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Web And Social Analytics (A/B testing and Beyond (What can you test?…
Web And Social Analytics
Online Business Models
Business Model
Web Business Model
How Do You Categorize Business Models?
No One Correct Way
Alternatives
Multiple companies use multiple business models
Sources of Revenues
Merchant
Catalog Merchant
Click and mortar
Bit Vendor
Advertising
Query-based paid placement
Content - targeted advertising
Portal
Retargeting
Brokerage
Market - makers
Charges a fee
Doesn't take possessions
Web Brokerage Models
Marketplace exchange
Buy/sell fulfillment
Transaction broker
Virtual Markeplace
Amazon Mechanical Turk
Subscription
Content services
Person-to-person networking services
Affilitiate
Banner (or link) exchange
Pay-per-click/Pay-per-action
Revenue Sharing
Community
Open source
Social Networking Services
A/B testing and Beyond
What can you test?
Email Marketing
Display and search adv
Landing pages
Ecommerce
Testing step by step
Design your test
A/B Testing
Multivariate Tests
Adaptive Experiments
Terminology
A/B testing
Confidence interval (formula)
z-score (formula)
Conversion probability - response rate (formula)
Multivariate testing
Sequential Experiments
Recommendation Systems
Impact on
Customer satisfaction
Increased Consumption
Positive Word of Month
Loyalty/retention
Engagement
Two approaches to recommendation systems
Collaborative Filtering
Input Data
Explicit
Implicit
Measuring Similarity
Correlations
K-nearest neighbors
Assessing Performance: MAPE
Content-Based Filtering
Search Engine Optimization
Ways to generate traffic
Intuitive Domain Name
Advertising/Affiliate Network
Emai
Content
Search Engine Marketing
Key Players
Search Engines
Firms
Consumers
On site SEO
Inbound Links
Seo for mobile
Local Seo
App Store Optimization
App Title and Description
App Icon
Keyword
App Type and Category
Include Google + plugin
Search Engine Marketing
Difference between paid search and SEO
Paid Search Marketing Mayor Providers
Google Adwords
Yahoo/BING
Adwords
Firm's perspective
Key Decisions Variables
Choosing keywords
How does it work?
Keyword Planner
Benefits