these companies and some challenges they face when developing it.

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Visual Analytics {Comments Off on Visual Analytics}

By Brendon Q

With today’s amount of technology, huge amounts of data is produced and collected throughout the world. Data can come in many different forms such as structured, un-structured, or a combination of both. It is very easy for data to be created. However, understanding the data can be very challenging. With the help of Visual Analytics, people are able to understand difficult data much easier. By definition, “Visual analytics combines automated analysis techniques with interactive visualizations for an effective understanding, reasoning, and decision making on the basis of very large and complex data sets”(D.A.). In this report, I will discuss how visual analytics is used and the challenges that comes along with it.

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Social Analytics {Comments Off on Social Analytics}

By Teresa P.

The technological advances of the 21st century has made a powerful impact on the way
the human race interacts socially and professionally. Most of what people do in developed countries integrates the internet in one-way shape or form. In our everyday life we go online to browse for our shopping needs or check up on our friends through various social media outlets. With 7 billion people on the plant and most having 2+ devices using the internet, can you imagine how much data is produced and consumed every second. It is almost impossible to keep track of and organize all that data. Once we do organize all that data, how can we use it? How can a business evolve efficiently using this data? One way a business can use this data to make intelligent decisions is through Social Analytics.

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Social Analytics {Comments Off on Social Analytics}

By Ibrahim M.

Social Analytics is the process of collecting and analysis of statistical, digital day on how users interact with organization, practically online usage. Business use this analytics to see who their customers are and what they are doing on their website or social media site. There are many benefits on social analytics. According to Steve Hamby , there are 5 reasons why Social Analytics is a good thing. These reasons are,

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Mobile Analytics with Websites, and Applications {Comments Off on Mobile Analytics with Websites, and Applications}

By Aaron L.

In today’s growing age of technology, there are more smart mobile devices than there are human beings. According to GSMA Intelligence, there are currently over seven billion SIM cards that are active in the world (Mack, 2014). People use smart devices in their day to day lives to conduct banking, perform business transactions, and even entertainment. The prolific use of massive amounts of smart devices generates an immense volume of data, commonly known as big data. Big data is valuable especially to corporations, and enterprises, because big data contains consumer’s information. Big data could potentially explain a consumer’s spending habits, interests, hobbies, career, and other personal characteristics. Big data in itself is useless however, because it is just raw data, but that is where mobile analytics comes into play. Mobile analytics is the study of data specifically created from mobile devices. The source of data usually stems from traffic on mobile websites, or mobile apps. The importance of mobile analytics is on the rise, because the future is heading towards mobile devices. The use of mobile analytics can improve a company’s business model by analyzing data, and then altering the company’s mobile applications based on the data.
A company’s mobile website is one of the main mobile applications that can be greatly affected by mobile analytics. A company’s website can be thought of as the digital representation of a company, where consumers can intimately perform business transactions online. If consumers are dissatisfied with the company’s mobile website experience, then they are likely to not conduct business. Mobile analytics can identify the weaknesses of a mobile website, and the company can make the appropriate improvements. Weaknesses in mobile websites found using mobile analytics require tools and software, such as Google Analytics, to perform a data analysis. Mobile analytics can reveal a varying degree of information about the consumer, so that the company can make changes to the mobile website. For example, mobile analytics can reveal the type of device, and operating system consumers are using when visiting the mobile website. If the analysis reveals that there are less consumers using Android devices when visiting a company’s mobile website, then it could be an indication that the mobile website may not be optimized for Android devices. Another consumer characteristic that mobile analytics can identify is where the majority of consumers visiting a mobile website are from. By identifying what country, a mobile website receives the most traffic from, the company may update the mobile website with different language preferences. Changes to the mobile website can bring more traffic, and in turn generate more revenue.
Mobile apps found on Google Playstore, and Apple’s App Store are key subjects when involving mobile analytics. The reason mobile apps are subject to scrutiny within mobile analytics is because mobile apps are a billion-dollar industry. Most of the revenue results from the mobile gaming industry. In 2015, the mobile gaming industry made twenty-nine billion dollars, and is estimated to go as high as forty-nine billion dollars by 2018 (Day, 2016). Much like mobile web analytics, mobile apps analytics studies consumer data for patterns and trends in order to improve business model. Mobile gaming is relatively new, but mobile analytics has already identified important features that will maximize the return on investment on a consumer. Important features to include in a mobile game to maximize return on investment is multiplayer capabilities using a free to play model. Now that a standard for mobile gaming industry is out, companies need to use mobile analytics to gain competitive advantage in the industry.
Mainstream technology is shifting towards mobile devices. With the shift of focus towards mobile devices comes business opportunities. Companies creating mobile website for e-commerce, or developing mobile games generates an abundance of data. Fortunately, mobile analytics exists so that big data can be interpreted into meaningful data. Mobile analytics is used to study consumer data on their mobile devices, so that companies can better improve their mobile applications. With the betterment of a company’s mobile application comes an increase in revenue channels. There are people that oppose mobile analytics however. Critics claim mobile analytics is an invasion of privacy. A survey conducted by TRUSTe, a data privacy management company, showed that seventy-eight percent of smartphone users will not download an app they do not trust. (Professional Services Close-Up, 2013). Despite the critics claim of privacy, mobile analytics is the future of data analysis.

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Future Decisions using Mobile Analytics {Comments Off on Future Decisions using Mobile Analytics}

By Jimmy L.

Mobile analytics is usually split between mobile web and mobile applications. Mobile web refers to web pages being browsed by mobile devices like iPads, iPhones, tablets, or anything that uses a mobile browser. Mobile applications refer to applications on created for mobile devices. Using mobile analytics has become increasingly important because consumers have started using their mobile devices to browse the web more than their desktop or laptop. With consumers using their mobile devices more and more, it has become very important for businesses to analyze what they are doing, what they are looking at, and what they are buying. This allows business who use mobile applications or websites to market, advertise, or interact with their consumer base to see what is doing well, doing bad, and what they need to change to become more optimized.
Mobile traffic is only increasing as time goes on because the technology is becoming more and more accessible to everybody. Sean MacNeill states in the article, Openwave Launches Mobile Analytics Service, that “Business intelligence is the key element to monetizing the mobile internet.” By saying that better understanding mobile data, which can deliver critical information, will it be able to help generate higher revenue by knowing what the consumers want. This in turn can give provide information about the consumer such as what their current lifestyle is like, what their income is, and how much they are willing to spend.
Google Analytics is a free tool that can be used to analyze both mobile applications and mobile webpages. Google Analytics would be able to determine how long a user stays on a page, what they browsed at, if they created a new account, what device they used, where they are located at, etc. However, there is a problem with one feature of the free tool is that the, “Bounce Rate”, which determines if a user goes to that page, does not interact and immediately leaves without navigating it. The “Bounce Rate” is important because it can help give information about what is good or bad about the application or website. As stated by Jay Peyton in his article, What’s the Average Bounce Rate for a Website, that an excellent bounce rate is 26 to 40 percent, 41 to 55 percent is average, 56 to 70 percent is above average, and anything above 70 percent is bad. This can show that if the website has a high bounce rate then it is because the website is designed in an unappealing way or it could be compatibility issues. The way Google calculates the “Bounce Rate” is the percentage of single page view visits to a website. However, that doesn’t mean that it is all bad because if the website is only a single age website and the user finds what they need then leave doesn’t mean that the website was bad. Using the information that Google Analytics provides then the business can be located where their market base is or where it has yet to penetrate. It can also show how much in demand their website or application is in with unique page visits or new users amount.
Mobile devices are constantly growing and with the amount of time that is being spent on mobile device. Companies and businesses want to know how consumers are spending their time on these devices. With mobile analytics, they are able to manage and read the data. Companies and business can improve by seeing what part of their online presence is useless and replace it with something else that can bring in more revenue.

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Web Analytics {Comments Off on Web Analytics}

By Janice K.

In today’s era, lots of businesses already have websites to promote their goods, or even allowing customers to buy their goods online. Having a website certainly helps giving additional, more detailed, information regarding the goods or the business itself. The website can, not only increase the number of customers, hence increasing profit, but it can also help business owners to see the number of people visiting and their activities while visiting. After obtaining data, owners can analyze it and use the analysis to help make decisions. The whole process is known as web analytics, which can be defined as “information technology tool that collects, stores, analyzes, and graphically presents data collected from websites” (Algalith, 2015).

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