Download Bus. Intelligence

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
It’s a competitive advantage
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
Revenue from Software
Sales
Total Revenue by Quarter
$ 1,400.00
$ 1,200.00
$ 1,000.00
$ 800.00
$ 600.00
$ 400.00
$ 200.00
$ 0.00
Q
1
2
3
4
5
6
7
8
9
10
11
Quarter
Data from the payment processor logs for rietta.com
Bus. Intelligence:
2
12
13
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(B2) + 2) / 3 )
+ ( (YEAR(B2) - 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
Quarter Batch Date Hits Traffic Last Download Date
1
20-Jan-03
303 0.31%
30-Jan-03
1
20-Jan-03
169 5.30%
30-Jan-03
1
20-Jan-03
20
0.01%
30-Jan-03
2
20-Apr-03
251 0.19%
29-Apr-03
2
20-Apr-03
143 4.12%
29-Apr-03
2
20-Apr-03 1610 62.77%
30-Apr-03
5
20-Feb-04
30
0.01%
28-Feb-04
5
20-Feb-04 3228 66.56%
29-Feb-04
5
20-Feb-04
69
0.63%
26-Feb-04
File
/menusnap/mnusnp15.zip
/downloads/robogen/robogen152.zip
/downloads/robogen/RoboTag.zip
/menusnap/mnusnp15.zip
/downloads/robogen/robogen152.zip
/downloads/whoisweb_setup.exe
/downloads/robogen/RoboTag.zip
/downloads/whoisweb_setup.exe
/downloads/whoisweb_setup.exe
Program
MenuSnap
RoboGen
RoboGen
MenuSnap
RoboGen
WhoisWeb
RoboGen
WhoisWeb
WhoisWeb
Derived field on which to pivot
Bus. Intelligence:
5
Type
FW
SW
SW
FW
SW
SW
SW
SW
SW
Pivot Graph
Drop Page Fields Here
Sum of Hits
90000
80000
70000
60000
Program
MenuSnap
50000
PDM
40000
RoboGen
Speedar
30000
SQLConverter
WhoisWeb
20000
10000
SQLConverter
0
1
2
3
RoboGen
4
5
6
7
8
9
MenuSnap
10
11
12
Quarter
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_emetrics.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: