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Are You Effectively Marketing Your Product?Do you Know How to Tell?
Business Intelligence for the Micro-ISV
Frank S. RiettaFrank S. Rietta
Bus. Intelligence:
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. Why Business Intelligence?
2. Patterns in Data
3. Mind Your Ratios
4. Discovery Process
5. Spreadsheet
Bus. Intelligence:
Why Business Intelligence?
• Highly competitive and connected markets
• Drowning in data
• Turn that data into actionable information
It’s a competitive advantageIt’s the difference between survival and failure
1
Bus. Intelligence:
Patterns in Data: Download Volume
Quarters 1 Jun 2003 – 31 Dec 2005
Tot
al D
ownl
oads
2
Data from the website logs for rietta.com
Bus. Intelligence:
Patterns in Data: Sales
Total Revenue by Quarter
$ 0.00
$ 200.00
$ 400.00
$ 600.00
$ 800.00
$ 1,000.00
$ 1,200.00
$ 1,400.00
Q 1 2 3 4 5 6 7 8 9 10 11 12 13
Quarter
Re
ven
ue
fro
m S
oftw
are
S
ale
s
2
Data from the payment processor logs for rietta.com
Bus. Intelligence:
Sources of Data
• Raw web site logs• Analyzed web site logs• Payment processor logs• Databases
2
Bus. Intelligence:
Trial Conversion Ratio
• The Program Has a Broken installer• It Crashes• It is Cracked• It is Falsely Identified as Malware
3
Purchases
Total Downloads
Bus. Intelligence:
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
4
Bus. Intelligence:
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
• =IN T ( (M O N TH (B2) + 2) / 3 ) + ( (YE A R (B2) - 2003) * 4 )
• Repeat for other data sources• Create a Pivot Table from the data
sources
5
Bus. Intelligence:
One Worksheet Per Data Source
Quarter Batch Date Hits Traffic Last Download Date File Program Type1 20-Jan-03 303 0.31% 30-Jan-03 /menusnap/mnusnp15.zip MenuSnap FW1 20-Jan-03 169 5.30% 30-Jan-03 /downloads/robogen/robogen152.zip RoboGen SW1 20-Jan-03 20 0.01% 30-Jan-03 /downloads/robogen/RoboTag.zip RoboGen SW2 20-Apr-03 251 0.19% 29-Apr-03 /menusnap/mnusnp15.zip MenuSnap FW2 20-Apr-03 143 4.12% 29-Apr-03 /downloads/robogen/robogen152.zip RoboGen SW2 20-Apr-03 1610 62.77% 30-Apr-03 /downloads/whoisweb_setup.exe WhoisWeb SW5 20-Feb-04 30 0.01% 28-Feb-04 /downloads/robogen/RoboTag.zip RoboGen SW5 20-Feb-04 3228 66.56% 29-Feb-04 /downloads/whoisweb_setup.exe WhoisWeb SW5 20-Feb-04 69 0.63% 26-Feb-04 /downloads/whoisweb_setup.exe WhoisWeb SW
5
Aggregate Data from Text File Import
Derived field on which to pivot
Bus. Intelligence:
1 2 3 4 5 6 7 8 9 10 11 12
MenuSnap
RoboGen
SQLConverter0
10000
20000
30000
40000
50000
60000
70000
80000
90000
MenuSnap
PDM
RoboGen
Speedar
SQLConverter
WhoisWeb
Drop Page Fields Here
Sum of Hits
Quarter
Program
Pivot Graph
5
Bus. Intelligence:
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.