Business Intelligence for the Micro-ISV Are You Effectively Marketing Your Product? Do you Know How to Tell? Frank S. Rietta
Programmer or Marketer? • Try-before-you-buy software online • Identify your target • Consumer or Business? • Technical or Beginner? • On Google’s first page • Press coverage • Download sites Are You Effectively Marketing Your Product? What Questions Would You Ask? Bus. Intelligence:
Agenda: The BI Process 1. 2. 3. 4. 5. Why Business Intelligence? Patterns in Data Mind Your Ratios Discovery Process Spreadsheet Bus. Intelligence:
Why Business Intelligence? • Highly competitive and connected markets • Drowning in data • Turn that data into actionable information v. It’s a competitive advantage v. It’s the difference between survival and failure Bus. Intelligence: 1
Total Downloads Patterns in Data: Download Volume Data from the website logs for rietta. com Bus. Intelligence: Quarters 1 Jun 2003 – 31 Dec 2005 2
Patterns in Data: Sales Data from the payment processor logs for rietta. com Bus. Intelligence: 2
Sources of Data • • Raw web site logs Analyzed web site logs Payment processor logs Databases Bus. Intelligence: 2
Mind Your Ratios Conversions Bus. Intelligence: 3
Trial Conversion Ratio Purchases Total Downloads • • The Program Has a Broken installer It Crashes It is Cracked It is Falsely Identified as Malware Bus. Intelligence: 3
The Discovery Process 1. Identify Information that is needed 2. Find Sources of Data to be converted into that info 3. Perform Data Analysis to understand the raw data 4. Build an ETL process to gather & cleanse raw data 5. Build a Decision Support System, which can be a spreadsheet Bus. Intelligence: 4
Have You Ever Used This Menu? Bus. Intelligence: 5
Collecting Data into a Spreadsheet • Make a worksheet for each data source • Add a Quarter column to serve as the correlation/pivot point for the data • =INT( (MONTH(B 2) + 2) / 3 ) + ( (YEAR(B 2) - 2003) * 4 ) • Repeat for other data sources • Create a Pivot Table from the data sources Bus. Intelligence: 5
One Worksheet Per Data Source Aggregate Data from Text File Import Derived field on which to pivot Bus. Intelligence: 5
Pivot Graph Bus. Intelligence: 5
One Last Thing Bus. Intelligence: 6
Questions? More details in the paper, also called “Business Intelligence for the Micro-ISV” Bus. Intelligence:
Leadership is W. A. R. • Working on the right problem. • Asking the right questions. • Removing barriers that impede progress toward the ultimate goal. - Herman Cain on his Radio Show (circa March 2006) Bus. Intelligence:
Further Reading 1. B. Drolias. Shareware marketing e-metrics. http: //www. shareware -marketing. net/shareware_marketing_e-metrics. html, 2003. 2. E. F. Ian H. Witten. Data Mining: Practical Machine Learning Tools and Techniques, Second Edition. Morgan Kaufmann, San Francisco, CA, 2005. 3. L. T. Moss and S. Atre. Business Intelligence Roadmap: The Complete Project Lifecycle for Decision-Support Applications. 4. F. S. Rietta. Business analysis of web application information. http: //www. rietta. com/whitepapers/mysql_webapps_excel. html, 2005. 5. C. Z. S. Christian Albright, Wayne L. Winston. Data Analysis and Decision Making: With Microsoft Excel. Thomas South-Western, Mason, OH, 2006. Bus. Intelligence:
Further Reading: General Bus. Intelligence:
Further Reading: Technical Bus. Intelligence:
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