A Study of Digital Marketing Analytics For E-Commerce Sector

A Study of Digital Marketing Analytics for E-commerce Sector
1. INTRODUCTION ABOUT THE PROJECT

If most digital marketing programs or campaigns have a weak area, its analytics.
One recent study identified that the biggest talent and hiring gap in e-commerce sector is
in the analytics space. 37% of companies surveyed said that they desperately needed staff
with serious data chops. If you are to get the best results from digital marketing,
leveraging digital insights is essential. This is exactly what I have been observed in my
summer internship program with INDIA CIRCUS by KRSNA MEHTA. The major
digital marketing operation were altered or modified through various insights and
analytics received from varied digital sources which made me curious and challenging to
opt for taking up my project report on Digital Marketing Insights for E-commerce sector.
The company I worked during my summer internship was itself into e-commerce
sector and it is a only click organization which has no physical store only the area of
business operation is in Mumbai while its business transactions takes place through
online portal (www.indiacircus.com). There are 2 reasons for opting e-commerce to my
project report. Primary reason is that I did my internship in e-commerce sector and
secondary it accelerates learning curve by giving you access to real-time results data i.e.
analytics. Many companies have lost the art of testing. They are not great places to learn.
Some businesses do lots of disciplined testing and learning but it takes a really long time
to accumulate actionable results. E-commerce gives you the chance to do lots of testing,
and you get a report card back (insights) from the customer every day if not every
minute. This real-time feedback loop accelerates your Marketing learning curve
exponentially.
Advanced analytics is the latest weapon in the armory to improve decision
making, marketing effectiveness and operational efficiency. Successful e-commerce sites
are no different from other online businesses since they have a well defined digital
marketing strategy. But retailers also have specific techniques to manage merchandising,
payment, security and sales optimization. Other digital marketing tactics like Paid search,
SEO, social media, email marketing and conversion rate optimization all require different
approaches for e-commerce sector which made me to make a project report on Digital
Marketing Analytics for E-Commerce Sector
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OBJECTIVES OF THIS PROJECT

1. To know the ways in which digital analytics are helping e-commerce companies.
2. To study digital marketing strategies of INIDIACIRCUS by KRSNA MEHTA,
CHUMBAK and GOODEARTH.
3. To compare and analyze e-commerce portals of these 3 companies and depicting
their competitive intelligence.
4. To study the business models of these e-commerce companies.
5. To find out trends prevailing in E-commerce and Digital Marketing Analytics.
SIGNIFICANCE / IMPORTANCE OF THE PROJECT

The significance of this project will be to study the effectiveness of digital
analytics in e-commerce sector. This research will be useful for all the companies in ecommerce sector which will signify them to understand analytics as a tool for decision
making, gathering business intelligence, having competitive advantage and for
experimentation.
LIMITATIONS OF THE STUDY

The limitations of the research carried out were
1. Since most of the information carried out using secondary data all the limitations
applicable to secondary data are applicable to this study.
2. Many small practical aspects of e-commerce could not be covered due to
collection of limited primary data.
3. The project includes only those theory aspects which are very essential for
understanding the art of Digital Marketing analytics very well.
SCOPE OF FURTHER STUDY

In depth study can be made of the small sections covered in this study. Further
research could be carried out on how to develop more effective and efficient Digital
marketing Analytics for E-commerce sector.
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1. INTRODUCTION ABOUT THE COMPANY

India Circus is a brand online and offers a unique and exciting retail experience in
the lifestyle and home-dcor domain. Their brand serves their customers with products
that are full of Indian essence. The strength of India Circus lies in its vision, which is to
design and create lifestyle products. India Circus Retail Pvt. Ltd. offers contemporarychic, sophisticated, and affordable style for various areas of your life, from home decor to
personal accessories. With an All-Indian palette, they draw their inspiration from both
Mughal Royalty as well as road-side chai. We offer a diverse and distinct array of moods
and tones, which they feel represents India.
India Circus seeks to curate the essence of life in India, and transcribe this loud and
colorful experience into contemporary and sophisticated style. From luminescent lamps
to totes a la mode, they have a lot to offer for various corners of your life! The vibrancy
of the colors combined with the nuanced heritage of the designs makes each piece created
at India Circus exceptional. All of their creations offer sophistication with a dash of
'Indian-ness,' without draining your wallets.
VISION - design and create lifestyle products.

MISSION To curate the essence of life in India and transcribe this loud and
colorful experience into contemporary and sophisticated style.
COMMENCEMENT
India Circus was launched in November 2012.
India Circus is a creation of our Directors Devki Kimji, Hadi Curtay and 'Krsna
Mehta.
Initially India Circus started with Products and categories.
India Circus strength primarily lied in its Design Philosophy.
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DESIGN PHILOSOPHY
India Circus seeks to curate the essence of life in India, and transcribe this loud
and colorful experience into contemporary and sophisticated style.
The vibrancy of the colors combined with the iconic designs makes each piece
created at India Circus exceptional. All of our creations offer sophistication with a
dash of Indian-ness.
BRAND PROMISE
To offer aesthetic, contemporary, and Indo-centric products at affordable prices.
DEPARTMENTS
IT
Business Development
Human Resources
Product Development
Design
Marketing
Accounts
Quality Control
Logistics
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2. PRODUCT PORTFOLIO
HOME DCOR
1. Cushion Covers
2. Floor Cushion Covers
3. Doormats
4. Candles
5. Candle Bases and Votives
6. Table Lamps
DINING
1. Mugs
2. Glass Mugs
3. Coasters
4. Trays
5. Table Mats & Napkins
6. Table Runners
7. Printed Tumblers
8. Premium Crockery
ACCESSORIES
1. Bags
2. Laptop Bags and Sleeves
3. Tablet Covers and Sleeves
4. Utility Pouches
5. iPhone and Samsung Covers
6. Umbrellas
7. Gift Cards, Boxes and Envelopes
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8. Visiting Card Holders

9. Watches
10. Towel
FASHION
1. Apparels
2. Stoles
3. Jewelry
4. T-Shirts
WALL ART
1. Krsna Art - Framed
2. Krsna Art - Mounted
3. Posters
CURATED
1.
Bohemyan Blue
2.
Elegant Stories by Confusion Fashion AccessoriesNew
3.
Zeba World
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3. TARGET CUSTOMERS
Predominantly young and affluent Upper Middle Class women and Upper class
Age group of 20-50 years
Indophiles (Someone who loves India). Individuals with a penchant for style and
quality. Colour lovers.
Registered Online Customers are 1 + and growing on www.indiacircus.com.
Geographic spread of customers: India - 80% | International - 20%
Available worldwide and shipping to 190+ countries
DEMOGRAPHICS
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AGE
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DEVICES DISTRIBUTION
COUNTRIES
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CITY
PRIME CATEGORIES
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POPULAR DESIGNS
WEBSITE
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4. MARKETING ACTIVITES
Online Marketing
a) Instagram
b) Facebook
c) Twitter
d) Pinterest
e) Bloggers
f) Affiliates
g) E - Mails
Offline Marketing
a) Cross Promotions
b) Strategic Alliance
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ONLINE MARKETING - FACEBOOK

Followers : 3,66,446
Type of Audience: Customer base is primarily Facebook users. We are constantly
updating our Facebook page with interesting and engaging posts, which in turn is
increasing our conversion rate and audience base.
Platform Importance: Perfect age group and type of India Circus Audience is
present here. Thus this media base has the maximum conversion rate.
Growth: Started with 175 Facebook likes (Sept 2012). Growth is gradual with
posts on launches, contests and promotions
Facebook Agencies - Tooki Taki, Convonix, Sokrati
ONLINE MARKETING INSTAGRAM

Followers: 25,112
Type of Audience: Mostly iPhone users between age group 21-30
Platform Importance: Phone friendly. People directly connect with the pictures
and thus, the direct conversion rate is high.
Growth: Started with175 (October 2013). The Growth took place due to nonprofessional pictures which were basically shot from the phone camera (people
could connect with it better because of collaborations and contests. Now we have
25,000+ followers
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ONLINE MARKETING TWITTER

Followers: 2161 Followers
Type of Audience: Interactive and intelligent audience from age group of 21-40
Platform Importance: Best platform for interaction with the customers, especially
contests
Growth: Initially started with 63 (June 2013). The growth is slow and steady,
mainly due to contests.
ONLINE MARKETING PINTEREST

Followers : 735
Type of Audience: Mostly, Photo enthusiast. Otherwise we havent tapped this
social base as much, yet.
Platform Importance: We can get a lot of followers - who get visually appealed by
our products. This base is the best to tap international market.
Growth: (November 2013) 339. The growth and activity is slow.
CUSTOMERS SPEAK
Deepa Thomas
I came across this awesome brand India Circus that sells Home Decor products... Who
knows how your house is going to change!! They have awesome designs Their
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customer service is Wow and of course you can buy their products online. Enjoy
Browsing
Heena Kriplani
I've bought a couple of things from India Circus (a door mat, IPad cover, a clock and a
cushion cover) and wanted to say thanks! You're one of the few whose actual products
are prettier than the pictures online. Love your eye on detail and the apparent stringent
quality control quite obviously being enforced. Love everything Ive bought :)
1. INTRODUCTION OF E-COMMERCE
Like any digital technology or consumer-based purchasing market, e-commerce
has evolved over the years. As mobile devices became more popular, mobile commerce
has become its own market. With the rise of sites like Facebook and Pinterest, social
media has become an important driver of e-commerce. As of 2014, Facebook drove 85
percent of social media-originating sales on e-commerce platform Shopify, according to
Paymill. The changing market represents a vast opportunity for businesses to improve
their relevance and expand their market in the online world. By 2013, worldwide ecommerce sales reached $1.2 trillion, and U.S. mobile sales reached $38 billion,
according to Statista. More than 40 percent of Internet users 1 billion in total have
purchased goods online. These figures will continue to climb as mobile and Internet use
expand both in the U.S. and in developing markets around the world
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Electronic Commerce is exactly analogous to a marketplace on the Internet.

Electronic Commerce (also referred to as EC, e-commerce eCommerce or ecommerce)
consists primarily of the distributing, buying, selling, marketing and servicing of
products or services over electronic systems such as the Internet and other computer
networks. E-commerce follows the same basic principles that traditional commerce
followsthat is, buyers and sellers exchange and transport goods from one place to
another. But rather than conducting business in the traditional wayin stores and other
brick and mortar buildings or through mail order catalogs and telephone operatorsin
e-commerce buyers and sellers transact business over networked computers.
E-commerce offers buyers convenience. They can visit the World Wide Web sites
of multiple vendors 24 hours a day and seven days a week to compare prices and make
purchases, without having to leave their homes or offices. In some cases, consumers can
immediately obtain a product or service, such as an electronic book, a music file, or
computer software, by downloading it over the Internet.
For sellers, e-commerce offers a way to cut costs and expand their markets. They do not
need to build, staff, or maintain a store or print and distribute mail order catalogs.
Automated order tracking and billing systems cut additional labor costs, and if the
product or service can be downloaded, e-commerce firms have no distribution costs.
Because they sell over the global Internet, sellers have the potential to market their
products or services globally and are not limited by the physical location of a store.
Internet technologies also permit sellers to track the interests and preferences of their
customers with the customers permission and then use this information to build an
ongoing relationship with the customer by customizing products and services to meet the
customers needs.
At the close of the 20th century, retail transactions made up the largest part of ecommerce. Consumers purchased computers, airline tickets, hotel rooms, automobiles,
clothing, electronics, books, event tickets, food, furniture, and countless other
commodities over the Internet. Business-to-business commerce represented one of the
fastest growing segments of e-commerce. Businesses ordered supplies and coordinated
complicated projects electronically
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E-commerce also has some disadvantages, however. Consumers are reluctant to buy
some products online. Online furniture businesses, for example, have failed for the most
part because customers want to test the comfort of an expensive item such as a sofa
before they purchase it. Many people also consider shopping a social experience. For
instance, they may enjoy going to a store or a shopping mall with friends or family, an
experience that they cannot duplicate online. Consumers also need to be reassured that
credit card transactions are secure and that their privacy is respected. E-Commerce
according to Person Halls book E-Commerce started in 1994 with the first banner ad
being placed on a website.
DEFINITIONS OF E-COMMERCE
What is E-Commerce? E-Commerce supports an entire range of activities such
as product design, manufacturing, advertising, commercial transactions, settlements of
accounts using a variety of computer networks.
Thus, e-commerce refers to the paperless exchange of business information using
electronic data interchange, electronic mail, electronic fund transfer & other networked
based technologies.
In a holistic sense electronic commerce can be summarized as:

It is a business strategy.
It uses technology to achieve business goals.
It improves external business relationships.
It is an evolution in the way companies internet.
It provides information to facilitate delivery of goods & services.
THE ELEMENTS OF E-COMMERCE

In case of an E-commerce, all the above listed elements are available but they are having
slight variation in the real life situation.
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A Product or service: In case of E-commerce, it is virtual product shown on a web

site. One can demonstrate multimedia presentation of the product & its entire
feature on the web page itself, which may not be possible in case of physical
product of commerce activity.
A place to sell the product: In the e-commerce case, a website displays the
products in all ways & act as a place for E-Commerce.
A way to get customers to visit your website: In case of E-Commerce search
engines and linkages with other web sites play an important role in helping the
customers to reach web sites of the e-organizations.
A way to accept orders: The orders are accepted on the web site itself. On the web
pages of the E-commerce companies shopping carts are being provided. One can
click on the icon and fill in the shopping card to order items to be purchased and
it is accepted by the E-commerce Company as order from the customer.
A way to accept money: In case of traditional commerce, buyers and sellers are in
direct contact with each other. The payments in E-commerce are made using
Electronic Fund Transfer in various form using credit cards, smart cards, e
checks, etc. The information of payment is routed through Value Added
Networks (VANs) and Payment Gateway Systems, etc.
A way to accept returns: As is the case of commerce, in case of [-commerce all
the trading companies have the system of accepting the returns if the goods and
services are not to the satisfaction of the customer or not up to the standards/
specifications mentioned in the product catalogs or brochures hosted on the web
pages.
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A way to handle warranty claims: Sometimes if the product breaks in the way or
some other problems crop up with the product. In such situation, warranty claims
are to be honored as in the case of commerce.
A way to provide customer service: The main tools of the customer service are [mail, On-line forms, on-line knowledge bases and frequently asked questions.
MODELS OF E-COMMERCE
Most transactions in E-commerce may broadly be classified into two main categories:
Business-to-consumer
Business-to-business
Consumer-to-consumer transactions
Consumer-to-business
The vast majority of this activity to date has been taking place in countries with
advanced economies and infrastructure. For developing countries, electronic commerce
presents important new opportunities to achieve a more level playing field vis--vis
larger, more developed economies, as it demises in-place advantages of cost.
Communication, and information, and creates huge new markets for indigenous products
and services. While many developing countries are beginning to take advantage of the
potential of E-commerce, critical challenges remain to be overcome before the vision of a
truly integrated and equitable world economy can be realized.
Business-to-consumer transactions (B2C): These are the transactions that most of us are
familiar with today. It may be define as any business selling its product or service to
consumers over the internet for their own use. Like individual customers buying books
and music CDs over the Web, or surfing the Web on find the best deal for some particular
item. Here, the merchant setting up the shop on the Web deals directly with the end
customer. This category is characterized by a large number of transactions, where each
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transaction is typically small in volume. The end-customer could be totally unknown to

the merchant or might be visiting the shop for a few occasional purchases.
Business-to-business transactions (B2C): These are transactions between two businesses
or corporations, where the product traded is for business use. This category is
characterized by limited number of transactions, where each transaction is typically or
larger volume. The end-customer is typically a previously approved or registered
customer or at least known to the merchant.
The two forms of web-based e-commerce, business-to-business and business toconsumer, share many common characteristics and technologies. However, they also
differ in important ways, in characteristics and technologies as well as in the business
drivers for adopting e-commerce.
Consumer-to-consumer transactions (C2C): Consumer-to-consumer (C2C) electronic
commerce promotes the opportunity for consumer to transact goods or services with
other consumer present on the internet. The C2C, in many a situations models the
exchange systems with a modified form of deal making. For deal making purposes a
large virtual consumer trading community is developed.
Consumer-to-business transactions (C2B): In a consumer-to-business (C2B) model,
consumers sell products and services to businesses, instead of the other way around. For
example, the consumers could list jobs-to-be-done or products they want and businesses
compete for and complete the transaction through the C2B website. Or, a business could
have a site where consumers can sell them things that they need.
Examples can include freelancer sites such as vWorker.com or TaskRabbit, where the
end-user lists jobs that businesses (either individual businesses or larger businesses) can
fulfill. B2C can also include sites such as Monster.com and CareerBuilder.com where the
end-user (the prospective employee) lists their product (resume and skills) to attract a
business. Reverse auction websites, where an end-user lists a product they want and
businesses bid to see who can make the least money selling it to them, are another
example of C2B ecommerce businesses.
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All of those annoying "cash for gold" commercials could also be thought of as C2B,
since consumers are selling a product directly to a business which is, in turn, using the
product to make money.
2. OVERVIEW OF E-COMMERCE
Over the last decade, the Internet has changed the way people buy and sell goods
and services. Online retail or e-commerce is transforming the shopping experience of
customers. The sector has seen unprecedented growth especially in the last two years.
The adoption of technology is enabling the e-commerce sector to be more reachable and
efficient. Devices like smart phones, tablets and technologies like 3G, 4G, Wi-Fi and
high speed broadband is helping to increase the number of online customers. Banks and
other players in e-commerce ecosystem are providing a secured online platform to pay
effortlessly via payments gateways. The homegrown players have shown tremendous
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growth and attracted some big investors. The entry of global biggies like Amazon and
Alibaba has taken the competition to a new level. E-tailers are differentiating themselves
by providing innovative service offerings like one-day delivery, 30-day replacement
warranty, cash on delivery (CoD), cash back offers, mobile wallets, etc. The supply chain
has improved significantly and e-tailers are even leveraging on the services of Indian
Post for greater reach across the country. In 2014, Indian Post collected 2.8 billion
through CoD option of payment
India slipped from 14th to 20th rank among the top 30 developing countries in
2014 Global Retail Development Index (GRDI) that looks at measures for retail
investments worldwide. 2 Chile and China are leading in the GRDI rankings. The sector
is still in its growth stage in India and has enormous potential to offer in the coming
years. The governments most prestigious Digital India project could take the sector to
new heights.
MARKET SIZE
The digital commerce market in India has grown steadily from $4.4 billion in
2010 to $13.6 billion in 2014. As per industry estimates, the digital commerce market in
India is expected to reach $16 billion by the end of 2015 on the back of growing Internet
population and increased online shoppers. Online travel accounts for nearly 61% of ecommerce business while e-tailing contributes about 29%. 3 Visa India spend data
showed 53% growth in the number of e-commerce transactions in 2014. Similarly, there
is an almost similar growth trend of e-commerce in the global market. The eMarketer
report had predicted that the business-to-consumer (B2C) e-commerce sales worldwide
will reach $1.5 trillion in 2014, increasing nearly 20% over 2013. 5 As the e-Commerce
players from the US, Europe and Japan are seeing slower growth in home markets; they
are increasingly looking to enter developing economies of India, Brazil and China which
have forecasted growth rates of more than 20% over coming years. Most popular ecommerce categories are non-consumable durables and entertainment related products.
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PLAYERS OPERATING IN E-COMMERCE

Several players have established their place in e-commerce market just in few
years. With the rising demand of digital commerce, innovative startups are emerging in
all segments. Home grown players are trying to compete head-on with global players
who have the advantage of scale, technology and deep pockets. According to Deloittes
study Global Powers of Retailing 2015, Amazon continues to dominate the world of eCommerce with net product sales of $61 billion in 2013. Flipkart is the largest e-tailer in
India with a valuation of about $11 billion and trying to raise funds to compete with
global biggies like Amazon and Alibaba. Snapdeal is another homegrown player with a
valuation of $5 billion. 6 In October, Snapdeal raised $627 million from the Japanese
telecom and media group Softbank, who also has a 37% stake in China's e-commerce
leader Alibaba. Other emerging players are BookMyShow with almost 90% of the
online entertainment ticketing market; Paytm with almost 20 million users is leading
provider of virtual wallet.
The global e-commerce market is more advanced in terms of technology,
awareness, and payment systems. Amazon and Alibaba are two big players when it
comes to global e-commerce market. Alibaba accounts for more than 80% of all online
purchases in China and has a global presence. It manages the marketplace and has
commission based business model with no products of its own. Amazon, on the other
hand, started as online book store and expanded the business as marketplace and also
sells its own consumer electronics such as Kindle eBook readers, Fire Tablets, and Fire
TV. Only two pure play web-only e-tailers (Amazon and JD) of the top 50 e-tailers were
large enough to rank among top 250 retailers.
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BUSINESS MODELS
E-commerce market in India has started to become crowded and complex with
several players fighting for a fair share of customers mind and wallet. As the competition
in the e-commerce heats up, the companies are using multiple business models in order to
get customer attention including:
Inventory model e.g. Shopper Stop, Croma
Social networks e.g. TripAdvisor
Aggregator Model e.g. Ola Cabs
e-Marketplace e.g. Flipkart, Snapdeal
Transaction broker e.g. IRCTC
Click and Collect service e.g. Amazon
To survive and sustain operations in the competitive market, companies are also taking
advantage of one or multiple revenue models including:
Advertising revenue model e.g. Yahoo.com
Subscription revenue model e.g. Flintobox
Transaction fee model e.g. eBay
Sales revenue model e.g. Amazon
Affiliate revenue model e.g. CouponDunia
INNOVATIVE AND EMERGING BUSINESS MODELS

Indias e-commerce market is set to hit $76 billion by 2021 from $13.6 billion in
2014, according to e-Tailing India. 19 However, as business model changes have become
more frequent and delivery more complex, increasing innovation in promotion, pricing,
sale, and even distribution channels will be seen going forward. Entrepreneurial
ecosystem is evolving with innovative startups capturing the mass market of India and
taking opportunity in solving some of the big challenges faced by the country. For
example, BigBasket & MyGrahak for delivering groceries at home, Portea Medical with
home medical care, Housing.com for realty based challenges.
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Riding high on commissions

There has been rise in startups that primarily depend on commissions to earn their
revenue. For example, Freecharges primary revenue source is commissions from
telecom operators which ranges from 2% (for incumbent operators) to as high as 5% (for
new & small operators). 20 IRCTC, which accounts for almost 40% of India's online
travel, makes 60% of its profit from commissions on ticket sale. 21 In such business
models, the e-commerce provider offers the online platform to the merchants to gain
better visibility and reach in the market. At the same time, they provide the market
intelligence and data to better target their products and services compared to competition.
This helps in solidifying the relationship with merchants and also to increase their user
base. For example, Foodpanda have helped restaurants develop their online footprint in
the market. 22 E-commerce sites such as CouponDunia have also started to gain
commission from brands on redemption of their free coupons offered by the site. The
affiliate websites of price comparison, cash-back offers, discount coupons, etc. which are
estimated to account for 8% of e-commerce sales in India, furthermore gain significant
commissions from other e-commerce sites such as Flipkart, Amazon, Snapdeal to help
drive traffic to these sites. 23 These commissions could range from 5% to 50% depending
on the product range, time span, and the size of players.
Incredible success of aggregator model
From a transport app service provider Uber in the west to Ola Cabs in India, the
aggregator model has already written its success story. Aggregators could be market
creators (e.g. eBay, Zomato, Portea Medical) providing a digital environment where
buyers and sellers can meet and transact or transaction brokers (e.g. MakeMyTrip,
BookMyShow) to process online transactions for consumers. Their revenue model is
generally based on transaction fees for enabling or executing the transaction and value
proposition is convenience, on-demand and cost effectiveness for the consumer. Although
the backend of these marketplaces involves extremely complex integration to create
sharing economy, but the success of these ventures depends on the simplified experience
they can provide to buyers, sellers, and even the employees. Hence, simplicity is the core
to these types of ventures providing the user desired products and services at the click of
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a button. For example, Ola Cabs punch line Book a taxi with one touch! The customer,
on the other side, not only appreciates the WOW experience but is also ready to pay for
the value he or she receives.
These companies are poised to disrupt the incumbents in several sectors such as
transport, travel, hospitality, pharmaceutical among others. This is influencing the growth
of vertical e-commerce in India with startups such as Portea Medical, Foodpanda,
RedBus, and Housing.com building on the customer loyalty and lifetime value by
offering a compelling buying experience so that the customer moves from brick and
mortar stores to online platforms.
Retailers exploring omni-channel presence
Omni-channel retailing is a relatively new concept that refers to the development
of a seamless approach to the consumer experience through all available shopping
channels, such as brick-and-mortar stores, smartphones, tablet computers, personal
computers, direct mail, television, radio, catalog, and the likes. With e-tailer disrupting
the traditional shopping, every retailer is looking for an online and offline presence either
through omni-channel or through marketplace e-tailers. Retailers that enable more touch
points and focus on delivering a smooth, information-rich integrated experience will
benefit from higher share of wallet, brand equity scores and ultimately more sales.
Successful cases in the west such as Macy's click and- collect have not only proven that
omni-channel strategies can increase spending per customer, but also improve customer
satisfaction levels if implemented properly. Similar option of click-and-collect is
extended by Amazon in India by providing physical locations to enable customers to pick
up the products at time convenient to them. According to Euromonitor, store-based retail
sales will increase 10% in the next five years, while online sales are projected to increase
by 40% in India. 24 The retailers in India have also started to work on their omni-channel
sales strategy. For example, Future Group inked an exclusive deal with Amazon while
Tata Group owned Croma partnered with Snapdeal to sell private brands online and to
leverage the strengths, investments and innovations in technology and talent to reach out
to wider set of consumers. While the reverse is also true with companies like FirstCry
opening physical stores later to complement the online sales and experience. Just as
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physical stores are seeking to get into the online and mobile space, the time is also right
for online stores to make their presence felt in the offline space. Organized retailers will
need to invest significantly more to compete with the e-commerce giants. According to
analysts, all brick-and-mortar retailers together spent about 10% of the advertising cost of
top online players.
Increasing flash sale tactics
Flash sales are limited time offers of physical goods that is mailed to an address
and offered in limited supply or for a short period of time. Flash sale sites, such as
Groupon and LivingSocial, targeted for US customers, have enjoyed media buzz and
merchant enthusiasm for years. These types of daily deals are quite popular in the
western world and are now entering the Indian market. A disruptive new business model,
flash sales are especially run on special days like festivals or weekends. Such daily deals
are now increasingly seen on Indian e-commerce sites such as Flipkart, Snapdeal,
Amazon, where the stocks are generally cleared in few minutes. For example, the
Micromax subsidiary Yus sale of Yureka smartphone saw all handsets being sold out in
just 5 seconds on Amazon. 26 Such flash sales are also used for quick experimentation of
new products or services.
Snapdeal Savings Day deals are available to people visiting the popular e-commerce
store via desktop, mobile, or apps, just as you'd expect. On the other hand, Amazon, in a
bid to promote the use of its apps, is celebrating Amazon Appiness Day, wherein deals
are visible only to people who are browsing the store viaone of Amazon's apps. 27
Digital offers are still a popular promotional marketing tactic, but merchants are
demanding more value from providers and seeking new ways to distinguish their offers
from those of their competitors. In response to increasing competition and growing
demands from merchants, digital offer providers are also trying to differentiate their sites
and mobile apps, attract new sellers and buyers by expanding into luxury goods and
exclusive experiences. For example, Snapdeal acquired the luxury brand Exclusively.in
to provide access to widest range of aspirational, high-end products and services. Ecommerce providers such Flipkart also provide a whitelabel platform for other companies
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such as Chinese smartphone-maker Xiaomi, which enable the scalable execution of

multiple flash sales by consolidating expenses such as technology and sales.
Subscription-based ventures on the rise
The e-commerce subscription service is an emerging trend that all online retailers
could learn from. Successful subscription models are based on product discovery, demo
or utility. Several ventures are offering a range of products including cosmetics,
healthcare, food, educational toys, etc. on monthly subscription basis as it provides
regular recurring sale, predictable inventory, steady cash flow and also an option to up
sell. The entrepreneurs who are behind some new companies such as recreational toys
provider Flinto or healthcare provider HealthKart appreciate the flexibility the
subscription model delivers, as well as the deeper customer relationships they can
develop quickly. The loyal customers could amplify the brand and refer the products to
friends through word of mouth and social media. Suppliers can test new products by
sending sample-sized products for free to targeted customers and the e-commerce
platform provider does not worry about the margin as it gets the monthly subscription
from its customers. 30 In case of white labeling the products, the e-commerce provider
does not have to manage huge inventory and can manage the demand of its products
better through subscription and it will not lose in the price war against the incumbents.
Such models are beneficial for both customers and retailers. The customer gets
convenience at door step, free trial of new products on regular basis. For a business, it is
a blessing as they can not only predict volume and demand in advance but also reduce
stock piling and wastage. Since the subscription demands upfront payment, the cash
flows are safe and steady thus maintaining investor confidence.
3. CHALLENGES
Though the e-commerce sector is growing exponentially in India, it faces several
challenges like customer mindset, high cash on delivery (CoD) based orders, reachability,
poor courier services and other policy-related issues.
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High competition: There are several players doing the same business in almost the same
way. With intense competition the profitability is decreasing due to aggressive pricing
strategies, heavy discounts and offers, free delivery, high commissions to affiliates and
vendors during sale period to name a few. Online retailers lost around ` 10 billion
because of heavy discounts to attract customers
Poor logistic & supply chains: E-commerce companies live on the reach and the ability
to stock more items than physical stores as these are their biggest differentiators. With
this benefit also comes the challenge of robust supply chains and logistics networks,
which are not comparable and developed to global standards in India. The courier
companies do not have nationwide delivery networks and also do not have the skills of
handling commercial value goods. They also do not have the skills for handling CoD,
recheck return parcels, and other complexities related to digital sale. This is forcing
several e-tailers to establish their own delivery network across the country and might
have to engage with multiple shipping methods using FedEx or DHL for the last mile
delivery.
Payments: E-commerce companies have to offer a wide variety of payment options
including CoD, credit and debit card, and internet banking, among others. 60-70% of the
payments are made using the CoD option in India as customers fear to share information
online and do not trust the website for secure payments. Moreover, the return percentage
of orders in CoD is much higher compared to online payments. To counter these fears, etailers have started to provide facility of paying with Card on Delivery. For example,
Amazons delivery person brings point-of-sale device to accept payment at customer
premise.
4. TRENDS
Stronger Mergers & Acquisitions: The year 2014 saw some high profile mergers and
acquisition in the Indian digital commerce sector. The biggest one being the Flipkart and
Myntra merger, which was ` 20 billion deals helping reduce completion in the market.
The Ibibo Group, a subsidiary of the South African mass media company Naspers,
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acquired Pilani Soft Labs, which runs bus ticketing website redBus.in for about $135
million. Ola Cabs acquired the rival TaxiForSure for $200 million to eliminate
competition. These deals have further bolstered investor confidence in the sector. M&A
trends are expected to follow in the coming years as the industry consolidates backed by
high valuations and scaling up operations.
Living on valuations: The staggering growth of digital commerce is attracting investors
from within and outside the country. The homegrown players Flipkart and Snapdeal are
taking every necessary step to stay ahead in the race. Online players remain optimistic of
the profitability of their ventures in the long term and continue to invest heavily to build
capabilities and gain bigger share of the market. As per analysts, the ` 200 billion
investments in e-commerce in 2014 were driven by sky-high valuations. 11 The valuation
of Flipkart sharply increased from $1.9 billion at the start of 2014 to reach $11 billion by
the end of the year. 12 It raised $1.9 billion in three rounds of fund raising despite
incurring losses of around billion. Similarly, Snapdeal saw its valuation increase from
$350 million to $3 billion after raising funds of $850 million. 13 Snapdeal also posted
losses of ` 2.64 billion in FY14. 14 The valuation can play a major role for an ecommerce player irrespective of the profitability of the company.
Vertical specific e-tailers on the rise: Vertical specific e-tailers find it motivating to
focus on a niche product or service as they can differentiate their services from
mainstream e-commerce players. The value proposition of these ventures helps them
raise funds easily and also helps in customer acquisition as they generally try to solve the
challenges faced by people daily. The critical aspect of these industry specific ventures is
offering a compelling and user-friendly experience, mostly driven by convenience,
richness of information, and cost effectiveness.
Big Basket, an online grocery store, is marketing to deliver groceries at home without the
hassles of traffic and saving time to do better things. Ola Cabs, a cab service provider,
differentiates its offerings by providing a great user experience to people looking for car
rentals and cab service. There are many innovative startups coming in the service
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industry trying to organize the unorganized sectors in India. For example, UrbanClap, an
online platform for customers to scout for the best professionals in the service industry
architects, wedding photographers, yoga teachers, educational counselors or lawyers.
Similarly, innovative startups like Timesaverz provide online platform for home services
plumbing, repair, electrician, or cleaning to the urban people who are ready to pay a
price for convenience. 15 According to Deloitte prediction, Massive Open Online
Courses (MOOCs) could be successful for test preparation in Freemium model, where
the basic content would be free while advanced content and tutoring would be a paid
service. 16 It was predicted that MOOCs could represent about 10% of all the courses
taken globally in tertiary and enterprise continuing education by 2020. The eVisits have
proven in developed world, and as the necessary infrastructure is deployed in the
developing world, they are likely to offer affordable primary medical and diagnostic care
to very large populations that do not have access today. 17 Deloitte had predicted that in
2014, there will be 100 million eVisits globally, potentially saving over $5 billion when
compared to the cost of in- person doctor visits.
Retailers are going online: The big retailers are trying to complement the traditional
retailing with digital commerce by tying up with big e-tailers. The partnership between
Snapdeal & Croma or Amazon & Future Group owned Big Bazaar is no more a
partnership between two retailers. It has extended to a vendor and technology partners
offering technology and logistics services. Reliance retail is planning to launch its ecommerce website seeking to attract people from online retailers. Shoppers Stop is
revamping its digital platform, which currently contributes 1% of the revenue. 18 The
extended reach of the online channel is the primary reason for offline retailers to launch
e-commerce offerings.
5. DIGITAL ANALYTICS
The rise of Internet, Smartphone and social media users have made analytics an
integral part of any digital business. There is abundance of customer data in every
business including e-commerce and analytics helps in deriving meaningful insights to
help the business in growing and serving the customers better. Massive increases in the
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volume of data and the complexity of information from CRM, ERP, point of sales (POS)
data and other systems make it difficult to have customer behavior insights without a
focused analytical interface. The e-commerce industry generates data from several
sources like e-tailer website, IT systems, review and ratings providers and social media
sites. E-tailer needs to have real-time access to information to measure return on online
investments and optimize the channel mix.
There are basic analytics capabilities available with the e-commerce players like basket
size analysis, average order value and conversion ratio, but with the changing scenario
and increasing customer base the organizations need to deploy deeper analytics solutions
that provide actionable insight around overall digital customer experience. The analytics
solution should include end to end process starting from the vendor management and
supply chain to customer satisfaction. It should have holistic view of the data spanning
across all departments such marketing, sales, customer service, finance and the supply
chain for gaining better insights and making strategic business decisions. The availability
of e-commerce applications on various mobility devices is helping to drive sales and
revenue. E-tailers like Flipkart, Amazon and Jabong now get 50% of their revenues from
consumers shopping on their mobile phones. Predictive analytics is helping the e-tailers
to provide better solutions in real-time enabling compelling user experience even on
mobile screens. Analytics is the future of the online business but it needs a focused study
of the organizational objectives and goals for effective implementation and cost savings
Google Analytics and Facebook Ads Manager provide very useful, insightful data
to help optimize your digital marketing results.
IMPORTANCE OF DIGITAL MARKETING ANALYTICS

Digital marketing analytics comprises the processes and technologies that enable
marketers to evaluate the success of their marketing initiatives by measuring performance
(e.g., blogging versus social media versus channel communications) using important
business metrics, such as ROI, marketing attribution and overall marketing effectiveness.
In other words, it tells you how your marketing programs are really performing.
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Marketing analytics gathers data from across all marketing channels and
consolidates it into a common marketing view. From this common view, you can extract
analytical results that can provide invaluable assistance in driving your marketing efforts
forward. Over the years, as businesses expanded into new marketing categories, new
technologies were adopted to support them. Because each new technology was typically
deployed in isolation, the result was a hodgepodge of disconnected data environments.
Consequently, marketers often make decisions based on data from individual channels
(website metrics, for example), not taking into account the entire marketing picture.
Social media data alone is not enough. Web analytics data alone is not enough. And tools
that look at just a snapshot in time for a single channel are woefully inadequate.
Marketing analytics, by contrast, considers all marketing efforts across all channels over
a span of time which is essential for sound decision making and effective, efficient
program execution. Beyond the obvious sales and lead generation applications, marketing
analytics can offer profound insights into customer preferences and trends. Despite these
compelling benefits, a majority of organizations fail to ever realize the promises of
marketing analytics. Marketing analytics, Internet (or Web) marketing analytics in
particular, allow you to monitor campaigns and their respective outcomes, enabling you
to spend each dollar as effectively as possible. The importance of marketing analytics is
obvious: if something costs more than it returns, it's not a good long-term business
strategy. In a 2008 study, the Lenskold Group found that "companies making
improvements in their measurement and ROI capabilities were more likely to report
outgrowing competitors and a higher level of effectiveness and efficiency in their
marketing." Simply put: Knowledge is power.
Going beyond marketing analytics: connecting analysis and action! As was published by
E-Consultancy Research, it's generally well known that "a paid search campaign will add
prestige and credibility to an organization." Lesser known is the importance of what can
be derived from a paid search campaign in a marketing analytics perspective.
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The value of search goes beyond marketing, and extends to product development,
customer satisfaction and brand awareness. How people search for you indicates how the
market talks about you and how your brand and products are referenced.
Commonly searched features signify their importance in the opinion of the market, and
that information is helpful when prioritizing product development and attributes. If a
product page has a high bounce rate and people are leaving it quickly, you'll know
something about that page and/or product isn't resonating with people and that it needs to
be renovated. With so much helpful information at your fingertips, the trick then becomes
taking initiative and implementing the data. Instead of breaking up your analysis and
deeds into two tasks, think of them as related and dependent upon each other. Both are
valuable, but together, the sum becomes greater than its parts. In other words:
Analytics + Actions = Actalytics
Search campaigns require frequent maintenance for best results, so find a tool that fuses
both and allows management from within the same platform.
WHAT MARKETING ANALYTICS CAN DO FOR YOU

There are quite a few things that marketing analytics achieves where website
analytics falls short. Let's highlight three of the main differentiators:
1. Integration across Different Marketing Channels
With marketing analytics, you have a good, solid look into the direct relationships
between your marketing channels. It's great to be able to see how each of your individual
channels (e.g. social media, blogging, email marketing, SEO, etc.) are performing, but
the true power of analytics comes into play when you can easily tie the effect of multiple
channels' performances together.
For instance, let's say you did an email send to a segment of your leads. Marketing
analytics can not only tell you how many people clicked through from your email to your
website, but also how many of those people actually converted into leads for your
business when they got there. Furthermore, you can compare the impact of that
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individual email send with other marketing initiatives. Did that email generate more leads
than the blog post you published yesterday? What about compared to your social
presence?
2. People-Centric Data on the Customer Lifecycle
As you learned earlier, a key differentiator between web analytics and marketing
analytics is that the latter uses the person -- not the page view -- as the focal point. This
enables you to track how your individual prospects and leads are interacting with your
various marketing initiatives and channels over time. How did an individual lead first
come to find your website? In search? Via Facebook? From direct traffic? Is that lead an
active part of your email subscriber base, often clicking and converting on marketing
offers presented via email? Do they read your blog? Marketing analytics can tell you all
of this and more, providing you with extremely valuable lead intelligence that can be
applied to such marketing initiatives as lead nurturing.
In addition, taking a look at all of this information in aggregate can help you understand
trends among your prospects and leads and which marketing activities are valuable at
different stages in the sales cycle. Perhaps you find that many customers' last point of
conversion was on a certain marketing offer(s). Having this data makes it possible to
implement an effective lead management process, enabling you to score and prioritize
your leads and identify which activities contribute to a marketing qualified lead for your
business.
3. Closed Loop Data
Perhaps the sexiest function of marketing analytics is its ability to tie marketing activities
to sales. Sure, your blog may be effective in generating leads, but are those leads actually
turning into customers and making your business money? Closed-loop marketing
analytics can tell you. The only dependency here is that your marketing analytics system
be hooked up with your customer relationship management (CRM) platform such as
Salesforce.com, HubSpot CRM, etc.
Having this closed-loop data can help you determine whether your individual marketing
initiatives are actually contributing to the bottom line. Through it, you can determine
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which channels are most critical for driving sales. Perhaps you find that your blog is your
most effective channel for generating customers, or conversely, you find that social
media is really only powerful as an engagement mechanism, not a source of sales.
WHAT YOU CAN DO WITH MARKETING ANALYTICS

All of the insights, information, and data you can gather from a marketing
analytics tool is really only useful if you do something with it. The true value of analytics
isn't just to prove to your boss that all the marketing activities you're doing are worth the
time and money; it's also to help you improve and optimize your marketing performance
-- on both an individual channel-by-channel basis as well as an overall, cross-channel
machine.
We've touched on some of the things you can do with your analytics above, but we've
really only scraped the surface of how powerful analytics can be when put to good use.
To be honest, it's fodder for a completely separate blog post, and we cover a lot of it in
our article about different ways to make your marketing analytics actionable.
The important thing to realize here is, if you're relying solely on web analytics, you're
missing out on a lot of powerful data that can help inform your marketing strategy. When
evaluating analytics tools for your business, whether you're evaluating HubSpot's
marketing analytics tools (which can do all of the above in one integrated platform) or
other platforms, be sure you're looking for evidence of marketing analytics, not just
website analytics. Here's a great guide to follow so you can be sure you're asking the
right questions. Analytics is an important part of understanding any digital marketing
activity. To enable intelligent analysis and decision-making, it's essential that the right
data is captured to provide the information for business analysts.
Every industry has its own particular big data challenges. Banks need to analyze
streaming transactions in real time to quickly identify potential fraud. Utility companies
need to analyze energy usage data to gain control over demand. Retailers need to
understand the social sentiment around their products and markets to develop more
effective campaigns and promotions. Analytics solutions help organizations take control
of big data and uncover the insights they need to make the best decisions.
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6. AN INTRODUCTION TO ANALYTICS FOR

E-COMMERCE
The online marketing space is in constant shift as new technologies, services, and
marketing tactics gain popularity and become the new standard. Online store owners are
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one of the many different segments affected by these constant evolutions. In order for
these business owners to survive and thrive, they need to be able to make better decisions
faster. This is where web analytics comes into play. In this section, I will cover the major
aspects of web analytics as they apply to the e-commerce space, and Ill also provide a
number of tips and important takeaways for online store owners of every shape and size.
Why Should You Bother with Analytics?
Before I dive into setting up the necessary tools of the trade, I think its important to
take a moment and mention why I believe it is critical that all serious online store owners
master the basics of e-commerce web analytics.
Understand What Is Working
As a small-to-medium online store owner, your resources are finite, which means that
time and burn rate are critical factors to success. Without knowing which marketing
activities are working, you will be wasting both time and money. Another symptom of
this lack of information is that you will be missing out on profit from the channels that
are working, because instead of doubling down on these channels, your budget will be
spread across both profitable and unprofitable channels.
Knowledge Is Power
Having access to statistical information from all areas of your online marketing and sales
activities gives you an advantage over competitors that do not have this information.
Understanding trends and which marketing channels are no longer profitable allows you
to maneuver as a business before damage is done to your bottom line. And,
understanding shifts in consumer behavior gives you insights into the demands of your
market. Knowing these things enables you to drop certain products or make strategic
changes in your pricing that will result in big gains or, at the very least, limit damage to
your profits.
Gateway to Higher Conversions
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Having relevant statistical information at your fingertips is the first step in building a
foundation for continuous experimentation on your website and other areas of your
online presence. Being able to test certain copy and the overall layout of your ecommerce site is the next logical step for a profitable business that wants to raise its
profits.
Understand Activity in Terms of Funnels
One of the basic concepts of web analytics is funnels. All marketing activities can and
should be seen in terms of funnels. The idea of funnel analytics is that your target
audience will go through a step-by-step flow or funnel until they make a purchase on
your site. A typical marketing funnel may look like this:
A fan on your businesss Facebook page sees one of your posts.
The fan clicks on the post.
The fan arrives on a landing page advertising a specific product and clicks on
add to cart.
The fan clicks on checkout.
The fan enters their personal information and finalizes the purchase.
At each step of the process, a certain percentage of people will drop out of the funnel.
Knowing these percentages will help you determine the barriers and psychology behind
your customers.
Another classic example of a marketing funnel is that of an email campaign, lets look at
an example:
You send 1,000 of your past customers an email promoting your summer sale.
Out of the 1,000, 970 are delivered by your email service.
Out of the 970, 350 are opened by past customers.
Out of the 350, 50 click on one of the product links in the email.
Out of the 50 that clicked, 45 add the product to their shopping cart.
Out of the 45 that added one or more products to their shopping cart, 10 finalize
their purchase.
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When looking at this funnel, we can see that the campaign resulted in a 1% conversion
rate. This number, however, does not tell the whole story. We can see that there were
significant drops at the open email, click on product link, and finalize purchase
stages. Now, we know where to focus our attention.
Track Everything Possible
In the world of web analytics, all traffic can be divided into 4 categories. These are
search, referral, campaign, and direct. Search traffic is traffic that comes directly from
search engines like Google, Bing, and Yahoo. Referral traffic is traffic that comes directly
from a link on a different website. Campaign traffic is traffic that has been tagged by the
marketer. Direct traffic is traffic that doesnt have a known source. As you work with
Google Analytics, these 4 categories will become more familiar.
A good practice is to manually tag your marketing campaigns so they are better
segmented within Google Analytics. Let me give you an example. Lets say you publish
two posts to Facebook. The first is a regular post about your industry, and it links to a
blog post on your site. The second is a special post announcing a new promotion. If you
arent manually tagging these links, then all the traffic from both posts will appear in
Google Analytics as Referral traffic with Facebook being the referrer. It would be more
useful to tag each of these posts as different campaigns.
Set Up Your Funnel Analytics
When it comes to funnel analytics for e-commerce sites, I recommend Google Analytics
and KISSmetrics. The reasons I like these two services are: (1) Google provides great
support for e-commerce analytics natively within Google Analytics, and (2) KISSmetrics
provides better reporting and a more visitor-oriented approach than Google Analytics.
Together, they provide both the high-level and drilled-down information needed to make
important choices about how you conduct your online business.
GET STARTED WITH GOOGLE ANALYTICSS E-COMMERCE

INTEGRATION
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Google Analytics has become a standard tool when it comes to web analytics because of
its ease of use, informative reports, and the fact that its free. Google Analytics is a very
powerful tool for e-commerce sites because Google allows you to send all your sales data
to your Google Analytics account. Once this integration is set up, all your sales will be
tied to actual sessions, allowing you to connect sales to specific marketing channels.
Setting up e-commerce tracking in Google Analytics is a multi-step process which
requires that you first enable e-commerce tracking in your Google Analytics admin and
then make some changes to your code. This last part can be tricky, and I recommend that
you get a programmer friend or your web designer to help you out with this step.
How long after visiting your site for the first time does a visitor makes a purchase
The average order value per customer, segmented by marketing channel
Which marketing channels bring you the highest ROI (critical for 80/20
analysis?)
Which blog posts drive the most sales?
How many blog posts does a visitor see before subscribing to your newsletter?
Which steps in your sales funnel are the most problematic?
The average path taken by visitors before they buy on your site
Where visitors are on your site when they contact your support team
Without easy access to the information that can help you make necessary business
decisions, you will be blind to movements in the market and potentially miss out on
thousands of dollars in additional revenues.
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7. UNDERSTANDING ANALYTICS AN AID TO
E-
COMMERCE COMPANIES
Analytics is viewed from 2 perspectives:
Decision Oriented Analysis this approach is also called the traditional business
intelligence approach. Here, analysts try to use the results of the analysis in the process of
making business decisions.
Action Oriented Analysis these approach is used when rapid response or an action is
expected to a critical situation. In this type of analysis, a particular pattern emerges or
specific types of data are detected and appropriate action is required to be taken. For
example if sales data is analyzed you may find negative or missing values that needs to
be taken care of by taking the appropriate action.
Let us know understand the analytic process
The Analytic Process
An analyst process contains all or some of following phases
1. Business understanding the first phase involves identifying and understanding
the business objectives. It deals with the problems to be solved and decisions to
be made. The mail goal is to enhanced business profitability. Once the business
objectives are determined the analysts evaluate the situation and identify the data
mining goals. According to the define goals, a project plan is created between the
analytics team and IT or development team.
2. Data collection the process of collecting the data is important task in executing
a project plan accurately. In this phase, data from different data sources is
collected first and then described in terms of its application and need of the
project. This process is also called data exploration. Exploration of data is
required to ensure the quality of the collected data
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3. Data preparation from the data thus collected unnecessary or unwanted data is
to be removed in this phase. In other words the data must be prepared for the
purpose of analysis
4. Data Modeling In this phase a model is created by using a data modeling
technique. The data model is used to analyze the relationships between different
selected objects in the data. Test cases are created to assess the applicability of
model and data is structured according to the model
5. Data evaluation the results obtained from different test cases are evaluated and
reviewed for errors. After validating the results, analysis reports are created for
determine next plan of action.
6. Deployment In this phase the plan is finalized for deployment. The deployed
plan is constantly checked for errors and maintenance. This process is also termed
as reviewing of the project.
TYPES OF ANALYTICS
When you decide to dive into big data analysis, you must first identify the
problem that you are trying to solve. To solve that problem you might have a lot data
from which valuable insights can be derived. Further, important patterns may emerge out
of that data. You must know what youre interested in for example are you interested in
analyzing customer behavior patterns? Or do you want analyze your system log data to
predict when problems are likely to occur?
When analyzing data you might consider different types of analytics which are as follows
Basic Analytics
Basic analytics is used to explore the data whose value not known. In other words the
data may or may not prove to be useful. Basic analytics usually involves visualization of
simple statistics this type analytics is used especially when lot of disparate data needs to
be analyzed. The process of basic analytics includes investing what happened, when it
happened and its impact
Let is consider an example to understand this better. Suppose a product manager in an
organization needs to know about the sales promotion of certain products, which was
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performing last month. He/she also wants to know how many new customers have been
associated with the organization due to the sales promotion. In this case, to know what
happened, core analysis would help in understanding how many customers bought and
used the products. To know the impact of this core analysis would help in understanding
how much money the new customers brought in, and this impacted when compared to the
base line.
Advanced Analytics
Advanced analytics is not just confined to answering questions such as what happened.
When it happened, and its impact. It goes one step beyond by finding the cause for what
has happened and the measure that can be taken to avoid it from happening again in the
future. Advanced analytics performs complex analysis of both structured and
unstructured data by using algorithm. It also uses advanced data mining techniques such
as neural networks, statistical models, machine learning, text analytics and many more.
Additionally, it uses several activities such as complex ad hoc SQL, forecasting,
operation, predictive, modeling, data mining, and so on. To determine different patterns
in data, complex event processing, forecasting and advanced analytics are used.
The following are some examples of advanced analytics
1. Predicative modelling it refers to a data mining solution that provides
algorithms and techniques to use on structure and unstructured data to ascertain
future outcomes. For instance, a telecommunication company can identify the
customers who are about to drop its service by using a predictive model
2. Text Analytics It is to the process of examining unstructured text, extracting
important information out it, and transforming the information into structured
information that can be leverage in different ways.
3. Other statistical and data mining algorithms this algorithm use technique such
as advanced forecasting, optimization, cluster analysis for segmentation, and
affinity analysis.
Consider a company that monitors the web activity of its customers. It carries out an
analysis to ascertain whether viewing a product online increases the probability of the
product being purchased. It might be a daunting task to analyze the complete web data
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and integrate it with other customer data. This is because web is data is constantly being
generated and added to existing data. As a starting point, co correlation analysis can be
performed. To analyze data for the first time, and expensive and elaborative model and
process are not required. However, if a strong co relation exit between browsing data and
sales data, then the company can marketing its product easily to users who browsed the
website but did not make any purchases. May be later on, the analyst might think
quantifying the relationship more precisely and might make use of advanced analytics
models.
In todays world, advanced analytics has become more conventional. With the everincreasing advancements in computational power, new developments in algorithms,
enhanced data infrastructure, and the requirement for the better insights from huge
volumes of data, companies are now using advanced analytics as a part of their businessmaking process.
Operationalized Analytics
Operational analytics means making analytics an important part of the business process.
For instance, an insurance company can use a model to predict the probability of a claim
being fraudulent. This model can be used by the company to form an important part of its
claims processing system to flag claims having a high probability of fraud. The
fraudulent claims are then sent to a separate unit for investigation, which reviews the
claims further. In some cases, the model will work for the end users from behind the
scenes. For instance, in a company a model may be used to predict customers who can be
good targets for selling products when they make calls. While an agent of the company is
taking a call of a customer, he/she might receive a message about the additional products
to sell to the customer. In such cases, the agent might not be aware that a predictive
model is working behind the scenes to make product recommendations.
Monetized Analytics
Monetized analytics helps business to take important and better decisions and helps earn
revenues. However, digital analytics is also used to derive revenue beyond the insights it
provides. You might be able to get a unique data set that is valuable for other companies.
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For example, credit card providers can use this data to offer value added products.
Similarly, telecommunications companies like financial institutions have started selling
location based insights to retailers. Data of different types such as text messaging data,
location data, billing data and web data are used to find inferences about customer
behavior patterns. These patterns will help the retailers in finding useful information.
8. SOCIAL MEDIA ANALYTICS

In a world where information is readily available via internet on the click of a button,
organization needs to remain with the ongoing events and latest happenings in order to
gain a competitive edge over business markets. Apart from that, organizations also need
to interact with their consumers more effectively in order to gain an insight about the
ongoing business trends and market position of particular products. Social media
provides an opportunity to business organizations and individuals to connect and interact
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with each other worldwide. With the evolution of social media as a tool to connect with
the existing and potential customers, business organizations have begun to recognize the
requirement of employing social media analytics to gain crucial business insights and
take timely decisions.
Social Media analytics is the practice of gathering data from blog and social media
websites and analyze the data to take crucial business decisions. Generally, the data
obtained from the social media is mined to identify customers sentiments and opinions
regarding particular products and services. Such an analysis helps organization to
enhance their products and services, improve marketing strategies, provide better
customer services, reduce costs, and gain a competitive edge in the market.
This section discusses the role of social media and the importance of conducting social
media analytics by business organizations. These analyses help organizations to evaluate
feedback from consumers and gauge their current and future position in the market.
KEY ELEMENTS OF SOCIAL MEDIA

Incorporating social media into everyday sales and marketing routines of an
organization is not easy and requires gaining command over certain set of tactics and
tools related to the efficient management and utilization of social media. In order to
effectively leverage the possibilities provided by social media for the growth of business,
the organizations need to focus on certain key elements of social media along with
corresponding techniques.
Social media participation involves a focus on the following key elements:

Collect In order to effectively incorporate social media, the business organizations first
need to understand how to collect and leverage useful information and market artifacts.
This involves critical and careful analysis of the information coming from various
sources such as customers, competitors, journalist, and other market influencers.
Various tools such as feed readers, blog subscriptions, and email newsletter can be
employed to collect information from various sources.
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Curate Once the information is collected from various sources, the next step is to
effectively curate the important information to be sent to the clients and internal
stakeholders. This involves intelligent filtering and aggregation of the information
collected from various resources. This not only provides an effective insight to the
customers, but also helps in having clear vision about the current industry standards and
market trends. Various curation tools such as Newsle, linkedIn and RSS readers can be
employed for this task.
Create After collection and curation of the collect information, the organization need to
create valuable content objects that can provide a focus and industry buzz to them. This is
an effective marketing strategy to create a leader position in the industry. This can be
accomplished by employing various publishing programs and sharing routines.
Share A key element for implementing effective social media is sharing of information.
This employs sharing your content, information and ideas with others. This helps in
expanding the social media network. Various tools such as Feedly and Hootsuite help in
sharing information and content over the social media.
Engage The basic idea behind social media is to engage the existing and prospective
customers. The tools and routines of social media and the regular practice of listening,
curation and sharing help executives and sales personnel of an organization in engaging
more and more customers, stakeholders, prospective customers, journalist and industry
influencers. Tools such as salesforce help to connect people from different categories.
Social media has become a popular marketing channel for online store owners
over the last few years. As with email marketing, it is possible to map out entire funnels
for your social media marketing activities.
Facebook Analytics If you are one of the millions of online businesses that have a
Facebook page, then you are most likely familiar with the Facebook Page Insights
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section. Facebook has rolled out numerous versions of page insights over the last few
years. Even though this can be frustrating, the section has become more and more user
friendly over time.
Twitter Analytics Twitter is another very popular social media network for online store
owners. Unfortunately, Twitter doesnt provide analytics to regular users like Facebook
does. Twitter does offer analytics to advertisers and users that use Twitter Cards.
9.
MOBILE ANALYTICS
The first mobile phone was launched in 1973 by Motorola. Technologically, it was
big step because it allowed you to make calls wirelessly irrespective of the distance
between the caller and the receiver. Since then, the mobile phone has changed a lot from
just being a calling device. Nowadays, you can use your phone to make voice/video calls,
do sale/purchase, socialize with friends, enjoy online/offline gaming, and share
text/music/video files. The rapid growth of data that is being used on mobile devices has
prompted organizations to study how users use their phones. The information gathered
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from such an exercise, the organizations hope, would help them to develop products and
services that are more suited to the users requirement and needs.
As we know, web analytics is the study of the behavior of the visitors on a website. In
similar way, we need to have a tool that can study the behavior of users with its mobile
devices. This study can help service providers or organizations make improvement in
existing services / products as well give organizations innovative ideas to develop new
applications. This would make the users or customers happy and help the organization to
maximize its profits.
Mobile Analytics is service that performs the collection and analysis of data related to
any application (or app) of a business organization. Here, an app is a software application
running on a mobile device. In this section the terms application and app have been used
interchangeably.
Mobile Analytics provides a technical view like graph or chart of data collected from a
mobile device. Different types of mobile analytics collect and represent different data in
various ways; for example, mobile analytics tools related to online gaming collect
information related to the time spent by the user with any game; e-commerce related
mobile analytics tools track and collect information related to the purchase habits of
users; and online trading related mobile analytics tools track day to day sales.
The data collected through mobile analytics is converted into information that the
organization can use. This information related to the behavior of a user or customer with
respect to any application in the mobile device. By analyzing this behavior, organization
can know the buying pattern and likes and dislikes of users and offer services o products
to them accordingly. In this way, mobile analytics helps organization to gain customer
loyalty and maximize organizational profit.
Forget what we have taken for granted on how consumers use the internet, sai Karsten
weide, research vice president, Media and Entertainment. Soon, more users will access
the web using mobile devices than using PCs, and its going to make the internet a very
different place.
According to International Telecommunication Union (ITU), an agency of the United
Nations (UN) responsible for information and communication technologies related
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issues, the number of mobile users in 2008 was 548 million. This number increased to
6835 million in 2014.
According to Informa, a research firm in the US, there were over3.3 billion active cell
phone subscriptions in 2007 all over the world. This effectively means that around half of
the total population of the earth is using mobile devices.
Given the above statistics, it is imperative for organization to find ways of analyzing data
related to mobile devices, and use the data to market and sell their products and services
through these devices. Mobile analytics is one tool that organizations have to do this.
DEFINE MOBILE ANALYTICS

Marketers want to know what their customers want to see and do on their mobile
device, so that they can target the customers. Similar to the process of analytics used to
study the behavior of users on the web or social media, mobile analytics is the process of
analyzing the behavior of mobile users. The primary goal of mobile analytics is to
understand the following
New Users These are users who have just started using mobile service. Users are
identified by the unique device IDs. The growth and popularity of service greatly depend
on the number of new users it is able to attract.
Active Users These are users who use mobile services at least once in a specified
period. If the period is one day, for example, then the active user will use service several
times during the day. The number of active users in any specific period of time shows the
popularity of a service during that period.
Percentage of new users this is the percentage of new users over the total active users
of mobile service. This figure is always less than 100%, but a very low value means that
particular service or app is not doing well.
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Sessions when a user opens an app, it is counted as one session. In other words, the
session starts with the launching of the app and finishes with the apps termination. Note
that a session is not related to how long the app has been used by the user
Average usage duration This is the average duration that a mobile user uses the
service.
Accumulated Users This refers to the total number of users (old as well as new) who
have used an app before a specific time.
Bounce rate the bounce rate is calculated in percentage (%). It can be calculated as
follows
Bounce rate = Number if terminated sessions on any specific page of an app /

Total number of sessions of the app*100.
The bounce rate can be used by service providers to help them monitor and
improve their service so that customers remain satisfied and do nit eave the
service.
User retention After a certain period of time, the total number of new users still using
any app is known as the user retention of that app.
Commercially, mobile analytics can be defined as the study of data that is collected to
achieve the following purposes:
Track sales Mobile analytics can track the sale of products. Analyze screen flow
Mobile analytics can track how and where a user touches the screen. This information
can be used to make interactive GUIs and also decide the place for mobile ads.
Keep customers engaged Mobile analytics studies the behavior of the users or
customers, and display ads and other screens to keep them engaged.
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Analyze the preferences of visitors On the basis of the users touch, tap and other
behavior on the screen, mobile analytics can analyze their preferences.
Convert potential buyers into buyers According to the users likes and dislikes,
mobile analytics offers different products and services to them. The purpose of this
exercise is to convert a visitor to a buyer.
Analyze M-commerce activities of visitors Mobile analytics can analyze the mcommerce activities of the visitors, a find out a lot of useful information like a users
frequency of making a purchase and the amount they are willing to spend.
Track Web links that uses visit on their mobile phone Mobile analytics can be used
to analyze the visited web links of users and know their preferences.
TYPES OF RESULTS FROM MOBILE ANALYTICS

The study of consumer behavior helps business firms or other organization to
improve their marketing strategies. Nowadays, every organization is making extra effort
to understand and know the behavior of its consumers
Mobile analytics provides an effective way of measuring large amount of mobile data for
organizations. It also shows how useful marketing tools, such as ads are converting
potential buyers to actual purchasers. It also offers deep insight into what makes people
buy a product or service and what makes them quit a service.
The technologies behind mobile analytics like Global Positioning Systems (GPS) are
more sophisticated than those in web analytics: hence, compared to web analytics, users
can be tracked and targeted more accurately with mobile analytics.
Mobil analytics can easily and effectively collect data from various data sources and
manipulate it into useful information. Mobile analytics keep track of the following
information.
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Total time spent This information shows the location of the user using any particular
application.
Visitors location This information shows the location of the user using any particular
application.
Number of total visitor This is total number of users using any particular application,
useful in knowing the applications popularity.
Click paths of the visitors Mobile analytics track of the activities of a user visiting the
pages of any application.
Pages viewed by the visitor - Mobile analytics tracks the pages of any application
visited by the user, which again reflects the popular sections of the application.
Downloading choice of users Mobile analytics keeps track of files downloaded by the
user. This helps app owners to understand the type of data users like to download.
Type of Mobile device and network used Mobile analytics track the type of mobile
device and network used by the user. This information help mobile service providers and
mobile phone sellers understand the popularity of mobile devices and networks, and
make further improvements as required.
Screen Resolution of the mobile phone used Any information or content that appears
on mobile devices is according to the screen size of these devices. This is important
aspect of ensuring that the content fits a particular device screen is done through mobile
analytics.
Performance of advertising campaigns Mobile analytics is used to keep track of the
performance of advertising campaigns and other activities by analyzing the number of
visitors and time spent by them as well as other methods.
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TOP MOBILE ANALYTICS TOOLS

According to aconitum mobile (a software development company in the US), the
top 4 mobile analytics tools (or packages)
1. Localytics This is a big marketing and analytics platform for mobile and web
apps. It developer is Localytics, in Boston. It supports cross platform and web
based applications. Localytics supports push messaging, business analytics, and
acquisition campaigns management.
2. Appsee Appsee was founded by Zahi Boussiba and Yoni Douek, in 2012 based
in Tel Aviv, Israel. It provides analytical service with features like conversion
funnel analysis, heatmaps and much more.
3. Google Analytics Google Analytics is great free service provided by google. It
is cross-platform, web-based application. It offer analytics services to mobile app
and mobile developers.
4. Mixpanel Mixpanel is business analytics service. It is also a cross-platform
and web based application. It can continually follow the user and mobile web
interactions and provide attractive tool offers to the users.
Mobile Analytics tools can be categorized as follows
Location based tracing tools
Real time analytics tools
User behavior tracking tools
TRADITONAL ANALYTICS VS DIGITAL ANALYTICS
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10.
WEB ANALYTICS
Web analytics is a generic term meaning the study of the impact of a website on its
users. Ecommerce companies and other website publishers often use Web analytics
software to measure such concrete details as how many people visited their site, how
many of those visitors were unique visitors, how they came to the site (i.e., if they
followed a link to get to the site or came there directly), what keywords they searched
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with on the site's search engine, how long they stayed on a given page or on the entire
site and what links they clicked on and when they left the site.
Web analytic software can also be used to monitor whether or not a site's pages are
working properly. With this information, Web site administrators can determine which
areas of the site are popular and which areas of the site do not get traffic. Web analytics
provides these site administrators and publishers with data that can be used to streamline
a website to create a better user experience.
There are two categories of web analytics; off-site and on-site web analytics.
Off-site web analytics refers to web measurement and analysis regardless of whether you
own or maintain a website. It includes the measurement of a website's potential audience
(opportunity), share of voice (visibility), and buzz (comments) that is happening on the
Internet as a whole.
On-site web analytics measure a visitor's behavior once on your website. This includes its
drivers and conversions; for example, the degree to which different landing pages are
associated with online purchases. On-site web analytics measures the performance of
your website in a commercial context. This data is typically compared against key
performance indicators for performance, and used to improve a website or marketing
campaign's audience response. Google Analytics is the most widely used on-site web
analytics service; although new tools are emerging that provide additional layers of
information, including heat maps and session replay.
Historically, web analytics has been used to refer to on-site visitor measurement.
However, in recent years this meaning has become blurred, mainly because vendors are
producing tools that span both categories.
WEB ANALYTICS DEFINITION

Web analytics is the process of analyzing the behavior of visitors to a Web site.
The use of Web analytics is said to enable a business to attract more visitors, retain or
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attract new customers for goods or services, or to increase the dollar volume each
customer spends.
EIGHT MOST COMMON WEB ANALYTICS MISCONCEPTIONS
A web analytics service does not provide a graphical view of clicks

False! The solutions integrated HeatMap makes this possible
A web analytics service does not let you measure the time before a click
False! Overlay mode shows this information
A web analytics service provides a usability analysis by user type

True! DataExplorer performs analysis on segmented profiles
A web analytics service does not let you know if the bottom of the page was ever
viewed
False! ScrollView analyses vertical scroll
A web analytics service can cross-analyze sales and usability

True! This can be done with Sales Tracker
A web analytics service cannot detect the page display dropout point
False! ScrollViews Heatscale is able to accurately identify this
A web analytics service can combine the Multivariate Testing and usability
analyses
True! Analyzer brings all of these features together into one single interface
A web analytics service cannot measure the time spent in each zone on the page
False! ClickZone lets you see data for each zone: time spent, visibility, clicks
etc.
Determining the success of your online business always comes down to the numbers. But
if youre not a web analyst or former business major, it can be hard to find those
numbers, much less know what they mean or how to use them to your benefit.
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To help you better understand the all-important world of web analytics, we sat down with
our very own Neil Garrett, Senior Analytics Manager, to provide you with insights on
how to better measure your website performance and boost your business.
UTILIZING ANALYTICS
I cant imagine a scenario in which collecting and viewing high-level
demographic data (e.g. location, time of day, page popularity, etc.) wouldnt be
interesting, if not very useful, to just about any website owner. If youre running a
business online, this information provides valuable insights into what people like about
your site, what they dont, where youre losing customers, how theyre getting to your
site and so on. Without trying too hard, you can quickly find a dozen interesting things
about your visitors that you can help improve your website. Fortunately there are several
web analytics tools with intuitive interfaces that provide this data for you in no time.
WEB ANALYTICS TOOL

This largely depends upon a persons budget and ultimately wholl be looking at
the data within the tool. There are terrific products that cost money, typically on an
annual or monthly basis and then theres Google Analytics, which has Free and Paid
(Premium) versions with great features for most any small to medium sized
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company/site. One important distinction to note is that unless youre a business with the
resources to hire a dedicated web analyst, youre likely in the Free Google Analytics
arena. Keep in mind that even though the platform itself is free, youd still be wellserved to invest in human capital to help understand what the data is saying, not to
mention ensure that youre correctly implementing the code thats required to capture all
of that wonderful information.
This is one of those things thats so specific to your business; however, generally
speaking, something like bounce rate (which measures how often people land on your
site and then immediately bail) is a great high level metric that can be used to
approximate how well your pages are holding prospects, which is the first step to any
conversion, sale or otherwise. Also within the arena of high-level metrics, percentage
new visitors is one I like because it quickly gives you a sense of visitor loyalty and
allows you to see large shifts one way or the other; these shifts are often an indicator of
something else that may be going on with your site.
As your view of data becomes more sophisticated, conversion rate is very important.
This metricshows the percentage of people that come to your site and complete a
favorable action (like buying your product) compared to those that just come to your site.
The great thing about web analytics tools is that you can easily begin looking at these
metrics within the context (referred to segmentation) of a smaller group of people. For
example, you could ask, Whats my homepages bounce rate for people that come in
from my Paid Search Ads vs. those that come in from a blog post that was written on my
products? Answers like these help give you a clearer picture of how different people
interact with your site.
MEASURING THE EFFECTIVENESS OF THE SUCCESS OF WEBSITE

With an ecommerce site, the most effective way to measure success is to see if
your sales are increasing as a percentage of your visitors. However, increased
engagement (measured by metrics called Pages per Visit or Time on Site) could also
be leading indicators that your site is being well-received. Just remember that nearly
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every metric could mean something positive or something negative, so guiding your
business by one metric alone would be a mistake.
For example, an increased time on site could mean that people are more engaged with
your site, but could also mean that people are lost and stumbling around your pages? To
keep your measurements on track, its important to determine the metrics that help you
see what those who actually convert on your site are doing. By monitoring that group of
people first, you can see what elements help lead to conversions, and if you see one going
in the opposite direction, you can then explore why.
1. RESEARCH METHODOLOGY
All successful men have achieved success not only by doing extraordinary things
in an extraordinary way, but also ordinary things in an extraordinary way.
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The truly successful man is one who is conscious of his power and determined to
develop them. One cannot be the great in anything unless one has a vision of the
greatness possible in it.
After listing down the action plan i.e. activities that were required to complete my
internship project, I started with implementation of that plan so that I would complete my
project in time. The first aspect that was to be carried out was to read some books & web
search on e-commerce and digital marketing analytics while doing summer internship
simultaneously.
Research was carried in the following way-:
a) Primary Data
The aim behind going through primary data was by observing the
marketing analytics operations happening on regular basis in an ecommerce company where I was interned which gave me practical inputs
to my project in form of primary data.
b) Secondary Data
Data
is
collected
through
journals,
Internet
search,
company
records/bulletin, company reports, etc.

c) Reading books
This was core aspect of my project as it was indeed very necessary for one
to get better insight in Digital Analytics of E-commerce, Some of the
books read by me are the Cutting Edge of Business, Strategy,
Technologies & Applications, E-commerce An Indian Perspective, and
Digital Marketing Analytics Making sense of consumer data.
2. CHUMBAK
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INTRODUCTION ABOUT THE COMPANY

Bright colors and pieces of art are the first things that catch your eye at the
flagship Chumbak store at Indiranagar, Bengaluru. Chumbak was started with an initial
amount of Rs 45 lakh, which its founders raised by selling their house in 2010.
Name lifestyle products - bags, phone covers, key chains, wallets, etc - that are colorful
and attractive and chances are you will find these at Chumbak, the Bangalore-based
lifestyle products start-up. The start-up has strong visibility, both online and offline - at
its exclusive stores and multi-brand outlets. Founder and Chief Executive Vivek
Prabhakar and co-founder Shubhra Chadda have built a strong business around
extraordinarily designed and crafted products, including apparel and footwear, bags and
wallets, souvenirs, key chains and jewelry. Its range includes phone covers and a unique
whistle charm, a funky bracelet. Chumbak was started with an initial amount of Rs 45
lakh, which its founders raised by selling their house in 2010. Funded by Seedfund in
2012, the start-up was recently in the news after raising funds from Matrix Partners. The
company is on a mission to make sure it has a product that touches some part of your life.
A total of 38 categories, with 400-500 products, make Chumbak an unparalleled venture.
The venture operates out of a spacious studio that houses its office and warehouse.
We want to ensure that through a combination of technology and great design, we make
Chumbak a destination for brilliantly designed products supplemented with a retail
experience that is in line with our philosophy of great design
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THE IDEA
Prabhakar and Chadda realized affordable, well-designed and crafted products
that could be used as accessories and gift items were in demand. While a variety of such
products were available abroad, in India, buying a memento was restricted to options
such as Pashmina shawls, marble miniatures of the Taj Mahal or brass elephants. Weve
always wanted to do something different. Something that was fun, something we loved.
Well, Hello Chumbak, is how one is introduced to Chumbaks philosophy on the
companys website. Between 2010 and 2013, Chumbak sold products online and through
distribution. In July 2013, it set up its first store in Bangalore. Seeing the idea of having
its own stores working, the company set up about 20 through the next seven months.
PRODUCTS
Accessories
Apparel & Footwear
Wall Art
Bags & Wallets
Cases & Wallets
Dcor & Furniture
Lighting
Tableware
Coffee Mugs
Eyewear
BUSINESS MODEL
They follow a hybrid business model where they handle both online and offline
presence. Initially majority of their marketing and advertisement was through Facebook,
and then they gradually started retailing in multi-brand outlets like Crosswords, Sapna
Book House and other small boutiques. Eventually people started coming back and
saying that they want to see all of Chumbak under one roof, thats when in 2012 we
decided to open our own store. So, we opened our first kiosk in Forum mall in
Bengaluru, Spotting trends and developing products along those lines is a continuous
process. As new products are introduced, old ones, for which demand dips, are removed.
The entire planning, designing and production is in-house. When we started Chumbak,
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we wanted to grow distribution, both online and through multi-branded outlets. We did
this in the first two years and grew the business. When we started speaking to venture
capital funds, one of the things we spoke about was setting up our own kiosks and stores
that would drive growth, says Prabhakar. Chumbak says it is registering about 300 per
cent year-on-year growth. The hybrid model - online, as well as offline presence - has
aided the company. Now, it wants to increase the contribution of its online sales to its
overall earnings to at least 30 per cent and is, therefore, focusing on various technological
platforms. Expensive real estate can be a worry for start-ups. Chumbak has strategized
here, too. It looks at smaller stores - 150-200 sq ft, instead of commercial spaces of 1,000
sq ft. The company has about 20 stores and kiosks across five cities, along with presence
in about 60 multi-brand outlets. Currently, online sales account for about 15 per cent of
total sales. Mumbai, New Delhi and Bangalore contribute 60 per cent to Chumbaks total
sales.
FUNDING
As the brand was established, there was acknowledgement from various quarters.
They closed series-A funding with Seedfund in 2012. This year, they recorded series-B
funding with Matrix Partners. What makes Chumbak successful? Its a volume game.
They have loads of items to choose from, in the range of Rs 95-1,495 which recorded
breakeven within the first three years of business. In the lifestyle products segment, the
most important thing is to know your customer.
FINACIAL INCLUSIONS
Chumbak, which had raised $2 million in Series A funding from venture capital
firm Seedfund in 2012, received Series B funding in May 2014 from private equity firm
Matrix Partners, as well as another round of investment from Seedfund. The founders
plan to strengthen the startups ecommerce division, and more than quadruple their
existing retail presence. They will not only expand the companys footprint in Bangalore
and other Indian cities, but also go to international markets.
Currently, it has 21 exclusive outlets in 16 Indian cities including Mumbai, Delhi and
Chennai, and its products retail at about 60 multi-brand stores. Prabhakar (36) and
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Chadda (34) plan to set up another 50-60 outlets, including kioskssmall-format stores
up to 200 sq ft in sizethis fiscal year. The kiosks and stores vary in size from 150 sq ft
(when Chumbaks first outlet opened at Forum Mall in Bangalore) to 250 sq ft in Punes
Phoenix Market City. It also has an 800-1,000 sq ft outlet at New Delhi airports T3
terminal, and will soon be opening a 2,600 sq ft-store in Bangalore. The company has
grown 300 percent in 2013-14, and expects sales to rise as much in the current fiscal too.
Though Prabhakar declines to share numbers, an industry expert reckons that Chumbak
clocked in revenues of close to Rs 50 crore in 2013-14. The company has set itself a sales
target of Rs 400 crore in the next three years. The company already sells in about a 100
stores in kitsch-loving Japan through a partnership with Japanese handicrafts distributor
Amina Collection. It also exports to the US, the UK, Australia and the Middle East,
including the Virgin Megastore in Dubai, where Chumbaks phone and laptop cases are
available. It has also begun talks with various big-box retailers such as Anthropologie
and Pier 1 Imports in the US to include its India-themed souvenirs in categories like
home decor and apparel. Some of Chumbaks most popular items include an iPhone case
with a motif of the ubiquitous Indian auto rickshaw, and coffee mugs imprinted with
daaru (liquor) bottles of all shapes, sizes and colors. Chumbaks unique designs have
found favor with PE investors and VC funds. Both Chumbak and Matrix declined to
quantify the funding, but Navani says, Typically, for companies at the stage in which
Chumbak is in, we invest $5-10 million. Phone cases, which didnt even exist as a
category at Chumbak even about six months ago, are now bringing in 30 per cent of its
revenues. It now has more than 30 product categories including bobble-heads, boxer
shorts, cushion covers, bags and laptop sleeves. Their online website has always
contributed 25% to their business but in the last few months they have started working on
improving their websites to communicate with the customers better Chumbak has
registered a 300 percent YOY growth including the offline and online segments.
MARKETING STRATEGIES
Target Customer
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Chumbaks Target is the urban Indian Youth, who want to be associated with cool tag.
We hear from our customers that if youre young and you dont know about Chumbak,
its uncool, says Mr. Prabhakar CEO.
What do they buy Lifestyle Products
Where do they buy- Online, kiosks, Chumbak stores
When do they buy impulsive, festive, special occasions, sale.
How do they choose Indian-ness, creative, cool, BRAND.
DIGITAL MARKETING STRATEGIES

Founded in 2010, Chumbak sells souvenirs, travel and tech accessories, jewellery
and apparel, all of which are inspired by everyday Indian sights and experiences. Their
Facebook page has 350,000 followers and the site gets 300,000-500,000 monthly unique
visitors in a month. Chumbak started in March 2010 and our Facebook page was ready a
month of two before that. From day one, they wanted to build our brand as one which
creates a conversation with consumers and no one gives the reach that Facebook does.
The online retail start-up spends an estimated Rs.15-20 lakh on Facebook per year to run
ads via promoted posts, ads in the News Feed section as well as mobile ads. According to
data from Facebook, Chumbak generates 35% of its online revenue via Facebook; 38%
of its website traffic comes from the site, too. They only have a digital marketing budget,
a majority of it is spent on Facebook while the rest is spent on advertising on Google
using ad words, display and search ads. We also do a lot of video stuff on Instagram
owing to the nature of our products.
Chumbak now has more than 2 lakh likes on Facebook, the platform that helped make it
what it is today. One of our biggest advantages in 2010 was Facebook. The FB page
back then was very different, as it was not focused on advertising. So if I posted a
product, people were checking it out without us paying for it. That was great for a startup. Chumbaks strategy from day one was to not push products down peoples throat. The
reason their social media strategy worked is that it didnt look as it was something that
required a return on investments. When the focus is only on getting fans, the quality of
interaction suffers. Social media also proved handy for customer service. People would
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get in touch with Chumbak online. It helped build loyalty. Even now, Chumbak doesnt
rely on aggregators to sell online. We ship directly and deliver within 24 hours.
But while social media may have boosted Chumbaks popularity, especially among the
youth, only 22 per cent of its sales come from online. We built the brand on social
media. But we are not Chumbak.com. It is a hybrid model and they are comfortable with
it. Their impressive fan-base on Facebook, Twitter, YouTube, Pinterest, Tumblr and
Instagram,or the recent feature on the Google Business YouTube Channel.
Chumbak Loyalty Program:
Each time you make a purchase at a Chumbak store or on www.chumbak.com, you earn
reward points. These points will be added to your account and calculated based on
purchase amount and the tier you are currently are on.
Newbie offer
The love you give them and in return the love they would give you with their loyalty
points program.
Newbie: You shop for Rs.1499 and below, you earn 2 points for every Rs.100
All-star: You shop for Rs.1499 and below, you earn 4 points for every Rs.100
Legend: You shop for Rs.1499 and below, you earn 6 points for every Rs.100
Delivery & Shipping: 3-4 working days or 8-10 days depending on the location, Free
Shipping on all orders above Rs.995. An additional charge of Rs. 50 will be charged on
orders below that.
Return Policy: For any products that are returned (within 15 days of making the
purchase), they only offer store credit that can be redeemed only at their web-store.
Currently they do not offer returns or exchanges on Furniture and Lighting products.
Mode of Payments: Pay By Cash, Credit card, Debit card, net banking
THE ROAD AHEAD

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From a two-member team, Chumbak now has a 70-member staff. Its stores have 80
additional members. The company now also sells its products in Japan and West Asia.
The brand has grown considerably in the past two-three years. They have been very
active on social media; they did a lot to build our brand there. In fact, they are one of the
first brands in India to get a global Facebook case study. Also, they are one of the three
global companies featured as part of Googles global The web is what you make of it.
With gross margins varying across categories, Chumbak is eyeing annual revenue of Rs
400 crore in the next three to four years. One of the most fun things at Chumbak is
working on new designs. Though a lot of our designs are India-inspired, they do well in
an international environment. At the end of the day, the thing that makes Chumbak most
happy is seeing people using our products. Like all businesses, there are challenges
design, supply chain management, distribution, retail and online storefront building.
An important part of Chumbaks strategy is to build a strong technology backend and
find ways to double the online share of revenue, which currently stands at 12-15 percent,
while the rest comes from brick-and-mortar sales
We believe Chumbak is a mass brand and we think we will achieve scale. We hope to be
achieving a target of Rs 400 crore in sales in a few years from now. We have 150 stores
in India and are planning to come out with large format stores of 2000 to 2,500 sq ft
where we will showcase our home decor. This year we are scaling up with 25 stores in
India and large format stores in Delhi, Bangalore, Hyderabad, Kochi and Jaipur. We plan
to go global.
For now, the company is focusing on adding more product categories and making them
more widely available. New products and categories are decided based on the kind of
business they can fetch. We did it for fun in the first year, but at the end of it, we started
taking calls around pricing, usage and how displayable a product was at stores.
EXPERT TAKE
Chumbak has had a great run so far. I believe in a market such as India, it is a good
strategy to pursue a hybrid model - selling both in the online and offline space. The
gifting and souvenir sector is going to hot up, and we can expect a lot of action here in
the next couple of years. The key challenge for the company will be to gain acceptability
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in emerging metros and smaller towns, as it expands. It also needs to be wary of

competition. Companies such as IndiaCircus are already making inroads and have similar
design aesthetics.
FUTURE PROSPECTS - CHUMBAK

With the entry of Good Earth in the Indian market, Chumbak needs to renovate & expand
its business in order to sustain or increase its present market share. Chumbaks plans for
the future mainly include scaling up the size of its business. It plans to have 10-12000
sellers on its platform within the next few years. Also, Chumbak presently owns about
50% of the organized lifestyle market in India. It plans to increase this figure to 70%. It
has more than 1000 sellers now, & it wants to scale up this number to 10,000 to 15,000 in
a years time, & to a few lakhs in 4 to 5 years. Around 40% of Chumbaks online traffic
now comes from mobiles. It thus wants to add more features to its mobile shopping app,
to increase customer satisfaction & loyalty.
Chumbak is also considering having their own logistics so as to reduce dependability on
the third party companies to provide it. Also part of its agenda is to be present in more
number of cities, & for that it is contemplating on having larger no. of warehouses &
increased automation in its supply chain system. Chumbak also wants to include more
categories of products in its domain, & plug the gaps in its existing categories.
3. GOOD EARTH
Company overview
Established in 1996, Goodearth (GE) is a leading Indian luxury player that offers a wide
range of products in segments such as home accessories, wellness, skin care, bed linen,
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glassware, textiles, crockery, candle lights, gift items and kids collection. GEs values
and offerings are based on the themes of nature and sustainability. Its first store was
established in Kemps Corner in Mumbai and GE currently operates through nine stores
across five cities. Sixteen years ago Anita Lal opened a beautiful, tiny home wares shop
called Good Earth in tony South Bombay with absolutely no business knowledge or
experience. What began as a passion project for a housewife who simply wanted to sell
beautiful things has since grown into a fabulous and formidable global brand that boasts
gorgeous shops in four different Indian cities. Good Earth stores are veritable treasure
troves teeming with sumptuous bedding, giant silk pillows, glowing lanterns, elegant and
sometimes eclectic furniture, inspired dinnerware and just about everything you would
ever want in your home.
GE entered the market in 1996 when there was a huge demand-supply gap in terms of
quality home products. The segment suffered from less product innovation despite being
an integral constituent of the consumption basket. Only a few players had envisaged
success for export quality products in the domestic market. The well-travelled Indian
luxury consumer was seeking products that appealed to his aesthetic sense, sold in an
environment that offered both uniqueness and exclusivity.
Key facts
Year started
1996
Founder
Anita Lal
Key brands
Goodearth
Presence
Five cities - Mumbai, Delhi, Chennai, Bangalore and Hyderabad
No. of stores nine exclusive stores

Revenue
150 crores
DESIGN PHILOSOPHY
Good Earth has inherited the heritage of the Indian subcontinent and of surrounding areas
across Asia by creating unique design stories. Vibrant color juxtaposed with subtle
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serenity captures the essence of Indian style where opposites & contradictions coexist
naturally and easily.
VALUES
Good Earth is based on values of sustainability. Sustaining tradition and the ecology is
core value. Encouraging quality craftsmanship and the revival of the lost Indian traditions
that are beneficial to the environment and to the society, is what we constantly work
towards.
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UNDERSTANDING KEY SUCCESS FACTORS

FACTOR 1 suiting the Indian aesthetics
Goodearths unique selling proposition is its design that appeals to the modern Indian
aesthetic taste. It adapts traditional designs to suit contemporary tastes primarily through
its in-house design team; additionally, GE also collaborates with several traditional
craftsmen for product development. The companys team of designers collects natural
fabrics from multiple regional craft communities and gives them a fashionable look.
Handwoven textiles such as chanderi, mul and khadi are some traditional and ecofriendly products that the company uses extensively.
FACTOR 2 offering a unique and exclusive retail experience
GE has introduced several innovative concepts for retailing its products. One example is
that of establishing restaurants in its stores to provide a wholesome retail experience
and thereby, making people spend more time in the stores. Such initiatives are
complemented by steps to create a unique ambience, such as playing soothing music and
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putting relevant product assortment on display. This has helped GE in creating an

excitement factor around its stores.
FACTOR 3 minding the backend
GE works closely with craftsmen and various local vendors; hence, managing supply
chain is essential to deliver on the quality proposition as well as the timely processing
of orders. GE maintains a close relationship with different partners such as craftsmen,
small workshops and factories, and collaborates with them for day-to-day delivery
schedules as well as for long-term growth strategy. This has enabled GE to put in place
strong quality standards and efficient production and delivery systems that has helped it
to scale up rapidly in the past few years.
FACTOR 4 focusing on marketing strategy
Developing and managing a luxury brand requires constant innovation and an integrated
marketing strategy. Like several successful luxury brands in India, GE has also balanced
its emphasis on Indias rich artisanal history and traditions with contemporary design and
styling. Every year, it launches a designer collection that is based on some tradition or
culture. For example:
2013 - GE launched the Ratnakara20 designs collection, which focussed on the lush
beauty of the islands of the Indian Ocean.
2012 - GE introduced the Farah Baksh design collection based on the beauty of the
Kashmir valley.
2011 - To promote the cultural values and the crafts of Golkonda during the reign of
Tipu Sultan, GE launched its Golkonda designs collection.
2010 - GE introduced its collection Lotus Feet' that was influenced by the use of lotus
in Buddhist art and architecture.
FACTOR 5 understand the importance of digital strategy
Online sales can offer better increased comfort and convenience to tech savvy consumer,
thereby, providing better shopping experience than brick-and-mortar stores. Keeping this
in mind, Goodearth has also made significant investments in technology. Through its
Page 74
digital strategy, it manages its merchandise on the website to accommodate international

requirements. Its digital presence helps it to provide more personalized and excellent
customer service online and augments brand visibility internationally.
FUTURE PROSPECTS - GOOD EARTH

Good Earth is mostly interested in its cash flow per share valuation rather than
percentage margins. Thus, they are likely to offer even larger discounts to push sales. The
company is also in talks with leading retail chains of India like Future Group, Spencers
Retail, Woodlands, and Shoppers Stop & Crosswords to act as a selling platform for their
products. Good Earth is also planning to introduce its very own mobile app in the future,
through which it hopes customers will have more access to its online store & its contents.
The Jewel Box. It's the jewels out of Good Earth, a giftable model. Beautifully packaged
products that you can just pick up.
Page 75
4. COMPARATIVE STUDY OF 3 E-COMMERCE

PORTALS-: INDIACIRCUS, CHUMBAK, GOODEARTH
IndiaCircus
(www.indiacircus.com)
1. The biggest USP of IndiaCircus is its design ownership.
2. Besides selling from their own online store, India Circus has also tied up with
retailers like Westside, @home, and Staples to have a shop-in-shop format to sell
their products.
3. Currently
they
are
affiliated
with
Fab
(USA),
HomeSav(Canada),
TheHome(Australia), Kwerkee(Singapore), and WestWiniog (EU).

4. India Circus does a range of activities both online and offline. In the online space
they rely on social media and email marketing, and offline mediums are currently
being used more from brand building and brand awareness point of view.
5. Since beginning the startup has achieved a turnover of Rs 30 million and on an
average has seen 50% growth in terms of sales month over month.
IndiaCircus Features
1.
It has Multicurrency, and Multi website.
2.
Related Products, Up sells and Cross sells
3.
Simple, configurable, bundled and grouped products
4.
Catalogue and Product browsing
5.
Inbuilt checkout and payment facility
6.
Analytics and Reports
7.
It encompasses wide range of functionalities and technical processes
8.
Administer swift navigation facility
9.
Uses one of the top e-commerce service provided IT infrastructure known

as Magento a backed application for managing portals.
Page 76
Analytics
1. The site gets a diverse range of customers from 28 to 45 years, mostly females
coming from urban and semi urban cities
2. The site claims to already have a registered user base of 13,000 customers and
over 3,000 visitors
3. The site also attracts visitors from USA, Canada, Middle East & Singapore.
4. The average ticket size of an order on the site from India comes to Rs 2,500,
while internationally it is about Rs 8,000.
5. Estimated website traffic net worth $25,125 US Dollars.
6. Indiacircus.com Website has the Alexa World Rank of #95,882.
7. Google Page rank of 3 out of 10.
8. Indiacircus.com has been receiving an 11,472 Daily Pageviews, which is
estimated to generate $34.42 USD from Daily and $1,033 USD for Monthly
Online Advertisement Revenue.
9. Indiacircus.com's average Pageload Time is 5 second, which compares to be a 6%
Percentile in Fastest Loading Pages around.
10. Indiacircus.com is most popular in India thus, 96.2% of its Users are from India.
IndiaCircus Critical Analysis
Pros
Ecommerce portal
Cons
You cannot have touch and feel of
the product
Nice working environment
Poor hiring standards
Infrastructure of the company is No overnight delivery
very good
Good product quality
No growth opportunity
Fair rate compared to market rate
No Mobile Application
User friendly website
Lots of items to shop from the
website
Chumbak
(www.chumbak.com)
Page 77
1. It is an Indian fashion and lifestyle e-commerce portal

2. It was one of the most visited e-commerce sites during the great online shopping
festival 2013
3. It had the second highest amount of traffic on its website, among Indian ecommerce websites in fashion & lifestyle category portals.
4. Chumbak, had raised $2 million funding from venture capital firm Seedfund in
2012, received another funding in May 2014 from private equity firm Matrix
Partners, as well as another round of investment from Seedfund.
5. Currently, it has 21 exclusive outlets in 16 Indian cities including Mumbai, Delhi
and Chennai, and its products retail at about 60 multi-brand stores.
Chumbak Features
1. Price search on SMS
2. Can integrate with eBay, Amazon and Google Shopping
3. Catalogue and Product browsing
4. One page checkout
5. Online payment facility
6. It has Flexible Shipping management
7. It has multicurrency and Multilingual support
8. Easy to use payment methods
9. It has introduced try-n-buy that enables customers to try a product if they like
it
10. Analytics and Reports
11. Mobile Commerce
Analytics
1. Chumbak has a registered user base of about 1 million people, of who about half
2.
3.
4.
5.
6.
a million have transacted on the site.

Chumbak generates 38% of its revenue from its website traffic.
Estimated website traffic net worth $81,169 US Dollars
Google Page rank of 2 out of 10.
Chumbak.com Website has the Alexa World Rank of #29,679.
Chumbak.com has been receiving a 37,063 Daily Pageviews, which is estimated
to generate $111 USD from Daily and $3,336 USD for Monthly Online
Advertisement Revenue.
Page 78
7. Chumbak.com's last traffic data pattern shows the trend of 13.79% Positive
Growth.
8. Chumbak.com's average Pageload Time is 2 second, which compares to be a 46%
Percentile in Fastest Loading Pages around.
9. Chumbak.com is most popular in India thus, 97.1% of its Users are from India.
Chumbak Critical Analysis
Pros
Ecommerce portal
Wide range and good quality product
Employee friendly
Blazing fast shipping
Cons
No streamlined processes
Confused management
Management takes decisions
They need to make their site little more
user friendly
More exclusive coupon offers

Growing company
COD with no extra charges
Good Earth
(www.goodearth.in)
1.
Goodearths unique selling proposition is its design that appeals to the modern
Indian aesthetic taste.
2.
GE has introduced several innovative concepts for retailing its products. One
example is that of establishing restaurants in its stores to provide a wholesome
retail experience and thereby, making people spend more time in the stores.
3.
GE maintains a close relationship with different partners such as craftsmen, small

workshops and factories, and collaborates with them for day-to-day delivery
schedules as well as for long-term growth strategy
4.
GE has also balanced its emphasis on Indias rich artisanal history and traditions
with contemporary design and styling.
Good Earth Features

1. Unlimited category and products management
2. Catalog and Product browsing
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3. Marketing Promotion through coupons

4. Client Account for order tracking
5. It has multilingual and multicurrency support
6. Inventory and Order management
7. It has efficient secure payment options
8. Provides 24*7 customer care
9. Users can search catalogue by voice recognition mechanism
Analytics
1. Estimated website traffic net worth $12,894 US Dollars.
2. Goodearth.in Website has the Alexa World Rank of #186,832.
3. Google Page rank of 3 out of 10.
4. The estimated total Traffic Net Worth of $12,894 USD. Goodearth.in has been
receiving a 5,888 Daily Pageviews, which is estimated to generate $17.66 USD
from Daily and $530 USD for Monthly Online Advertisement Revenue.
5. Goodearth.in's last traffic data pattern shows the trend of 62.82% Positive
Growth.
6. Goodearth.in's average Pageload Time is 1.19 second, which compares to be a
61% Percentile in Fastest Loading Pages around.
7. Goodearth.in is most popular in India thus, 62.6% of its Users are from India.
Good Earth Critical Analysis
Pros
Ecommerce portal
Cons
Takes a long time to load when
Good environment
website is slow
Difficult to manage thousands of
Good opportunities to learn

International products
Largest collection of accessories
products
It is only good for life style products
Statistics Search Interest
Page 80
Source: (Google Trends)

IndiaCircus
Chumbak
Good Earth
5. FINDINGS AND ANALYSIS OF WEB PORTALS

COMPARISON CHART
PARAMETERS
Home Page
INDIA CIRCUS
Informative but
congested.
CHUMBAK
GOOD EARTH
Divided into sections
Simple
but congested with

links
Easy as everything
Navigation
is available at one
Easy
Easy
Uncluttered
Congested
place
Order of Relevant
Site organization
information not
appropriate
Page 81
Links and labels
Easy to understand
Search and
No search option
search results
available
Readability
Readable &
acceptable
Useful links
available
Easy
Content
User Friendly
graphics should be
reduced
Too much content
on home page
Easy as everything
is available at one
place
Possible
Remote Access
Targeted Content
Relevant for buyers

and seller
Easy
Headings Easily
Readable
readable, but details

look a bit cluttered
Meant for use with
Efficient but
Performance
Easy to understand
Efficient
high speed internet

connections
Relevant
Vast but organized
User friendly
Easy
Possible
Relevant for
Possible
buyers and
seller
Relevant for buyers

and seller
Facebook
366,446 likes
430,116 likes
91,268 likes
Twitter
2161 followers
4320 followers
3142 followers
Instagram
25,112 followers
37,251
followers
21,604 followers
INDIA CIRCUS FINDINGS

1. In terms of portal design India Circus is ahead as compared to other 2 portals
because of users screen, user friendly browsing on both desktop and mobile
versions. Content and design is perfectly aligned on site.
2. 9,587th most visited website in India. The Page Analysis Score is 52.5%. Too
many internal links with page size being 212.8 KB (World Wide Web average is
320 Kb) & Load time is 3.47 second(s) (61.35 kB/s)
3. The choice of fonts, spacing of text, and contrast are details that make India
Circus web portal unique and stand out. Large blocks of small text, confusing
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navigation, and obscured calls to action are turning visitors away from India
Circus portal as compared other 2 web portals.
4. Rankings and Positions need improvement due to high competition. Website is
not listed in the local directories for each state wherein India Circus must have a
physical presence in each state. No use of video on site or YouTube.
5. Site has had minimal optimizing for search engine placement and ranking. Your
site is not telling the search engines where you want to be listed. The branding
and messaging is too scattered from page to page. Text (content) is everything to a
search engine but mostly its for the potential client who is trying to know you
and your company very quickly online.
6. The checkout features need to be updated but the layout is good otherwise. The
main missing pieces of your cart are updated product descriptions, better images
and some of the links are broken.
7. Facebook and twitter icons have been provided for collaboration and interaction.
On clicking on these icons the page is directed to the companies profile page of
the respective social media platforms.
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6. CONCLUSION
Knowledge is power, and when it comes to business, its those who have the
knowledge, determination, and will that usually rise to the top. Thats where analytics
comes into picture m is increasingly replacing the e in E-commerce, as more Indians
get on to their smart phones to buy stuff online. From a technology perspective, on the
small screen, discovery of the right products as well as payments present 2 key
challenges as well as opportunities. Whoever can solve these challenges faster and in a
sustainable manner, can challenge the status quo in e-commerce markets. Having a strong
data collection setup and access to detailed reports in services like KISSmetrics, Google
Analytics, Facebook, and others will provide you with the information you need to make
tough, but critical business decisions. I hope this project has emphasized the importance
of web analytics for e-commerce sector and why I believe it is an area which, if mastered,
will provide major competitive advantages to e-commerce companies.
The information that companies need to meet competitive challenges is moving quickly
from published and proprietary sources to the open, chaotic world of social platforms.
Navigating this new environment effectively will require new skills and a willingness to
engage in social conversations rather than merely assemble information. This is a mission
that should extend across the organization. Senior executives cant leave such important
work to specialists. Social intelligence will sharpen strategic insights, and leaders must be
immersed in the new information currents. Get inspiration for new ways to connect with
customers and thereby improve customer retention. Find out if competitors are doing
anything better than you and how you can match it. Look under the hood of their search
and marketing optimization strategy and see what you can legally steal. Improve your
own plans to beat the competition based on data rather than assumptions. The real reason
Chumbak is so successful is that it embraces the new medium and designs for its
strengths rather than fighting its weaknesses. It is critical for all players to build an
Page 84
ecosystem encompassing all the mentioned areas for digital commerce rather than just
monolithic platforms. While a typical e-commerce business model has revolved around
developing a marketplace, I feel the future will be all about business models that innovate
and transform this very value chain.
7. RECOMMENDATION AND SUGGESTION

1. Employ a range of quantitative and qualitative marketing research approaches
plus analytics techniques that are both innovative and pragmatic.
2. Discovering insights by analyzing multiple data sources, companies should
identify and source both relevant internal and external data, and help upgrade the
necessary IT infrastructure. Should focus on speed to deliver consumer insights
quickly to make uniformed decisions.
3. Company should work in particular SEO and design. Need to increase website
back links; should consider creating an email outreach program. Create more
content rich pages, as it will help website rank for more long tail keywords.
4. India circus website needs a Link building campaign to increase rank within
Google. Without Links to the site you will never be in the top three positions in
Google. Keywords are being ranked nationally not locally; this is the most
common mistake we see with keyword selection.
5. Rearrange the central category items according to their popularity and sales value.
The top right hand corner is the easiest to spot and should contain the category
which earns the highest profits
6. To summarize, unique changes to the existing business model which can get more
sellers & customers to transact online, integrated and improved multiple touch
points, identifying categories which drive frequency of usage coupled with
innovative payments and quick delivery will be the key to success in the Indian
ecommerce domain.
Page 85
8. BIBLIOGRAPHY
BOOKS
Chuck Hemann and Burbar, Digital Marketing Analytics, Making Sense of
Consumer Data in a Digital World, 2nd edition, 2013, Que Publishing.

DT Editorial Services, Big Data, 2015 edition, Dream Tech Press.
Newspaper, journal, periodical
The Hindu Business Line Sunday,18 December 2011 Market for Lifestyle
Products
Business Today, Online edition of Sunday, 20 March 2013 Everything you need
to know about ecommerce marketing
WEBSITES
http://www.firstpost.com/business/living-business/india-circus-plan-for-2015-
replicate-flipkarts-success-but-unique-designs-are-key-2016611.html
http://www.rediff.com/business/slide-show/slide-show-1-special-the-amazing-
success-story-of-chumbak/20140616.htm
http://paulwriter.com/bbs-speaker-vivek-prabhakar-founder-ceo-chumbak-
designs/
http://www.socialsamosa.com/2013/09/chumbak-start-up-brand-social-media/
http://www.deloite.in/Background_Paper_Future_of_e-Commerce_web
http://www.kpmg.com/KPMG-ASSOCHAM-India-Luxury-Summit-2014
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1. INTRODUCTION ABOUT THE PROJECT